Today’s internet driven, cloud-based, OTT video delivery ecosystem allows viewers to tap into and watch all their favorite content no matter where they are in the world. Nearly 50 million US residents hail from outside the country’s borders. And while these viewers (or listeners) enjoy content from back home, they are also subjected to the local advertising which is no longer relevant. Also, the publishers, agencies, and advertisers are losing out on ad impressions and revenue.

Technology can solve this challenge. A relevant inventory, based on the region the listener is streaming from, should be made available and filled via programmatic platforms. This would ensure that the viewer is served relevant ads, the broadcaster back home shares in a higher Western CPM model, and more inventory is available all around.

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