Everstream, a division owned by Concurrent, announced today a line of advanced advertising products that are compliant with the Society of Cable Telecommunications Engineers’ (SCTE) advanced advertising standard.

The Everstream Campaign Director is the first product in the Everstream line designed to comply with the SCTE 130 standard, which was previously known as DVS 629.

SCTE 130, or DVS 629, is expected to set the table this year for the cable industry’s Project Canoe – an industry-wide initiative that seeks to build a common advertising platform to serve up the advertising spots that cable operators have in their systems to advertising and media agencies across the nation.

The SCTE 130 standard supports a unified platform for addressable advertising, providing inventory and placement definitions while merging content and subscriber metadata for targeting zones – or, in a unicast environment, for targeting individuals.

“Concurrent is committed to the cable industry’s advanced advertising initiatives,” said Concurrent President and CEO Gary Trimm. “Supporting the SCTE technical standards is a vital step in the evolution of our advanced advertising product suite. Data drives advertising, even more so in targeted advertising. Updating our Everstream line of reporting and monitoring products to the latest SCTE advertising standards ensures pin-point accuracy when targeting ads. Now, the right ad will always go to the right subscriber at the right time.”

Trimm said that a major MSO has already expressed interest in testing the new version of the Campaign Director software.

Everstream CTO Craig Schwabl explained that SCTE-130 provides for interfaces that allow disparate ad systems to interoperate, a preliminary step toward making the cable industry appear as a unified ad market. With more systems becoming SCTE-130 compliant, it will make it easier for MSOs to assemble ad systems comprising best-of-breed components. Operators, Schwabl said, “will be able to mix and match components from different vendors based on whatever architecture they want to build.”

A prerequisite for the cable industry creating the appearance of a national ad system is aggregated reporting of advertising data. Schwabl said that the first MSOs would have to agree to aggregate that information. But he said that Everstream is developing its reporting system to make that sort of data aggregation possible.

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