NDS, provider of conditional access technology solutions, will display its RadioGuard technology at the 2008 NAB Show, including a first-time demo of targeted advertising. The innovative targeted ads are based on secure ad substitution technology from NDS. RadioGuard, the industry standard for HD Radio conditional access, will also be demonstrated live on KKJJ-FM Las Vegas with receivers at NDS booth #N6812 tuned to the live station broadcast.
RadioGuard provides broadcasters with addressability, the key component for introducing new applications and entertainment delivery innovations to digital terrestrial radio. With RadioGuard, HD Radio stations can deliver specific content to individual receivers, based on what those subscribers want to receive. Using addressability, HD Radio stations can also offer targeted advertisements, also known as ad substitution. This enables advertisers to deliver ads to the customers who are most likely to buy a product or service.