A Publisher’s Guide to the Best Video Taxonomy

A Publisher’s Guide to the Best Video Taxonomy

A well-tailored taxonomy is the foundation of any successful publisher’s video strategy. If metadata is the lifeblood of content discovery, taxonomy is the circulatory system. A taxonomy’s configuration of categories and subcategories provides context for the discovery and recommendation algorithm which interprets a video’s more granular associated metadata (keywords/tags, title, description, etc.) to facilitate video recommendations.

read more
Using Personalized Video Programming to Advertise With Tact

Using Personalized Video Programming to Advertise With Tact

By Mike Edelhart and Rohan Castelino Traditional advertising — the notion that corporate messages must be delivered broadly in tidy, uniform packets — only came into existence because, in the past, it was impossible to get exactly the right information and experiences to exactly the right people at exactly the right time. Clearly, getting people just what they want/need at exactly the best moment would be both effective and delightful. read more
Why “in-stream” placement of branded video is a Win, Win, Win

Why “in-stream” placement of branded video is a Win, Win, Win

Branded video campaigns provide publishers with an opportunity for significantly higher revenue as brands pay a premium to access the targeted audience of a publisher. According to recent studies, quality branded content has proven to outperform pre-roll advertising. Like all forms of inventory, the challenge is achieving reach and engagement. The most common end-points publishers have for fulfilling branded video campaigns have been dedicated landing pages on their owned & operated properties and social media. Landing pages are not ideal placements for publisher, brand, or user. Why? Because they are neither organic nor native to the user experience. read more

ReThink: Verizon fined by FCC – Are privacy laws too severe?

Excerpt from ReThink Research Faultline

Verizon has been fined $1.35 million by the FCC this week for violating privacy laws. While this penalty is barely a drop in the ocean for the US operator, this is part of a wider problem facing not just operators, publishers, and content providers, but also the technology vendors that work with them.

Rethink_Research_Logo.jpeg

The FCC deemed that Verizon’s ad targeting technology, or “supercookies”, had infringed its Open Internet Transparency Rule, as Verizon had been collecting customers’ data and sharing this with third parties without the consent of users, and with no option to opt out. Following the small fine, Verizon has now agreed to a three year FCC plan in which it is required to notify its customers about ad programs, and gain full consent before sharing this data with outside companies.

read more