ActiveVideo Networks, This Technology Team on Dynamic Advertising Solution for "iVOD"

--Solution Enables Dynamic Mid-Roll Ad Replacements, Including Ad Content from the Web
--ActiveVideo also Unveils Social TV and iPad Apps

Cloud-based interactive TV specialist, ActiveVideo Networks, and advanced advertising technology provider, This Technology, on Wednesday announced a joint initiative that they say will enable cable operators and programmers to improve monetization of and control over advanced VOD advertising. According to ActiveVideo, the initiative will "help grow the iVOD category" (note: for more on ActiveVideo's "iVOD" concept, see the article published on, May 12th).

The companies say that the initiative will see them leveraging the capabilities of ActiveVideo's CloudTV platform and This Technology's Metamore and Spotbuilder software to create an SCTE-130-compliant ad serving and delivery solution that enables operators and programmers to dynamically target traditional, Web-based and interactive advertising in conjunction with viewers' VOD activity. The joint solution will, the companies say, use This Technology's dynamic metadata and advertising supply management software to enable operators and programmers to replace pre-encoded ads, including mid-rolls, with new or different ads. According to the companies--which are demo'ing the solution in ActiveVideo's booth (1801) at the NCTA Cable Show in Los Angeles this week--it maximizes opportunities in an iVOD environment that encompasses Web-like functionality, including seamless, personalized navigation, search and discovery, recommendations, social TV and interactive TV. "As iVOD combines historic programming silos into a single content stream, the need for more flexible on-demand advertising approaches will grow significantly," ActiveVideo president and CEO, Jeff Miller, said in a prepared statement. "Our work with This Technology is intended to help operators and programmers to overcome the static nature of on-demand advertising by replacing pre-encoded ads with spots that are targeted to specific viewer interests--similar to the personalization that occurs on the Web."

Historically, ActiveVideo and This Technology say, advertising associated with VOD content has been limited to pre-encoded mid-roll ads or bookend ads (i.e. pre- and post-roll) at the beginning and end of videos. The companies claim that the joint solution offers increased control and flexibility--while simultaneously reducing operational costs--by enabling operators to insert and manage delivery of new or repurposed Web-based advertising directly to the set-top box. The solution is compatible with standards-based systems already deployed by cable operators, the companies claim, and uses the This Technology platform to create an accurate view of available ad inventory, including contextual information such as time, region or content. "Cable operators and networks have demonstrated their continued commitment to embracing emerging advanced advertising opportunities," This Technology founder, Jeffrey Sherwin, said in a prepared statement. "This Technology's work with ActiveVideo to incorporate mid-roll replacements, metadata and SCTE-130 compliance into a robust VOD environment creates yet another compelling opportunity to capitalize on better monetization capabilities and network efficiencies, as well as to promote enhanced subscriber value. Additionally, networks are now empowered to use MetaMore to repurpose ad metadata from the Web and make them accessible to VOD infrastructure using ActiveVideo's iVOD infrastructure."

In other ActiveVideo Networks news: The company has published videos of two CloudTV-powered apps that it is demo'ing at the Cable Show this week--an iPad app and a social TV app called "Friends Mosaic." The videos are embedded above.

In other This Technology news: The company and IP service fulfillment solutions provider, Sigma Systems, said Wednesday that they have developed a turnkey cross-platform solution that enables operators to manage content, inventory and subscriber information across advertising solutions.

Dubbed "XIS," the solution is, according to the companies, a bundle of backplane services defined by the SCTE-130 advanced advertising standard that works with any frontend system also defined by that standard. It is made up of a Content Information Service and a Placement Opportunity Information Service that are provided by This Technology, and a Subscriber Information Service from Sigma Systems that the company says easily connects into any Ad Management Service or Ad Decision Service in order to enable a turnkey, open-standards approach to managing content, inventory and subscriber information for advanced advertising in linear, interactive, dynamic and IPTV environments.

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