Clearstream Rolls Out Verification for Online Video Ads
ADOTAS – Earlier this week, new startup Clearstream made its debut, announcing its verification technology for online video ads. The company aims to measure the quality and relevance of the videos on a page where an ad is placed, and at the same time, it’s announced a metric for measuring the video quality and page context of an ad (which, appropriately enough, they’ve dubbed the “ClearstreamScore“).
With all the talk about how larger and larger audiences are watching online video in addition to or instead of traditional television, advertisers have made a mad rush to take advantage of the trend. Of course, the rush came at the detriment of assuring those video ads would end up in the right place, and video ad verification firms have popped up recently with the hope of bringing to video similar standards that display advertising already operates with. The goal, of course, is to make sure video ads end up on sites where the advertiser’s intended audience might see them, that those sites are able to host quality video, and that ads aren‘t placed near video content the advertiser wouldn’t want to be associated with.
“In order for [online] video to be successful, it needs to be more like television,” Clearstream co-founder Brian Mandelbaum said in a phone conversation this morning. What television already offers, he said, is a “trusted space where the brand can interact with consumer. There’s a relationship of content and context.” The problem with taking similar video content to the internet and targeting it, he said, is “you don’t know what you’re getting. There’s this black hole in video, because the word ‘video’ can mean so many things.”
Clearstream’s technology, Mandelbaum said, aims to make sense of what a targeted video campaign has accomplished, through what he called a “video ingestion system. Where an ad is displayed, we’re able to ingest the content adjacent. I mean the video content,” not just the text content. “What’s inside the player is the most important thing. The page is irrelevant.”
In determining the quality of video (one component of the ClearstreamScore) on a particular site, the technology evaluates factors like the size of a stream, how the video is encoded, the length of videos, metadata and whether they’re low- or high-definition. The content index (the other component of the score) categorizes video streams on a page. It can go frame by frame, Mandelbaum explained, and considers speech, audio and text detection, and object detection. “We trained our system to look for specific objects,” he said, such as “a gun, nudity, profanity” — the kind of stuff certain brands won’t want to be placed near.
Mandelbaum said Clearstream, which “took about three quarters of a year” to launch, looks to a company like Nielsen as doing something roughly analagous — “not as technology, but insights and analytics about brands and audiences. They’re focused on audiences — they’re focused on the who. This is the what, the where and the how.” He sees potential in Clearstream, in coming months, to come “closer in line with actual brands and advertisers to help support the purchase of their video content. I think Clearstream will be a brand very much associated with the TV upfronts.”
Reader Comments.
Affine Systems has been doing this for a few years already. Though the new entrant is certainly validation.
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