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OTT is driving the next great rebundle. After years of D2C streaming, unbundling and fragmentation, we are now reaching a stage where we have so many D2C Apps that consumers are looking for simplicity and convenience again.

The expert opinion is that power structures in the industry will ultimately dictate how the advertising environment evolves. Today every major player wants to be a powerful walled garden because this is in their commercial interest. Device manufacturers, media businesses, Pay-TV operators, streaming platform companies and cable/telco/mobile operators are vying for position. Today, each area is pushing forward alone because the whole OTT video space is growing. At some point coalitions will form as walled gardens reach their limits of scale.

Already, because of content platform fragmentation, we have new advertising platforms emerging to offer aggregation services to help advertisers work with this myriad of separate environments. Xperi is an example of a business offering such a platform. As Walt Horstman, VP Monetization at Xperi says, “At Xperi we are bundling our linear TV data with our Connected TV advertising offerings so that we can draw insights from across platforms and maximize audience reach for advertisers.”

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