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Category: Software

  • Why Indian broadcast and OTT needs to adopt the ST 2110 standard in 2025

    Why Indian broadcast and OTT needs to adopt the ST 2110 standard in 2025

    MUMBAI: The media and entertainment industry is in the midst of rapid transformation, driven by evolving technologies and shifting workflows. As broadcasters and media companies adapt to meet new challenges, trends like artificial intelligence (AI), cloud-based production, IP infrastructure, and the rise of OTT platforms are reshaping how content is created, managed, and delivered.

    Among these innovations, the Society of Motion Picture and Television Engineers (SMPTE) ST 2110 standard continues to play a pivotal role, offering a scalable and flexible foundation for the industry’s evolving needs. This article explores the key trends redefining media workflows, including the significant growth of OTT services, particularly in high-demand regions like India, and highlights why  SMPTE ST 2110 remains essential in this changing landscape.

    (For those not in the know: ST 2110 is a suite of standards from the that describes how to send digital media over an IP network. It is intended to be used within broadcast production and distribution facilities where quality and flexibility are more important than bandwidth efficiency)

    Key Trends in 2024: AI, Cloud, and IP Integration

    Three trends have stood out prominently in 2024: artificial intelligence (AI) and cloud platforms for live production. While AI has generated buzz for its potential efficiencies and cost savings, it has also raised challenges around legitimacy, trust, and synthetic content. Still, AI continues to drive backend efficiencies, particularly in media asset management and post-production workflows.

    The OTT boom in India is primarily driven by affordable data plans and smartphone penetration, with platforms like Netflix and Amazon Prime competing against domestic players such as Zee5 and ALTBalaji. This growth highlights the need for robust, scalable infrastructure to manage diverse, multilingual content streams and deliver low-latency viewing experiences to millions of users daily.

    Cloud platforms have equally made waves, enabling virtualized software stacks for live production, post-production, and content delivery. Yet challenges like latency, bandwidth, and the capex vs. opex debate have slowed widespread adoption. This is especially true in regions experiencing a rapid rise in OTT consumption, like India, where cloud-based production is critical for supporting the massive demand for mobile-first content delivery and regional programming.
     

    ST 2110 as a Backbone for Integration

    As cloud and OTT workflows rise, ST 2110 remains central to modernising media production. Initially developed to replace SDI limitations, ST 2110 has become the standard for scalable, low-latency, uncompressed IP workflows. By enabling unified transport for video, audio, and metadata on a single fabric, ST 2110 simplifies operations and reduces hardware dependencies—key for supporting the complex workflows of OTT platforms producing original content and live events.

    For regions like India, where demand for OTT-driven production is surging, ST 2110 offers the flexibility to manage traditional broadcast workflows and the rapid scaling required to meet OTT platform expectations. The ability to integrate on-premise systems with cloud-based workflows positions ST 2110 as a critical enabler for companies delivering content across traditional broadcast and streaming platforms.

    However, adoption isn’t without challenges. The high cost of entry limits ST 2110 to more prominent broadcasters and media companies, where SDI inefficiencies justify the transition. Smaller players—many of whom power regional OTT content in India—will continue leveraging SDI workflows until more cost-effective solutions emerge.

    Trends Impacting ST 2110 Adoption

    In 2024, hybrid models integrating cloud-based and on-premise workflows gained momentum. While cloud platforms offer elasticity and scalability, concerns around latency and bandwidth persist. Many broadcasters and OTT platforms are experimenting with cloud tools to scale content delivery quickly, particularly for live OTT events and regional programming that demand agility.

    The slow adoption of cloud tools also reflects economic realities—especially for OTT platforms in price-sensitive markets like India, where flexible pricing and ad-supported models remain key. This makes hybrid workflows an attractive solution, offering the best of cloud-based scalability and on-premise reliability.

    ST 2110 complements this shift by providing a scalable foundation that allows broadcasters and OTT platforms to connect on-premise production with cloud tools. As platforms in India and beyond experiment with live streaming, disaster recovery, and temporary event production, ST 2110 enables seamless transitions between local and cloud-based environments.

    Looking Ahead: What’s Next in 2025?

    Looking ahead, the growth of OTT platforms will continue to reshape content delivery and production workflows. In markets like India, OTT adoption will drive demand for scalable, flexible production infrastructure capable of supporting diverse content types—from original digital series to live events. Hybrid monetisation models, heavy investment in regional content, and the rise of AI-driven personalisation will define the next phase of competition.

    Meanwhile, IP-based infrastructure will extend into post-production workflows and content delivery, supporting the needs of OTT platforms and broadcasters alike. Standards like ST 2110 and emerging technologies like Internet protocol media experience (IPMX)  will enable flexible, cost-effective experimentation and delivery of both live and on-demand content.

    Cybersecurity will also take center stage. As media companies, broadcasters, and OTT platforms increasingly rely on cloud and IP workflows, secure-by-design solutions will be critical for safeguarding content pipelines and protecting against piracy—one of the key challenges for OTT platforms in markets like India.

    2025 and the years beyond will be exciting and challenging for broadcasters of all kinds. Trends like AI, cloud workflows, and the rise of OTT platforms—especially in high-growth regions like India—are shaping a new future for content creation and delivery. 

     

    (Travis Wrigley is senior director of sales – APAC at Ross Video. The views expressed in this article are his own and Indiantelevision.com need not subscribe to them)

    Main picture generated to Microsoft as a visual depiction of the theme of the article. No copyright infringement is  intended)

  • Nasscom Foundation takes on non-profit champion Jyoti Sharma as CEO

    Nasscom Foundation takes on non-profit champion Jyoti Sharma as CEO

    MUMBAI: The National Association of Software & Service Companies (Nasscom) Foundation has appointed Organic Cotton Accelerator country director, India Jyoti Sharma as its CEO starting the new calendar year.  

    The Nasscom Foundation is a non-profit organisation representing the Indian IT industry in the Nasscom ecosystem. Its core philosophy is TechForGood, through which it strives to unleash the power of technology by providing access and opportunity to those in need. It uses technology to assist people and institutions in transforming the way they address social and economic concerns.

    With about 24 years’ experience, Jyoti has been driving social impact across diverse sectors, including gender equality, education, climate change, regenerative agriculture, child rights and disaster management.  She has been instrumental in shaping various organisations’ strategic vision and driving their growth.  

    Among them:  Practical Action Consulting (India representative, March 2020-December 2021), World Resources Institute (director, institutional development, December 2018 to March 2020), Magic Bus Foundation (regional director-north, November 2015-November 2018, Save the Children  India (head-institutional partnerships, April 2011-October 2015), Oxfam (regional coordinator Program fund raising  South Asia, November 2008 to March 2011), DG European Commission Humanitarian Aid Office – ECHO (programme officer – south Asia, October 2005-October 2008),  and Action Aid UK (program officer, June 2001-September 2005).

    The BA from the Maharishi Dayanand Saraswati University completed her masters in social work from the Tata Institute of Social Sciences  Tiss (Mumbai) in 2001.

    Jyoti was quite exhilarated about taking on the challenge of driving the Nasscom Foundation in the new era of AI and ML.  “My first day was nothing short of inspiring. It’s clear that this team shares a passion for creating meaningful change—something I am eager to champion in the times ahead. As we dive into 2025, I look forward to building a future where hashtag#TechForGood continues to transform lives, empower communities, and create opportunities for all,”said Jyoti on Linkedin on 2 January the day she joined the Nasscom Foundation . 
     

  • Govt-backed Indian Institute of Creative Technologies incorporated

    Govt-backed Indian Institute of Creative Technologies incorporated

    MUMBAI: Even as Christmas was being celebrated in India and around the world, a new company was created in India. Called the Indian Institute of Creative Technologies (IICT) it was incorporated on 25 Deecmber 2024.

    It has been set up as a section 8 company under the Companies Act. What this section allows is the facility for the company to be converted  into  a company of other class under this Act by alteration  of memorandum and articles in accordance.

    The IICT  is slated to  set up a centre of excellence for the AVGCXR segments. It is being patterned along the lines of the Indian Institutes of Technologies but focused on higher education relating to animation, comics, VFX, gaming, XR and generative AI related to video and the visual arts.

    The IICT has the NFDC’s Mumbai address as its mailing address as it is being set up under its umbrella.

    The Narendra Modi-led government is putting a lot of emphasis on promoting the Indian AVGCXR sector globally and sees it as a major contributor to employment and revenue generation from the domestic market, as well as through exports and co-productions.

    The IICT is one of the means to hone world class talent just like the IITs produce the best engineers. It is planned to develop under a public-private partnership going forward.

  • Harmonic’s video delivery solution makes life easier for Two Wheels Motor Racing

    Harmonic’s video delivery solution makes life easier for Two Wheels Motor Racing

    MUMBAI: It’s in harmony with  the Malaysian motor sports racing organisation Two Wheels Motor Racing (TWMR). Virtualized broadband and video delivery solutions firm Harmonic has provided the Two Wheels Motor Racing (TWMR) organisation  in Malaysia with a quick fix  that has simplified the distribution of live sports events. Leveraging Harmonic’s VOS 360 Media SaaS, ViBE CP9000 contribution encoder and ProView 8100 IRD, TWMR can deliver exceptional-quality video streams to affiliates over the internet.

    “Our mission as a motorsport organisation is simple: to bring the thrill of motorcycle racing to fans across Asia. Delivering live sports events efficiently is critical to this mission,” said TWMR TV producer & coordinator Mohd Noorharif Jaafar. “Harmonic’s SaaS and appliance-based solutions make it easy to distribute live video to affiliates across Malaysia and Asia. Since adopting Harmonic’s cloud-based VOS360 Media SaaS solution and distribution appliances, we’ve reduced our dependency on satellites and significantly lowered our delivery costs.”

    The Two wheels motor racing championship

    Harmonic’s VOS360 Media SaaS simplifies all stages of media processing and delivery for premium broadcast services. The VOS360 solution provides a high level of reliability for live sports delivery with a state-of-the-art live routing system that efficiently distributes live streams to affiliates during large-scale events. Harmonic’s CP9000 contribution encoder ingests the live feeds with ultra-low latency and pristine video quality, and the ProView 8100 IRD ensures high-quality video reception on the affiliate side.

    “By migrating from satellite to the internet for live sports event distribution with Harmonic’s VOS360 solution running on the cloud, TWMR has unlocked increased flexibility, cost savings and scalability,” said Harmonic vice president of sales, APAC and EMEA Tony Berthaud.  “This shift enables TWMR to deliver high-quality content to audiences across the APAC region with greater efficiency and reliability than ever before.”

     

    (Pictures courtesy  Two Wheels Motor Racing; no copyright infringement intended )

     

  • LucidLink gets MPA TPN gold certification for providing highly secure services

    LucidLink gets MPA TPN gold certification for providing highly secure services

    MUMBAI: Storage collaboration platform LucidLink has got the stamp of approval from the Motion Picture Association (MPA). It recently got the  Trusted Partner Network gold shield certification from the association. The milestone highlights LucidLink’s unwavering commitment to safeguarding the most valuable assets of the media and entertainment (M&E) industry.

    The TPN, a global initiative by the MPA, is designed to protect against leaks, breaches, and hacks in the media supply chain. The gold shield certification represents the most rigorous evaluation process, conducted by accredited third-party evaluators, and exceeds the scope of self-assessments like TPN blue certification.

    LucidLink’s gold certification signifies its ongoing guarantee of building stringent security measures, crucial in an industry where protecting intellectual property and sensitive content is vital.

    LucidLink’s assessment was conducted by CISC Ltd,  an accredited TPN-certified third-party auditor with expertise in evaluating security in the M&E industry. The results of this assessment are now accessible to TPN Studio members via the TPN+ platform, enabling a streamlined and centralised review process for all stakeholders.

    The M&E industry is increasingly relying on cloud-based workflows. LucidLink addresses the sector’s rising digital security needs. With its innovative solutions, it says it ensures customers can confidently access, share, and collaborate on large-scale media projects without compromising on security or efficiency.

    “LucidLink has consistently prioritised security as one of the cornerstones of our solutions,” said LucidLink CEO Peter Thompson. “Achieving the TPN gold shield certification reaffirms our dedication to providing secure, cloud-native workflows that empower creatives to collaborate globally without compromising sensitive media assets.”

    LucidLink’s storage collaboration platform, known for its its zero-knowledge encryption model, ensures that only end-users can access their data—neither LucidLink nor storage providers have visibility. This level of security is particularly critical for M&E companies handling high-value projects like Oscar-winning films and award-winning TV programs.

    “By earning the TPN gold shield, LucidLink aligns itself with the MPA content security best practices, demonstrating its readiness to protect creative works across the evolving digital landscape,” said TPN president Terri Davies. “Commitment to securing cloud-based solutions is essential for modern media workflows, and earning a TPN gold enables software providers such as LucidLink to provide more reliable content creation while safeguarding against evolving threats.”

    LucidLink, says its dual achievement of SOC 2, Type II compliance earlier this year, and now  the TPN gold shield certification positions it as a trusted partner for studios, broadcasters, and post-production houses transitioning to cloud-based operations. These certifications validate its adherence to the most stringent security protocols, ensuring the safety and integrity of sensitive workflows across the global M&E supply chain.

  • Anand Chandrasekaran joins Celesta Capital as managing partner

    Anand Chandrasekaran joins Celesta Capital as managing partner

    MUMBAI: Anand Chandrasekaran’s  is quite a familiar face to those  in the media and entertainment tech industry. A geek to the core, he has also been recognised as a shrewd observer and investor in the evolution of tech. Recently, it was announced that he joined Celesta Capital in the Silicon Valley  as a managing partner. 
    Celesta was founded and is led by Nicholas Brathwaite, Sriram Viswanathan, and Michael Marks,  and primarily invests in early-stage deep tech, companies with high potential hardware and software technologies that have a clearly identified market application. 

    Anand knows how to pick winners. At one stage, he led Yahooi in its mobile and search division as senior director, a position he held for three years. He led product development at Airtel and created the Wynk music app for Airtel. 

    Soon thereafter,  he joined Snapdeal as chief product officer, a position he let go of within a year. He then went on to work with Facebook (now Meta) as director of platforms partnerships at messenger which he followed up with a sojourn at Five9. 

    He then went on to  go on board General Catlayst as an investor and partner. Along the way he seed invested in several start ups and has been recognised as one of India’s top seed investors for three years consecutively. 
    Most recently, he co-founded Celesta Capital portfolio company Crescendo, helping to incubate and grow the company to over $50M in revenue and a $500M valuation in less than a year.

    “We are fortunate to expand the firm’s team with such an accomplished investor, technologist, and operator. In getting to know Anand through the process of investing in his latest entrepreneurial venture Crescendo, it became clear that he shares Celesta’s passion for advancing important technologies, company creation, and the huge growth potential within the US  – India tech corridor,” said Viswanathan in a note welcoming him to the company on Linkedin.

  • Competitive casual games: a serious success story in India

    Competitive casual games: a serious success story in India

    MUMBAI: Investor interest in the Indian gaming market is undergoing a blip this year compared to the year before. At $23.4 million, it is significantly lower than the ₹110 million raised in 2023. Surprisingly, casual games seem to be immune to this temporary lack of interest. Investment in casual gaming more than tripled between January and September of 2023 and 2024, from $4.6 million to $15.9 million.

    The popularity of casual competitive games is increasing in India and is expected to remain so for some time. This explains why investments in casual games continue to rise even during an unusually lean period. On one hand, we have real money games like rummy, which in India has a large population with a strong interest in and knowledge of rummy game rules. Casual games, on the other hand, have a hypnotic charm with simple mechanics that you can enjoy in short bursts between your breaks.

    Keeping it Casual

    A little bit of competition has always been a key motivation for gamers. The intensity of competition may be greater in the case of hardcore gamers, but there is a silent majority who enjoy some amount of competition to go with the entertainment that games bring. This silent majority is driving the popularity of casual competitive games in India.

    The Lumikai X Google’s Interactive Media and Gaming Research 2024 has further reiterated this observation. The research estimates that casual and hyper-casual gaming will continue to grow at a CAGR of 23% in India for the next five years. It is also worth considering the percentage of female gamers is increasing rapidly in India to reach 44% this year. As a demographic, women are among the strongest patrons of casual games.

    The average hours spent every week on casual gaming has increased from 3 hours in the financial year 2023 to 3.6 hours in 2024. Casual games continue to be the most popular genre of gaming across India, followed by mid-core games and real money games. Also keeping the genre lucrative for investors is the fact that the in-app purchases in this genre have registered a 10% annual growth this year.

    Engaging in Friendly Fires

    While gunshots exchanged across international borders are sometimes diplomatically described as ‘friendly fires’, a competitive casual game is undoubtedly the better example of the term. The funds involved in poker and rummy games make the competition much more serious. There is a strong need to understand poker and rummy game rules too. The popularity of these card games accounts for the phenomenal popularity of platforms like RummyTime. However, competitive casual games are truly casual.

    Take the popular Coin Master game, for instance. The aim here is to build the strongest Viking village, win loot, earn rewards and trade your treasures with your fellow Viking friends. PUBG and its successor, BGMI, have been popular favourites among Indian gamers for years. These games have been offering a casual mode with around 10 players, some of whom can be practice bots as well. Once the gamers hone their skills, they can graduate to the multiplayer battle royale format in this player-versus-player shooter game.

    There is a competitive spirit in the casual games built around the popular board game Ludo as well. Popular ludo platforms organise mega prize money tournaments where gamers can test their ludo skills and sharpness. It is also a popular pastime among friends who can now play it on smartphones instead of looking around for the physical board game and the dice.

    Ludo’s Popularity: The Casual Competitive Case Study

    Ludo has been a popular pastime for adults and children in India for decades if not centuries. Online ludo offers an opportunity for friends to socialise. As against the board game format where two to four players can play, online ludo can accommodate six players.

    The gameplay is much quicker, with the quick-mode match running for roughly five minutes only. In the physical format, this can extend to anywhere between 30 to 90 minutes. The simple mechanics and sleek UI ensures that gamers can pick and play at any time between their breaks.

    Popular ludo platforms have not relied on ad incomes alone for profitability. They are offering in-app purchase options that include premium features like peer-to-peer chats, voice notes and audio modes.

    Over the years, ludo has spread across different gaming communities. Ludo King, for instance, has 20% downloads outside India. International favourite, Yalla Ludo leads the revenue race with more than $1 million in the first nine months of this calendar year.

    A Dominant Presence

    Competitive casual games are a dominant presence in the gaming landscape. In a regional research conducted in India, casual games topped the popularity across the country. The game is the top genre in the East India zone among paying gamers as well. Competitive and non-competitive casual games like Candy Crush, Ludo and Coin Master are unanimous national favourites. It is a pattern that seems set to continue.

  • Steep Climbs, Little Foothold: The Challenges of Indian Indie Game Developers

    Steep Climbs, Little Foothold: The Challenges of Indian Indie Game Developers

    In his Independence Day speech this year, PM Modi hoped that Indian game developers can make a mark on the global scene. This was not without reason. Indian gaming offers a unique landscape. From media choices to playing durations, from game formats to variations, this uniqueness offers a ripe Make in India opportunity. Be it playing rummy on a popular rummy app or shuffling their favourite cricket players in a fantasy league game, there is Indianness to gaming here.

    But has the average indie game developer managed to capitalise on this opportunity? Global gaming giants like Xbox are keen to harness the potential of these indie developers. Its India Lead for global expansion, Arjun Varma, has even hinted at including more Indian games in their Xbox Game Pass.

    However, the road to recognition for the Indian indie game developer is not without challenges.

    High on Skill, Low on Resource

    Independent businesses in any industry have to operate within their limited resources. This is a major challenge in a vocation like game development. Games developed with cutting-edge technology and high-quality sound and graphics have a better chance of success. However, it requires a budget that only big gaming studios can afford.

    Developing a game can cost you anything between ₹50 lakhs to ₹3 crores. Games remain in the development stage for one to three years. High cost and high gestation period are paid off when the game is selected by a streaming platform like Sony or Steam. If the game makes it, it can command a subscription fee of ₹500 to ₹1500. If not, the struggle continues as the game relies on effective marketing.

    Crowded with Competition

    In India, Hyderabad has a growing indie game scene, with around 20 to 30 firms engaged in the development of independent games. Across the country, there are more than 1,500 developers and more than 300 companies, many of whom are into indie games. Making a breakthrough product can be a challenge amidst the competition. Making things difficult is the sweeping popularity of the global AAA gaming titles.

    If an indie game doesn’t end up on a streaming platform, its struggles will continue for a longer spell. An indie game developer may not have access to the marketing resources and teams that big studios have. They rely on gaming forums, social media and online venues and events to reach out to the gamers and gather a fan following.

    Indie game developers must note that getting into a streaming platform is not the end of challenges either. It is a crowded marketplace with thousands of players vying for gamer’s attention. For instance, on Steam, there are over 13,000 gaming titles, out of which nearly 99% are indie games. They share the spoils out of the 48% of the revenue generated in the platform. AA and AAA games, on the other hand, command 52% revenue despite representing a little over 1% of the games present on the platform.

    Balancing Skill and Timeline

    While India is home to hundreds of skilled game developers, developing a game requires a fine balance. High skill can lead to good quality, but adhering to the timeline is just as important. While big studios can afford a delay in the game development, it can lead to dire financial consequences for indie developers.

    With finances as a looming backdrop, indie game developers in India decide on feasible game mechanics, the size of the development team, and the extent of trial and error they can afford. And then conclude the initial debugging and optimisation within the project timeline. All of these call for a meticulously planned game development lifecycle.

    Indie Infrastructure and Efforts in India

    The skill development and infrastructural initiatives undertaken by the Indian government stand to benefit the Indian gaming industry as well. Initiatives like the AVGC (Animation, Visual Effects, Gaming, and Comics) policies are expected to empower aspiring Indian AAA game developers as well as indie developers.

    Regional initiatives like the “IMAGE”, a centre of entrepreneurship for gaming, animation, VFX, computer vision, and AI startups, have also helped indie gamers. IMAGE has confirmed that it has more than 40 indie game startups operating under the centre. Besides, initiatives like the Krafton India Gaming Incubator have shown that impressive Indian indie games like Spice Secrets and Sojourn Past can be given a platform to excel.

    Going back to the uniqueness of the Indian gaming market, the success of certain real money games is an indication of the scope available to indie developers. The preference of Indian gamers for games like rummy has led to the success of apps like RummyCulture and many other real money gaming platforms.

    Continued Optimism

    Industry watchers maintain their optimism when it comes to the potential of Indian indie game developers and studios. Success stories like Asura and Raji, the rise of crowdfunding in gaming and the cultural relevance of indie games can push Indian indie games to higher ground.   
     

  • Mahindra group hires Devendra Sharnagat as SVP- AI division

    Mahindra group hires Devendra Sharnagat as SVP- AI division

    MUMBAI: AI– especially it’s use to improve productivity and work flows –  is the juice that’s keeping organisations moving forward and invest in it greatly. The Mahindra group is not far behind. It recently appointed Devendra Sharnagat as the senior vice-president of the AI division. In this new role, he will oversee the centralised data and AI expertise pool, driving the group’s AI initiatives across various companies.

    Hitherto, he was the chief data & analytics officer at Mahindra Finance where  he was leading data and analytics function for the financial services sector and driving business effeciency and productivity through data and digital.

    He has spent a large part of his career at HDFC Bank (eight years) where he rose from being manager campaign management in the credit card division to deputy vice-president analytical marketing when he decided to quit and join Kotak Mahindra Bank. A 11-year stint there saw him rise from vice-president, head – BIU & customer value management to senior executive vice-presdent – head of data and analytics. He then made a lateral move in the Mahindra  group to Mahindra Finance.

    Sharnagat is well  wired for the job.  Apart from  his work experience, he holds a master’s degree in technology from Bits Pilani and a master of management studies from Sydenham Institute of Management Studies. 

  • DoubleVerify unveils GenAI protection to shield brands from low-quality AI content

    DoubleVerify unveils GenAI protection to shield brands from low-quality AI content

    MUMBAI: The leading software platform for digital media measurement, data, and analytics DoubleVerify (DV) announced the launch of its generative artificial intelligence (GenAI) website avoidance and detection solution. This innovative offering helps advertisers navigate the risks posed by low-quality, AI-generated content and protect their brand reputation online.

    According to DV’s  2024 Global Insights Trends Report, 54 per cent of marketers believe that generative artificial intelligence negatively impacts media quality. DV has identified numerous long-tail websites that leverage GenAI tools to churn out low-quality content, often rife with errors, editorial inconsistencies and plagiarism. With DV’s GenAI solution, clients can seamlessly enable post-bid monitoring within their brand suitability profile and employ DV authentic brand suitability across leading DSPs for pre-bid avoidance.

    “Advertisers are focused on maximising campaign performance while ensuring that their ads appear within suitable environments that align with their brand,” said DoubleVerify CEO Mark Zagorski. “By expanding DV’s brand suitability solutions to identify low-quality, AI-generated content, we’re empowering advertisers to stay ahead in a rapidly evolving ecosystem.”

    DV uses a nuanced approach to classify websites within its GenAI websites category. The company evaluates sites and subdomains predominantly exhibiting AI-generated, low-quality content with minimal human oversight. Poor quality signals include repetitive cookie-cutter formats, chatbot-generated text within articles, placeholder content, and other markers that may concern advertisers.

    Powered by proprietary detection technology that combines AI-driven analysis with human expertise, DV’s GenAI solution ensures precision in identifying and categorising low-quality content. Importantly, websites that use generative AI responsibly and maintain reasonable quality standards are not categorised, allowing advertisers to balance quality reach with suitability.

    DV’s category-based implementation streamlines activation and ensures dynamic updates, eliminating the manual effort of maintaining inclusion and exclusion lists. This approach enables advertisers to stay ahead of the ever-growing landscape of low-quality, AI-generated content.

    In addition, aligning pre-bid controls with post-bid measurement offers advertisers a comprehensive media authentication strategy. Pre-bid protection evaluates content before impressions are transacted to support the delivery of ads to appropriate environments. Post-bid measurement analyzes content after impressions are purchased, offering advertisers insights into suitable ad delivery. This dual approach helps brands optimize future campaigns and media investment decisions.

    Currently, DV’s GenAI classification applies to English-language content with plans to launch across other languages in the future.