Conviva, a streaming analytics startup, unveiled its first ad technology product on Thursday, contextual data integration with The Trade Desk.
Conviva includes a sensor in videos or streaming material from editors and programmers. The sensor is not a third-party data collector in the same way as a cookie or SDK. According to Keith Zubchevich, CEO of Conviva, it’s the tool publishers use in their video players to monitor video quality and engagement, such as buffer rates or total playback time.
“We started collecting extremely comprehensive content information over the past two years because there’s no limit to what can be sent by the sensor in the video player, including contextual ad data and even IDs,”– says Zubchevich.
For example, new links to Conviva’s bid stream will let shoppers know whether a specific video ad is a short video, the length of a TV episode, or a full-length movie, and provide contextual data about the type of video content reproduced during the selection session, said Zubchevich.
According to Josh Sharma, Vice President of Local Now Ad Partnerships, Local Weather, Streaming Content and Conviva Data Partnership Test Partner, streaming video contextual ad data is often combined with site pixels, mobile app SDKs and ad tracking technology providers, and third-party composite datasets that monitor the page but are not embedded in the video player.
“It has long been a source of frustration for our DSP partners not to see the context of the content itself,”– says Sharma.
Is it in addition to factors like video length, a short video, or a full show? – States that Local Now, a subsidiary of Entertainment Studios (owner of The Weather Group and local affiliate stations), may use Conviva’s midstream integration to send data about adjacent specific content.
Buyers can place more value on the stock if the context requires it. For example, some companies are willing to pay more for ad space during a children’s movie if they can target ad units on their buying platform based on a sports-related scenario rather than just widely known content.
According to him, the data can also help advertisers, target users, depending on the duration of the viewing session. For example, suppose someone has practiced and watched videos with Local Now in the last hour and the information can be passed into the offer stream. In this case, advertisers can have more confidence in the print.
According to Sharma, targeting environmentally relevant material during a movie, program or newsletter is common for linear TV advertisers. He says that bringing in CTV capability will help close the gap for television budgets, as ad revenue moves toward streaming content much more slowly than consumer viewing habits.
According to Zubchevich, the Trade Desk was the natural starting point for this contextual data. Conviva surveyed its publishing and broadcast partners and The Trade Desk was a major source of demand across all industries. However, he said the company plans to expand to other DSPs and advertising platforms.