CableLabs recently hosted a week-long advanced advertising interop held in conjunction with the Society of Cable Telecommunications Engineers (SCTE) DVS/Working Group 5 and Canoe Ventures, in which cable and programming executives viewed demonstrations by 24 participating companies.

The companies showed interoperability for a variety of ad formats including interactivity (such as voting and polling and request for information), ad insertion in VOD, ad insertion in linear content, telescoping, and graphic overlays on VOD content. Some of the formats were enhanced with addressable advertising that meets the Advanced Advertising 1.0 Specification released earlier this year by CableLabs and Canoe Ventures.

Companies that participated in the Interop included: Alcatel-Lucent, ARRIS, Avail-TVN, BigBand Networks, BlackArrow, Cisco Systems, Concurrent Computer Corporation, Ensequence, FourthWall Media, Motorola, NBC Universal, NDS, Nielsen Claritas, OpenTV, RGB Networks, SeaChange, Sigma Systems, Softel, Strategy and Technology, Tandberg Television, ThinkAnalytics, ThisTechnology, UniSoft and Visible World.

Guests included representatives from BendBroadband, Cable Europe Labs, Cablevision, Canoe Ventures, Comcast, Comcast Spotlight, Cox, Disney/ESPN, Harris Broadcast Communications, NBC Universal, NCTA, Starz, Texscan, Time Warner Cable and Turner.

The suppliers’ products included ad campaign managers, ad decision services, content information systems, placement opportunity systems, subscriber information systems, Enhanced TV (ETC) streamers, EBIF user agents and ad splicers.

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