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Akamai launches community initiative to promote standards around video player development

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Akamai launches community initiative to promote standards around video player development

Akamai Technologies, Inc., which is into powering rich media, dynamic transactions and enterprise applications online, has launched, a community site and industry initiative intended to facilitate the development and sharing of open standards and best practices for video player applications that support a wide range of advertising technologies.

Leading advertising technology companies, ad servers, video solution providers and platform companies have joined to provide industry best practices for online video player development. Inaugural partners include, 24/7 Real Media, Adobe Corporation, BlackArrow, Clickability, EyeWonder, KickApps, Microsoft Corporation, OpenX, Panache, ScanScout and Smartclip.

As online video syndication and distribution matures, there are some fundamental technology barriers to growth. One of the most important development considerations is the video player application, an increasingly strategic element as it impacts the way consumers experience video content and the media brand, and enables a business model for the video content by controlling how and when ads are delivered. Specifically, the lack of a standards-based approach to the video player application slows time to market and increases complexities around content syndication and revenue sharing between sites.

“For a number of years, Akamai has had the unique opportunity to work closely with the top global media and entertainment companies, including key Indian brands, as they move their entertainment strategies online. As a result, there’s a considerable knowledge base around delivering high quality consumer video experiences – including best practices around video player application development. We are making available a long history of industry best practices to the larger community in India to help content owners solve the complexities of making money online,” said Sanjay Singh, Managing Director, Akamai India.

“By utilising an open source licensing model, branded players are easy to incorporate into commercial applications without locking content owners into something that is propriety or result in complex licensing requirements,” Singh added. is an effort led by Akamai along with these companies to provide a forum dedicated to providing resources and encouraging a common approach to video player development. The goals of this site are to facilitate the development and sharing of best practices for video player development through community interaction, provide reference implementations and code to speed development and reduce the total cost of ownership, encourage adoption of open standards to help facilitate the aggregation of video audiences and streamline the media buying process for rich media and in-stream advertising and support the Internet advertising ecosystem, including agencies, interactive developers and advertising technologies for a comprehensive publishing solution.

Rather than supporting proprietary video player formats, relies on the industry leading video platforms – Adobe Flash Player and Microsoft SilverlightTM – offering source code to enable rapid and flexible design with complete creative control. Through an open source licensing model based on the industry standard video formats, source code on the site can be extended and improved upon by designers, developers and media companies and either given back to the community as contributions or leveraged into video applications without complex licensing requirements.


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