Consumers are spending more time viewing "over the top" (OTT) content on smart TV's, driving the race to adapt data-driven targeting tactics. One strategy, employed by Scotland’s STV, is streaming digital advertisements to connected television sets, which are then "dynamically" inserted into live broadcasts.

According to the article, the industry's biggest challenge toward integrating linear television and digital video models is relevant, accurate data and measurement. 

Read the full article from IBC365.