CONTEXTUAL MATCHING
Enriching editorial text with fitting video content is a success factor in digital publishing today. Users expect multimedia coverage that goes beyond text and images. For publishers, integrating high-quality video content is also an important instrument for retaining users and generating additional advertising revenue from monetising those videos.
Building current, contextually fitting videos into articles across every section requires access to a large video pool, ideally enriched daily by a range of well-known licensors. It also requires video publishing technology that inserts the matching video into each article automatically, removing the manual effort of researching and integrating video. The technical solution for integrating contextual video content into every article page of your website automatically is known as contextual matching.
What is contextual matching?
In contextual matching, algorithms analyse the content and metadata of an article page and compare them against the metadata of the available video pool. Analysing the article and using its metadata — the title and keywords, for example — makes it possible to identify suitable videos, which are then built into the article with the relevant player technology and published when the URL is opened.
The intelligent algorithm identifies relevant content in the article text, such as the names of well-known figures or current topics, and rates it. In the next step, the topics identified in the article are compared against the available video content.
A scoring system establishes how well the “hits” found in the video pool match the article’s focus. The video with the highest score is delivered on the page automatically. This all happens within milliseconds, in the background of the page.
A video player that supports contextual matching technology handles publishing the matching videos. From both the user’s and the publisher’s point of view it is the essential element of contextual matching, and it makes playing both the videos and the ads possible.
By embedding the player in the content management system once, the publisher ensures that videos are delivered automatically in every desired article or section.
Everything from a single source – the glomex Contextual Player
glomex GmbH, based in Unterföhring, provides publishers with a complete contextual matching solution. The technology is not only a video player with integrated ad sales and an algorithm based on artificial intelligence — it is also connected to the largest video pool in the German-speaking market, comprising more than 350,000 videos from well-known licensors. That makes it possible to supply a fitting video clip across a very wide range of topics.