Sponsored by Paramount Advertising • November 27, 2023 • 3 min read •
Jarred Wilichinsky, senior vice president, ad operations, Paramount
Long gone are the days of low-tech processes. The analog simplicity of one linear platform has evolved into the digital complexity of multiple video environments. It’s the job of media companies to ensure the best ad experience for both audiences and brands.
But, this is only possible when all stakeholders speak the same language.
Before, the Ad ID was the definitive solution when linear was the only game in town. But, the landscape has changed and there is no common identifier in today’s multiplatform marketplace, and this limits the effectiveness of ads.
A better ad serving solution is necessary for media companies to make better decisions. For instance, differing metadata prevents effective frequency capping and competitive separation, which leads to audience fatigue and negative associations with brands.
Publishers and broadcasters are striving to settle on a standard set of metadata and an ID. For example, the recent LUMAscape visual guide attempts to clarify the massive number of players involved in the ecosystem and the need for widespread cooperation.
There is ongoing progress in the industry, such as Paramount’s custom-built software, Conduit, but the long-term fix is a collective solution, and no one party can do it alone.
Advertisers first need a universal metadata vocabulary. Ad ID could also help by ensuring metadata can be plugged into ad tech platforms. Programmers must also construct pods that utilize the common ID and metadata to provide that premium experience and execution.  » …
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