The Connected TV penetration rate is said to have surpassed 50% in Japan. As the rate rises, broadcasters will have to face new players and devices including VOD, online video content, video games in addition to the existing competitor TV channels, which further intensifies competition in the field. At the same time, five commercial TV stations have begun simultaneous online streaming on TVer since April 11th this year. TV broadcasters are now entering the world of the Internet. TV has historically been considered an “offline channel” and difficult to measure its effectiveness; but now new opportunities have arisen to accurately assess effectiveness and test new methods of targeted streaming. What’s important here is sharing data obtained by each player. How should a player make the most of the data they have and cooperate with others in order to enhance the value of TV-originated content and advertising frames? We invite experts from different players and explore the answers with them.

Please refer to the books in order to gain a deeper understanding.
https://www.amazon.co.jp/dp/4883355497
https://www.sendenkaigi.com/books/ad-marketing/detail.php?id=27457