Canoe Ventures and CableLabs have issued a new draft reference architecture specification called Advanced Advertising 1.0, created to further the development of cable advertising products.

The spec comprises a set of component specifications and standards that, individually, are designed to allow cable companies to provide more innovative types of advanced ads, such as interactive advertising, VOD advertising within existing VOD platforms, and advanced forms of addressable advertising. Taken together, the specification allows cable operators to offer such products with consistent technologies, metrics and interfaces across a national footprint. The spec was developed and will be maintained by a CableLabs Working Group composed of MSO, Canoe and CableLabs technical leads, with selective input from the vendor community.

The current version of the spec includes the following component pieces:

1. Specifications: ETV; VOD Metadata 2.0

2. Interfaces: Service Measurement Summary Interface (SMSI); Interactive Fulfillment Summary Interface (IAF); Interactive Application Messaging Platform (IAM); Campaign Information Package Interface (CIP)

3. Standards: SCTE 35; SCTE 130

Canoe Ventures and CableLabs direct interested parties to find and track more information about Advanced Advertising 1.0 at www.advancedadvertising.tv.

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