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Times Audience Network To Open Up Its API; “Video Ad Inventory Has To Be Sold By The Publisher”

Following the tie-up between the Times Audience Network (TAN) and BigAdda, we spoke to Sameer Pitalwalla, Head (Digital) for Zoom Entertainment Network, to get a sense of how the Times group views the online video space; the groups online video foray is an expansion of the mandate of the Zoom Audience Network.  Pitalwalla spoke about their approach to online video advertising, publisher partnerships, why they shelved the practice of bundling banner and video advertising, short form vs long form content online, and video advertising networks: What is the rationale behind the Times Audience Network? The Times Audience Network is a syndicated video network, formed with the rationale of leading the groups online video foray. Previously, online video was more like a cosmetic addition  to a particular website - and it wasn't really integral to monetization. It was more like an enticement for users to come and consume more content. But online video has significantly different dynamics - it allows you to distribute your content, and regardless of which place you're distributing it to, it allows you to keep control of your branding and your inventory. Under the TAN, we distribute content for the groups rich media properties, which is predominantly the channels. Zoom is where the concept was created and Times Now has been the second, and we'll be launching Times Music in a few days. When ET Now comes up, we'll launch that too. On the publisher side, we provide our partners with access content like full length episodes and clips, the moment we put them up. All of this content…

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Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

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