Digital-marketing-technology provider Atlas widened its reach into the on-demand-advertising world, announcing a deal to integrate its products with video-on-demand server provider Concurrent Computer.
Atlas has similar integration deals with VOD-system providers C-COR, SeaChange International and Tandberg Television, and by adding Concurrent -- along with Concurrent’s data-collection subsidiary, Everstream -- it will create the largest system for measuring and monitoring on-demand advertising campaigns.
Under the Concurrent deal, the companies will integrate Atlas On Demand automated campaign-management technology with Concurrent’s on-demand products and Everstream’s data-collection software. The combination will provide cable operators and programmers with tools to better plan and execute ad campaigns.
“Integrating the campaign-management and reporting tools of Atlas on Demand into the Concurrent/Everstream suite of products enables accountable digital-TV advertising and provides VOD operators with additional choices that will increase the value proposition of VOD,” Concurrent CEO Gary Trimm said.
“Targeted ad insertion and quantitative reporting of this data are critical to ensuring the prolonged success of VOD’s evolving advertising-revenue model,” he added.