Tuesday, March 24, 2009

ARRIS and OpenTV Partner on Localized Advertising Technology

ARRIS and OpenTV will present a joint demonstration of their next generation linear television ad platform at next week's NCTA Cable Show in Washington, D.C. The companies said their collaboration breaks new ground because this will be the first time that the SCTE-130 standard, which provides a common framework for the development of advanced advertising services, is applied to linear advertising. The demonstration couples OpenTV's new real-time Ad Decision Service (ADS), OpenTV's EclipsePlus campaign management solution, and ARRIS' linear Ad Management System (ConvergeMedia SkyVision ADM 1.0). The solution provides the ability to identify national ad breaks, do real-time localized ad substitutions based on geographic market data, as well as accommodate last minute schedule shifts, as might be required during live events.

"Advanced digital ad insertion systems like ARRIS replaced 3/4-inch tape machines and analog switching more than a decade ago, but the techniques for conveying schedules from traffic systems to those advertising video servers have not changed in more than 20 years," said Paul Woidke, OpenTV's Senior Vice President and General Manager , Advanced Advertising. "Current systems do not allow for live program shifts and identify only the local breaks made available to cable operators in their markets. Through this next generation platform, and by applying the SCTE-130 standard, ARRIS and OpenTV have established a highly dynamic, real-time interface that will bring greater flexibility to the ad decision process and increase the geographic relevance of national ads."http://www.opentv.com