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SSAI, Programmatic Buying & Ad Copy Management by David Springall and Andy Jones

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

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Streaming Tech Sweden

November 22, 2017
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  1. Server-side Ad Insertion, Programmatic Buying & Ad Copy Management David

    Springall – CTO, Yospace Andy Jones – CTO Adstream
  2. Who are we? Andy Jones, CTO, Adstream Advertising management and

    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.
  3. What are we here to talk about? Online broadcasters ability

    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.
  4. Contents Server-side Ad Insertion Overview The Ad Tech Ecosystem &

    Programmatic Why Ad Copy Management Matters Putting it all together Conclusion
  5. Why server-side ad insertion? USER EXPERIENCE, CONSISTENCY & CONTROL EASE

    OF OPERATION, MAINTENANCE & FUTURE PROOFING RESILIENCE AGAINST AD BLOCKERS
  6. LIVE STREAM Signal Acquisition, Transcoding & Event Conditioning CDN Devices

    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
  7. The “Ad-Tech” ecosystem Media Buyers Ad Creative Submission DSP Demand-Side

    Platform ADM Ad Management Delivery ADS Ad Decisioning System SSP Supply-Side Platform RTB Ad Exchange DSP Demand-Side Platform DSP Demand-Side Platforms DSP Demand-Side Platform DSP Demand-Side Platform DSP Demand-Side Platforms Supply-Side Creative Ingest Process Media Booking Ad Sales Scheduling Ingest Playout Supply-Side Creative Ingest Process
  8. Why ad copy management matters in online video advertising Ad

    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
  9. What is an ad copy management system? Source of truth

    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
  10. ACMS in broadcast operations context Media Booking Ad Sales Scheduling

    Ingest Playout Brand Creative Agency Media Agency ACMS Clearance Rights Management Metadata Media
  11. The need for ACMS in online operations Media Buyers Ad

    Creative Submission DSP Demand-Side Platform ADM Ad Management Delivery ADS Ad Decisioning System SSP Supply-Side Platform RTB Ad Exchange DSP Demand-Side Platform DSP Demand-Side Platforms DSP Demand-Side Platform DSP Demand-Side Platform DSP Demand-Side Platforms Media Booking Ad Sales Scheduling Ingest Playout Supply-Side Creative Ingest Process Brand Creative Agency Media Agency ACMS Clearance Rights Management Metadata Media
  12. DSP Demand-Side Platform ADM Ad Management Delivery ADS Ad Decisioning

    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
  13. Considerations Engaging IAB Tech Lab to establish need for industry

    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"/>
  14. Summary A standardised approach to ad copy management through trusted

    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