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Alcatel-Lucent intros TPSDA 2.0, targeted ad solution

Mon, 09/29/2008 - 8:15am
Traci Patterson

Alcatel-Lucent has announced enhancements to its Triple-Play Services Delivery Architecture (TPSDA) and has introduced a new advertising delivery solution for IPTV networks at the Broadband World Forum 2008 in Brussels.

The enhancements, according to Alcatel-Lucent, offer a more cost-effective and flexible platform for high-bandwidth services such as high-definition television (HDTV), offer an improved IPTV user experience with immediate channel changing, and help facilitate targeted advertising insertion.

The enhanced platform ? dubbed TPSDA 2.0 ? is powered by enhancements to the Alcatel-Lucent broadband access and IP/MPLS portfolios that will be available starting in early 2009. The enhancements add application-layer intelligence to the TPSDA network elements, enabling them to cache, store, stream and splice video content, as well as to characterize application layer content, the company said.

“With the move to digital, high-definition content, combined with a boom in video consumption and increased demand for personalization and interactivity, service providers are evaluating their service delivery architecture and business models with an eye toward the delivery of premium digital content,” said Michel Rahier, president of Alcatel-Lucent’s carrier business activities. “Alcatel-Lucent’s TPSDA 2.0 provides IPTV operators with a proven, cost-optimized foundation for the delivery of a next-generation, interactive HDTV television experience – giving those operators a genuine opportunity to eclipse the quality of experience enabled by traditional broadcast technologies. It also helps lay the groundwork for the introduction of targeted advertising, which ultimately will help add a new dimension to the TV business model.”

The enhancements in TPSDA 2.0 also help to support Alcatel-Lucent’s newly introduced Targeted and Interactive IPTV Advertising solution, which is designed to increase IPTV revenue by making it easier for advertisers to reach customers with ads that are more timely and relevant. The solution also offers interactivity features that enable consumers to view additional information about products that interest them.

The solution gives IPTV operators the ability to insert ads into TV programs that are aimed at particular communities of interest, and even specific households, Alcatel-Lucent said. The ads are delivered using anonymous subscriber profiles based on service usage and demographic data authorized via an “opt-in” process, the company said, and they are retained in a secure, privacy-protected repository by the service provider.

The solution incorporates subscriber data analysis and management capabilities – to support ad targeting – and audience measurement features to analyze the effectiveness and return on investment (ROI) from particular campaigns.

"Alcatel-Lucent . . . has assembled an end-to-end IPTV advertising proposition that brings the best characteristics of the lucrative online advertising model into triple-play networks," said Jeff Heynen, directing analyst for IPTV and next-generation OSS/BSS at Infonetics. "By building ad targeting and interactive capabilities into their triple-play network architecture, service providers gain the advantages of exceptional scale, flexibility and cost-effectiveness, as well as a platform for targeted advertising across multiple screens."

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