Addressing what the company sees as the rapidly maturing OTT industry, Akamai is introducing new capabilities designed to help operators grow their revenues, manage their viewers and secure their valuable content.
Ian Munford, director of media product marketing, Akamai, said: “Broadcasters can use Akamai’s Identity Cloud solution to capture, identify and securely manage viewer data to drive advanced programmatic or personalised advertising strategies. One of the challenges faced by broadcasters today is the ability to perform these functions quickly and in near real time across millions of viewer data sets. Akamai has solved this by developing a cloud service that scales to meet the needs of broadcasters and, through its advanced integration options, can enable the data fabric required to tie in any additional ad-tech options.”
Akamai’s mPulse service has been designed to help broadcasters track, analyse and understand viewer and audience activity across OTT apps and services. Using what the company describes as advanced machine learning, mPulse is designed to provide granular and actionable insights into how OTT services are performing on different networks and devices and also how easily viewers are able to find content or whether ads are positioned correctly.
Akamai is exhibiting at IBC2019 on Stand 1.D35.