BigBand Networks launched an IP-based targeted advertising application that provides "virtual zoning," to let TV operators deliver ads to traditional ad zones, groups based on demographics, or geographic areas down to ZIP+4 postal codes.
The virtual zoning application for BigBand's Media Services Platform (MSP) can deliver spots to both set-top boxes and IP-connected devices. The software integrates with existing back-office systems, according to the company, which claims it's the first dynamic ad insertion for multicast IPTV with virtual zoning.
AT&T is one of the largest customers using BigBand's MSP to deliver local ads in multiple markets, which are being sold on behalf of several cable operators.
"Service providers are in a unique position to expand the critical role they play in delivering more personalized advertising for the benefit of consumers, advertisers and content providers while increasing their bottom line," BigBand vice president and chief architect for IPTV John Reister said.
BigBand's MSP advertising solutions include the preparation and transcoding of ad assets; ad splicing into linear TV streams; event reporting to insertion systems; and management using BigBand's Video Management System software.
BigBand is in the process of being acquired by Arris, in a deal worth $53 million net of BigBand's cash on hand. Arris expects the deal to close around Nov. 21.