LOUISVILLE, CO – A select group of U.S. cable and programming executives saw first hand demonstrations of end-to-end interoperability for a variety of ad formats, some with addressable advertising.
The advanced advertising interop event was the latest in a series hosted by CableLabs as part of its support for the development of the capability to deliver new and compelling forms of advertising on cable.
The week-long event featured demonstrations for ad formats including interactivity (such as voting and polling and request for information applications), ad insertion in VOD and linear content, telescoping, and graphic overlays on VOD content.
The suppliers’ products included ad campaign managers, ad decision services, content information systems, placement opportunity systems, subscriber information systems, enhanced TV streamers, EBIF user agents, and ad splicers. Customer response information was able to be aggregated (with no personally identifiable information exposed) through a common measurement format and shared with either the cable operator or the advertiser.
All content formats and interfaces met the Advanced Advertising 1.0 specification jointly developed and released earlier this year by CableLabs and Canoe Ventures. Advanced Advertising 1.0 standards and specifications allow cable companies to provide more innovative types of advanced ads on cable’s growing digital platform with consistent technologies, metrics and interfaces across a national footprint.
The Advanced Advertising 1.0 specification is maintained by a CableLabs Working Group including cable operator Canoe and CableLabs technical leads, with input from the vendor community.
CableLabs’ interoperability events provide vendors with an informal, laboratory setting in which they have the opportunity to test their latest products within CableLabs’ headends and testing environment, determine compliance with industry specifications and the ability of their products to interoperate with other devices in an end-to-end system. Click here for more information.
