Cable ops have always wanted to target ads to individuals, but hurdles abound—not to mention scalability problems during high-traffic events. That’s why This Technology’s launch of the VEX “manifest manipulator” in Oct held so much promise. One thing that differentiates VEX: Its ability to scale to meet any deployment size, and do both zone-based and individual ad targeting across any video platform, including live TV. And by allowing ops to connect their ad systems to content delivery networks and video players via a source-code licensing model, customers don’t need to go back to This Technology every time they need to support a new player, helping to keep costs low.

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