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Cable Technology Feature Article

February 12, 2010

Canoe Ventures, CableLabs Partners for New Ad-Testing and Prototyping Environment

By Jai C.S., TMCnet Contributor

New York-based Canoe Ventures, a company focused on making cable’s advanced advertising solutions easier, has reportedly signed a partnership agreement of its new Innovation Lab with CableLabs’ AdLab, as part of its ongoing collaboration to support the development and deployment of new advanced advertising technologies and services.
Founded by the cable television industry, Cable Television Laboratories is a non-profit research and development association that focuses on adopting new cable telecommunications technologies and helping its cable operator members to integrate those technologies.
“We’re excited by the launch of the Innovation Lab, where we’ll prototype and evaluate Canoe’s product and services roadmap with potential technology partners and their relevant offerings,” Arthur Orduna, chief technology officer of Canoe Ventures, said.
“We’re also pleased with our initial set of technology providers who are helping us prototype a national and local SCTE 130-compliant infrastructure. These vendors - Cisco, OpenTV, Motorola Ericsson (News - Alert) and This Technology, LLC - provided mature and interoperable products and services that allowed us to create a working lab environment quickly and effectively.”
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 standard is a multipart specification that defines how advertising-placement servers communicate with video-delivery equipment. It supports a unified platform for dynamic, addressable, and interactive ad insertion, and integrates inventory metadata placement opportunity information content metadata and subscriber metadata.
Reportedly, this prototype-only environment was developed with the participation of Cisco (News - Alert), OpenTV, Ericsson, Motorola and This Technology, LLC.
Canoe and CableLabs (News - Alert) also mentioned that the companies will now work with other SCTE 130, OpenCable and EBIF-compliant technology and service providers for additional testing and prototyping projects. Officials also said that they are creating an environment emulating a Canoe hosted national network ADS capable of interacting with distributed MSO SCTE 130-compliant systems.
“This announcement marks yet another milestone in the strong partnership between CableLabs and Canoe,” Ralph Brown, chief technology officer of CableLabs, said. “Since the CableLabs’ AdLab simulates an SCTE130-compliant MSO delivery system, connecting to Canoe’s Innovation Lab provides examples of both a national network and MSO ad sales and delivery infrastructure. Together, it creates an end-to-end advanced advertising environment that models a working Canoe connection to an MSO for our owners to proof and prototype next-generation infrastructure, processes, devices and interfaces.”
“These vendors have been long-time contributors to past CableLabs’ interoperability events in support of SCTE DVS Working Group 5, but CableLabs’ AdLab is open to all vendors developing products in this space, and we welcome new technology companies who are just now entering the market,” Don Dulchinos, senior vice president of Advanced Platforms for CableLabs, said.

Jai C.S. is a contributing editor for TMCnet. To read more of Jai's articles, please visit his columnist page.

Edited by Amy Tierney