CableLabs Trumpets Success of Advanced Advertising Interop Event

--Event Sought to Prove Interoperability of SCTE-130 Interfaces, Develop Profiles for SCTE-130 and SaFI

US cable-industry research, development and standardization body, CableLabs, is trumpeting the success of an Advanced Advertising Interop event it held, June 14th-18th, to prove interoperability, based on the SCTE-130 standard, across a number of advertising interfaces. The weeklong event was organized in partnership with SCTE DVS/Working Group 5, the SCTE committee charged with working on advanced advertising, and with Canoe Ventures, the company tasked with implementing the US cable industry's plans for interactive and addressable advertising.

Participants in the event included Alcatel-Lucent, Alticast, Arris, Avail-TVN, BigBand Networks, BlackArrow, FourthWall Media, Nielsen, OpenTV, SeaChange, Sigma Systems, Softel, Strategy and Technology (S&T), Texscan, This Technology, and UniSoft. According to CableLabs, these companies brought such technologies to the event as ad campaign managers, ad decision servers, ad managers, content information systems, placement opportunity systems, subscriber information services, content marking systems, ad splicers, ETV streamers, EBIF user agents and ETV applications implementing the CableLabs Stewardship and Fulfillment Interface (SaFI) spec. "The widespread adoption and implementation of these standards such as SCTE-130, as well as the SaFI specifications, are critical for Canoe's market deployments," Canoe CTO, Arthur Orduna, said in a prepared statement. "We applaud both the participating companies and our good partner, CableLabs, for yet another successful interop, which we are proud to have co-sponsored." Added SCTE DVS/Working Group 5 chairman (and SVP and general manager of advanced advertising at OpenTV), Paul Woidke: "Software and hardware developers are continuing to show significant advances in bringing emerging advanced advertising standards to 'life' through open, interoperable systems that give the cable operators flexibility in new product deployment. All of us in the development community appreciate the efforts of CableLabs to provide the environment and resources in which these tools can be tested and proven through our joint efforts."

According to CableLabs, the primary focus of the interop was to prove interoperability of the SCTE-130 interfaces. The event was a "true working interop," the organization says, where new integration relationships were formed. In addition to ad insertion into linear channels, the participants demo'd insertion of addressable advertising into VOD content, as well as dynamic ETV application insertion. Another goal of the event was to develop profiles for SCTE-130 and SaFI. "A new feature in this interop was our first use of an SCTE-130 emulator tool," Don Dulchinos, CableLabs' SVP of advertising and interactive services, said in a prepared statement. "The tool will help us define recommended practices for SCTE-130 equipment, establish a roadmap toward better compliance testing, and ultimately help MSO's assemble scalable solutions for ad insertion."

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