In case you missed last week’s Webcast on digital advertising, the event is archived on Communications Technology‘s Web site, The Webcast served as both a primer for what is needed in the operators’ systems to deploy advanced advertising as well as the revenue opportunities in the latest video delivery technologies. Pragash Pillai, VP of Strategic Engineering, Bresnan Communications, laid the foundation of the Webcast by outlining the three different delivery options for digital program insertions—centralized, hybrid and distributed—including the benefits and drawbacks to each one. Comcast Spotlight‘s Paul D. Woidke, VP Technology, spoke about eTV and addressable advertising opportunities. For addressable advertising ad insertions, Woidke, who is chairman of the SCTE‘s Digital Video Subcommittee’s Working Group Five, said work is underway to extend the SCTE 30 and 35 standards, which tackle, respectively, Digital Program Insertion Splicing API and Digital Program Insertion Cueing Message, into the addressable spectrum. Steve Reynolds, SVP Technology at OpenTV, got into more specifics about how addressing advertising works in the client side and switched digital video (SDV) arenas during his segment of the Webcast, including how the SCTE’s DVS-629 would work in the SDV environment. Lastly, C-COR‘s Joseph Matarese, SVP Advanced Technology, talked about  how operators can create revenue and operational enhancements in basic DPI systems and gave examples of addressability in an SDV multicast deployment. An in-depth Q&A followed the four presentations, but don’t take our word for it – check out the on-demand version of the Webcast by clicking here. Note that registration is required to view the on-demand Webcast.

The Daily


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