BigBand Demos Addressable Advertising


BigBand Networks announced new capabilities in its Broadband Multimedia-Service Router (BMR) platform that give service providers the ability to deliver television commercials to individual recipients.

The provider of broadband-multimedia infrastructure said it conducted demonstrations of addressable advertising in tests with solution partners OpenTV and INVIDI Technologies at Cable Television Laboratories headquarters last week.

“BigBand Networks aims to apply the one-to-one marketing capabilities of the Internet-advertising model to support the creation of a unique set of advertising products and services for digital TV," BigBand chief technology officer Ran Oz said in a prepared statement. "Everyone -- service provider, advertiser and subscriber -- benefits when advertising content is more relevant.”