In the classic sense, tagging is the process of assigning labels to an object. On Youtube for example, videos are "tagged" with keyword labels. In Replai, the process of creative tagging consists in identifying creative elements within a creative asset, and labelling them with values. For example, Replai identifies the creative element "emotion" and labels different values for this element (e.g. joy, anger, sadness). Videos are then analyzed to identify if they feature the element "emotion", and are "tagged" with the specific emotion(s). The position and length of the tag is also taken into consideration - for instance, the emotion "joy" happened between 00:02 and 00:05 and again between 01:14 and 01:25. Replai automates creative tagging for customers, so that they don't need to manually label their video assets. Technically, video creative tagging at Replai is done at the video frame level.