ActiveVideo Networks and This Technology are leveraging the capabilities of the ActiveVideo CloudTV platform and This Technology’s Metamore and Spotbuilder software to create an SCTE 130-compliant ad serving and delivery solution that enables operators and programmers to dynamically target traditional, Web-based and interactive advertising in conjunction with viewers’ on-demand activity.
The joint solution is intended to use This Technology’s dynamic metadata and advertising supply management software to enable operators and programmers to replace pre-encoded ads, including mid-rolls, with new or different ads. The solution maximizes opportunities in an iVOD environment that encompasses Web-like functionality including seamless, personalized navigation, search and discovery, recommendations, social TV and interactive TV.
Historically, advertising associated with VOD content has been limited to pre-encoded mid-roll ads or bookend ads at the beginning and end of video (pre- and post-roll). The joint solution offers increased control and flexibility by enabling operators to insert and manage delivery of new or repurposed Web-based advertising directly to the set-top box.
Designed for compatibility with standards-based systems already deployed by cable operators, the solution utilizes the This Technology platform to create an accurate view of available ad inventory, including contextual information such as time, region or content.