This Technology Takes New Ad ‘Trajectory’

Advanced Ad Firm Also Rebrands

This Technology, a company that specializes in advanced ad systems and “alternative content” delivery, has issued the 2.1 version of Trajectory, its dynamic ad insertion platform, and has moved ahead with a company rebranding effort.

The new Trajectory supports an enhanced placement opportunity management system (POMS) that boosts the enforcement of placement opportunity ownership agreements and “quartile-level impression reporting.”

The result is highly-available ad routing for linear, on demand and network DVR applications, the company said, noting that Trajectory also includes advertising asset availability information that aims to ensure campaign managers can make decisions for the right ad, in the right form, on the necessary CDN.

The 2.1 release of Trajectory also supports the  SCTE-130-3 2010 Placement Opportunity Data Model, the company said.

 “Our latest release of Trajectory demonstrates continued maturation of the market and the required solution that helps open the advanced advertising ecosystem in a multiscreen world,” Denise MacDonell, VP of product management for This Technology, said in a statement.

This Technology, a company founded in 2006, has “just under ten” customers on board, a group that includes a mix of programmers and distributors, MacDonnell said. Announced partners include Comcast, Verizon Communications, NBCUniversal, and ABC. In 2012, the company raised a $7.5 million series A round led by General Catalyst Partners.