Earticle

초록

영어

With the OTT media market growing rapidly, the significance of trustworthy data verification and certification cannot be emphasized enough. This study delves into the crucial need for such measures in South Korea, exploring the steps involved, the technological and policy-related considerations, and the challenges that may arise once these measures are put into place. Drawing on in-depth interviews and the analytical hierarchy process (AHP), this study surveyed various stakeholder groups, both directly and indirectly related to OTT data authentication and certification. By assessing the severity of OTT data-related issues and identifying the requirements for reliability-improvement policies, participants shared their valuable insights and opinions on this pressing matter. The survey results clearly indicate a divided opinion among stakeholders and industry experts on the reliability of OTT data, with some expressing trust while others remain skeptical. However, there was a consensus that advertising-based AVOD is more reliable than SVOD. By analyzing the priorities of authentication and verification, this study paves the way for the establishment and operation of a Korean MRC (KMRC), centered on the OTT media industry. The KMRC will serve as a vital platform for ensuring the authenticity and accuracy of OTT data in South Korea, providing businesses and industry players with a reliable source of information for informed decision-making. This study highlights the pressing need for reliable data authentication and certification in the rapidly growing OTT media market, and provides a persuasive case for the establishment of a KMRC in South Korea to meet this critical need.

목차

Abstract
1. Introduction
2. OTT media performance indicators and issues
2.1. Limitations of Traditional Media Rating Measurement Models
2.2. Increase in digital advertising, advertising fraud and brand safety
2.3. Discussion about the OTT advertising business model and changes in the market
2.4. Increased need for transparency and reliability related to OTT data
3. Methodology
4. Research results
4.1. In-depth interviews
4.2. AHP method
5. Discussion and Conclusion
Acknowledgement
References

키워드

저자

• Seung-Chul Yoo [ Associate Professor, Division of Communication & Media, Ewha Womans University, Korea ]
• Yoontaek Sung [ Research Fellow, Media & Advertising Research Institute, Korea Broadcast Advertising Corporation, Korea ]
• Hye-Min Byeon [ Research Fellow, Media & Advertising Research Institute, Korea Broadcast Advertising Corporation, Korea ]
• Yoonmo Sang [ Assistant Professor, Department of Media Communication, Sungshin Women’s University, Korea ] Corresponding author
• Diana Piscarac [ Doctoral Student, Division of Communication & Media, Ewha Womans University, Korea ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380