SMW '18: Brightcove's Lexie Pike Talks SSAI and Standardization

Learn more about server-side ad insertion (SSAI) at Streaming Media's next event.

Read the complete transcript of this interview:

Tim Siglin: Welcome back to Streaming Media West 2018. I'm Tim Siglin, Contributing Editor with Streaming Media Magazine and the Founding Executive Director of the not-for-profit Help Me! Stream. With me today, I have Lexie Pike, who’s on the product marketing team at Brightcove. Tell us a little it about Brightcove.

Lexie Pike: We're on an online video platform. We enable publishers, broadcasters, and really any media owner to distribute their content to all devices. This includes everything from POP-based decoding all the way to social distribution.

Tim Siglin: You are one of what we call the classic OVPs, online video platforms. Is the company shifting? I know there's a reorg under way. Is the focus shifting, or is just the product focus is shifting slightly?

Lexie Pike: We still have a diversity of products. We're more focused on nine particular market segments, and that's what we're gearing our development towards. We're doing a lot of development in the live streaming category and live streaming. We're also focusing on the marketing and sales segment and making sure that we streamline calls to action and things of that nature, but we're at a media conference, so things in the works are SSAI and live.

Tim Siglin: Okay. Before we come to SSAI, just a question on the marketing piece: Are you trying things like HubSpot in terms of the call to action?

Lexie Pike: Yeah, we're integrated with all of those partners. I focus primarily on the media projects and SSAI. We actually just came from a panel there.

Tim Siglin: Sure. For our audience who may not know that acronym: server side ad insertion. You were on a panel just a few minutes ago. Who was on the panel, and what was the general topic of it?

Lexie Pike: We had five panelists, two from the media side. We had Fox and Newsie, and then we also Michelle, who is from Kagan on the analyst side, and then we had me who talked everything standardization for the IAB.

Tim Siglin: What was the basic gist of the panel?

Lexie Pike: I'd say the gist of both the panel and the macro-trend for the whole conference is really the convergence between digital and linear worlds and making sure we're that all speaking the same language and we're really streamlining process so it's as lucrative as possible.

Tim Siglin: Okay, and IAB, of course, is at the forefront of a lot of that. What are the challenges in terms of speaking the same language?

Lexie Pike: Absolutely, so things like describing the opportunity. We're trying to standardize the ad request because now everything all the media companies do is in a proprietary way. They describe their inventory, whether it's the type of content, the genre, the users, where it's playing. Once you standardize that in a way that buyers are able to both recognize and action off of, that'll make the process much more seamless.

Tim Siglin: Interesting, so what is Brightcove's take on their unique proposition for SSAI as part of the overall OVP.

Lexie Pike: We are a vendor of SSAI, obviously, and we're huge advocates for standardization. Being able to communicate these opportunities and be able to achieve them at scale will be great. That's our perspective. We're all in favor of that square one.

Tim Siglin: I know one of the other issue we had over the last couple years was Nielsen and others have tried to come out with measurement systems, and those are fits and starts. Are we at a point in the industry where we've got decent measurement, not just of audience but across the multiple platforms that people make and zoom content on?

Lexie Pike: Part of the appeal of OTT is that it's so addressable and you have all this rich data. The tricky part is being able to measure it and action off of it. Hopefully, the IAB will be able to solve this in the next couple of iterations with the open measurement SDK. It was very successful on mobile, and we're hoping that that success will carry over.

Tim Siglin: Okay, very good. Thank you for your time.

Lexie Pike: Thank you so much.

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

SMW '18: Tim Siglin Recaps Highlights of Streaming Media West

Streaming Media's Tim Siglin discusses key topics of Streaming Media West 2018, including microservices, interactive streaming, eSports, MR/AR (but not VR), low latency, and Women in Streaming Media.

SMW '18: nanocosmos' Oliver Lietz Talks Interactive Streaming and H5Live

Streaming Media's Tim Siglin interviews nanocosmos CEO Oliver Lietz at Streaming Media West 2018.

SMW '18: Meet Group's Lauren Hallanan Talks Solo Streaming and Dating Apps

Streaming Media's Tim Siglin interviews Meet Group VP of Livestreaming Lauren Hallanan at Streaming Media West 2018.

SMP '18: Ellation's Michael Dale Talks Multichannel OTT

Streaming Media's Tim Siglin interviews Ellation VP Engineering Michael Dale at Streaming Media West 2018.

SMW '18: VideoLink's Kevin McCarthy Talks ReadyCam Studios

Streaming Media's Tim Siglin interviews VideoLink Director of Production Kevin McCarthy at Streaming Media West 2018.

SMW '18: Twitch's Tarek Amara Talks Multi-Codec Streaming

Streaming Media's Tim Siglin interviews Twitch's Tarek Amara at Streaming Media West 2018.

SMW '18: THEO Technologies' Pieter-Jan Speelmans Talks Modular Player APIs

Streaming Media's Tim Siglin interviews THEO Technologies CTO Pieter-Jan Speelmans at Streaming Media West 2018.

SMW '18: Mobeon's Mark Alamares Talks Mixed Reality Storytelling

Streaming Media's Tim Siglin interviews Mobeon CEO Mark Alamares at Streaming Media West 2018.

SMW '18: Chris Knowlton Talks Microsoft Stream

Streaming Media's Tim Siglin interviews Microsoft Principal Lead Program Manager Chris Knowlton at Streaming Media West 2018.

SMW '18: JD Fox Talks Making Small-Market Sports Streaming Look Big League

Streaming Media's Tim Siglin interviews JD Fox, Director of Partnerships and Product Management at PrestoSports, at Sports Streaming Summit and Streaming Media West 2018.

SMW '18: IBM Watson Media and Weather's Scott Grizzle Talks Finding Solutions

Streaming Media's Tim Siglin interviews IBM Watson Media and Weather Senior Solutions Engineer Scott Grizzle at Streaming Media West 2018.

SMW '18: Cisco's Sangeeta Ramakrishnan Talks Machine Learning and eSports

Streaming Media's Tim Siglin interviews Cisco Distinguished Engineer Sangeeta Ramakrishnan at Streaming Media West 2018.

SMW '18: Beamr's Mark Donnigan Talks All-In HEVC

Streaming Media's Tim Siglin interviews Beamr VP Marketing Mark Donnigan at Streaming Media West.

SMW '18: First Tube Media's Andrew Beranbom Talks Bands, Brands, and Platforms

Streaming Media's Tim Siglin interviews First Tube Media CEO Andrew Beranbom at Streaming Media West 2018.

SMW '18: Mainstreaming's Mike Smith Talks Hypernode Technology

Streaming Media contributing editor Tim Siglin interviews Mainstreaming Global VP, Solutions Engineering Mike Smith at Streaming Media West 2018.

SMW '18: MediaKind's Mark Russell Talks Microservices

Streaming Media's Tim Siglin interviews MediaKind CTO & Head of Strategy Mark Russell at Streaming Media West 2018.

Companies and Suppliers Mentioned