ActiveVideo launched its CloudTV AdCast, an interactive ad distribution software platform that seeks to free TV advertising and T-commerce applications from device dependencies. The platform is expected to provide consistent advertising on set-tops and connected devices. The service will be showcased at CES.
The three features specifically built for CloudTV AdCast include: A Data Manager that collects data and metrics for advanced analytics, allowing publishers and brands to better understand consumers’ engagement with ads; A Network Optimizer that enables low-latency, reliable ad delivery and bandwidth efficiency over unmanaged networks; and security that enables firewall and sandboxing capabilities for third-party ad delivery. The platform can be hosted by pay-TV or online service providers within their own data centers or by ActiveVideo in a virtualized cloud environment.
“The fragmentation and limitations of connected devices and set-top boxes have kept television advertising largely frozen in time and have restricted the personalization, interactivity and metrics that are driving the growth of Web ads,” said Jeff Miller, president and CEO of ActiveVideo. “Using CloudTV AdCast’s‘write once, deploy everywhere’ environment, pay-TV and online video providers can generate new revenues from interactive ads on STBs and connected devices; connected device manufacturers can monetize devices after the point of sale; and advertisers can use the same creative – including full interactivity — across multiple devices at scale.”