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Half of SCTE’s targeted ad standards approved

Tue, 08/05/2008 - 8:30am
Brian Santo

The Society of Cable Telecommunications Engineers’ (SCTE) Engineering Committee is making progress on standards for targeted advertising, having approved the first four parts of the organization’s Digital Program Insertion – Advertising Systems Interfaces standard, aka SCTE 130 (see Building a Better Ad Platform).

SCTE 130 is being developed by the SCTE Digital Video Subcommittee (DVS) and currently comprises eight parts. Work remains on the other four, which will be voted upon by the SCTE Engineering Committee when they are completed.

The approved portions of the standard are Part 1 – Advertising Systems Overview (Informative); Part 2 – Core Data Elements; Part 3 – Ad Management Service (ADM) Interface; and Part 4 – Content Information Service.

Part 1 provides a high-level view of the logical services and general set-up procedures (i.e., registration and deregistration), as well as an introduction to the message pairing paradigms used throughout the specification.

Part 2 describes the Digital Program Insertion – Advertising Systems Interfaces’ core messaging and data types using Extensible Markup Language (XML), XML Namespaces and XML Schema.

Part 3 defines the XML messages expressing placement opportunities, placement decision, and placement-related event data typically exchanged between an Ad Management Service (ADM) and an Ad Decision Service (ADS).

Part 4 describes the Digital Program Insertion – Advertising Systems Interfaces’ Content Information Service (CIS) messaging and data type specification using XML, XML Namespaces and XML Schema.

Each of these four parts of SCTE 130 is available for download here by selecting the Web site’s “Standards” section.

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