MediaMelon, a US company focussing on online streaming video intelligence and automated experience improvement, has formed a partnership with Nowtilus, a German provider of AI-driven video personalisation services.
MediaMelon also announced the immediate availability of an integrated solution developed in collaboration with Nowtilus, providing greater measurement transparency and accuracy of server-side ad insertion through continuous measurement from the client-side video player as well as player interactivity feature management.
Connected TV and OTT based streaming platforms offered by broadcasters, publishers, service providers and operators are looking to improve the monetisation of their ad-based video-on-demand content (AVOD) through a combination of targeted in-stream ads, improved quality of experience and a reduction in fraud, failures and blocking, according to the partners. On top of a cloud-native ad insertion technology there is a need for real-time insight into ad performance, quality of experience and client-side validation across client-side (CSAI) and server-side (SSAI) ad insertion techniques in order to make impactful and rapid decisions that improve monetisation.
“MediaMelon’s SmartSight for Ads, in combination with Nowtilus’ open SSAI solution www.serverside.ai solves all of this, where Nowtilus provides a leading, cloud-native server side ad insertion technology with the MediaMelon SmartSight for Ads solution tightly integrated to provide real-time performance, validation and quality of experience intelligence. The rapid resolution of issues identified from real-time analytics improves content monetisation of ad-enabled services through increased retention and viewer satisfaction. The transparency in reporting information gained by this integration benefits the ecosystem and industry as a whole,” said Kumar Subramanian, CEO of MediaMelon.
Leander Carell, managing director of Nowtilus, added: “The partnership provides our customers with the ability to track and measure ad-campaign performance directly from the client-side across all relevant device platforms and players. This is particularly important in SSAI environments as the industry requires measurement from the player side to validate impressions. Besides, trick-mode prevention is enabled to execute ad-servers’ business rules. Soon, Open Measurement and interactivity features will be added to the joint solution to serve the needs of the advertising industry.”
