Eight advanced advertising technology standards developed by the Society of Cable Telecommunications Engineers recently received approval from the Standardization Sector of the International Telecommunication Union (ITU-T).

SCTEUnder the name of ITU-T Recommendation J.280, the standards described the control and data structures that allow broadband telecommunications providers to insert digital advertising content into digital program streams for delivery to subscribers in an addressable manner. 

The extensible technology allows advertisers and programmers to dynamically send advertising content in linear broadcast, video-on-demand and other content from digital video servers to destinations as defined by the business rules of individual service providers.

The J.380 Recommendations were originally developed by SCTE's Digital Video Subcommittee (DVS) Working Group 5 and published as SCTE 130 Parts One through Eight.

These standards were approved by ITU-T Study Group 9 (Television and sound transmission and integrated broadband cable networks), and then submitted to the national and industry sector members for final comment and approval. 

"ITU recognition of SCTE standards benefits the industry worldwide by helping to ensure the interoperability of all elements of cable networks," said Tom Russell, senior director of standards for SCTE.  "We're grateful to our Digital Video Subcommittee for the work that they dedicated to this important project, and we are planning additional activity by SCTE in the international community."

SCTE's Standards Program is accredited by the American National Standards Institute (ANSI). SCTE joined ITU as an Associate Sector Member in 2011.

Using the SCTE 130-based standards, addressable, or targeted advertising, has been a Holy Grail of sorts for cable operators and Canoe Ventures. Comcast announced last year that it was dynamically inserting ads in on demand content while Canoe Ventures, which is backed by the six largest cable operators in the nation, plans on a commercial launch of dynamic ad insertion (DAI) in VOD this year.