LOUISVILLE, CO – Canoe Ventures and CableLabs have partnered on Canoe Ventures’ new Innovation Lab and CableLabs’ AdLab, as part of their ongoing collaboration to support the development and deployment of new advanced advertising technologies and services.
The first test of the new environment will prototype and evaluate the technologies required for an end-to-end infrastructure based on SCTE 130 standards. The SCTE 130 standard is a multipart specification that defines how advertising-placement servers (ad decisions systems or ADS) communicate with video-delivery equipment (ad managers or ADM). It supports a unified platform for dynamic, addressable, and interactive ad insertion, while merging inventory, content and subscriber metadata.
“This announcement marks yet another milestone in the strong partnership between CableLabs and Canoe,” said CableLabs CTO Ralph Brown, in the announcement. “Since the CableLabs’ AdLab simulates an SCTE130-compliant MSO delivery system, connecting to Canoe’s Innovation Lab provides examples of both a national network and MSO ad sales and delivery infrastructure. Together, it creates an end-to-end advanced advertising environment that models a working Canoe connection to an MSO for our owners to proof and prototype next-generation infrastructure, processes, devices and interfaces.”
