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DMA: Data and Marketing Association
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Next-Generation TV White Paper

An Overview of the Existing Landscape and a Recommended Approach for Cultivating Continued Innovation in the Ecosystem

The newly-released “Next-Generation TV” white paper, commissioned by the Data & Marketing Association (DMA), provides an overview of the myriad of consumer and economic benefits of Next-Generation TV. Second, we examine the current legal and regulatory landscape around which the Next-Generation TV ecosystem currently exists. We conclude by discussing a recommended approach involving robust self-regulation to help ensure the continued cultivation of innovation in the Next-Generation TV ecosystem.

This white paper includes:

  • An Introduction to Next-Generation TV
  • How Data is Collected and Used in Next-Generation TV
  • Benefits of Next-Generation TV to Consumers
  • Benefits of Next-Generation TV to the U.S. Economy
    And Businesses
  • The Existing Legal Landscape
  • A Recommended Approach for the Continued Cultivation
    of Next-Generation TV Innovation

This report is available to members as a benefit of membership. Nonmembers can purchase the report for $179.

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Additional DMA Research

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This white paper aims to shine a light on those practices so as to help marketers across all vertical industries apply a set of established best practices to the deployment of their own omnichannel programs.

The newly-released “Future Trends in Data-Driven Marketing” report explores the future value of data and how a data-driven future will different from the present.

The Quarterly Business Review tracks trends in four key economic indicators: Data-driven marketing (DDM) expenditures, DDM-generated revenue, DDM channel mix, DDM priorities.

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