Metadata associated with video data by a content management system is transmitted to one or more advertising servers to tailor advertisements, or other data, presented in addition to the video data. In one embodiment, a user specifies the metadata associated with the video data, and the management system communicates the metadata to one or more advertising servers. Responsive to a user changing a subset of the metadata using the content management system, the changed subset of the metadata is communicated to the one or more advertising servers, which modify advertisements associated with the video data responsive to the changed metadata. Hence, changes to metadata associated with video data are pushed from the management system to an advertising server, allowing the advertising server to more quickly modify the advertisements associated with the video data.