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Information about stewart

Published on October 8, 2007

Author: Mentor


XML in the News Industry:  XML in the News Industry Tony Stewart Director of Consulting – RivCom XML 2003 9 December 2003 Outline as planned:  Outline as planned Outline as planned My perspective The business environment XML specifications for news and media Impacts Questions and discussion Then I went to the News Standards Summit 80 people, 9 hours, no consistency of purpose or viewpoint Multiple “news industries” Overlapping standards Heterogeneous developer communities, customers, audiences So I’ve changed the talk Which news industry?:  Which news industry? Advertisers, ad agencies, ad brokers Ad production houses, deliverers, quality control services Ad placement services Aggregators, syndicators Archives and archivists Printers Publishers Newspapers, magazines, journals, TV, radio, new media… Bloggers Websites (captive or independent) Wireless providers … My perspective:  My perspective My experience Chair, Technical Working Group, AdsML Consortium Publisher-centric (especially newspapers) Focused on advertising What I think is important Business ecosystems and supply chains How we can encourage XML standards adoption AdsML as an example Newspapers at the center of an ecosystem:  Newspapers at the center of an ecosystem Information flows:  Information flows Incoming flows News (wires, PR) Display ads Classified ads Internal departments Editorial Advertising Production Where the news and ads come together Outgoing flows Printing workflow Website Other feeds, repurposing of content Invoices, proof of publication Characteristics of the flows:  Characteristics of the flows The components are similar to industrial supply chains… Process and transaction controls Raw materials Finished goods … but the material in question is information Value is added by assembly, editing, formatting, syndication and delivery in multiple media Supported by several sets of ecommerce transactions Raises specific issues such as rights, authentication… XML is perfect for all of this The publisher’s vision:  The publisher’s vision Service multiple media Media neutral content Topic-oriented news gathering and production Optimize internal processes “Converge” the different media at the newsroom level Repurpose information Automated, efficient supply chains Deliver all content digitally XML ecommerce Targeted delivery of customized products Use metadata to drive processing and enable repurposing A cold splash of reality:  A cold splash of reality Manual processes are prevalent Newsroom convergence is very hard to do Theory of “media-neutral” journalism breaks down when the media are dissimilar Supply chains are in transition Move to digital has brought its own issues Required roles and business models changing Quality assurance merges with digital delivery Ad agencies risk losing their “make good” income Many papers don’t know who their customers are PDF is king XML is not yet widely used Exceptions: presentation and formatting, application integration XML standards: market paralysis:  XML standards: market paralysis Ad\Venture AdsML Atom CREST IfraAdConnexion IfraTrack ICE JDF NewsML NITF PDF/X ProgramGuideML PRISM RSS SPACE/XML SportsML XMP XPRL XrML These are just some of the standards that are directly intended for news and media organizations Every standard on this list is in use or soon will be Each provides value to its sponsors No two solve exactly the same problem Many, many overlaps There are too many ways to make these standards fit together None except PDF/X has widespread penetration Users are waiting for vendors Vendors are waiting for their customers A sea of overlapping relationships:  A sea of overlapping relationships From the PRISM specification (but could be any): “While there is some overlap between the two standards, PRISM and NewsML are largely complementary.” “Although NITF has some elements to specify metadata and header information that are duplicated in PRISM, the two standards are largely complementary.” “…there is a natural synergy between ICE and PRISM. ICE provides the protocol for syndication processes and PRISM provides a description of the resource being syndicated…” Lessons from the coal front:  Lessons from the coal front What does each standard need to do better? Explain where it fits A common framework for news and media standards Make it easy Keep it as simple as possible Provide lots of guidance, samples Follow the money Can those who will benefit use those savings to leverage initial adoption? Explain where it fits:  Explain where it fits We need ways to categorize and classify the standards Identify those that fit our immediate needs Ignore the rest Three data points: What type of standard is it (conceptual model)? What information does it convey? What type of business commissioned it? Standards categories (conceptual model):  Standards categories (conceptual model) Ecommerce / routing / processing Partnership authentication and routing support Business transaction messages Supporting specific types of transactions Offer/subscribe to a type of service, book or cancel an ad Content wrappers Wrapping closely related items, with package-level metadata Content delivery Payload Conveying specific types of content News, sports, classified ads, digital artwork… Payload metadata Rich descriptions of the contents of a given payload item Production control Sponsor communities:  Sponsor communities Different businesses have different requirements Magazines vs. newspapers Publishers vs. ad agencies Commercial syndicators vs. bloggers … Combine the three types of information for a useful thumbnail NewsML: Content wrapper, news stories, syndicators NITF: Payload, news story, newspapers JDF: Production control, printers This gives you a starting point for Darwinian selection or managed convergence Lessons from the coal front (2):  Lessons from the coal front (2) Follow the money Ad\Venture Make it easy AdsML Advertising pays the bills German regional newspapers 2001:  Advertising pays the bills German regional newspapers 2001 AdsMLTM:  AdsMLTM An initiative to automate and accelerate the end-to-end advertising supply chain International consortium Initial members Two major newspaper associations (NAA and Ifra) A leading UK newspaper group Many vendors Some advertising interests Sponsor community = newspapers Goal is to support all media Display ads:  Display ads Artwork ads that can run anywhere in the publication Business flow (publisher’s perspective) Sell space Receive artwork Lay out the paper Provide proof of publication with invoice Incoming feeds Bookings Artwork Characteristics Complex initial transaction and materials delivery Manually intensive Repeat customers (suitable for B2B) Display ads: players and messages:  Display ads: players and messages AdsML 1.0:  AdsML 1.0 AdsML is about transmitting business information Each type of information requires a dedicated XML format There are many gaps and overlaps Create an environment in which we can resolve the long-term business problems Define and communicate the issues Provide an appropriate technical framework A 4-part standard (1.0) Items in an Envelope Four part framework:  Four part framework The Advertising Component Interactions define the information ( “business message definitions”) The AdsML Envelope provides a packaging mechanism The Processing Model provides architectural context The Standards Matrix will provide the basis for selecting Item-level formats Advertising Component Interactions:  Advertising Component Interactions Descriptions of common information flows, e.g. Media planning Reservations and orders Publishing Payment Diagrams and definitions provide clarity, enable conversations between companies “Media Planning”:  Message: [AI-I] Ad Inventory “Media Planning” “Plan Publication”:  Output: [AI-I] Ad Inventory “Plan Publication” Message definitions:  Definition: [AI-I] “A list of available space or slots in one or more editions…” Message definitions Benefits:  Benefits Provides a basis for discussions between trading partners Vocabulary / terminology Message content (high level definition) Precise shorthand names (e.g. “AI-I”) Defines a common choreography Use as the basis for system integration Modify as necessary for local requirements AdsML Envelope:  AdsML Envelope A container for the business information (“Items”) Metadata to support common processing AdsML Envelope:  AdsML Envelope Items inside the envelope (as many as desired) Header Item Wrapper Item Contents Item Wrapper Item Wrapper Item Contents Item Contents Envelope Headermetadata for envelope e.g. Message Sender Intended Recipient Date/Time Priority AdsML Envelope:  AdsML Envelope Items inside the envelope (as many as desired) Header Item Wrapper Item Contents Item Wrapper Item Wrapper Item Contents Item Contents Item Contents advertising data being sent between systems, in its own format, e.g. Available Inventory Ad Reservation or Order Ad Material Invoice AdsML Envelope:  AdsML Envelope Items inside the envelope (as many as desired) Header Item Wrapper Item Contents Item Wrapper Item Wrapper Item Contents Item Contents Item Wrapper metadata for the Item, e.g. Type (“AI-I”) Format (“AdInvML”) Priority Digital Signature Processing model:  Processing model How the information moves between systems Simple and complex usage scenarios Technical architecture Conformance requirements Provides a context for the technical details Architecture is an example, not required Processing overview:  Organization B Organization A Processing overview Existing applications generate content, e.g. Ad Inventory Booking Advertising material Invoice Processing overview:  Organization B Organization A Processing overview Each piece of content is converted into an AdsML Item Processing overview:  Organization B Organization A Processing overview Items for the same recipient are combined into an AdsML Envelope… Processing overview:  Organization B Organization A Processing overview …and sent to another AdsML Processor Processing overview:  Organization B Organization A Processing overview Recipient validates Envelope and Items Structure Types of information Formats used Based on agreement (PPA) between sender and recipient Processing overview:  Organization B Organization A Processing overview Errors or “OK” go back as AdsML messages Processing overview:  Organization B Organization A Processing overview Item delivery Items are “unpacked” and their contents delivered to applications Processing overview:  Processing overview Benefits of this approach:  Benefits of this approach A single point of control Data-driven validation based on the Envelope Known and trusted sender Structure and contents of envelope Type and format of Item-level content Common response handling Acknowledgments and error messages Advertising Standards Matrix:  Advertising Standards Matrix A ‘menu’ or ‘buyer’s guide’ of objective information about Item-level standards and formats available to users For each standard or format: The types of information that it handles, e.g. Ad Inventory, Ad Material, Ad Order… Supported media and ad classes Technical approach, production status, owner, regions used, etc. Data gathering has just started Questionnaires:  Questionnaires 2 Questionnaires developed for: Publishers discover what is being used Standards details about each standard Questionnaire about a standard:  Questionnaire about a standard Benefits:  Benefits Support implementers Know what formats exist and where to find out more Select the best candidates for your project Avoid ‘reinventing the wheel’ Discover coverage gaps and overlaps Input to future work by AdsML or other standards groups Encourage “natural selection” in the marketplace AdsML 2.0:  AdsML 2.0 Two major initiatives Converge the two main “competing” standards for ad bookings Create a new metadata standard for describing classified (or any) ads Building on an existing standard, CREST Classified ads:  Classified ads Textual adds within a category, e.g. jobs, cars, housing… Business flow Receive ad and booking simultaneously Place in dedicated section of the paper Distribute to other outlets, especially online This is where the action is Support eventual consumer purchase Capturing rich internal metadata is key Enables searching, reclassification in other outlets Classified ads - Issues:  Classified ads - Issues Issues Initial booking only captures metadata for that paper’s needs Many tools to reverse-engineer the missing metadata Each publisher has a different classification scheme Need to be able to generate classifications from a rich understanding of the ad’s content Solutions Carry rich metadata from initial booking onwards A really good controlled vocabulary mechanism Controlled vocabularies:  Controlled vocabularies Controlled vocabularies are the next frontier Putting “my” community’s language and concepts into the framework of a standard But isn’t that what an XML standard does? Only within a narrow scope or small community Global standards require Fixed structure, problem definition and approach Flexible vocabulary mechanism within constraints A defined way to communicate and map vocabularies within that standard’s community This is a big, unsolved problem in the general case Can we solve it in each specific case? 4 newspaper standards with buzz:  4 newspaper standards with buzz Ecommerce / routing / processing NewsML (IPTC) AdsML (AdsML Consortium – Ifra/NAA) Content delivery PDF/X (Adobe, Ghent PDF Workgroup) Production control JDF (CIP4) Success stories:  Success stories Successes Media-neutral editorial systems Multiple outputs of the same story to print, web Digital delivery of ad artwork, proof of publication Regional ad booking B2B ecosystems Internal automation at Associated Newspapers, elsewhere Reducing costs, pushing back the production deadlines Online news, classifieds Still to come Media-neutral newsroom Standardized, automated advertising ecommerce Common metadata approach for classifieds CRM-driven custom products Thank you for your attention:  Thank you for your attention ?

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