The advent of OTT services has been the answer to all the consumer's prayers who wanted to watch any content, anytime, anyplace and on any device of their choice. This has led to a major surge in the OTT services adoption rates (much to the dismay of satellite broadcast industry). There is no denying the fact that OTT is the new normal and is here to stay for quite some time now. So, what makes OTT irresistible for the millennials and where does dynamic ad insertion find its place in there?
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