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SeaChange teams up with BIAP, Sigma for targeted ads

Thu, 03/26/2009 - 8:20am
Traci Patterson

SeaChange International and BIAP, using the SCTE 130 standard for addressable advertising, are interfacing SeaChange’s Spot 5.0 ad management system directly with BIAP’s AdAim Targeting Engine to enable set-top boxes to tune to appropriate ads based on predetermined demographic, geographic and other targeting information.

The interoperability of the SeaChange and BIAP systems gives cable operators an immediately deployable platform to build new business and generate revenues around targeted advertising, according to the companies.

“This partnership provides a solution to cable operators that enables them to leverage their existing infrastructure and proven technologies to bring more and more EBIF products – such as targeted and addressable advertising applications – into a growing number of cable homes,” said Aaron Ye, BIAP’s CTO. “We, like SeaChange, believe in the power of open standards, such as EBIF and SCTE-130, which will ultimately accelerate the deployment of these products and services.”

BIAP provides an EBIF platform for Cisco/Scientific Atlanta, Motorola and tru2way set-top boxes; Ad Widgets, which is an EBIF and SCTE 130 standards-based, end-to-end interactive advertising system – from campaign management to delivery to viewer measurement; and TV Widgets, which consists of more than 500 individual enhanced television (ETV) application widgets.

SeaChange’s AdPulse On Demand software delivers real-time ad insertion anywhere within on-demand program streams, including on-demand video games and DVDs.

Both companies will be at The Cable Show next week in Washington, D.C., with SeaChange at booth 825 and BIAP’s booth in the CableNet showcase.

SeaChange has also joined forces with Sigma Systems, establishing interoperability between its AdPulse software and Sigma’s Subscriber Information Service (SIS), to ensure that real-time ad targeting decisions for pre-roll, post-roll and interior break insertions will use SCTE 130-compliant aggregated geographic, demographic and audience tracking data.

The integrated solution will be demonstrated for the first time in June at the CableLabs SCTE 130 Interop.

“The advanced cable advertising ecosystem of disparate vendors and products needs a direct connection to the available intelligence about viewers to finally deliver the value of on-demand television,” said Alan Hoff, vice president of product marketing at SeaChange. “Leveraging standards in our product design is one step. Another is embodied by our collaboration with Sigma, which is one of many strategic alignments SeaChange is creating to bring ad ecosystems to their full potential so advertisers can capitalize on the cable industry’s unique connection to 40 million North American VOD homes.”

Sigma’s SIS provides a federated view of subscribers – including demographic data, service usage and behavioral information – for identifying unique audience qualifiers. The company will be at The Cable Show next week in Washington, D.C., at booth 819, and it will also be displaying its Residential Video Solution, which delivers digital TV, VOD, DVR/PVR and interactive TV services to millions of subscribers.

More Broadband Direct 03/26/09:

•  NCTA adds comment to FCC on broadband grants

•  Agilent lays off 2,700; restructures electronic measurement division 

•  Irdeto intros end-to-end online video platform
•  Harmonic, RaySat team up on AT&T's mobile TV service
•  SeaChange teams up with BIAP, Sigma for targeted ads
•  Streaming games could be bane or boon for ISPs
•  Sun deal could give IBM entry to device OS market
•  Best Buy Q4 profit dips
•  Broadband Briefs for 03/26/09

 

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