What is content metadata and why it matters for CTV advertising

What is Content Metadata and Why It Matters for CTV Advertising?

Content metadata is going to make a massive difference in the CTV market. Find out how.

It is a known fact that CTV or connected TV market is increasing in popularity and adoption. According to eMarketer, the CTV advertising market is poised to breach the US$13.41 billion mark by 2025. If you think about it, this estimate is conservative when you factor in the wealth of inventory of free, ad-supported streaming TV services. As the inventory is digital and non-linear, it’s no longer surprising to see advertisers sending different messages based on the regions and geographies of their target audiences. This practice translates to CTV selling via programmatic buying. While this practice is not novel in digital advertising, much can still be done in terms of CTV.

As a result, the competition has become one of the toughest as of late. To stand out in the crowd means advertisers must invest in innovation. One of these innovations is the use of content metadata.

What is Content Metadata Exactly?

Advertisers need to understand the buyer’s journey to help them with the right message because buyers would place a high preference for contextual relevance. However, their understanding is often limited at the app level. With content metadata, the scope is much more profound. It involves describing the actual video instead of merely presenting it in a more generic ecosystem. This includes rating, genre, and duration.

Use the NFL as an example. The genre is football, and it applies to many audiences. It also has 1 hour of playing time. In the absence of content metadata, marketers would only know that ad space is available for sale via a CTV app.

Using content metadata will help buyers gain more control over what content they wish to publish depending on their messaging and the audience they intend to communicate with. Ultimately, it promotes a better user experience.

Benefits of Content Metadata

Ads work better if the messages can reach the intended audience. In the growing ecosystem of programmatic over-the-top (OTT) advertising, priority should be placed on improving the volume of content metadata that buyers can access. The key to achieving this is through a solid partnership between CTV platforms and publishers. They must work together to develop a thorough description of their entire OTT content based on collective parameters and standardized content metadata.

With improved transparency, buyers would feel comfortable buying more CTV inventory, specifically because it provides them with the highest impact. Because of this, we can expect CTV advertisers to choose to buy more because there’s an increased understanding of the content they will buy.

Content metadata is critical in bridging the gap between advertisers and publishers.

With CTV advertising breaking the market, widespread adoption of content metadata will become important more than ever. In the future, we can expect a network of publishers and platforms that support transparent reporting, contextual targeting, and even better access to ad space that delivers positive results.

We at AlgoriX are always ready to assist you in the best way possible to navigate the tricky world of CTV advertising. Connect with our sales experts.



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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.