Kristian on Metadata in Motion

The way in which people search for information is driving change in metadata management. Once created, data records are no longer sufficient to ensure products achieve the best possible visibility in the long term. There is an increasing need for ongoing maintenance.

We asked our colleague Kristian how this dynamic development is affecting the German books in print catalog Verzeichnis Lieferbarer Bücher (VLB) and the standards in our industry. He heads up metadata services' product management team at MVB.

• Why is metadata management becoming increasingly dynamic?
  Metadata is no longer merely a simple catalogue entry. It plays a decisive role in determining whether a title is found, correctly categorised and properly understood – by both humans and machines – in retail, search engines, recommendation systems and AI-powered systems.
  
  Throughout a book’s product life cycle, further classification criteria may emerge; keywords may lose relevance, whilst others are added. Only those who reflect these changes, update and optimise their metadata will ensure their products remain visible in the long term. In the best-case scenario, additional information can even help products reach new target audiences. Precisely because of the high proportion of backlist titles, this effect should not be underestimated. To put this into context: in 2025, the proportion of titles in Germany whose publication date was more than twelve months prior to sale stood at 57 per cent (source: Media Control).
  
  Generative Engine Optimisation (GEO) also introduces new requirements: information must be structured, clear and substantively sound enough to be correctly categorised and utilised by AI.
  
  It is important, however, that the essence of a title is preserved. This core issue is reflected in the industry in the so-called stock cube debate: metadata must be concise and standardised so that it can be processed automatically. However, it must not be simplified or "compressed" to such an extent that the character and uniqueness of a book are lost.
   
• Where does the industry currently stand in this regard?
  Our business is highly diverse and must therefore be viewed in a nuanced way. This is particularly true when considering the processes, resources and data sets, which have developed in very different ways over the years. What unites us is that we all recognise that technological progress not only opens up new opportunities, but is also transforming collaboration within the sector and raising the question of how we should sensibly combine data quality, efficient processes and professional responsibility in the future.
  
  When it comes to metadata, one thing is clear: if you do not continuously update your product information, you are squandering valuable visibility and discoverability. It is not a question of filling in as many data fields as possible, but rather of determining which information is truly relevant and reliable for readers, retail partners and digital systems.
   
• What role does automation play?
  Process automation is becoming increasingly essential for meeting the growing demands of this dynamic market. A tool can help to continuously adapt metadata throughout a product’s lifecycle, enabling descriptions, keywords and thema classifications to be created more quickly, gaps to be identified and content to be structured.
  
  An important step in this direction is our new partnership with the Berlin-based AI start-up Snackz. Together, we will be introducing a metadata assistent to the VLB’s web interface in the forth quarter of 2026. Based on a manuscript or an exposé, this tool will, in future, generate suggestions for sales-supporting metadata within a closed environment.
  
  One thing is particularly important to us in this regard. Automation must not become an end in itself. It has always been the case that more metadata does not automatically mean better metadata. Thus, even in future – despite all the automatic optimisation – the classification of a title, its subject-matter assessment and responsibility will remain with the experts at the publishing house. The sensible approach therefore lies in combining machine-based support with human quality control.
   
• Why did you decide to enter into a partnership rather than developing the technology yourselves?
  When deciding whether to implement a technology independently or in collaboration with a partner, we follow a clear principle: we focus on what we do best – understanding the requirements of the book market, its data and the networks between its stakeholders, and actively helping to shape them.
  
  When we recognise that a technology has the potential to prove its worth for widespread use in the market, we establish the necessary interfaces and partnerships. This enables solutions to be introduced into the industry more quickly and in a way that works in practice – and, ideally, smaller market players also benefit from developments which they would find very costly to utilise on their own, or which we would find very costly to provide. The key here is not to chase every new trend, but to identify where a good idea can be developed into a robust standard.
   
• When does a trend become the norm?
  A trend becomes the norm when it demonstrably brings lasting benefits to many stakeholders in their day-to-day lives and functions reliably. This requires not only technology, but also collaborative learning, clear quality standards and an open exchange of experiences. We are therefore engaged in intensive dialog with our customers and work closely with committees and organisations such as the "VLB-Fachbeirat", the "IG Produktmetadaten des Börsenvereins" and EDItEUR.
  
  Furthermore, events such as the MVB Data Summit in November provide a platform for discussing new ideas and incorporating them into our platforms. We do not want to set standards on our own; that simply does not work. Instead, we provide guidance and shape developments in collaboration with the industry.
   
• How do you think things will develop from here?
  In future, metadata will become an even more powerful strategic tool for visibility and marketing than it already is today. It will be crucial to make wise use of these additional opportunities and, through sensible standards, good data quality and appropriate automation, to support people in the industry in those areas where technological progress robs them of time and leisure – so that they can focus on what they will always do best and be indispensable at: understanding books and their readers.

PS: You can find out more about the new feature here: Der neue Metadaten-Assistent · vlb.de (de)

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