Streaming Needs More Standards, Live Events Are Next Frontier: Index Exchanges Gardner Beet.TV [Video]

LONDON – Streaming TV may have come a long way – but it still has a way to go to support burgeoning consumer behaviors.

That’s the view according to one ad-tech leader whose company operates a major digital ad marketplace.

In this video interview with Beet.TV, Alex Gardner, Chief Revenue Officer, Index Exchange, says the industry has much work to do to support quality ad experiences in the new world.

“A few years ago … we recognized the lack of true standards that were intended to specifically address the unique challenges of streaming within programmatic,” said Gardner.

Index Exchange has been working with the IAB Tech Lab on OpenRTB 2.6, a set of programmatic trading standards designed to support connected TV ad formats.

But Gardner said more challenges remain, especially when it comes to supporting quality ad insertion into live-streamed TV.

“Things like predictability around the scale and size of …