TV companies’ biggest priority is responding to growing consumer habits in multi-screen and time-shifted viewing, according to executive research carried out by video ad tech platform vendor Operative.

But its white paper, The Profitable Publisher, in which it polled 85 media executives, also found two big advertising threats – fraud and ad blocking – are low down their concern index when compared with the general driving down of ad CPMs they can charge.

Operative research - advertiser concerns

Speaking with Beet.TV in this video interview, Operative CEO Lorne Brown says: “The biggest opportunity they have is addressable advertising.

“There is a race to see who can get their data together to sell DMP-based segments across television – addressable and linear. It’s a very complicated environment.”