CableLabs said it hosted 14 companies at an Addressable Advertising Interfaces interoperability event the week of June 1 at its laboratories in Louisville, Colo.
The event included multi-vendor interoperability testing for dynamic VOD ad insertion and other addressable advertising technologies. Second in a series, the event is part of the ongoing technical support CableLabs is providing to enable new forms of advertising on cable networks.
Participating companies demonstrated interoperability among their products based on Society of Cable Telecommunications Engineers (SCTE) 130 standards for advanced digital advertising and CableLabs' Stewardship and Fulfillment Interface (SaFI) standards for advanced advertising. The interop demonstrated the ability to dynamically insert ads into VOD avails based on addressability.
The participating companies were ARRIS, BIAP, BlackArrow, Cisco Systems, Concurrent, Ensequence, Motorola, OpenTV, RGB Networks, Sigma Systems, TANDBERG Television (Part of the Ericsson Group), This Technology, TVN Entertainment and UniSoft Corporation.
The vendors' products included ad campaign managers, ad decision servers, and information systems that segment subscribers, organize content, and define advertising placement opportunities.
Vendors were able to demonstrate critical components in an end-to-end process showing how an advertisement can be selected, dynamically inserted into an on-demand programming stream, and delivered to a digital television customer. The customer responses can then be processed for fulfillment and/or aggregated (with no personally identifiable information exposed) through a common measurement format and shared with either the cable operator or the advertiser.
The week culminated with vendor demonstrations, which were observed by business and technical executives from several cable operators and programming providers, along with experts from Canoe Ventures LLC. Both SCTE 130 and CableLabs' SaFI interfaces are elements of the Advanced Advertising 1.0 specification recently announced as a joint effort of Canoe Ventures and CableLabs.
This interoperability event was the second in a series of Advanced Advertising activities that CableLabs has supported and hosted in 2008 and 2009. Using SCTE 130 and SaFI as a framework, CableLabs and participating vendors will work to further the technology to enable additional Advanced Advertising applications and to test additional parts of the standard as they near completion.
Vendors who have a competency in digital ad insertion, placement or management should contact Sheila Keller, Vendor Relations Program Coordinator at CableLabs, for information on how to participate in future interoperability events.