Earlier this month, CableLabs hosted an interoperability event in its Louisville, Colo., headquarters that allowed 15 companies to demonstrate their addressable advertising technologies.

“This is an important step in validating key technologies that will enable new forms of advertising,” said Don Dulchinos, senior vice president of advanced platforms at CableLabs.

The Nov. 10 event was based on the Society of Cable Telecommunications Engineers’ SCTE 130 standard for advanced digital advertising. Addressable, or targeted, ads will allow cable operators, ad agencies and others to deliver meaningful ads to specific groups or, at some point, individuals.

SCTE 130 is a key element of the cable industry’s Canoe Ventures initiative. SCTE 130 is an XML-based tool that will work in traditional cable advertising deployments, as well as with the expanded opportunities on a unified platform. It also provides inventory and placement definitions.

SCTE 130 brings together content and subscriber metadata for targeting zones (or, in a unicast environment, for targeting individuals) to bring the right ad to the right consumer at the right time. From an ad agency point-of-view, ad placements across a wide area and precision measurements are the desirable elements of SCTE 130.

“We greatly appreciate the strong support and efforts by companies in this interop, as well as others who are working hard to comply with our common standards,” said Paul Woidke, senior vice president and general manager of advanced advertising for OpenTV, and chairman of DVS/Working Group 5, the SCTE committee that is working on addressable advertising.

The participating companies were Arris, Biap, BlackArrow, Concurrent Computer Corp., Ensequence, Front Porch, Invidi, Microsoft Advertising, Motorola, OpenTV, Sigma Systems, Tandberg Television, This Technology, UniSoft Corp. and Visible World.

CableLabs said the vendors’ products included advertisement campaign managers, advertising decision servers and information systems that support subscribers, organize content and define advertising placement opportunities.

By coming together, the vendors were able to demonstrate critical components in an end-to-end process demonstrating how an advertisement can be selected, dynamically inserted into a programming stream and delivered to a digital television customer.

The week culminated with vendor demonstrations, which were observed by cable operators, programming providers and ad agencies.

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