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Standardizing the syndication of media with advertising on the web

Standardizing the syndication of media with advertising on the web. Mark Kortekaas, CBS Ian Blaine, thePlatform. Introduction. The goal: grow the audience The methodology: Put your content in front of the audience or potential audience wherever they spend time.

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Standardizing the syndication of media with advertising on the web

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  1. Standardizing the syndication of media with advertising on the web Mark Kortekaas, CBS Ian Blaine, thePlatform

  2. Introduction • The goal: grow the audience • The methodology: Put your content in front of the audience or potential audience wherever they spend time. • Everyone wins: media companies reach new audiences, sites engage their users with great content, both gain advertising revenue. Media Company’s Site Media Company video 3rd Party Site 3rd Party Site

  3. Accelerating Syndication Standards are required in 3 areas • A metadata schema for sharing content • Title, author, description, etc. • Video players that respect advertising policies • Dynamically determine the ad format, when to ask for an ad and which campaign management system to call • Reporting • Metadata standards for video views, ad impressions, and other common statistics • Ability to send data to multiple reporting servers

  4. The Benefits • Reduce the technical friction between content owners and distributors • Revenue shares on advertising aligns interests • Reporting keeps the relationships healthy • Consumers get a better experience on the sites they love.

  5. A Starting Point • SMIL • Metadata container that’s already supported by many of the media players on the web today • Dynamic advertising may be enabled by SMIL within SMIL • Advertising campaign management systems already return SMIL files • Need a SMIL-type; content, advertising, etc. • A parallel process for reporting can be defined

  6. Standardizing the syndication of media with advertising on the web Thank you

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