At next week’s Cable Show in Boston, SeaChange International and Tellabs will jointly demonstrate a new ad-targeting technology for over-the-top video that is based on Web browser activity.

With the goal of monetizing ads that are inserted into over-the-top (OTT) streams, the companies will show ad insertion into live program streams on an iPad. SeaChange and Tellabs said the joint demonstration marks the first time that Web behavior is married with on-the-fly TV advertising delivery.

The demo uses Tellabs technology that enables ad placement decisions based on users' interest categories while protecting users' privacy. The demonstration will show the integration of Tellabs’ ad-targeting technology to further extend the multi-screen targeting and addressability capabilities of the SeaChange Infusion advertising platform.

"SeaChange is aggressively pursuing new modes of multi-screen monetization, especially addressability, so that our video service provider customers can enhance the business of television on every device," said Aseem Bakshi, general manager of advertising at SeaChange. "Our open Infusion platform is providing the flexibility to do this very rapidly and do it first, as our demonstration with a mobile segment leader like Tellabs shows."

By using the SCTE 130 standards, SeaChange's Infusion enables video operators to manage centralized ad operations and scale to 150,000 insertable channels and millions of ad assets as they migrate to consolidated regional and national advertising systems that are managed from Web-centric and virtualized data centers.

Tellabs’ ad-targeting technology is part of a broader technology initiative at Tellabs. This approach enables wholesale and retail video service providers to monetize content via a workflow for ad insertion, ad routing and ad targeting based on industry-standard interfaces such as SCTE 130 and IAB VAST.

The demonstration will take place in booth 1933.