How one creative agency used metadata to unlock value for its clients

Abstract

In 2016, Anomaly and its newly formed product development team embarked on a digital asset management initiative with the intention of fuelling a larger technology vision that would provide its clients with deeper insights into the work they were creating. To accomplish this, a digital asset management platform was needed to extract as much relevant and meaningful metadata about the company’s creative assets as possible and make that information available as an independent data source. From an advertising industry perspective, this involved a new innovative architecture, custom integrations and an unconventional way of thinking about the practice of digital asset management. This paper details Anomaly’s focus on the metadata, the value brought by said data and how the company was eventually able to provide a deeper level of consumer insights by analysing metadata in combination with other real-world data sources.