SSAI, Programmatic Buying & Ad Copy Management by David Springall and Andy Jones
David Springall (CTO Yospace) and Andy Jones (CTO Adstream) present some of the challenges with SSAI and programmatic buying, and their proposoal on a standardised approach to ad copy management. Presented on Streaming Tech Sweden on Nov 22, 2017
delivery 600 employees in 42 offices covering 116 countries. Managing 30 million marketing assets for 5,000 clients David Springall, CTO, Yospace Dynamic ad insertion for live and VOD. Over 350 live channels under management. Customers throughout Europe, Australia, Americas and Asia.
to monetise content effectively is an existential challenge. Programmatic, buyer centric, ad sales will be at the core of the online advertising industry. Online broadcasters want to monetise their content effectively but also demand a high quality end user experience. Server-side ad insertion has addressed many problems including end user experience. The challenge is combining safety, user experience and effective monetisation.
Video Data Manifests Insertable Assets Live Stream Ad Decision Request Impression Tracking New Ads Pull Manifest Ad Creative Transcoding ADS Ad Decision Ecosystem ADM Ad Management Delivery Generic server-side ad insertion architecture
Creative normalisation is a must to ensure quality delivery and user experience Just-in-Time nature of discovering new creative can lead to missed insertion opportunities Ensuring the best quality source content is available Ensuring that ad copy is safe
for Ad copy metadata, clearance and usage rights Uniquely identify media across all distribution platforms Integrates with the ADS, ADM, SSPs and DSPs to ensure the providence of media Enables content availability Connects appropriate creative media with targeted campaigns Uniquely identify copy across campaigns to provide campaign metrics and measure creative effectiveness
System SSP Supply-Side Platform RTB Ad Exchange DSP Demand-Side Platform DSP Demand-Side Platforms Media Booking Ad Sales Scheduling Ingest Playout Brand Creative Agency Media Agency ACMS Clearance Rights Management Metadata Media ACMS Event Bus Broadcast Operations ACMS Operations Online Operations Events: Media Availability Flighting Metadata Updates Chain of Custody
specification for ACMS Event bus Agencies may choose different ACMS providers – when they traffic ads they must use the ID and specify the canonical source. Leverage VAST/4.0 UniversalAdId tag to determine ID and canonical ad source: <UniversalAdId idRegistry="adstream.com" idValue="AAA/BBBB123/030"/>
third-parties addresses key safety, user experience and efficiency challenges presented by open marketplace programmatic ad selling. Requires a significant change in the way in which advertising is trafficked in Demand and Supply-side Platforms. Advertisers are demanding greater visibility across all campaigns to drive creative effectiveness Engage the creative process to produce targeted marketing messages, avoid ad fatigue, and drive the value of ad insertions