{"id":11417,"date":"2026-04-01T21:25:31","date_gmt":"2026-04-01T21:25:31","guid":{"rendered":"https:\/\/www.wizbrand.com\/tutorials\/companion-ad\/"},"modified":"2026-04-01T21:25:31","modified_gmt":"2026-04-01T21:25:31","slug":"companion-ad","status":"publish","type":"post","link":"https:\/\/www.wizbrand.com\/tutorials\/companion-ad\/","title":{"rendered":"Companion Ad: What It Is, Key Features, Benefits, Use Cases, and How It Fits in Video Ads"},"content":{"rendered":"\n

A Companion Ad<\/strong> is a display-style creative that appears next to, around, or in the same viewing environment as Video Ads<\/strong>, reinforcing the message while the video plays (or immediately after). In Paid Marketing<\/strong>, it\u2019s a way to extend the impact of video beyond the player itself\u2014adding a persistent, clickable surface that can drive action even when viewers don\u2019t click the video unit.<\/p>\n\n\n\n

This matters because modern Paid Marketing<\/strong> performance is rarely won on a single touch. A well-designed Companion Ad<\/strong> can improve recall, support retargeting and measurement, and provide a second chance for engagement\u2014especially when Video Ads<\/strong> are watched passively (sound off, full-screen, or lean-back viewing).<\/p>\n\n\n\n

What Is Companion Ad?<\/h2>\n\n\n\n

A Companion Ad<\/strong> is a coordinated ad unit\u2014often a banner or native-like placement\u2014that \u201ccompanions\u201d a video placement. Think of it as the supporting visual and call-to-action that sits beside a video player on a webpage or within an app layout that includes a video surface.<\/p>\n\n\n\n

At its core, the concept is simple:<\/p>\n\n\n\n

    \n
  • The video delivers the story.<\/strong><\/li>\n
  • The Companion Ad delivers the action path.<\/strong><\/li>\n<\/ul>\n\n\n\n

    From a business perspective, a Companion Ad<\/strong> helps marketers translate attention into outcomes: site visits, sign-ups, product views, or other post-view behaviors. Within Paid Marketing<\/strong>, it\u2019s commonly used to:<\/p>\n\n\n\n

      \n
    • reinforce branding while the video plays,<\/li>\n
    • provide a persistent CTA that remains visible,<\/li>\n
    • create an additional measurable click surface tied to the same campaign.<\/li>\n<\/ul>\n\n\n\n

      In the world of Video Ads<\/strong>, a Companion Ad<\/strong> is not a replacement for the video creative\u2014it\u2019s a coordinated partner unit that can increase effectiveness when used intentionally.<\/p>\n\n\n\n

      Why Companion Ad Matters in Paid Marketing<\/h2>\n\n\n\n

      A Companion Ad<\/strong> matters because it addresses several real constraints of Video Ads<\/strong> in Paid Marketing<\/strong>:<\/p>\n\n\n\n

        \n
      • Viewers often don\u2019t click videos.<\/strong> Many people watch and move on. The companion unit can capture intent when the viewer is ready to act.<\/li>\n
      • Video is immersive, but not always actionable.<\/strong> A separate display unit can show pricing, a limited-time offer, store locator, or a simplified CTA.<\/li>\n
      • Incremental value is measurable.<\/strong> You can evaluate whether the companion unit adds incremental clicks, assisted conversions, or lift versus video-only placements.<\/li>\n<\/ul>\n\n\n\n

        Strategically, a Companion Ad<\/strong> can create competitive advantage by improving message frequency and consistency across formats. Instead of relying solely on a 15- or 30-second narrative, you get a persistent brand anchor and a direct response element\u2014useful for both performance and brand outcomes.<\/p>\n\n\n\n

        How Companion Ad Works<\/h2>\n\n\n\n

        A Companion Ad<\/strong> is conceptual, but it follows a practical workflow in real campaigns:<\/p>\n\n\n\n

          \n
        1. \n

          Trigger (ad opportunity)<\/strong>\n A user loads a page or app view that contains a video player or video content placement. The environment supports serving Video Ads<\/strong> and an associated companion placement.<\/p>\n<\/li>\n

        2. \n

          Decisioning (matching creative and rules)<\/strong>\n The ad serving stack selects the video creative and the Companion Ad<\/strong> creative based on targeting, frequency, pacing, brand safety constraints, and creative eligibility (size, device, placement rules).<\/p>\n<\/li>\n

        3. \n

          Execution (render and synchronize)<\/strong>\n The Video Ads<\/strong> render in the player, while the Companion Ad<\/strong> renders in a designated slot near the video experience. Ideally, both assets are coordinated: same offer, same visual system, and consistent CTA.<\/p>\n<\/li>\n

        4. \n

          Outcome (engagement and measurement)<\/strong>\n The viewer may:\n – watch the video and click the companion unit,\n – view both without clicking (still valuable for recall),\n – interact later via retargeting influenced by exposure.\n Measurement captures impressions, viewability (where applicable), clicks, and downstream conversions tied to your Paid Marketing<\/strong> goals.<\/p>\n<\/li>\n<\/ol>\n\n\n\n

          Key Components of Companion Ad<\/h2>\n\n\n\n

          A strong Companion Ad<\/strong> program depends on several building blocks:<\/p>\n\n\n\n

          Creative and messaging system<\/h3>\n\n\n\n
            \n
          • Visual consistency with the Video Ads<\/strong> (colors, product, tagline)<\/li>\n
          • A clear CTA (not just \u201cLearn more\u201d by default)<\/li>\n
          • Offer clarity (price, benefit, deadline, proof point)<\/li>\n
          • Multiple sizes or responsive layouts for different placements<\/li>\n<\/ul>\n\n\n\n

            Delivery and trafficking<\/h3>\n\n\n\n
              \n
            • Video ad serving standards and tags that support companion units<\/li>\n
            • Clear mapping between video creatives and their companion variants<\/li>\n
            • Rules for when the Companion Ad<\/strong> should appear (during playback, after completion, etc.)<\/li>\n<\/ul>\n\n\n\n

              Data inputs and targeting<\/h3>\n\n\n\n
                \n
              • Audience segments (prospecting vs. retargeting)<\/li>\n
              • Contextual targeting aligned with content<\/li>\n
              • Frequency caps across Video Ads<\/strong> and companion placements to avoid fatigue<\/li>\n<\/ul>\n\n\n\n

                Governance and team responsibilities<\/h3>\n\n\n\n
                  \n
                • Creative team: builds coordinated video + companion sets<\/li>\n
                • Media team: defines placements, bids, pacing, and testing plan<\/li>\n
                • Analytics team: validates tracking, attribution approach, and incrementality<\/li>\n
                • Compliance\/privacy stakeholders: confirm consent and data usage in Paid Marketing<\/strong><\/li>\n<\/ul>\n\n\n\n

                  Types of Companion Ad<\/h2>\n\n\n\n

                  \u201cTypes\u201d of Companion Ad<\/strong> are usually defined by placement context and creative behavior rather than strict formal categories. The most relevant distinctions include:<\/p>\n\n\n\n

                  By format behavior<\/h3>\n\n\n\n
                    \n
                  • Static display companion<\/strong>: simple image + CTA; fast and broadly compatible<\/li>\n
                  • HTML5\/rich companion<\/strong>: animation or interactive elements (used carefully to avoid performance issues)<\/li>\n
                  • Native-style companion<\/strong>: matches surrounding UI, often in-feed near the video module<\/li>\n<\/ul>\n\n\n\n

                    By placement context<\/h3>\n\n\n\n
                      \n
                    • In-player page companion<\/strong>: appears adjacent to an embedded video player on desktop or tablet layouts<\/li>\n
                    • In-app companion<\/strong>: rendered in an app layout that includes video and a companion slot<\/li>\n
                    • Second-screen companion (where supported)<\/strong>: coordinated messaging on a separate device or surface (less universal; implementation varies)<\/li>\n<\/ul>\n\n\n\n

                      By campaign objective<\/h3>\n\n\n\n
                        \n
                      • Brand reinforcement companion<\/strong>: focuses on logo, tagline, category cues<\/li>\n
                      • Direct response companion<\/strong>: emphasizes CTA, offer, product, lead capture<\/li>\n
                      • Retail\/commerce companion<\/strong>: highlights product, price, rating, \u201cshop now\u201d CTA<\/li>\n<\/ul>\n\n\n\n

                        Real-World Examples of Companion Ad<\/h2>\n\n\n\n

                        1) SaaS lead generation with coordinated CTA<\/h3>\n\n\n\n

                        A B2B SaaS brand runs Video Ads<\/strong> explaining a workflow problem and solution. The Companion Ad<\/strong> shows a simplified value proposition (\u201cReduce reporting time by 30%\u201d) plus a \u201cBook a demo\u201d CTA. In Paid Marketing<\/strong>, this setup often improves conversion rate because the viewer can act immediately without waiting for the video to finish.<\/p>\n\n\n\n

                        2) Ecommerce product launch with offer reinforcement<\/h3>\n\n\n\n

                        A retailer runs Video Ads<\/strong> to introduce a new product line. The Companion Ad<\/strong> displays the hero product, price, and a limited-time discount code. Even if the viewer doesn\u2019t click the video, the companion unit can capture high-intent clicks\u2014useful for performance-focused Paid Marketing<\/strong> teams.<\/p>\n\n\n\n

                        3) Entertainment marketing with persistent reminder<\/h3>\n\n\n\n

                        A streaming brand runs Video Ads<\/strong> (trailer format). The Companion Ad<\/strong> contains the premiere date and \u201cAdd to watchlist\u201d messaging. The video builds emotion; the companion unit reinforces the next action. This pairing can lift recall and reduce drop-off between interest and follow-through.<\/p>\n\n\n\n

                        Benefits of Using Companion Ad<\/h2>\n\n\n\n

                        Used well, a Companion Ad<\/strong> can deliver tangible improvements:<\/p>\n\n\n\n

                          \n
                        • Higher actionable engagement:<\/strong> Additional clicks from users who won\u2019t click the video player itself.<\/li>\n
                        • Better message retention:<\/strong> Persistent visuals reinforce brand and offer while Video Ads<\/strong> run.<\/li>\n
                        • Improved efficiency:<\/strong> More ways to achieve outcomes from the same impression opportunity in Paid Marketing<\/strong>.<\/li>\n
                        • Stronger cross-format continuity:<\/strong> The companion unit bridges storytelling (video) and conversion (display\/CTA).<\/li>\n
                        • Enhanced user experience (when done respectfully):<\/strong> Clear, relevant CTAs reduce friction compared to forcing interaction inside the video.<\/li>\n<\/ul>\n\n\n\n

                          Challenges of Companion Ad<\/h2>\n\n\n\n

                          A Companion Ad<\/strong> isn\u2019t automatically beneficial. Common pitfalls include:<\/p>\n\n\n\n

                            \n
                          • Creative mismatch:<\/strong> If the companion message conflicts with the Video Ads<\/strong>, performance and trust suffer.<\/li>\n
                          • Layout and responsiveness issues:<\/strong> A companion unit that looks great on desktop may be cramped or hidden on mobile.<\/li>\n
                          • Measurement complexity:<\/strong> Clicks may concentrate on the companion, while the video drives persuasion\u2014attribution needs careful interpretation in Paid Marketing<\/strong> reporting.<\/li>\n
                          • Viewability and clutter concerns:<\/strong> Depending on placement, companion inventory may be below the fold or surrounded by competing elements.<\/li>\n
                          • Ad blocking and technical constraints:<\/strong> Some environments may limit companion delivery or tracking, affecting consistency.<\/li>\n<\/ul>\n\n\n\n

                            Best Practices for Companion Ad<\/h2>\n\n\n\n

                            Align companion and video as one \u201ccreative system\u201d<\/h3>\n\n\n\n
                              \n
                            • Use the same offer, product, and CTA language across the Companion Ad<\/strong> and Video Ads<\/strong>.<\/li>\n
                            • Keep visual hierarchy clean: one primary message, one primary CTA.<\/li>\n<\/ul>\n\n\n\n

                              Design for action without overwhelming<\/h3>\n\n\n\n
                                \n
                              • Make the CTA unambiguous (\u201cGet quote,\u201d \u201cShop the collection,\u201d \u201cStart free trial\u201d).<\/li>\n
                              • Add a proof point (rating, testimonial snippet, guarantee) when space allows.<\/li>\n<\/ul>\n\n\n\n

                                Build for multi-device realities<\/h3>\n\n\n\n
                                  \n
                                • Prepare multiple sizes or responsive versions.<\/li>\n
                                • Ensure legibility: short headline, high contrast, tappable CTA for touch devices.<\/li>\n<\/ul>\n\n\n\n

                                  Track separately, interpret together<\/h3>\n\n\n\n
                                    \n
                                  • Report video metrics (views, completions) and companion metrics (CTR, post-click conversions) side by side.<\/li>\n
                                  • In Paid Marketing<\/strong>, evaluate incremental lift by comparing video-only placements to video+companion placements when possible.<\/li>\n<\/ul>\n\n\n\n

                                    Use frequency and sequencing intentionally<\/h3>\n\n\n\n
                                      \n
                                    • Cap exposure to avoid fatigue.<\/li>\n
                                    • Consider sequencing: prospecting Video Ads<\/strong> with a direct-response Companion Ad<\/strong>, followed by retargeting display.<\/li>\n<\/ul>\n\n\n\n

                                      Tools Used for Companion Ad<\/h2>\n\n\n\n

                                      Managing Companion Ad<\/strong> effectively in Paid Marketing<\/strong> and Video Ads<\/strong> typically involves tool categories rather than any single product:<\/p>\n\n\n\n

                                        \n
                                      • Ad platforms and buying tools:<\/strong> Campaign setup for video placements that support companion units, targeting, pacing, and brand safety.<\/li>\n
                                      • Ad servers:<\/strong> Trafficking, creative rotation, frequency controls, and consistent measurement across placements.<\/li>\n
                                      • Tag management and consent tools:<\/strong> Ensure privacy choices are respected and tracking is implemented correctly.<\/li>\n
                                      • Analytics tools:<\/strong> Analyze onsite behavior after companion clicks, assisted conversions, and funnel impact.<\/li>\n
                                      • Attribution and incrementality tools:<\/strong> Help separate the influence of Video Ads<\/strong> from the direct clicks driven by the companion unit.<\/li>\n
                                      • Creative production tools:<\/strong> Export multiple sizes, versions, and lightweight assets for fast load performance.<\/li>\n
                                      • Reporting dashboards:<\/strong> Combine media metrics with business KPIs so stakeholders can understand how the Companion Ad<\/strong> contributes to outcomes.<\/li>\n<\/ul>\n\n\n\n

                                        Metrics Related to Companion Ad<\/h2>\n\n\n\n

                                        To evaluate a Companion Ad<\/strong>, measure both standalone performance and its interaction with Video Ads<\/strong>:<\/p>\n\n\n\n

                                        Delivery and quality<\/h3>\n\n\n\n
                                          \n
                                        • Impressions and reach<\/li>\n
                                        • Frequency (overall and by audience segment)<\/li>\n
                                        • Viewability (where applicable to the companion placement)<\/li>\n<\/ul>\n\n\n\n

                                          Engagement<\/h3>\n\n\n\n
                                            \n
                                          • Companion CTR (click-through rate)<\/li>\n
                                          • Video view rate and completion rate<\/li>\n
                                          • Interaction rate (if rich media is used)<\/li>\n<\/ul>\n\n\n\n

                                            Business outcomes<\/h3>\n\n\n\n
                                              \n
                                            • Post-click conversions from the Companion Ad<\/strong><\/li>\n
                                            • Assisted conversions influenced by exposure to Video Ads<\/strong><\/li>\n
                                            • Cost per conversion \/ cost per lead in Paid Marketing<\/strong><\/li>\n
                                            • Incremental lift (brand lift, conversion lift, or traffic lift where measured)<\/li>\n<\/ul>\n\n\n\n

                                              Efficiency diagnostics<\/h3>\n\n\n\n
                                                \n
                                              • CPM and CPC for companion inventory (as available)<\/li>\n
                                              • Cost per incremental action (when lift testing is in place)<\/li>\n
                                              • Landing page engagement metrics (bounce rate, time on site, downstream events)<\/li>\n<\/ul>\n\n\n\n

                                                Future Trends of Companion Ad<\/h2>\n\n\n\n

                                                Several trends are shaping how the Companion Ad<\/strong> evolves within Paid Marketing<\/strong>:<\/p>\n\n\n\n

                                                  \n
                                                • AI-assisted creative versioning:<\/strong> Faster generation of multiple companion sizes, CTAs, and offer variants aligned to the same Video Ads<\/strong> concept.<\/li>\n
                                                • Smarter personalization:<\/strong> Dynamic companions tailored by audience segment (prospect vs. customer) while keeping brand consistency.<\/li>\n
                                                • Privacy-driven measurement changes:<\/strong> More emphasis on modeled conversions, incrementality testing, and first-party measurement as identifiers become less available.<\/li>\n
                                                • Interactive and commerce-ready video ecosystems:<\/strong> As Video Ads<\/strong> become more shoppable and interactive, companion units may act as the \u201ctransaction layer\u201d alongside the storytelling layer.<\/li>\n
                                                • Cross-screen coordination:<\/strong> Growth in coordinated experiences where video plays on one surface and the companion action appears on another\u2014promising, but dependent on ecosystem support and privacy constraints.<\/li>\n<\/ul>\n\n\n\n

                                                  Companion Ad vs Related Terms<\/h2>\n\n\n\n

                                                  Companion Ad vs Overlay Ad<\/h3>\n\n\n\n
                                                    \n
                                                  • Companion Ad:<\/strong> Typically sits beside\/around the video experience as a separate unit.<\/li>\n
                                                  • Overlay ad:<\/strong> Appears on top of the video player area during playback, often partially covering content. Overlays can be more intrusive; companions are often less disruptive.<\/li>\n<\/ul>\n\n\n\n

                                                    Companion Ad vs End Card<\/h3>\n\n\n\n
                                                      \n
                                                    • Companion Ad:<\/strong> Can be present during playback and persist alongside the video.<\/li>\n
                                                    • End card:<\/strong> Appears at the end of a video, usually inside the player, focusing on a final CTA. End cards are time-bound; companion units can be persistent.<\/li>\n<\/ul>\n\n\n\n

                                                      Companion Ad vs Standard Display Retargeting<\/h3>\n\n\n\n
                                                        \n
                                                      • Companion Ad:<\/strong> Served in conjunction with Video Ads<\/strong> as part of the same video viewing context.<\/li>\n
                                                      • Display retargeting:<\/strong> Served later based on user behavior or exposure; not necessarily synchronized with the original video placement. Retargeting can complement companions but serves a different role in Paid Marketing<\/strong> sequencing.<\/li>\n<\/ul>\n\n\n\n

                                                        Who Should Learn Companion Ad<\/h2>\n\n\n\n
                                                          \n
                                                        • Marketers:<\/strong> To build more effective Paid Marketing<\/strong> funnels that connect Video Ads<\/strong> to measurable actions.<\/li>\n
                                                        • Analysts:<\/strong> To interpret attribution correctly and avoid misleading conclusions (for example, over-crediting the companion click without acknowledging the video\u2019s persuasion role).<\/li>\n
                                                        • Agencies:<\/strong> To package video strategies that include coordinated creative systems and stronger performance reporting.<\/li>\n
                                                        • Business owners and founders:<\/strong> To understand why video campaigns may need a companion action layer to meet revenue goals.<\/li>\n
                                                        • Developers and ad operations teams:<\/strong> To ensure companion placements render correctly, load fast, and track reliably across devices and environments.<\/li>\n<\/ul>\n\n\n\n

                                                          Summary of Companion Ad<\/h2>\n\n\n\n

                                                          A Companion Ad<\/strong> is a coordinated display unit served alongside Video Ads<\/strong> to reinforce the message and provide an additional path to action. In Paid Marketing<\/strong>, it helps turn video attention into measurable outcomes by adding a persistent CTA surface, improving message retention, and creating incremental engagement opportunities. When aligned creatively and measured thoughtfully, the Companion Ad<\/strong> becomes a practical bridge between video storytelling and business results.<\/p>\n\n\n\n

                                                          Frequently Asked Questions (FAQ)<\/h2>\n\n\n\n

                                                          1) What is a Companion Ad and when should I use it?<\/h3>\n\n\n\n

                                                          A Companion Ad<\/strong> is a display-style unit paired with Video Ads<\/strong> in the same viewing context. Use it when you want a clearer, more persistent CTA than the video player alone can provide\u2014especially for lead gen, ecommerce, and time-sensitive offers in Paid Marketing<\/strong>.<\/p>\n\n\n\n

                                                          2) Do Companion Ads improve performance compared to video-only campaigns?<\/h3>\n\n\n\n

                                                          They can. A Companion Ad<\/strong> often increases total clicks and can improve conversion efficiency by capturing intent from viewers who won\u2019t click the video. The best way to confirm is to test video-only vs. video+companion setups with consistent targeting and budgets.<\/p>\n\n\n\n

                                                          3) How do I measure the impact of Companion Ad alongside Video Ads?<\/h3>\n\n\n\n

                                                          Track companion CTR and post-click conversions, but also review video completion rate and assisted conversions. In Paid Marketing<\/strong>, combine these into a unified view so you don\u2019t undervalue the video\u2019s influence while crediting only the companion click.<\/p>\n\n\n\n

                                                          4) Are Companion Ads only for desktop placements?<\/h3>\n\n\n\n

                                                          No. While they are common around desktop video players, a Companion Ad<\/strong> can also appear in mobile web and in-app layouts when the placement supports a companion slot. Availability and layout vary by publisher and environment.<\/p>\n\n\n\n

                                                          5) What creative should go into a Companion Ad?<\/h3>\n\n\n\n

                                                          Use a simplified message from the Video Ads<\/strong>: one key benefit, a recognizable visual, and one strong CTA. If you have an offer (discount, free trial, demo), the companion unit is often the best place to make it explicit.<\/p>\n\n\n\n

                                                          6) Can a Companion Ad hurt user experience?<\/h3>\n\n\n\n

                                                          Yes, if it\u2019s cluttered, irrelevant, too large for the layout, or inconsistent with the video. Keep it lightweight, legible, and aligned with the Video Ads<\/strong> to support the experience rather than distract from it.<\/p>\n\n\n\n

                                                          7) How often should I refresh or rotate Companion Ad creatives?<\/h3>\n\n\n\n

                                                          Rotate on a schedule that matches campaign learning and fatigue\u2014often every few weeks for always-on Paid Marketing<\/strong>, or more frequently for promotions. Use performance data to refine CTAs, offers, and layouts while keeping the core message consistent with your Video Ads<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

                                                          A **Companion Ad** is a display-style creative that appears next to, around, or in the same viewing environment as **Video Ads**, reinforcing the message while the video plays (or immediately after). In **Paid Marketing**, it\u2019s a way to extend the impact of video beyond the player itself\u2014adding a persistent, clickable surface that can drive action even when viewers don\u2019t click the video unit.<\/p>\n","protected":false},"author":10235,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1915],"tags":[],"class_list":["post-11417","post","type-post","status-publish","format-standard","hentry","category-video-ads"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/11417","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/users\/10235"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/comments?post=11417"}],"version-history":[{"count":0,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/11417\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/media?parent=11417"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/categories?post=11417"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/tags?post=11417"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}