Nielsen will release a service enabling broadcasters and cable networks to control and make money from their online video distribution (per today's WSJ, subscription only). Through fingerprinting technology, the video may be blocked, permitted to load, or "perhaps load only if it is attached to a particular piece of advertising.”
This announcement makes me wonder who holds the keys to video-related ads. With Nielsen acting as a neutral party, I would like to believe the largest rights holders keep control of their ad sales and sources.
However, we can't predict new moves from social networks, such as YouTube. What if the network itself starts to block copyrighted clips, but you want to show your clips and ads? What if the network begins showing ads that somehow interrupt yours? What if you prefer to use the network's ad inventory after all?
Regardless of these unknowns, the Nielsen announcement is interesting news. We'll see who gets real traction in this "video cop" marketplace, and how they charge for or otherwise monetize their services.
Last Week to Save on SES London Tickets!
Learn to engage customers and increase ROI by distributing your online marketing efforts across paid, owned & earned media. Join the leaders of today's digital marketing & advertising industry at SES London. Find out more ››
*Saver Rates expire this Friday, Dec 13.