One of the more interesting snippets gleaned during a presentation from German encoding specialist MainConcept, delivered to a handful of journalists and analysts in London, centred on the ad tech advantages of VVC (Versatile Video Coding – H.266). The up-and-coming codec allows for capabilities that AVC or HEVC cannot provide, particularly in terms of ad insertion. VVC enables for multilayer insertion in addition to tile and slice layers (supported by HEVC). This means that VVC can take content going out and only encode the ad layer on top, making this a more efficient process. MainConcept’s ad tech vision is based on the age-old notion that ads are inconveniences and viewers will take measures to skip, avoid, and ignore ads, at…