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SeaChange inserts ad platform

Tue, 05/02/2006 - 7:30am
Brian Santo, CED

SeaChange International has begun shipping its AdPulse On Demand Advertising System, which enables operators to perform dynamic ad insertion in on-demand content.

AdPulse software resides in operators' on-demand platforms to make run-time insertions into on-demand streams. Fresh ads are spliced on-the-fly. Ad assets are managed separately from program assets, reducing lead times for ad placement from weeks to minutes. Variations of ads can be rotated in and out of service, and individual ad copy to be refreshed at any time.

With AdPulse, advertisers define their targeting parameters in advance and the system then executes a targeting decision at the time of insertion based on the set-top ID of the subscriber requesting an on-demand asset.

AdPulse tracks and measures ads independently from program assets and collects viewing data tailored to the needs of advertisers.

AdPulse is comprised of two software components: Axiom Content Dynamics and the AdPulse On Demand Advertising Manager. Axiom Content Dynamics stores, manages and processes play lists; tracks and reports plays and subscriber activity during individual ads; splices and plays multiple assets back-to-back with seamless transitions; and sets up a programming interface for applications to provide playlists to on-demand systems.

The AdPulse On Demand Advertising Manager is the back-office system, used to define inventory, enter orders and metadata, and view reports. It automates ad lists, delivering ad schedules and insertion instructions to any number of centralized or distributed on-demand servers.

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