At IBC2018, Viaccess-Orca (VO), a global leader providing OTT and TV platforms, content protection, and advanced data solutions, and SoftAtHome, the technology company dedicated to the digital home, will jointly demonstrate an end-to-end, best-of-breed solution for addressable TV with their partner Viznet.
The preintegrated solution enables household targeting on operator-controlled devices, including frame-accurate Dynamic Ad Insertion (DAI) on set-top boxes (STBs) for linear multicast and on-demand TV.
“With TV advertising revenues being challenged by digital advertising, channels see addressable TV as a new growth opportunity. For this opportunity to come to fruition, operators must offer notably granular audience segmentation capabilities across their footprints. However, subscribers’ data privacy and security must be a top priority, especially in the wake of EU’s stringent General Data Privacy Regulation, or GDPR,” said Alain Nochimowski, Executive Vice President of Innovation at Viaccess-Orca. “VO is proud to contribute its proven, hands-on data science and security expertise to help operators extract cross-screen TV audience insights and pave the way to innovative data-enabled TV advertising models.”
The addressable TV solution integrates VO’s audience management capabilities, which pushes the envelope for the enrichment of TV viewership data beyond the requirements of TV business analytics (namely, content promotion, upselling, or churn detection) to fuel the programmatic advertising value chain with unique AI-extracted insights.
The SoftAtHome DAI solution for STBs provides the core technology enablers to implement simultaneous targeted ad insertion for millions of households, including frame-accurate ad insertion on live and on-demand content. With its Eyes’ON TV-ad audience measurement solution, SoftAtHome also delivers an advanced tracking solution to monitor and monetize inserted ads.
Viznet brings to the table its combined advertising and TV industry expertise, providing technology solutions to facilitate ad decisioning and bridge the programmatic ad world with the TV world, enabling players to access substantial addressable TV revenue opportunities.
“Addressable TV is an amazing opportunity for TV channels and advertisers while improving ad relevancy for users,” said Stephane Bismuth, Co-founder and Co-CEO at Viznet. “By working together with VO and SoftAtHome to create a world-class targeted advertising solution, we are helping all players to benefit from this fast-growing market.”
The addressable TV solution will be demonstrated at IBC2018, Sept. 14-18 in Amsterdam on both VO Stand 1.A51 and SoftAtHome Stand 1.C29.