2017 Azbee Awards of Excellence
Category
Online > Online Technical Article > Northeast
Awarded to
Kelly Liyakasa, Senior Editor; Tilde Herrera, Senior Editor
Entry details
Server-Side Stitching: How Publishers Are Bypassing Ad Blockers And Avoiding Video Latency
Issue date (if applicable): 2/4/2016
Publication name: AdExchanger
Publishing company: AdExchanger
Website home page: https://adexchanger.com/
Please describe the publication's mission and readership:
AdExchanger is an online publication devoted to the data-driven, digital marketing and advertising space. Our readers include advertising agencies, advertisers, publishers, data providers, ad networks, media traders and advertising and marketing technology companies.
In 2016, spending on digital advertising was predicted to reach $72 billion in the US, the world’s largest digital advertising market. Digital display and search advertising account most spending, followed by other formats, including email and mobile.
There were no early players that offered simple end-to-end solutions for delivering online ads, which created a fragmented landscape of technology providers. The solutions resemble an alphabet soup of jargon, such as DSP, SSP and DMP, among others. Google, Facebook and other large companies have risen above the crowded landscape, consolidating as they buy smaller ad tech players to create the dominant tech stack.
Data-driven advertising promises to help marketers reach consumers with the right message when they are most likely to convert. But as platforms and devices multiply, the big data collected on consumers can overwhelm even savvy marketers.
Data has made digital advertising performance measurable, but the industry often uses legacy metrics that reward bad behavior and fail to determine whether an ad really drove a sale. Meanwhile, the industry is wrought with challenges, including ad fraud, privacy issues and a general lack of transparency.
Please describe the enterprising work that went into this entry and its significance or impact on readers:
Media companies and online publishers face a paradox: Consumers want more video content, such as news or live sports, but it’s expensive for publishers to produce it. Now that more than 25% of the US internet population uses ad-blocking technology, it’s tougher than ever for content owners that rely on ads to pay for video creation and distribution.
But many companies are turning to a technology called server-side ad stitching to address this challenge. It improves video playback, dramatically reduces buffering on streaming video players and helps publishers avoid ad blockers.
Many broadcasters already use server-side ad stitching to ensure big TV events, such as the Olympics or Super Bowl, render TV content and commercials seamlessly across devices. Experts predict publisher use of server-side ad stitching will only accelerate since it allows publishers to build the necessary bridges between their content and the range of devices consumers use to access video content.
Server-side ad stitching is like the quiet engine that runs in the background for many TV content owners. It’s a tool that often goes unnoticed – until it’s really needed.
AdExchanger spoke with the creators and users of server-side stitching in a wide-ranging series of interviews with publishers, telcos and technology providers over several months. This piece highlights the motives and implications of a developing technology and trend as more TV content is consumed across platforms.
Links to entry URLs
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Entry URL(s), if applicable:
https://adexchanger.com/tv-and-video/server-side-stitching-publishers-bypassing-ad-blockers-avoiding-video-latency/
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Server-Side Stitching: How Publishers Are Bypassing Ad Blockers And Avoiding Video Latency
Category
Online > Online Technical Article > Northeast
Description
Publication name:
AdExchanger
Company:
AdExchanger
Winner Status
- Regional Bronze Award
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