This Technology today announced that its advertising solution which enables service providers to perform dynamic ad insertion (DAI) effectively has been deployed by Comcast Cable.

The multi-year agreement covers a range of Comcast IP video platforms, enabling delivery of advertising for live and on-demand video viewing on a number of devices, including IP-enabled set top boxes, gaming consoles, connected TVs, smartphones and tablets.

With binge-watching now a firmly established viewing habit, inserting relevant ads in streamed video is an opportunity that MVPDs can no longer afford to resist. Last week Comcast acknowledged it will be putting ads in shows delivered outside the C3 window – shows viewed more than three days after initial broadcast.

This same capability can of course be used to insert ads in any streamed, on-demand content. This is a key aim of Comcast’s Viper initiative, in which the company has moved to get all “professional grade” content delivered through a common infrastructure.

This Technology’s products perform a critical mediating function in DAI systems. A key role is connecting ad decision servers (ADS) and campaign management systems.

The company’s products integrate with products from all other ad system providers, and it built its systems to scale up to handle an enormous number of ad placement opportunities.

Comcast is using This Technology equipment for real-time communication about advertising insertion opportunities for Comcast Spotlight and Comcast’s national programming partners. Denise MacDonell, This Technology’s VP, product management, said Comcast is currently using the company’s systems across all of its 35 channels being delivered in its TV Go app.  

This Technology’s equipment and software provide some key functions that help glue the elements of DAI system together.

This founder Jeff Sherwin explained: “You have to understand some of the unique fundamental aspects of the cable advertising business. They don’t translate from seemingly similar businesses. You can’t just take Internet type glue code and make it work in cable, because you cannot answer questions such as, ‘what are the two minutes per hour that the cable operator gets when you’re dealing with IP streams?’ That doesn’t exist on the Internet, because you don’t have a distributor where inventory is being shared quite the same way.

“You need to be able to author and identify and manage in real time at huge scale solving that inventory management problem,” Sherwin continued.

“Another thing is managing the protection of all the data that goes in and around all the advertising systems. That’s huge software. It’s not just tying systems together. This architecture has to work and work well without creating vendor lock and do it on Super Bowl or Olympic scale.”