Canoe Ventures and CableLabs today announced a partnership between Canoe Ventures’ new Innovation Lab and CableLabs’ AdLab, as part of their ongoing collaboration to support the development of advanced advertising technologies.

The first test of the new environment will prototype and evaluate the technologies required for an end-to-end infrastructure based on SCTE 130 standards.

This prototype-only environment was developed with the participation of Cisco, OpenTV, Ericsson, Motorola and This Technology. Canoe and CableLabs plan to work with other SCTE 130, OpenCable and EBIF-compliant technology and service providers for additional testing and prototyping projects moving forward.

The SCTE 130 standard is a multipart specification that defines how advertising-placement servers (ad decisions systems or ADS) communicate with video-delivery equipment (ad managers or ADM). It supports a unified platform for dynamic, addressable, and interactive ad insertion, while merging inventory metadata (placement opportunity information or POIS), content metadata (CIS), and subscriber metadata (SIS).

Canoe and CableLabs are creating an environment emulating a Canoe-hosted national network ADS capable of interacting with distributed MSO SCTE 130-compliant systems.

CableLabs and the Society of Cable Telecommunications Engineers hosted an interoperability event at CableLabs’ headquarters November 9-13, 2009 to focus on SCTE 130 with 24 companies participating. (For more, click here).

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