White Paper

Metadata for Addressable Advertising

Why is addressable advertising so important, and how can we effectively execute it?

Addressable advertising will be an important source of new revenue for broadcasters in the coming years. Not only is addressable advertising more efficient in terms of reaching the advertiser’s intended audience, the advertisements (“ads”) are more likely to be watched because of their relevance to consumers. Obviously, the Ad Decision System needs information about the audience (e.g., demographics, location, device) to determine what ad to present for any given opportunity, and it needs this information in advance. The “advance” requirement is a critical difference to dynamic advertising insertion for on-demand content, where only a few seconds notice is typically required and the total duration of the ads displayed to each viewer can vary. There is other information that is required to execute addressable advertising in linear TV. The Ad Decision System needs to know the length of all ad breaks as well as the currently scheduled ads and their individual durations.

This short paper will discuss the benefits of Ad-ID, a unique identification system for advertising assets across all media, and a mechanism for its use in conjunction with other metadata to deliver value to broadcasters, advertisers, and consumers alike.

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White Paper

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