Vikrant Mathur Future Today iFoodTV AdTech
Future Today Inc., founded in 2006, is a leading streaming technology provider specializing in over-the-top (OTT) and connected TV (CTV) ad-supported solutions for content creators and advertisers. The company's services encompass Channel as a Service (CaaS), free ad-supported streaming TV (FAST) channel launches, content management and publishing, app development and maintenance, and cross-channel advertising.
Over the years, Future Today has experienced significant growth. In 2021, the company expanded its content library by over 9,000 hours and added 20 new channels, bringing its total content to more than 60,000 hours across various genres. This expansion led to streaming over 63 million hours of content monthly. The company's flagship channels include HappyKids, a popular kids' platform featuring content like P.J. Masks and Peppa Pig, and iFood.tv, a streaming cooking channel.
In recent years, Future Today has continued to innovate within the CTV advertising landscape. The company expanded its Channel-as-a-Service (CaaS) offering to major brands across industries, enabling them to launch dedicated, free channels on connected TV devices. This move reflects a broader trend in the industry, where brands are leveraging CTV platforms to reach audiences directly.
The state of connected TV advertising technology has evolved rapidly, with several key developments:
Platform Development: Companies like The Trade Desk are developing new CTV operating systems, such as Ventura, aiming to address conflicts of interest seen with existing OS providers and improve market transparency and efficiency.
Mergers and Acquisitions: The industry has seen significant M&A activity, exemplified by Mediaocean's acquisition of ad tech company Innovid for $500 million, aiming to enhance ad verification capabilities and offer brands greater control over their data and spending.
Retail Integration: Major retailers are entering the CTV space, as demonstrated by Walmart's acquisition of Vizio for $2.3 billion, aiming to enhance its advertising business through Vizio's Platform Plus.
Investment in Ad Tech Startups: Startups like tvScientific are attracting significant investments to simplify TV advertising purchasing and measurement, reflecting the anticipated shift of ad dollars from platforms like Meta and Google to TV.
These developments indicate a dynamic and rapidly evolving CTV advertising landscape, with technological advancements and strategic partnerships shaping the future of the industry.
Recent Developments in Connected TV Advertising Technology
Exclusive: The Trade Desk is building a CTV operating system called Ventura
Mediaocean Buying Adtech Company Innovid for $500 Million
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