Advertisers Demand Metrics around Online Video Usage

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 Brand.net 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