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Comcast gets to the 'AdPoint'

Tue, 02/14/2006 - 5:54am
Jeff Baumgartner, CED

Comcast Spotlight, the ad sales arm of Comcast Cable, is taking a stab at on-demand advertising, an emerging revenue stream for VOD.

Using Tandberg Television's AdPoint platform, Comcast Spotlight said it will automatically splice ads directly into VOD content. The company's said the move marks "a major advancement in how advertising will be delivered to consumers."

Though in just the early phases of the rollout, Comcast initially will insert ads into VOD titles from networks such as SuccessTV, Music Spy Videos and DriverTV.

AdPoint, a product Tandberg acquired via its purchase of N2 Broadband, handles the production, management and placement functions of "non-linear" advertising. The system is comprised of a Campaign Manager, Media Manager, which tracks VOD assets and ad content based on rules generated by the Campaign Manager, and the Xport Producer, which marks "advertising opportunities" within on-demand assets. AdPoint is already integrated with "major" video servers, Tandberg said.

"Today's technology is redefining how media and advertising will ultimately be delivered to consumers, and AdPoint is a key component for us to enable that delivery," said Paul Woidke, VP of technology for Comcast Spotlight, in a statement.

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