Visible World’s New Ad Target: Tru2way

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Visible World has developed an addressable-advertising agent for set-tops and gateways based on
CableLabs’ Tru2way interactive spec, extending its reach
beyond the native client for Cisco Systems’ boxes.

Visible World’s addressable-ad system
lets cable operators and advertisers
use general demographic data, industryspecific data or other proprietary data to
deliver different messages to different groups of TV households.
The set-top agent manages the process of inserting
the targeted ads into linear or DVR video.

“We think [Tru2way] will give us better scale and make it
even easier for operators to launch this,” Visible World chief
technology officer Gerrit Niemeijer said.

Large cable operators — including Comcast, Time Warner
Cable and Cox Communications — are deploying or
plan to deploy Tru2way-enabled devices across their footprint.
In addition, many next-generation home gateways
will run Tru2way middleware, and it’s “even more important
for Visible World to be deployable on those systems,”
Niemeijer said.
The Tru2way agent is currently in labs testing at MSOs,
and Visible World expects it go into live production early
next year. The company developed the agent with “real settop
boxes and real middleware,” Niemeijer said, but he declined
to identify them. Along with the client-side software,
the vendor supplies headend equipment for signaling.

While Visible World previously developed a set-top client
for the cable industry’s lightweight Enhanced TV Binary
Interchange Format spec, Tru2way is a more powerful
platform, Niemeijer said. Using the Tru2way client, the Visible
World system can replace ads in time-shifted mode, by
swapping out ads in DVR recordings after a defined number
of days.

“Basically, you’d like to reach as many
eyeballs as possible,” Niemeijer said.

Separately, Invidi Technologies — a
competing provider of addressable ad
solutions — earlier this year sued Visible World and Cablevision
Systems, one of Visible World’s marquee customers.
The suit alleges infringement of a patent covering
addressable TV advertising, U.S. Patent No. 5,661,516, titled
“System and Method for Selectively Distributing Commercial
Messages over a Communications Network.”

Last month, Invidi won another patent covering addressable
ads, U.S. Patent No. 8,065,703, “Reporting of User
Equipment Selected Content Delivery,” which describes
consumer-premises equipment sending signals to headend
systems about targeted content.