Maximising addressable TV revenue: How PRESTOads and PRESTOplay unlock the full ad revenue potential
Partner Content
The video advertising landscape is changing at unprecedented speed.
As viewers continue to shift from linear TV to digital-first experiences, the ability for broadcasters, streaming platforms, and content owners to monetise their audiences effectively is being reshaped. Addressable video advertising (delivering the right ad to the right viewer at the right time) is no longer a nice-to-have. It’s a business-critical capability that directly impacts revenue growth.
At Castlabs, we understand that modern media companies need tools that deliver measurable value while meeting the highest standards of transparency and compliance.
That’s why we developed PRESTOads, our player-agnostic ad SDK and have made PRESTOplay an “ads-friendly” video player on the top of it, being one of the most advanced secure players out there:two solutions designed to help publishers unlock the full potential of addressable TV advertising across OTT and IPTV.
PRESTOads: Precision tracking for maximum impact
PRESTOads is our advanced addressable TV ad tracking and measurement player-agnostic solution. In a market where advertisers demand accountability, PRESTOads provides detailed insights into ad performance across devices and platforms. With frame-accurate tracking and measurement, media companies can demonstrate the true ROI of their campaigns, allowing advertisers to optimize spend and targeting with confidence.
By integrating PRESTOads into their workflows, OTT providers, broadcasters and IPTV operators provide full transparency to their demand-side partners into how ads are performing. This level of insight drives smarter decisions, reduces wasted impressions, and ultimately makes advertising budgets go further.
For advertisers, this means every campaign can be optimized to the audience that matters most. For publishers, it means the ability to monetize every impression with precision, improving yield while building trust with advertisers. In a landscape where audience fragmentation is increasing, this clarity is invaluable.
One of the biggest challenges in OTT and IPTV advertising is compliance. With PRESTOads, we’ve embedded IAB Open Measurement (OM) support directly into the platform, allowing publishers and advertisers to measure viewability and verification consistently. This compliance ensures that all campaigns meet industry standards, reducing friction with advertisers and opening doors to premium ad budgets.
PRESTOplay: Driving OTT and IPTV addressable revenue
While PRESTOads focuses on measurement and accountability, PRESTOplay is designed to unlock new revenue opportunities in OTT and IPTV environments.
The solution supports all linear ads insertion schemes whether client-side (CSAI), server-side (SSAI) or also server-guided ad insertion (SGAI) as well as the rendering of nonlinear ads (L-shaped, side-by-side, pause ads) giving platforms maximum flexibility to deliver targeted advertising without disrupting the viewing experience.
PRESTOplay is built with revenue growth in mind. Its hybrid approach,combining server-side control with client-side intelligence, enables content providers to capture the full spectrum of addressable TV advertising opportunities. For example, dynamic ad replacement on both live and on-demand content ensures that every viewer sees relevant advertising, while providing the platform with full reporting capabilities.
Why advertisers are shifting budgets to addressable TV
The move toward addressable TV isn’t just about technology: it’s about efficiency and effectiveness.
Advertisers are increasingly reallocating budgets from traditional linear TV to addressable formats that provide measurable outcomes. They want the ability to target specific households, devices, or viewer segments, and they expect detailed reporting on engagement and conversions.
PRESTOads and PRESTOplay together address these needs. By providing a unified approach to ad delivery, tracking and measurement, we enable platforms to capture more advertising budgets without compromising the viewer experience.
This combination is especially powerful in live and on-demand streaming contexts, where understanding the nuances of viewer behavior can make a material difference in revenue.
The Castlabs advantage: Seamless integration and expert support
At Castlabs, we know that adopting new advertising technologies can be complex. That’s why both PRESTOads and PRESTOplay are designed for seamless integration into existing workflows. Whether you’re managing linear channel simulcasts, live streaming events, or on-demand libraries, our solutions provide flexibility and reliability.
Beyond technology, we partner with our clients to ensure success. From initial integration to ongoing optimization, we bring deep expertise in content delivery, advertising, and measurement. Our team understands the nuances of OTT and IPTV ecosystems and works closely with clients to identify the most lucrative opportunities for addressable advertising.
Looking ahead: The future of addressable TV
The addressable TV advertising market is poised for continued growth. Industry analysts project that OTT and IPTV will continue to capture an increasing share of ad spend, driven by audience fragmentation, device proliferation, and demand for measurable outcomes. Media companies that can deliver precise targeting, transparent reporting, and compliant measurement will capture the lion’s share of these budgets.
PRESTOads and PRESTOplay are designed for this future. By combining built-in compliance with video and advertising standards, advanced client-side tracking & measurement, server-guided linear ad insertion and nonlinear ads rendering, our solutions empower platforms to maximize revenue while maintaining viewer trust. For advertisers, this means confidence in where their money is going. For publishers, it means unlocking new monetization streams with minimal friction.
Addressable TV isn’t just a trend —it’s a fundamental shift in how advertising increasingly fuels publishers’ revenues as subscription is plateauing.
Platforms that embrace precision, transparency, and compliance will thrive. PRESTOads and PRESTOplay give IPTV operators, broadcasters and OTT providers the tools they need to meet this challenge head-on, capturing advertiser budgets that were previously out of reach and delivering measurable value at every step.
At Castlabs, we are committed to helping our clients lead the way in addressable TV advertising. By providing the technology and expertise to deliver precise targeting, comprehensive measurement, and industry-compliant reporting, we enable platforms to turn every impression into opportunity—and every opportunity into revenue.
With PRESTOads and PRESTOplay, the future of addressable TV isn’t just promising – it’s here.
Christophe Kind is head of global partnerships and market development at Castlabs.