The advertising landscape is shifting rapidly toward addressable digital and TV channels. At the same time, the retail media market is experiencing explosive growth – globally approaching a volume of USD 100 billion with an annual growth rate of approximately 22 percent. These new channels offer highly relevant audiences and measurement capabilities, but they also introduce significant complexity: fragmentation and data silos.
Many platforms provide only fragmented data in proprietary formats. Studies report that today’s CTV measurement approach is a “puzzle” of disparate platform metrics – with varying attribution models, time windows, and reach methodologies – resulting in signal loss and multiple truths for advertisers. In addition, flawless integration of video ad tech and content monetization solutions requires a profound understanding of streaming technologies, platforms, and players to meet the needs of advertisers, solution providers, and targeted audiences.
Our research is aimed at professionals in the media industry who are navigating the latest trends and technologies in advertising. In this constantly evolving landscape, we offer innovative solutions to overcome the challenges of fragmentation. We develop tailored Ad Tech solutions that help companies in the streaming and media sector successfully bring innovative offerings and services to the market.
Research Focus and Technologies
Our research-driven tech solutions bridge the gap between the high expectations of modern advertisers, platforms, solution providers, and viewers. It leverages scientific innovation and addresses the economically relevant needs of advertisers, agencies, ad tech platforms, and streaming providers.
Fraunhofer Institute for Open Communication Systems