NoTube uses egtaMETA in the use case Personalized TV Guide with Adaptive Advertising for the input of metadata which describe ads.

egta, the “association of television and radio sales houses”, started a discussion with representatives from the EBU in 2009 regarding the establishment of a common and more detailed metadata format for advertisement. This new EBU/egta metadata schema, egtaMETA, is a unique metadata exchange schema dedicated for the exchange of ads between ads agencies and broadcasters. It has been finalised in 2010. During the elaboration of egtaMETA, a preliminary version has been provided to the project and feedback from the project has then been reflected to the development process of egtaMETA through IRT thanks to the use case partners.

Now, NoTube explores the use of egtaMETA. For this purpose, NoTube partners provide ads with metadata in egtaMETA and WP2 elaborated a metadata mapping from egtaMETA to TV-Anytime, the internal metadata persistence format. This mapping will be provided to the NoTube platform as a metadata transformation web service.