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Home Blogs 더 나은 경험을 제공하고, 수익을 극대화하며, 투명성을 높이는 OTT용 고급 광고 솔루션

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Media

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더 나은 경험을 제공하고, 수익을 극대화하며, 투명성을 높이는 OTT용 고급 광고 솔루션

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About The Author

Charlie Russell

Charlie Russell is a Senior Product Marketing Manager who enjoys spreading the word about Edgio. He gets to learn about the challenges customers face and how Edgio helps solve them, the new offerings from Product and Engineering, and all the myriad goodness that comprises the Edgio advantage. And he gets to help other pteople learn about it too – members of the Edgio team, people who wan to deliver better and more secure digital experiences, and thousands of happy customers. In his free time, Charlie is a musician who loves playing with friends and performing around town.

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온라인 스트리밍을 위한 고급 광고 솔루션은 그 어느 때보다 광고 수익을 극대화할 수 있는 더 많은 기회를 제공합니다. 업계를 선도하는 매니페스트 및 세션 관리 기술인 Smartplay는 전 세계적으로 개인화된 스트리밍을 제공하기 위한 기준을 제시합니다. SSAI(Server-Side Ad Insertion) 기능은 모든 장치 또는 플랫폼에서 콘텐츠에서 광고로 원활하게 전환합니다. 지속적으로 증가하는 시청자에게 제공되므로 방송사와 콘텐츠 제공업체는 시청자를 유치하고 유지하면서 광고 수익을 극대화할 수 있습니다.

Smartplay를 지속적으로 미세 조정하여 수백만 명의 동시 시청자를 위한 경험 품질을 개선합니다. 당사의 최신 혁신은 고객이 경쟁력과 성공을 유지할 수 있도록 지원하는 Smartplay Prebid, Ad Data 및 Ad Analytics입니다.

‍More Smartplay Prebid로 프리미엄 비디오 컨텐트 제공업체의 손 제어

‍Prebid는 긴 형식의 비디오를 위한 혁신적인 프로그래밍 방식 기술입니다. 그것은 “헤더 입찰”과 유사한 오픈 소스 프레임 워크를 사용하며, 이제는 TV 스타일의 상업 중단을 지원합니다. “사전 입찰”이라고도 하는 Prebid를 사용하면 콘텐츠 제공업체가 광고 인벤토리를 실시간으로 노출하고 더 많은 수요 파트너와 동시에 경매를 진행할 수 있습니다. 이 모든 것이 정기적인 광고 통화 워크플로우에 앞서 이루어집니다. Prebid는 고객이 현재 콘텐츠 워크플로우와 광고 서버에 쉽게 구현할 수 있는 위험이 낮은 솔루션입니다.

첫 번째 입찰 전 통합은 Edgio(이전 Edgecast) OTT Smart Auction과의 통합입니다. Smartplay에 원활하게 통합되는 Prebid는 수요 파트너가 동시에 광고 공간에 입찰할 수 있도록 합니다. 이러한 입찰은 다른 광고 구매와 함께 고려하기 위해 광고 결정 서버로 전달됩니다. 그 결과, 공정한 시장 경쟁이 이루어져 eCPM 및 채우기 비율이 높아져 수율이 높아집니다. 고객은 이제 광고주가 자신의 콘텐츠를 얼마나 중요하게 생각하는지에 대해 완전한 가격의 투명성을 갖게 되었습니다. Smartplay의 세션 데이터와 결합하면 가시성과 제어 기능이 벽으로 둘러싸인 정원 뒤가 아닌 콘텐츠 소유자의 손에 다시 전달됩니다.

Edgio는 업계 품질 및 투명성 이니셔티브를 강화하기 위해 노력하고 있으며 혁신적인 고급 광고 기술을 제공하는 최초의 회사 중 하나입니다. Smartplay Prebid는 모든 Edgio 광고 팀 간의 긴밀한 협력의 결과입니다. 이 공동 제안은 OTT 광고 환경에 대한 Edgio의 광범위한 시각을 강조합니다.

‍Ad 데이터 및 분석으로 광고 전송 및 경험 최적화

‍Because Smartplay는 일대일 세션 관리를 제공하며, 당사의 플랫폼은 스트리밍 고객이 엔드 투 엔드 광고 경험, 오류, 시간 초과 및 추적 문제를 조사할 수 있도록 대량의 세분화된 데이터를 노출합니다. IBC 2019에서 처음 공개된 광고 데이터는 기술 팀이 광고 삽입 프로세스의 문제를 해결하고 모니터링하는 데 도움이 됩니다. 2020년 가을에 새롭게 제공되는 Ad Analytics는 환경, 장치 및 수요 파트너별 광고 전달 보고서를 통해 비즈니스 의사 결정을 알리는 데 도움이 됩니다.

Edgio는 포괄적인 스트리밍 및 광고 워크플로우에 고유한 렌즈를 제공하고 모든 스트리밍 고객에게 성공을 지원하는 부가 가치로 강력한 도구를 제공합니다.