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Adtech platform Xandr launches new feature to standardize video content

Singapore – AT&T’s advertising and analytics division, Xandr, has released a new feature on its platform, described as content metadata for video. The new feature aims to help publishers improve the monetization of their premium video supply through standardized content descriptors.

Each publisher has different ways of labeling content, and buyers find it challenging to forecast, target, transact and report at scale across premium video inventory, and this is what Xandr aims to solve. Through the new feature, Xandr will be able to standardize content metadata to make it simple for both publishers and buyers to better represent and identify video content.

Xandr will take the thousands of unique genre values and simplify these into standardized categories using its fields including duration, delivery type, genre, program type, rating, network, and language. Xandr also offers multiple integration options to make it easy for publishers to send their metadata, including automated live content mapping to ensure there is comprehensive coverage. According to Xandr, over 50% of transacted CTV impressions on Xandr Monetize, its premium inventory, include content metadata.

The new feature will ensure the publisher’s metadata is standardized into Xandr’s taxonomy. This means that Xandr will take the thousands of unique genre values and simplify these into standardized categories using its fields including duration, delivery type, genre, program type, rating, network, and language.

Lynn Chealander, Xandr’s director of product management, commented, “As video continues to grow, Xandr is leading the way in standardizing content metadata to help our customers across both the buy and sell-side better understand premium video. Content metadata for video will allow publishers to capture unique spend as it unlocks demand for contextual audiences and will give buyers insight into the content so they can make informed decisions. All while matching ads to relevant content to create a better experience for viewers.”