Xandr, AT&T’s advanced advertising company, today announced the launch of a new feature on its platform, described as “ content metadata for video .” This functionality aims to help publishers improve the monetization of their premium video offering, through standardized content descriptors.
While contextual solutions for programmatic have historically been built on the web, where a text-based environment makes it easy for anyone with a URL to understand and categorize content, streaming environments don’t offer the same advantages. In video, content changes frequently, even if the URL or app remains permanent . Because each publisher has different ways of tagging content, buyers find it challenging to forecast, target, transact, and report at scale across premium video inventory. Xandr’s new feature will standardize estonia number data content metadata , making it easier for publishers and buyers to better identify video content.
metadata is standardized across Xandr’s taxonomy. This means that Xandr will take the thousands of unique genre values and simplify them into standardized categories using its fields, including duration, delivery type, genre, program type, rating, network, and language. Xandr also offers multiple integration options to make it easier for publishers to submit their metadata, including automated live content mapping to ensure complete coverage. Currently, over 50% of CTV impressions transacted on Xandr Monetize include content metadata.
“As video continues to grow, Xandr continues to lead the way in standardizing content metadata to help our customers – both buy-side and sell-side – better understand premium video. Content metadata for video will enable publishers to capture single spend as it unlocks demand for contextual audiences and give buyers insight into content so they can make informed decisions – all while tailoring ads to relevant content to create a better experience for viewers ,” said Lynn Chealander, Director of Product Management at Xandr.
“We are always looking for ways to make our video inventory more engaging. Xandr’s new feature gives us the ability to run more precise and categorized bids for buyers by enabling contextual targeting and reporting on video content. The integration was seamless and allows us to offer more transparency into the marketplace to drive additional spend ,” adds Eric