LONDON — Ad tech platforms need to do a better job of telling ad buyers exactly what kind of video placements they are bidding for, says an exec from one such company.

“Standards like the RTB spec and the exchanges need to wake up start adding more metadata to these requests to enrich that buy for the brand,” according to Coull product VP Nick Forsberg.

His company analyzes videos to deeply understand the content and context contained within their frames, making that information available as more refined data against which to buy video ads.

“A lot of tech vendors in the world doing post- analysis are still very behind in terms of the moment we need to say, ‘Yes it’s okay to show an ad’.”

Coull of Bristol, England, in April unveiled a software development kit allowing mobile publishers to have access to video advertising.

We interviewed him as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull.   Please visit this page for additional segments.