STANDARDIZING THE SYNDICATION OF MEDIA WITH ADVERTISING ON

THE WEB

Mark Kortekaas, CBSIan Blaine, thePlatform

Introduction The goal: grow the audience The methodology: Put your content in front of the

audience or potential audience wherever they spend time. Everyone wins: media companies reach new audiences,

sites engage their users with great content, both gain advertising revenue.

Media Company

Media Company’s Site

3rd Party Site

3rd Party Site

video

Accelerating SyndicationStandards are required in 3 areas A metadata schema for sharing content

Title, author, description, etc. Video players that respect advertising policies

Dynamically determine the ad format, when to ask for an ad and which campaign management system to call

Reporting Metadata standards for video views, ad impressions,

and other common statistics Ability to send data to multiple reporting servers

The Benefits Reduce the technical friction between content

owners and distributors Revenue shares on advertising aligns interests Reporting keeps the relationships healthy Consumers get a better experience on the

sites they love.

A Starting Point SMIL

Metadata container that’s already supported by many of the media players on the web today

Dynamic advertising may be enabled by SMIL within SMIL Advertising campaign management systems already

return SMIL files Need a SMIL-type; content, advertising, etc.

A parallel process for reporting can be defined

STANDARDIZING THE SYNDICATION OF MEDIA WITH ADVERTISING ON

THE WEB

Thank you