Openet has announced the enhancement of its audience and engagement measurement solution, and says that a North American cable operator is using the product to gather data for its ad sales department.

Ireland-based Openet provides transactional software for telcos, including AT&T and Verizon Wireless. But the company has gained business within the cable sector as well and counts Time Warner Cable, Cox and Videotron as customers.

Michael Manzo, Openet’s chief marketing officer, would not reveal the cable operator that is using its audience measurement product, but said the software provides the ability to measure subscriber activities across all video services, including linear and non-linear and click-streams associated with interactive television (iTV).

Unlike Nielsen, which gathers its audience data from viewers, Openet’s software allows operators to gather, correlate and analyze data from their own operations, including from set-tops boxes, switched digital video (SDV) systems, VOD servers, as well as ad insertions.

"The operator is providing access for all this data," said Manzo. "They may extend (the data) to third parties if they choose."

Providing reliable and detailed measurement data to advertisers is one of the primary goals of Canoe Ventures. But Openet’s approach is to start small.

"We need to get technology in place to normalize data across operators," said Manzo. "The way to be successful is not to boil the ocean in a Canoe Venturesqe way, but to help each operator’s sales organization do a better job selling ad inventory."

-Linda Hardesty

The Daily

Subscribe

VP Harris Introduces Federal Policy Around AI Tools

In a continuation of what is a major week of conversation on Capitol Hill around artificial intelligence, VP Kamala Harris unveiled the first government-wide policy regarding the use of AI tools by federal

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Apr 25
2024 Cablefax 100 Awards Magazine Release: April 25, 2024
Jun 13
2024 American Broadband Congress Conference Registration is Open!
Jun 26
2024 FAXIES Awards Nominations Are Open!
Full Calendar

Jobs

Seeking an INDUSTRY JOB?
VIEW JOBS

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact Rob Hudgins, [email protected], for more information.