Among the plethora of broadcasting industry demonstrations and presentations seen last week at IBC2018 in Amsterdam is one that will certainly be of interest to TV station owners across the U.S.
An advanced data solutions provider and content protection specialist teamed up with a company dedicated to the digital home to show off an “end-to-end” solution for addressable TV with partner Viznet.
The pre-integrated solution from Viaccess-Orca (VO) and partner SoftAtHome enables household targeting on operator-controlled devices, including frame-accurate Dynamic Ad Insertion (DAI) on set-top boxes (STBs) for linear multicast and on-demand TV.
“With TV advertising revenues being challenged by digital advertising, channels see addressable TV as a new growth opportunity,” said Alain Nochimowski, EVP/Innovation at Viaccess-Orca. “For this opportunity to come to fruition, operators must offer notably granular audience segmentation capabilities across their footprints. However, subscribers’ data privacy and security must be a top priority, especially in the wake of the European Union’s stringent General Data Privacy Regulation (GDPR).”
The addressable TV tool integrates VO’s audience management capabilities, which includes unique AI-extracted insights.
The SoftAtHome DAI tool for STBs provides “frame-accurate” ad insertion on live and on-demand content. With its Eyes’ON TV-ad audience measurement solution, SoftAtHome also delivers a tracking solution to monitor and monetize inserted ads.
Viznet brings to the table its combined advertising and TV industry expertise, providing technology solutions to facilitate ad decision-making and bridge the programmatic ad world with the TV world, enabling players to access substantial addressable TV revenue opportunities.