Latency plays a crucial role in measuring tv viewership and ad performance
Latency, or delay, is the time it takes for live content to travel from its originating broadcast source to the end user. ACR and Ad Technology companies need their channels as close or ahead of the viewer as possible. This allows them to target audiences and detect users in real time. These companies have a brief window of time to obtain usable data and insight that allows their products to be effective and work as intended.
The best sources for lower latency are directly from the broadcasters, MVPDs, and OTA. They are followed by cable, satellite providers, and streaming platforms. We have seen great results by creating a state-of-the-art infrastructure, partnering with multiple MVPDs (headends), and using the lowest latency-inducing medium. The goal is to enable our clients to successfully and efficiently release products that power the television and advertising industry.
