“On TELEVISION & & Video” is a column exploring chances and challenges in sophisticated TV and video..
Todays column is by Lynn Chealander, Director, Product Management, Xandr.
Imagine the Air Buddies franchise churns out a 15th film, and youre rightly delighted to see it on the huge screen. When you get to the theater, you find that tickets just ensure you a seat; you wont discover out whats playing until the film starts.
Online marketers, who are simply as conscious material as motion picture audiences, are not constantly so lucky when purchasing video advertisements. Historically, there has actually not been a standardized way to discuss video material in programmatic marketing. This has been a concern for both publishers and buyers, who are typically required to use manual workarounds to provide standard transparency into video material..
Thankfully, the industry is starting to invest in standardized contextual metadata; these efforts are vital if online marketers are to get the most out of programmatic OTT.
Online marketers, who are just as sensitive to material as movie audiences, are not constantly so lucky when purchasing video advertisements. Historically, there has not been a standardized way to talk about video content in programmatic marketing. Types of content metadata include score, period, and category. Without content metadata, all a marketer would understand is that an advertisement is for sale on a CTV app like AT&T TV Now. While OpenRTB offers a set of basic content parameters, it does not specify a standardized taxonomy for the metadata shared within numerous of its most prominent criteria.
What is content metadata and why does it matter?
Types of content metadata include category, duration, and rating. Today, these can be shared across the ecosystem by means of standard parameters in the content things, as defined in the OpenRTB spec.
Lets utilize the WNBA All-Star Game as an example. Its in the basketball category, appropriates for all audiences, has a period of 3 hours, is being aired live, and is an event. Without content metadata, all an online marketer would understand is that an ad is for sale on a CTV app like AT&T TELEVISION Now. Offering much deeper context permits publishers to gain access to more particular need, e.g., if the marketing team for the 15th Air Buddies motion picture wished to target live basketball occasions.
Broad adoption of video material metadata would give purchasers more control over the content they align their ads with and the audiences they reach. And it would assist media owners access demand for contextual audiences, improve curation, and ensure advertisements served align with their content, producing a much better user experience.
Taxonomy is the key.
While OpenRTB offers a set of basic content specifications, it does not specify a standardized taxonomy for the metadata shared within a number of its most prominent specifications. However fragmented metadata, such as a single genre inconsistently identified as “humor,” “funny,” “amusing” and “comedic,” is a huge roadblock for a buyer attempting to scale a contextual-based audience campaign. A content taxonomy– or a system of category that predefines enabled worths for each criterion– is necessary to lower friction.
Publishers, obviously, use standardized taxonomies within their own material management systems, however they are typically exclusive. The difficulty now is for platforms– with the help of industry groups like the IAB– to partner with purchasers and publishers to merge these different publisher taxonomies into a single marketplace-wide taxonomy. This is a vital action for platforms that wish to offer a single view of content throughout numerous supply sources..
The advantages are clear.
To assist online marketers get the most out of programmatic OTT, the market needs to focus on increasing the amount of contextual metadata offered to buyers. This needs partnership in between publishers and platforms to describe all OTT content utilizing industry-defined specifications and standardize the metadata within those criteria utilizing a constant taxonomy.
Industrywide adoption of such specifications and a push to standardize the metadata will create network results for publishers, support transparent contextual targeting and reporting, and enhance access to curated premium video audiences.
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