What is Metadata and How is it Used in Advertising?

What is Metadata? How Does it Work?

Metadata infiltrates much of our day-to-day life, functioning as a vital asset in the world of business, archives, data analytics and advertisement. The most common interpretation of metadata is simply “data about data.” This is a simplified and seemingly general definition due to the scope that metadata covers. Specifically, metadata is used to collect, categorize, and outline components of data; some types of metadata can also indicate relationships between data and functions of data. Jenn Riley’s Primer, Understanding Metadata: What is Metadata, and What is it For? emphasizes social media users are surrounded by metadata from the moment an application is opened on a device. Instagram, Facebook, X, TikTok, and businesses that use these platforms rely on metadata. Further, search engines also utilize metadata, as do websites and music streaming services. That being said, what are some common types of metadata and how do they work?

While there are many facets of metadata, librarian Melanie Cofield of the University of Texas indicates it can ultimately be broken down into three categories: descriptive metadata, structural metadata, and administrative metadata. Descriptive metadata deals with locating, describing, and analyzing resources. Piotr Kononow identifies an example of descriptive metadata used in photography: when the information tool is selected in a photo library or editing software, metadata tells the user important details about an image such as where it was taken, the time it was taken, lens type/size, frames per second, and the file size and file type. In her Primer, Jenn Riley defines structural metadata as the category which assists in the identification of relationships between resource attributes. A common example of structural metadata is a data table displaying the relationship between numerical values. Finally, Riley specifies that resource management, rights, and licensing fall under the category of administrative metadata. An example of administrative metadata are the terms of use of a stock image or licensing agreements of a website.

Descriptive Metadata: Assists in locating, describing, and analyzing resources.

Ex: location, date, and time an image was taken.

Structural Metadata: Identifies how portions of resources are interrelated.

Ex: A data table showing relationship between numerical values.

Administrative Metadata: Deals with resource management.

Ex: Rights, licensing, and permissions of an image or website.

How is Metadata used in advertising?

Metadata collects and categorizes data, but how is it used in advertisement? Essentially, metadata is gathered by websites and social media platforms when users visit the sites and interact with content. According to Rumaisa Mohammed, this information allows companies and brands to both identify their predominant audience, personalize the website, and design targeted ads that encourage further engagement and revenue.

For example, a user may spend time on a clothing website and then notice that brand of clothing being advertised in their social media newsfeed. This is a result of the website tracking the user’s interests, and generating targeted advertisements on frequently used social media platforms. Mohammed also mentions that Metadata algorithmically ensures the ad is placed at an ideal point in the newsfeed and neighboring similar-themed posts.

Beyond targeted advertising, metadata also plays a key role in search engine optimization, or SEO. Jill Kocher Brown reports that in digital marketing, SEO uses carefully curated metadata (keywords, tags, titles, etc.) of a website to facilitate visibility, ranking, and clicks on the designated search engine. This communication is vital because when done correctly, the website reaches more users and is placed higher in the results of a search engine.

Contraindications and Privacy Concerns

While metadata may seem like a win-win scenario for companies and consumers, the reality is more complex than that. Although the collection and analysis of metadata improves user experience and assists with advertising and website visibility, it may also be off-putting due to privacy concerns. For instance, Joe Wituschek reported that when iOS 14.5 was released, it provided customers with the opportunity to opt out of applications tracking their data; unsurprisingly, he highlights that a whopping “96% of iPhone users in the United States have opted out of app tracking on iOS 14.5.” So, if the average person is concerned about their privacy, how do businesses ease the minds of the consumer?

While a majority of users are prohibiting application data tracking on their cell phones, data is still collected from websites and search engines. Concerns such as data leaks or even the selling of personal information make it essential for companies to remain transparent about how data will be obtained and used. Emma White indicates that this type of clarity about data usage facilitates trust in a company and continued business from the consumer. Ultimately, users must remain cautious about websites and “cookie” preferences to ensure their data is used responsibly. With that in mind, overall, metadata allows companies to tailor their advertisements and websites to the consumer which improves user experience.

Conclusion

Metadata is deeply intertwined with modern society and its reliance on technology, social media, music streaming, and search engines. Subsequently, metadata is also a key player in advertising and marketing. Metadata can be defined as the collection and categorization of data which is beneficial for both the consumer, and businesses and corporations alike. Targeted advertisements are created through the analysis of metadata, providing a personalized experience to customers and boosting revenue. Furthermore, SEO also uses metadata to boost the presence of a website on major search engines, increase website traffic, and in turn increase profits. Although there may be privacy concerns regarding data collection, the transparency of companies and their websites is key. Securely obtaining only necessary data from users is vital in benefiting businesses and consumers and maintaining trust. In essence, the use of metadata in advertising has greatly improved the efficiency and profitability of businesses, while also benefiting customer experience.