LOUISVILLE, Colo. – CableLabs held an "interoperability event" last week to demonstrate addressable ad insertion as a potential new form of advertising on cable networks.
The company brought together 15 vendors to explore how best to select an ad, dynamically insert it into a programming stream, and then deliver it to a digital television customer. The customer responses can then be aggregated and shared with either the cable operator or the advertiser, without exposing identifiable information, the company said in a release.
“This is an important step in validating key technologies that will enable new forms of advertising,” said Don Dulchinos, senior vice-president of advanced platforms at CableLabs.
CableLabs’ interoperability events provide vendors with an informal, laboratory setting in which they gain the opportunity to test their latest products.
