Advanced advertising is only possible with a cooperative ecosystem

Advanced advertising is an important opportunity for Pay TV operators and the first thing they must do is start collecting data about viewing and customers. But as Luc Vignon, Director at SFR Regie in France, explains here, you also need to create a cooperative ecosystem with broadcast partners that enables scale, and which shares the value that data-driven advertising can bring to the market, provides business transparency and leaves all participants with the control they need.