Donal O’Connor, the CEO of Zenterio subsidiary Adscribe, is featured in this month’s Rapid TV Everywhere from Rapid TV News. In the magazine he describes how pay TV operators are increasingly taking advantage of the data that they have on user behavior to enhance their service offering, and to increase revenue.
The insights generated by properly analyzing user data make a powerful difference to the management of content – both on how it is acquired and on how it is targeted at different subscriber groups. This ‘first party’ data is also of immense value to the advertising industry which is fundamentally dependent on the availability of accurate viewing figures.
The article can be downloaded here.