Concurrent and FourthWall Media, formerly Biap, announced recently that they formed a partnership to deliver what they said was the industry’s first comprehensive, end-to-end advanced advertising platform for broadband operators.

The joint platform comprises Concurrent’s media data management solutions, along with FourthWall Media’s ETV Platform, Ad Widgets and TV Widgets . The two companies said the combined offering gives operators the ability to deliver advanced and interactive advertising and to monitor and manage the data from consumer interactions in real time.

This platform consists of an EBIF user agent and platform server, VOD and interactive campaign management, linear and interactive viewing data aggregation, and enterprise data warehousing and reporting. Based on SCTE 130 and Enhanced TV Binary Interchange Format (EBIF) specifications, the solution gives operators an end-to-end, scalable advertising solution with census-based data collection.

The Concurrent and FourthWall Media advanced advertising platform was featured at CableLabs’ Advanced Advertising Interop in Louisville, Colo., last week.

Also at CableLabs’ event, BlackArrow and FourthWall Media successfully demonstrated how their combined technologies could enable addressable, interactive EBIF advertising.

The two companies showed how cable system operators can use FourthWall Media’s EBIF platform and BlackArrow’s Sales and Decision Suites to create EBIF advertising applications, to manage and execute the delivery of EBIF advertisements to individual set-top boxes, and to generate reports that confirm execution and receipt of advertising placements for sponsors.