Communications Technology Company, ARRIS, and California based OpenTV Corp., a company that provides software and technology of advanced digital television and advertising solutions, has reportedly collaborated to showcase their next generation linear television ad platform.

 

By applying the SCTE-130 standard, which provides a common framework for the development of advanced advertising services, both OpenTV (News - Alert) and ARRIS have combined their solutions to deliver a new platform that can make TV advertising more relevant, accountable and dynamic in addition to revolutionizing traditional ad insertion technologies.

 

This new advanced advertising method, according to both the companies, will allow Multiple System Operators (MSOs) to deliver enhancements, copy variations and, ultimately, interactivity on behalf of the networks, making more efficient use of ad dollars and air time.

 

"Advanced digital ad insertion systems like ARRIS replaced 3/4-inch tape machines and analog switching more than a decade ago, but the techniques for conveying schedules from traffic systems to those advertising video servers have not changed in more than 20 years," said Paul Woidke, OpenTV's senior vice president and general manager , Advanced Advertising.

 

"Current systems do not allow for live program shifts and identify only the local breaks made available to cable operators in their markets. Through this next generation platform, and by applying the SCTE-130 standard, ARRIS and OpenTV have established a highly dynamic, real-time interface that will bring greater flexibility to the ad decision process and increase the geographic relevance of national ads," added Woidke.

 

The new platform will combine OpenTV's new real-time Ad Decision Service (ADS), OpenTV's EclipsePlus campaign management solution, and ARRIS' linear Ad Management System (ConvergeMedia SkyVision (News - Alert) ADM 1.0).

 

"We are very excited to bring standards-based addressable advertising solutions to the industry and advertising eco-system," said Joe Matarese, vice president and general manager of the ARRIS On Demand Systems Division.

 

"The ability to manage national ads spots dynamically and target them to specific demographics is growing in importance as operators offer advertisers the capability to increase precision, performance and accountability across a wide array of broadcast and time-shifted programming. It is a great time to be in the advanced advertising space and we are pleased to jointly debut this technology with OpenTV at the Cable Show," added Matarese.