It would not be NAB without some sort of standardization roundtable. A pair of virtual talks found consensus on the importance of standardizing metadata within ad tech. But as each panelist came out in support, both panels uncovered the long list of obstacles that stand in their way. At the heart of both discussions was metadata. Metadata is essential for tracking the specifications and movements of an ad as it travels through every stage of the ad tech ecosystem. A standardized format is therefore essential for rolling out addressable advertising across all forms of video delivery. Across the two half-hour discussions, not one of the seven panelists challenged the importance of standardizing the technology and yet this consensus did…