The technology powering geo-blocking and geo-targeting initiatives must similarly be tightly integrated . As an example , StreamGuys employs a full-stack approach that closely knits server-side and player-side targeting decisions and ad insertion services to work seamlessly together end-toend .
In this case , geo-blocking is integrated at the server level , as savvy users can easily bypass client-side blocking solutions . Geo-targeting is an option for all of our live and on-demand streaming services – including podcasting – and is heavily leveraged in our ad insertion solutions .
Additionally , a Load Balancing service integrates geo-targeting , allowing broadcasters to easily leverage location functionality . Furthermore , our SGpasskey and RevenueStream DRM and subscription-based offerings support geo-location policies . Finally , our SGalerts monitoring and alerting solution can check content availability from various regions , verifying the integrity and operation of geo-location functionality and policies . All of these services ideally represent a robust geo-blocking and geo-targeting architecture for broadcasters .
For commercial radio broadcasters , listener location can affect in-market versus out-of-market ratings and performance . Some ratings organizations allow broadcasters to count both online and over-the-air audiences towards their station ’ s rating , but only in the local market . Geo-targeting enables them to separate in-market listenership from out-of-market , counting the former towards the simulcast rating while monetizing the latter with different advertising and ratings .
While advances in location accuracy , real-time analytics and ad-insertion decision-making have made geo-targeting increasingly powerful , broadcasters need a strategy that incorporates the entire production and delivery chain to maximize its effectiveness . Producers decide relevant geographic policies , which need to be implemented between the servers and end-user applications . The decision engine must be integrated between the end-user and the content . The ad sales team is also integral in developing ad creative that maximizes the value and relevance of local and national ad spots .
Kiriki Delany is the Founder and President of StreamGuys . He started StreamGuys in 2000 , pioneering affordable streaming audio for the world . He enjoys serving content creators and the broadcast community , who StreamGuys have co-evolved with during the information age .
18 • Broadcast Beat Magazine • www . broadcastbeat . com