Unlocking the Power of Video Measurement: The Conviva Success Story
Table of Contents
- Introduction
- Audience Measurement Challenges
- The Role of Quality of Experience (QOE)
- The Evolution of Audience Measurement
- The Underfoot Position in the Market
- Understanding Stream Sensor
- Data Cleaning and Normalization
- Privacy Considerations
- The Future of Audience Measurement
- Conclusion
Introduction
In the digital age, audience measurement has become a significant challenge. People are constantly seeking new ways to understand how audiences consume content, especially in the streaming era. This article explores the journey of a company that started by focusing on quality of experience (QOE) and how it has now transformed into a leading audience measurement solution. Through the use of innovative technology and data collection, this company has been able to provide valuable insights into audience behavior. This article will delve into the various aspects of audience measurement, the role of QOE, the company's market position, the stream sensor product, data cleaning and normalization, privacy considerations, and the future of audience measurement.
Audience Measurement Challenges
One of the main challenges in audience measurement is gathering accurate data in the streaming era. With the rise of various streaming platforms, it has become crucial to understand how audiences engage with content. The traditional methods of measuring audience metrics no longer suffice, as streaming introduces new complexities. Buffering, video quality, loading times, and other quality issues have emerged as critical factors to consider. To tackle these challenges, the company in focus began by prioritizing quality of experience, measuring every second of streaming sessions to provide census-level audience insights.
The Role of Quality of Experience (QOE)
In the early stages, the company's primary focus was on delivering a high-quality streaming experience. As video content flooded the internet, it became imperative to ensure that viewers could enjoy content without interruptions or technical difficulties. This led to the development of a measurement system that collected QOE data for every session. By measuring factors such as buffering, video clarity, and loading times, the company could provide publishers with valuable insights into the audience's streaming experience. QOE became the foundation on which the company built its audience measurement capabilities.
The Evolution of Audience Measurement
With the advancement of technology and the growing demand for audience insights, the company's capabilities expanded beyond QOE. The same technology that facilitated QOE measurements could now be applied to audience measurement. The collection of session-level data, which had initially focused on quality issues, became instrumental in understanding audience behavior. This evolution allowed the company to transition into the business of audience measurement, leveraging its existing technology and capabilities.
The Underfoot Position in the Market
The company's success in the audience measurement industry can be attributed to its early entry into the market. For over 14 years, the company had been the sole provider of quality of experience measurement for publishers putting video content on the internet. As a result, it had established itself as a leader in the field, deploying billions of sensors worldwide across premium publishers. This gave the company a unique advantage, as its sensors had been collecting data on audience behavior for years. The platform was already in place, underfoot, ready to support the transition into audience measurement.
Understanding Stream Sensor
At the core of the company's audience measurement solution is the stream sensor. The stream sensor acts as a funnel, collecting data from the video player during each streaming session. As soon as a viewer clicks play, the sensor starts measuring the session, capturing events such as buffering, content metadata, engagement time, and even ad breaks. The stream sensor provides a comprehensive view of each session, including the specific content watched, genre preferences, and ad engagement. This data is instrumental in understanding audience behavior and preferences.
Data Cleaning and Normalization
Collecting session-level data is only the first step towards meaningful audience measurement. The company faces the challenge of normalizing data across a fragmented device ecosystem. Different devices and applications report data in various ways, making it crucial to normalize the collected data for accurate analysis. By normalizing the data, the company ensures that all metrics, measurements, and timestamps are consistent, enabling efficient cross-device comparison. This process of cleaning and normalizing data is a complex task that requires significant investment in technology and methodology.
Privacy Considerations
Given the sensitive nature of data collection, privacy is a top priority for the company. The stream sensor operates within applications, and viewers grant permission to collect data when they click play on a video asset. Opt-out options are also available for those who prefer not to participate. It is important to note that the company does not own the data collected. The publishers retain ownership of the data, and the company ensures that all data privacy rules and regulations are strictly followed. By aligning with privacy standards, the company maintains its commitment to data protection and respects viewers' privacy choices.
The Future of Audience Measurement
As technology continues to advance, the future of audience measurement holds great potential. The company's expertise in data collection, cleaning, and normalization positions it as a key player in the industry. With a robust platform and reliable measurement standards, the company is well-equipped to provide valuable insights to publishers, advertisers, and content creators. The evolving landscape of streaming and digital media demands innovative approaches to audience measurement, and this company is at the forefront of these advancements.
Conclusion
Audience measurement in the streaming era presents unique challenges and opportunities. This article has explored the journey of a company that started with a focus on quality of experience and transformed into a leading audience measurement solution. By leveraging its existing technology and capabilities, the company has established itself as a trusted provider of valuable audience insights. Through the stream sensor and robust data cleaning and normalization processes, the company ensures accurate and actionable data for publishers and advertisers. As the digital landscape continues to evolve, this company is poised to navigate the future of audience measurement with innovation and expertise.
