Openet Delivers Measurement Data for Cable Ad Sales

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