Advertisers Demand Metrics around Online Video Usage

By on 11/04/2009 7:29 AM @daisywhitney

Advertisers want to know more about their neighbors and brands want to know
who they're running next to and whether their ads are live in safe online
environments, said Jayant Kadambi, co-founder and president of online
video ad network YuMe

We caught up with him at the Beet.TV Online Video Roundtable last month.

As marketers seek scale online with online video, they also want data on where the videos are
embedded, he explained. "As video goes from TV to online videos to live
to widgets, we give them all the information required so they feel
comfortable advertising at scale," he said. That includes data on
whether an ad plays next to another ad and what type of content it runs
against. Technologies like AdSafe and ad networks like are also focused on managing the environments in which ads live online.

To deliver the right ads to the right consumers, YuMe relies on
consumers' content preferences. "If this is 'Heroes,' based on the data
associated with that content we know people 18 to 49 who like dramas
watch 'Heroes' and we can use that to place the right ad," Kadambi
explained. He added that YuMe doesn't rely much on cookie data and
leans instead on user behavior.

In general, ad networks also rely on a range of data sources such as Next Action, Blue Kai, RapLeaf, and others to verify audiences and to deliver ads to the right viewers. 

Daisy Whitney, Senior Producer

Disclaimer:  YuMe was the sponsor of last month's Beet.TV Online Video Roundtable

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