TS Media Labs Pvt Ltd was founded in 2016 by 3 People, namely, Raj, Madhu & Kishore.

They decided to build this company into a global media technology firm that will
revolutionise the media and advertising domain in the TV world.

The product they decided to build was way ahead of its time in the market as they wanted
to achieve targeted advertising on video content when it is viewed online. Till then, ads in
the online video domain were shown before the video playback started and after the video
playback ended.

Youtube was a pioneer in the video distribution and the largest player in monetization of
video content through advertising. The whole system of buying and selling ads was
programmatic built by Google and the auction for ad spots took place programmatically in
real time online with in matter of milliseconds. Apart of Google advertising systems like
Google DFP / AdX ( now called Google Ad Manager), there were other companies in the
market who provided the programmatic ads ( platforms that source demand ) as growing
up.

TS media decided to build the technology to insert targeted ads by profiling the user as they
watched a TV channel online ( For example : you can watch a news channel ABC News on
Roku app on many devices like mobile phones, roku device etc) where the ads were shown
during the commercial breaks based on who is watching the channel, on what device, when
and from where is he/she watching the channel.

This technology had its own advantages to change the whole model on how advertising was
done in live television channels that were started to be streamed online. TS Media had only
two major competitors at that time in that market (known as Yospace and Anvato ) for this
technology that came to be known as dynamic ad insertion ( DAI; also called server side ad
insertion or SSAI) .

From 2016 to 2019, the market grew exponentially in this domain with biggest of
broadcasters launching their online streaming platforms across the world (like Hotstar, Sony
Liv, Zee 5 in India; Samsung, Roku, Xumo, Pluto, Peacock in US etc) and the demand for this
technology exploded. but with that, the market got many other players in this domain. The
market started becoming crowded with the vendors supplying this technology and there
was little differentiation in DAI products offered by technology companies.

TS Media founders started to think on the next cycle of evolution of the product line where
they could have leveraged the core DAI technology built in house but also build ancillary
product lines to support the growth of the company in this domain while gaining the market
share.

As a product manager of this product in this company, what would you suggest them to
build next in this product line so that they retain their current market position and start
gaining more market share to maintain an edge in the market?
Please prepare a presentation ( approx. 10-12 slides) depicting the US market size, future of
OTT streaming in the US, changes happening in user behaviour and what would media
companies lack today which TS Media can build and provide a service to the OTT media
companies. Please do cover the OTT ( over the top) media companies landscape,
information about competition, revenue models and projections for the business / product /
features that you are suggesting , a sales plan and what kind of investments and planning
are required to build this next step of product. If possible, try depicting Technology edge
and any other technical information of your suggestions.

Some of the helpful material ( links ) that will help in understanding the domain and the
industry are :

1. https://www.livemint.com/Consumer/ePS4JiEeb4iVECN7odUu0L/Why-millennials-are-
ditching-TV-for-online-content.html
2. https://www.raconteur.net/business-innovation/will-online-streaming-kill-off-traditional-
broadcasters
3. https://en.wikipedia.org/wiki/Cord-cutting
4. https://www.thewrap.com/vmvpd-svod-avod-tvod-streaming-market-explained/
5. https://www.antevenio.com/usa/what-does-it-mean-to-buy-rtb-programmatic-
advertising/
6. https://www.amagi.com/platforms/thunderstorm-dynamic-ad-insertion/
7. https://aws.amazon.com/media/tech/what-server-side-ad-insertion-ssai/
8. https://medium.com/@eyevinntechnology/understanding-server-side-dynamic-ad-
insertion-d7ed90e34aa2
9. https://adexchanger.com/tv-and-video/ott-advertising-why-the-industry-needs-more-
transparency/
10. https://clearcode.cc/blog/ott-advertising/
11. https://www.freewheel.com/the-untapped-opportunities-of-ott/
12. https://www.mobileads.com/blog/what-is-a-demand-side-platform-dsp