Improving Streaming Standards for Live Events: Insights from Index Exchange’s Gardner
Streaming TV has made huge strides, but there’s still room for improvement to meet evolving consumer habits, according to Alex Gardner, Chief Revenue Officer at Index Exchange. In a chat with Beet.TV, Gardner highlights the need for industry standards to enhance ad experiences in this new landscape. Index Exchange has been collaborating with the IAB Tech Lab on OpenRTB 2.6, aimed at supporting connected TV ad formats. However, Gardner notes that challenges persist, especially in seamlessly inserting ads into live-streamed TV.
He emphasizes the importance of addressing issues like audience scale predictability, distinguishing live events from pre-recorded ones, and handling sudden spikes in viewership during live events. Gardner sees a great opportunity in catering to these unique demands. The Tokyo Olympics served as a turning point, showcasing the growing interest in live sports streaming among consumers. Gardner believes this event underscores the vast potential for live-streamed content. As streaming continues to evolve, establishing standards and adapting to new trends will be key to enhancing the viewer experience.
