Media Content Platform (MCP) technology employed by Anvato could save the industry up to $3 billion (€2.76 billion) in lost revenue from ad blocking.
According to the company, MCP is a turnkey software-based TV Everywhere/OTT workflow platform that enables TV broadcasters, content owners and service providers to reach their audiences on any device — from signal to screen — with a single, all-encompassing offering.
Alper Turgut, CEO of Anvato, said: “For the past two years, our customers have been using server-side ad insertion. Now, they kill two birds with one stone: they not only enjoy frame-accurate ad insertion on all devices but also defeat ad blockers.
“We were one of the first in the industry to do server-side ad and content stitching, which enables our customers’ content and advertisers’ payload every time. We estimate that widespread use of this technology will result in significant savings, avoiding up to $3 billion in lost revenue from ad blocking for the industry as a whole.”
Discussing the scale of ad blocking, Anvato says that some video producers estimate that up to one-third of their streams never reach their audience today.
Meanwhile, analysts indicate that ad blockers could cost publishers $25 billion in 2016 for both display and video advertising.
Globally, over 200 million devices will use ad blockers, an estimated 40% growth from the past year.
