Google’s move to open its streaming infrastructure network to media and entertainment publishers could provide significant opportunities for advertisers.
At the 2022 NAB Show Streaming Summit in Las Vegas on Monday, Google Cloud announced the general availability of Multimedia CDN (Content Delivery Network), the same platform that streamed content to more than two billion YouTube users over the past decade.
In a blog post Explaining the move on Tuesday, Google Cloud VP and GM of Networking Shailesh Shukla says it will provide “unprecedented scale and intelligence,” enabling media and entertainment customers to stream more efficiently. to viewers around the world.
The impact of higher quality streaming on a larger scale could in turn have a direct impact on monetization and advertising.
“While global distribution is essential for a high-quality end-user experience, it’s only one element of delivering a world-class platform for immersive experiences,” Shukla said. “Media CDN offers additional features to enable this transformation: ad insertion, ecosystem integrations and platform extensibility, and powerful AI/ML analytics for interactive experiences. Streaming providers can improve monetization through integrated ad serving via the Video assembly APIwhich allows video content to be manipulated to dynamically insert advertisements.”
Google says its decades of investing in network capacity in more than 200 countries and 1,300 cities around the world is its “fundamental advantage” in providing a more stable stream with higher speeds and reduced buffer memory. He also claims that Media CDN is “developer-friendly” with built-in automation and tracking tools for media companies “under pressure to develop and deploy innovative experiences at a breakneck pace.”
This story first appeared on Asia-Pacific Campaign.