How Total Content Comprehension (TCC) opens up PII-free monetization opportunities for publishers' high-value content assets
Conceptually, Total Content Comprehension (TCC) is the complete understanding of all the content on a page including text, audio, image, and video formats. The goal is to render a complete understanding of the environment to inform better buying and selling decisions. With Netra’s TCC, content is scanned and classified. A complete, comprehensive view of all available digitalized content is delivered to inform a range of decisions, from optimizing ad placement and pricing to maximizing content and media investments.
As the marketing industry transitions away from a cookie-reliant environment, attention has shifted towards investing in contextual targeting. But today's contextual solutions are limited to ‘yesterday’s tools’ of scanning text and metadata of static images or video, overlooking and inadequately acknowledging the rapid growth of content, sentiment, and audience-targeting embedded within visual content.
Netra is unique in its ability to scan imagery and video assets through our Computer Vision (CV) technology. We analyze all page elements, including extracting information embedded within video and image content. This information allows our partners to achieve Total Content Comprehension, unlocking opportunities for improved monetization and understanding of the content portfolio for sell-side partners and vendors. Buy-side partners also achieve breakthrough benefits by increasing the match of advertising creative attributes to the right content attributes. Using our patented CV, Netra delivers complete comprehension of the full depth of context within image and video assets through frame-by-frame analysis that uncovers and translates
from in-depth video analysis using Artificial Intelligence.
Antiquated contextual solutions are incomplete and inadequate if these tools cannot provide insight into publishers' most engaging content contained within image and video assets. Without CV, publishers leave untapped opportunities to monetize content and to create improved, higher-value audience and contextual targeting opportunities for their buy-side partners. Further, publishers that fail to use CV loe out on the opportunity to build custom contextual segments for brands that want to target specific image based objects or activities.
Ultimately, publishers attain an advantage when they are able to create an attractive brand and privacy-safe buying proposition for advertisers, particularly when brands are able to optimize against reliable, well-defined, and consistent quality inventory. With Netra’s TCC, content that may have been undervalued due to lacking taxonomies or confusing classifications is now in line with IAB standards and its true value is accessible in the market exchange.
Netra’s technology includes a full comprehension of the text and imagery on the page and extends further through our Computer Vision (CV) technology into the full depth of context within video assets through frame-by-frame analysis on content detection, brand safety, emotion, and affinity.
Our vision is to empower the industry to unlock the value within their content portfolios, provide relief and structured data classification, and empower media stakeholders to harness the massive amount of content created with each hour to turn it into an advantage…
If you are a media owner looking to maximize monetization in this period of transition to privacy-first activation, please reach out to us. We work with some of the biggest names in the industry and would enjoy speaking about how we can support your goals. If you are a brand looking to understand this new environment better, please get in touch. We can forward you to our publisher and vendor clients so you can test the benefits of buying with high fidelity classification with trusted partners.