Things are starting to add up for C-COR Inc.'s deployment of ad insertion technology with Adelphia Communications Inc. with news the MSO will convert its West Palm Beach system to the platform.

C-COR's ad insertion system already powers Adelphia's Puerto Rico, Los Angeles, Cleveland, Buffalo, Yuma, Ariz., Hilton Head, S.C., and Staunton, Va. markets. The West Palm Beach deployment will set up 10 advertising zones and 440 insertion channels.

Meanwhile, Adelphia's Cleveland system will tap into C-COR's Gigabit Ethernet Digital Program Insertion platform, creating 11 advertising zones and 450 insertion channels. It is Adelphia's first rollout of the GigE DPI platform, which can insert content ranging from standard and high definition MPEG-2 advertising to news updates, local programming, or long-form infomercials into almost 2,000 cable network channels from a single server.

"We selected C-COR's advertising insertion platform to expand our advertising capabilities," said Jack Olson, senior vice president of Adelphia Media Services, in a release. "C-COR's overall flexibility in supporting analog, DPI and digital simulcast from one platform enables us to deploy reliable systems in these critical markets."

Elsewhere, C-COR also inked a development deal with digital marketing provider Atlas to create a joint on-demand advertising campaign management product. A subsidiary of aQuantive Inc., Atlas will provide its Atlas On Demand automated campaign management, ad decision logic, optimization and reporting tools, while C-COR will supply its overarching on demand technologies.

In doing so, the two companies hope to create a system to help operators and programmers field relevant addressable advertising more quickly. It will offer ad agencies tools to plan, buy, execute and measure VOD campaigns, while cable operators and network programmers can use it to hone their ad promotions to viewers.

"Our collaboration with Atlas On Demand will help establish an advanced advertising model to enable cable operators and the agency community to deliver dynamic and addressable advertising opportunities on VOD," said Terri Richardson, vice president of product and market management for C-COR's Solutions Group.