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Cable Technology Feature Article

February 07, 2012

It's Time for Maturation of Dynamic VOD Ad Technology, CableLabs

By Jyothi Shanbhag, TMCnet Contributor

CableLabs (News - Alert) recently hosted an interoperability event that focused on advanced advertising over cable. In addition, the event demonstrated how cable operators can insert targeted ads in VOD programs.

The major highlight of the event was from Canoe Ventures, owned by the six biggest U.S. MSOs, which showcased its national VOD Dynamic Ad Insertion platform as a "key benchmark" for participating suppliers.

The six other participants at the event included Avail-TVN, BlackArrow, Harris, Nagra/OpenTV, SeaChange International (News - Alert) and This Technology. The interop participants contributed infrastructures such as ad decision managers (ADMs) and ad decision servers (ADS), and demonstrated interoperability over a variety of use cases for dynamic VOD ad insertion.

Arthur Orduna, Chief Product Officer of Canoe Ventures said, “This CableLabs event demonstrated that MSOs' systems, enabled by leading technology providers, are ready to handle national and local inventory splits for VOD advertising. This is a milestone along the path to delivering the appropriate operational support for nationally stewarded VOD advertising, which will enhance the value of the platform for programmers and advertisers alike."

Various other participant combinations were integrated for the first time during this Interop (News - Alert), who demonstrated the value of the CableLabs SCTE 130 profile-- a defined series of interfaces and processes for supporting addressable advertising delivery.

The event also featured the CableLabs Document Profile Architecture, which streamlines the testing and validation process for SCTE 130-compliant technologies by allowing developers to emulate multi-platform architectures.

Don Dulchinos, SVP Advertising at CableLabs, said that the ease of new integrations and success of the participants in implementing very relevant use cases demonstrate that they now have a more mature eco-system for providing dynamic ads in VOD as a new cable revenue opportunity.

“CableLabs looks forward to hosting future similar events to continue the evolution of advanced advertising," Dulchinos added.

CableLabs is dedicated to pursuing new cable telecommunications technologies and to helping its cable operator members integrate those advancements into their business objectives.

Jyothi Shanbhag is a contributing editor for TMCnet. To read more of Jyothi's articles, please visit her columnist page.

Edited by Stefanie Mosca

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