As ‘walled gardens’ prevent data sharing, OTT players must rely on content, tech to win advertisers

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Concept by Muhabit ul haq

Synopsis
Having an integrated database that lets marketers access all data across mediums in a standard format may be a pipe dream. But this hampers OTT platforms’ ambition to grow their AVoD offerings – falling behind Google and Facebook. If these platforms want to find success, they will have to scale up their tech capabilities and sharpen their content strategy.

Year 2017 was a better time for the Broadcast Audience Research Council (BARC). The television and advertising industry body, which measures TV viewership and reach, was spreading its wings into the digital medium and had begun rolling out a new initiative called EKAM. “We are happy to announce the launch of the EKAM, our digital offering,” BARC India’s then chief executive officer (CEO) Partho Dasgupta had said in a press release (April 2017).