CableLabs Recaps Advanced-Ad Interop Event

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CableLabs said 15 vendors participated in the addressable-advertising interfaces interoperability event last week at its Louisville, Colo., headquarters.

As previously reported by Multichannel News, the event was designed to demonstrate interoperability among products based on the Society of Cable Telecommunications Engineers (SCTE) 130 standards for advanced digital advertising—the first time multivendor testing has been conducted around these standards.

The participating companies were: Arris, BIAP, BlackArrow, Concurrent Computer, Ensequence, Front Porch, Invidi Technologies, Microsoft Advertising, Motorola, OpenTV, Sigma Systems, Tandberg Television, This Technology, UniSoft and Visible World.

“We greatly appreciate the strong support and efforts by companies in this interop as well as others who are working hard to comply with our common standards,” Paul Woidke, OpenTV’s senior vice president and general manager of advanced advertising, said in a statement. Woidke also is chairman of the SCTE’s DVS/Working Group 5, the committee that is working on addressable advertising.

Added CableLabs senior vice president of advanced platforms Don Dulchinos, “This is an important step in validating key technologies that will enable new forms of advertising.”

Products in the event included advertising campaign managers, ad decision servers, and systems that support subscribers, organize content, and define advertising placement opportunities. The week culminated in a day of vendor demonstrations for cable operators, programming providers and ad agencies.

CableLabs, which doesn’t charge a fee to participate in such interoperability events, said it will use the SCTE 130 event as “a starting point for future activities into 2009.” Phil Bender, CableLabs’ senior manager of vendor relations, is in charge of working with advanced-advertising companies interested in participating in upcoming events.