SCTE-130

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.

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 itvt.com, May 12th).

Concurrent says it has successfully integrated its Myriad line of advance advertising products with systems from BIAP, Invidi and This Technology, in order to develop advanced advertising solutions based on the SCTE-130 and EBIF standards. The four companies, which are currently working on solutions that enable such advanced advertising functionality as targeted VOD ad insertion, bumpering, telescoping and reporting, say that over the coming year they will collaborate on product interoperability and integration, and pursue joint marketing initiatives, including interoperability demonstrations at industry trade shows and summits.