Cable Show 2009: SeaChange, Rentrak Track VOD Ads


Complete Cable Show 2009 coverage from Multichannel News

SeaChange International and Rentrak said they will work together to let cable operators and programmers more easily track ads inserted into video-on-demand content.

Under the companies' partnership agreement, Rentrak's OnDemand Ad Essentials service will be able to measure view time, trick-mode usage and reach and frequency for ads delivered through SeaChange's AdPulse On Demand software.

Rentrak and SeaChange said their solution will provide reporting from an independent third party per standardization guidelines for VOD advertising set forth by the American Association of Advertising Agencies.

"Innovative partnerships of this kind will offer advertisers and agencies improved advertising target ability," said Harold Geller, senior vice president of the American Association of Advertising Agencies' Cross-Industry Workflow group, as well as managing director of 4A's Ad-ID LLC ad-coding provider.

SeaChange in the past week has also announced advanced-advertising partnerships with TVN Entertainment, BIAP and Sigma Systems.

"As the industry leader in dynamic ad insertion in VOD, we are constantly seeking to empower the overall ecosystem with data and reports collected by our gear," said Alan Hoff, vice president of product marketing, SeaChange. "Our partnership with Rentrak will allow our customers to deploy the most accurate independent third-party ad delivery verification."