This Technology Launches SpotLink Open-Source Interconnect Software for Dynamic Ad Insertion
--Says Solution Lets Networks Use their Existing Broadband Ad Servers with any MSO-Installed Campaign Management System for SCTE-130 DAI
This Technology, a New York City-based start-up specializing in software for dynamic ad insertion, on Monday unveiled a free, open-source interconnect software solution called SoftLink. According to the company, SpotLink--which it says is immediately available--is a standards-based solution that connects SCTE-130-compliant Dynamic Advertising Insertion (DAI) systems to broadband ad servers, using the Interactive Advertising Bureau's (IAB) Video Advertising Serving Template standard. The company claims that SpotLink effectively removes the integration challenges that previously existed for networks that wanted to connect to any MSO campaign management system (CMS) using only an existing broadband ad server. The solution enables DAI across a broad range of applications, including VOD, IPTV, broadband video and network DVR, it says.
This Technology bills SpotLink as solving a complex problem that has hitherto prevented rapid acceleration for the DAI market. Historically, the company says, programming networks have been forced to buy proprietary campaign management systems in addition to their existing broadband ad server equipment, in order to interface with MSO's for DAI; and the capital costs and decision-making associated with this scenario have resulted in deployment delays and--in many cases--no deployments at all. Since ad operations for dynamic ad insertion on applications like VOD typically have more in common with broadband advertising than with broadcast advertising, the company says, many networks would rather use their existing broadband ad server instead of purchasing an unnecessary third system and further building out their operations. "The days of networks being forced to purchase new campaign management systems to get DAI campaigns off the ground are over," This Technology CEO, Jeffrey Sherwin, said in a prepared statement. "With SpotLink, the networks are finally free to use their proven, cost-efficient broadband ad servers to interface with any campaign management system being used by any operator."
According to This Technology, SpotLink offers a simple way for programming networks and operators to use broadband ad servers for DAI: a plug-in-based integration enables broadband ad servers to extract SCTE-130 metadata from operator equipment and convert it into a format that can be interpreted and acted upon by a programming network's broadband ad servers, the company says--adding that the solution's open-source licensing model allows each programming network to build and maintain its own plug-in, thus making the overall solution less costly to implement and faster to scale.
This Technology claims that SpotLink offers specific benefits for cable MSO's, programming networks and system vendors respectively:
- It provides MSO's with a plug-and-play approach to DAI that controls addressable information and supports vendor diversity across all their applications, the company says. The company also claims that it reduces the time and cost to make DAI work at scale, thus improving the business case for all applications that have DAI-dependent revenue models; and that it eliminates numerous vendor lock concerns.
- It makes it easy and cost-effective for networks to connect a broadband ad server of their choice to any SCTE-130-compliant operator CMS, the company says, eliminating the need for networks to determine how to integrate with a broad line-up of vendors. The company claims that it also enables networks to aggregate the management of all DAI spots with their current broadband ad server.
It accelerates market adoption by eliminating the need for networks to select and implement new campaign management systems, the company says. In addition, vendors can embed and resell an enterprise version of SpotLink to promote faster uptake of equipment and software (note: enterprise and reseller licenses for SpotLink are available, This Technology says, in addition to the open-source license).