LAS VEGAS — Analytics on consumption and delivery of video across a content distribution network can help inform ad buys, ensure safe travel of video, and prevent fraud, says Michael Fay, VP Product Management and Operations at Akamai in an interview with Beet.TV.
“Whether linear or OTT or file-based, analytics are important. You need analytics for trouble shooting and for quality and and audience sizes,” he says.
In addition, the insight analytics provide can illuminate consumer viewing habits that can be used by marketers. “Broadcasters and content owners can see if a piece of content is being watched for how long and that helps inform ad buys,” he says. “What we are trying to do is show our customers exactly what is happening with the content, and we are taking the analytics from the ingest side all the way to the end user. We can trouble shoot every area.”
Analytics can also be used to determine if content is being infringed on and if there is suspicious viewing or downloading activity that might suggest piracy.
We interviewed Fay at the NAB Show. Beet.TV’s coverage of the show was sponsored by Akamai. Please find more coverage from Las Vegas here.