This Technology is developing a plug-in for its SpotLink interconnect software that will enable FreeWheel to play in cable’s dynamic ad insertion space with programmers and operators.

The plug-in for This Technology’s SpotLink software will work with FreeWheel’s Monetization Rights Management (MRM) in order to allow programmers to enable SCTE 130-based dynamic ad insertion (DAI) on VOD and network DVR (nDVR) implementations.

The non-exclusive agreement gives programmers that have already deployed FreeWheel’s MRM the ability to manage ad insertion on any MSO platform with the near-term focus on VOD and network DVR ads and DAI using their existing FreeWheel systems, which would allow programmers that are already using FreeWheel for broadband ads to do DAI on VOD and nDVR without needing to purchase additional equipment.

The programmers will also be able to consolidate VOD and nDVR DAI ad inventory and other emerging MSO DAI video platforms with online video ad inventory.

“For MSOs that integrate This Technology’s products into their networks, we can ensure the quality, reliability and security of all DAI-related SCTE 130 communication on any MSO platform – VOD, nDVR, TV Everywhere or IP-based,” said This Technology CEO Jeff Sherwin. “As a result, MSOs and programmers can make immediate, efficient use of inventory where replaceable, dynamic and/or addressable.”

This Technology and FreeWheel said “major” programmers and operators would deploy the plug-in across their systems early next year, as well as roll out initial product implementations.

While the two companies didn’t provide the names of prospective programmers and cable operators that will use the plug-in, it’s worth noting that Comcast has started to deploy DAI in VOD this year, with a wider launch to follow next year, while MSO-backed Canoe Ventures plans to launch its DAI in free VOD platform nationally next year. (For more information on the DAI in VOD landscape, check out this recent CED wallchart.)

This Technology’s plug-in for FreeWheel will be licensed to programmers that want to interface with any MSO using SpotLink and This Technology’s ad decision service router.

“Using This Technology’s SpotLink plug-in for MRM, select programmer customers can both minimize investments needed to do cable DAI, as well as more effectively monetize the VOD ad inventory that’s been sitting on the table,” said Brent Horowitz, vice president of business development at FreeWheel.