Although true advanced advertising in the cable universe is moving at glacial speed, don’t blame the vendor community.

Technology providers continue to innovate and plan for the day when Canoe Ventures, EBIF, tru2way and SCTE 130 all come to fruition and cable can deliver targeted, interactive ads. In the meanwhile, they must content themselves with demonstrating their technologies on video-on-demand advertising.

That’s what four companies are partnering to do at CableLabs’ Summer Conference 2009 this week. OpenTV, This Technology, Sigma Systems and ARRIS have joined some of their products together for a demonstration that shows a comprehensive view and heightened control of advertising inventory.

Here’s the high-level rundown:

  • OpenTV’s campaign management product EclipsePlus collects detailed audience information from Sigma Systems’ Subscriber Information Service – such as location, demographics and usage trends.
  • This Technology’s MetaMore and SpotBuilder add contextual information such as time, region or content to create an accurate view of inventory available for sale.
  • The ARRIS Ad Decision Manager conducts the physical ad placement requests for the delivery, management and reporting of the advertising assets and the programming materials to the subscriber’s household.

In the future, these products can deliver, manage and measure targeted and interactive ads, said Jeffrey Sherwin, founder of This Technology. "For today, it’s usable in the VOD platform," he said. "And it can be applied to linear. Ultimately, you can extend if you want to make certain units RFI (request for information), voting and polling."

More reading

For recent data on the on the growing ad server market, click here. For more coverage of advanced advertising, click here.

To register to hear the recorded version of a recent CT-hosted webcast on advanced advertising that includes representatives from Canoe Ventures, Comcast, Sigma Systems, OpenTV and Tandberg Television, click here.

—Linda Hardesty

The Daily


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