Metadata and Advertising Decisioning
Project Status:
(roll over for info)
Scoping
The project is currently being scoped by the group. Work has not yet started.
Start:
October 1, 2022
Estimated Completion:
October 31, 2023
Problem Statement
This is a multifaceted project that explores the state of contextual targeting data in the industry today, identifies gaps in technology and standards that is needed to improve metadata for better ad decisioning, and creates specifications and/or POC for solutions to fill those gaps.
Project Description
As data and privacy rules around the usage of personal and audience data for advertising tighten, many in the industry are looking to improve ad performance via the oldest targeting method in the book – contextual data. This is a multifaceted project that explores the state of contextual targeting data in the industry today, identifies gaps in technology and standards that is needed to improve metadata for better ad decisioning, and creates specifications and/or POC for solutions to fill those gaps.
Project Type
Document
Project Leads
Advisors
There are no SMEs associated with this project.
Goals and Objectives
Project Scope
This project includes the following scope:
- “State of the Industry & Best Practices” – a document that describes the state of the industry with respect to the use of metadata in ad decisioning. This includes a report on Auto Metadata Generation via AI, in order to understand the state of the industry with respect to automated metadata creation with AI.
- The WG assumes the above report will identify gaps in the following sections below, which could potentially be unique projects that tie into the whole theme.
- Taxonomy Specification – Definition and identification of a robust, consistent taxonomy of contextual advertising metadata that is/can gain traction today and be modified for the future.
- Timed Metadata Protocol – Identification of gaps in signaling when metadata is encountered within a viewing session
- MCIS Proposal – Identification of a more dynamic metadata system: the ability to access and inject temporal metadata in real-time as ad decisions are being made.
Contributors
The following members have contributed to this project. Click on their name to visit their profile. If they have not published their profile, the link will redirect to their LinkedIn profile.
Additional References
There is no pre-requisite reference document for this per se. However a basic understanding of streaming formats and how advertising works – in particular, the Streaming 101 and Streaming Advertising 101 SVTA University courses – would be helpful background prior to reading this document.