[Philip Lelyveld Comment: this is a key part of the ETC's Hyper-Personalized Entertainment Offer project. I have met with Watchwith and Digital Smiths.]
Who’s going to be the next startup to succeed in online video?
That’s the big question -- and I won’t promise to have any answers, but I can share with you a video report from Beet.TV commentator Ashley Swartz that has me now keeping an eye on two companies in the metadata arena -- Veenome and Watchwith. As metadata practitioners, they do the work of brand safety, which means they could easily fit in the ranks of firms that offer tools and technology to police ads for content or verify placement, for instance.
Former Digitas emerging media expert Ashley Swartz said in her report that as video proliferates on the Web, it won’t have as much value to marketers until more data and information is attached to it. Metadata is needed for the video advertising revolution to actually flourish, she said.
See the full story here: http://www.mediapost.com/publications/article/181640/good-metadata-is-a-brand-safety-tool.html