Atlas, Everstream, Concurrent to Integrate VOD Advertising Solutions

Atlas, a provider of automated campaign management technology (note: the company is part of aQuantive), VOD equipment provider, Concurrent, and Everstream, a company which provides business analytics for the cable and broadband industry and which Concurrent acquired last year, have signed an agreement to integrate their respective technologies to market an end-to-end VOD advertising campaign management and measurement solution (note: Atlas also has integration agreements in place with C-COR, SeaChange and Tandberg). The companies say that the technology combo will address the need of cable operators and programmers to offer relevant and addressable TV advertising and will enable advertisers and agencies to plan, buy, execute and measure VOD campaigns more efficiently: according to the companies, the complementary functionality of their respective technologies will provide a comprehensive solution for automated ad management, advertising decision logic, campaign optimization and reporting. "As cable's vision of video-on-demand advertising comes into focus, Concurrent is committed to providing operators with the necessary tools to seamlessly insert, manage and track ad content," Concurrent CEO, Gary Trimm, said in a prepared statement. "Integrating the campaign management and reporting tools of Atlas on Demand into the Concurrent/Everstream suite of products enables accountable digital TV advertising and provides VOD operators with additional choices that will increase the value proposition of VOD. Targeted ad insertion and quantitative reporting of this data are critical to ensuring the prolonged success of VOD's evolving advertising revenue model." "Our advertisers and ad agencies tell us that three key behind-the-scenes functionalities are required for marketers to begin to realize the full potential of VOD advertising," added Scott Ferris, SVP and general manager of Atlas's Atlas on Demand unit. "This partnership directly addresses all three priorities: scalability, creative optimization and data measurement. While we are still in the early stages of establishing the infrastructure for the next- generation VOD advertising model, this agreement reduces technology hurdles, while directly addressing the digital needs of agencies and advertisers."

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