Roads are starting to merge in regard to the deployment of advanced advertising initiatives. The latest example is today’s announcement that OpenTV and Sigma Systems have integrated their respective advertising technologies.

The joint platform leverages the SCTE 130 standard and was designed to allow TV operators’ ad management systems to source subscriber information databases in order to make relevant ad placement decisions that yield the best-fit ads for subscribers.

The subscriber data can be used for addressable ad placement in both on-demand and linear environments. The joint offering melds OpenTV’s campaign management product with Sigma Systems’ subscriber information service in order to enable audience qualification.

With the combined platform, OpenTV and Sigma Systems seem to be rowing toward a seat onboard Canoe Ventures, which is jointly funded by the nation’s top-six MSOs.

"As cable MSOs look to derive more revenues from advertisers, being able to address ads and drive new revenue streams through on-demand or linear TV ad insertion has become crucial," said Paul Woidke, OpenTV's senior vice president and general manager of advanced advertising. "By partnering with Sigma Systems, we continue to build-out relationships and develop joint solutions that ease, and accelerate, the delivery of advanced forms of advertising."