EXTON Pa. – The Society of Cable Telecommunications Engineers engineering committee has approved the first four parts of SCTE’s Digital Program Insertion – Advertising Systems Interfaces standard, the organization announced today.
The new standard will enable the cable industry to target its advertising, which means aiming ad content directly to the audience most likely to be interested in a particular product or service.
The standard, SCTE 130, is being developed by the SCTE digital video subcommittee and currently comprises eight parts. Work remains on the other four parts, which will be voted upon by the SCTE engineering committee when they are completed. The 11-member committee, chaired by Charlie Kennamer of Comcast Corp., oversees the American National Standards Institute (ANSI)-accredited SCTE Standards Program.
The newly approved portions of the standard are titled Part 1 – Advertising Systems Overview (Informative); Part 2 – Core Data Elements; Part 3 – Ad Management Service (ADM) Interface; and Part 4 – Content Information Service.
Part 1 provides a high-level view of the logical services and general set-up procedures (i.e., registration and deregistration) as well as an introduction to the message pairing paradigms used throughout the specification.
Part 2 describes the Digital Program Insertion Advertising Systems Interfaces’ core messaging and data types using Extensible Markup Language (XML), XML Namespaces, and XML Schema.
Part 3 defines the XML messages expressing placement opportunities, placement decisions, and placement-related event data typically exchanged between an Ad Management Service (ADM) and an Ad Decision Service (ADS).
Part 4 describes the Digital Program Insertion Advertising Systems Interfaces’ CIS (Content Information Service) messaging and data type specification using XML, XML Namespaces, and XML Schema.
Each of these four parts of SCTE 130 is available for download at www.scte.org by selecting the website’s Standards section.
