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Media & Publishers

Use Cases

Your content is a revenue engine, unlock it.

Media companies and publishers are adapting monetize strategies to address signal loss, run leaner content operations, and personalize at increasing depth. Catalogs grow faster than teams. Coactive's multimodal platform turns every frame, scene, and moment of content into structured signal that flows into the ad sales, content operations, personalization, and audience systems already in place.

Content Supply Chain

Lead use case

Media operators make decisions across the full lifecycle of their content, from acquisition and greenlight modeling to ingestion, QC, classification, and ongoing performance analytics. Coactive replaces manual tagging and one-off vendor pipelines with a single platform that processes thousands of hours per hour, generates consistent metadata across a catalog, and lets content teams define their own taxonomies through Dynamic Tags, providing a foundation for sophisticated Content Analytics.

Content Operations & Workflow
Coactive Multimodal AI Platform
Content Understanding
Content Analytics

Contextual Advertising

Lead use case

Premium publishers are sitting on inventory that the legacy contextual advertising taxonomy cannot properly value. Title-level and URL-level taxonomies miss the moments inside the content where attention actually concentrates. Coactive lets sellers define their own multi-dimensional contextual taxonomies through Dynamic Tags and package moment- and scene-level inventory for direct and programmatic sale, across both live and on-demand video. What gets pitched is what gets delivered.

Proof: NBCUniversal scaled custom contextual advertising on Peacock with Coactive, fulfilling significantly more advertiser requests and delivering measurable brand lift, including 56% higher search engagement and a 38% lift in brand perception for a luxury advertiser.

Context Studio
Contextual Advertising Solutions
NBCU Case Study

Content Moderation & Brand Safety

Publishers need consistent, defensible moderation and brand safety classification at the same scale and depth as their content operations. Coactive applies moderation and suitability classification at the scene and moment level, with custom suitability taxonomies defined through Dynamic Tags so that publisher and advertiser-specific thresholds can be enforced consistently across catalog, live programming, and user-generated content.

Proof: Fandom automated visual moderation across 2.4 million monthly image uploads and a growing video library with Coactive, cutting manual review hours by 74%, reducing moderation costs by 50%, and turning previously unsellable galleries into brand-safe, monetizable inventory.

Moderation & Brand Safety
Fandom Case Study
Personalization & Customer Experience

Recommendation, discovery, and offer personalization are limited by the depth of metadata available about each piece of content. Title-level and editorial metadata cannot support the granularity modern personalization systems need. Coactive feeds scene- and moment-level metadata into the recommendation, discovery, search, and offer systems publishers already run, raising the resolution of every decision those systems make.

Content Understanding
Tune-In & Marketing

Tune-in campaigns, promo selection, and on-platform offer placement are still largely planned against title-level metadata and editorial intuition. Coactive's content-level metadata lets marketing teams build tune-in creative, plan promos, and target offers against what is actually inside the content, both on their owned platforms and, where data flows allow, in off-platform paid media.

Content Understanding
First-Party Data Generation

Publisher first-party audience graphs are constrained by the resolution of the content signals feeding them. Combining Coactive's content-level metadata with first-party user behavior on owned platforms lets publishers build interest and intent-based audience segments grounded in what users actually watched and engaged with. The resulting signal is durable and owned entirely by the publisher: it does not depend on a data supply chain, does not expire with a deleted cookie or an opt-out, and does not require knowing who someone is to understand what they care about.

Audience Targeting
Measurement & Attribution

Premium publishers are increasingly expected to prove outcomes, not just deliver reach. Advertisers want to know what about their campaign resonated, where in the content exposure happened, and whether the surrounding content was emotionally aligned with the creative. Coactive's moment-level metadata, joined with the publisher's first-party exposure and outcome data, lets media companies offer advertisers that explainability layer directly, turning the publisher's own content understanding into a retention and upsell asset for ad sales.

Content Analytics
Coactive Multimodal AI Platform
“Before Coactive, our contextual targeting was constrained by rigid taxonomies. Now, we can identify and activate custom moments across NBCU’s vast content portfolio - unlocking deeper brand alignment opportunities for clients. This flexibility has enabled new use cases and has delivered advanced contextual capabilities we’ve been working toward for some time.”
testimonial person photo
Maddie Covino
Director, Product Management at NBCUniversal
No workflow disruption
Context Studio fits easily into your existing ad sales and ad ops workflows, no spreadsheets, no extra manual steps. It enhances current workflows rather than forcing teams to change how they sell or activate campaigns. Built to work alongside forecasting tools, ad servers, and existing tagging systems, contextual packages can be exported directly into FreeWheel or GAM.
Read the NBCU case study