Light Reading
This Technology raises $7.5M and reveals a customer lineup that includes Comcast, Verizon, NBCU and ABC

Advanced Video Ad Startup Banks VC Cash

Jeff Baumgartner
LR Cable News Analysis
Jeff Baumgartner
11/15/2012
50%
50%



This Technology LLC , a startup that makes dynamic video advert insertion software for multi-screen services, has landed a US$7.5 million round of Series A funding led by General Catalyst Partners .

The New York-based company, founded in 2006 by industry veteran Jeff Sherwin, also revealed Thursday that it has assembled an A-list of customers that includes Comcast Corp. (Nasdaq: CMCSA, CMCSK), Verizon Communications Inc. (NYSE: VZ), NBCUniversal LLC and ABC. Its software platform bridges the operations of service providers and video programmers and provides them with the back-office systems necessary to splice ads into video streams in real time.

Those sorts of capabilities are becoming key to companies looking to maximize revenues from video-on-demand (VoD) services. Not surprisingly, This Technology has tailored its platform for VoD as well as for linear IPTV feeds, over-the-top TV Everywhere apps, and network DVR services.

The round of funding, which sees General Catalyst managing director Neil Sequerira joining This Technology's board of directors, comes as the ad insertion company expands its operations. It recently opened a Denver-area office and has been hiring staff who have experience at companies such as Cisco Systems Inc. (Nasdaq: CSCO), BigBand Networks Inc., Motorola Mobility and Time Warner Cable Inc. (NYSE: TWC). The startup currently employs 18 people.

(Ed. note: And, yes, its executives have heard the joke about competing with That Technology...)

Why this matters
After many fits and starts, dynamic ad insertion for VoD is finally starting to take off for some of the nation's major service providers, giving them a way to switch out ads rapidly and help fund their growing libraries of "free" on-demand content.

The round of funding gives This Technology some financial breathing space as it tries to expand its customer base and product portfolio. This Technology says it's already profitable, but the funds will give it some extra ammunition as it looks to compete with the likes of BlackArrow Inc. , which has raised close to $65 million and counts Time Warner Cable Inc. (NYSE: TWC), Cisco Systems Inc. (Nasdaq: CSCO) and Comcast among its customers. (See Comcast Ready to Mine for VoD Gold .)

For more



— Jeff Baumgartner, Site Editor, Light Reading Cable

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
Educational Resources
sponsor supplied content
Educational Resources Archive
Flash Poll
From The Founder
It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
LRTV Documentaries
The Next-Gen Network Disconnect

10|29|14   |   01:23   |   (0) comments


There's a lot of talk about making networks more simple with SDN, NFV and next-gen broadband technology – but what about the complexity of introducing such capabilities?
LRTV Custom TV
Grow Your VPN Service Revenue

10|27|14   |   4:00   |   (0) comments


Watch how CSP product managers can better differentiate and maximize the value of their Internet, VPN and cloud services for business services customers, by adding premium application performance visibility to their data services.
LRTV Huawei Video Resource Center
Add SmartSense to Make Your Network Ready for 4K

10|27|14   |   3:23   |   (0) comments


To make current networks ready for the coming 4K TV challenges, Huawei SmartSense solution will conveniently add experience and operation capabilities to boost telcos' future business.
LRTV Huawei Video Resource Center
NetMatrix: Orchestrate the SDN & NFV World

10|27|14   |   4:11   |   (0) comments


Orchestrator is important in SDN/NFV world to make Telcom network automate, open and efficient. NetMatrix, as Huawei SDN/NFV orchestrator solution, has been in deployment and is showing its' value in real scenarios.
LRTV Huawei Video Resource Center
Huawei FusionSphere Enabling ICT Transformation

10|27|14   |   3:21   |   (0) comments


Jeffrey Gao, Chief Strategy and Marketing Officer of Huawei West Europe Region, talks about the company's future-oriented cloud strategy. Huawei is providing full portfolio of IT architecture and building an open cloud ecosystem with innovative cloud OS FusionSphere to support customers' ICT transformation.
LRTV Huawei Video Resource Center
Huawei Partner Interview: StorIT

10|27|14   |   4:20   |   (0) comments


An interview with Suren Vendantham of StorIT, a value-added distributor for Huawei in the Middle East region.
LRTV Huawei Video Resource Center
Huawei Partner Interview: Optimus

10|27|14   |   3:14   |   (0) comments


An interview with Nehul Goradia of Optimus, a value-added distributor for Huawei in the Middle East.
LRTV Huawei Video Resource Center
Huawei Partner Interview: Enterprise Solutions

10|27|14   |   4:57   |   (0) comments


An interview with Pouya Parsafar of Enterprise Solutions, a valued distributor partner with Huawei.
LRTV Huawei Video Resource Center
Huawei Customer Interview: OETC

10|27|14   |   2:35   |   (0) comments


An interview with Saif Albadi, of the Oman Electricity Transmissions Company, a government utility in that company that partners with Huawei.
LRTV Huawei Video Resource Center
Huawei Customer Interview: Jannah Hotels & Resorts

10|27|14   |   3:13   |   (0) comments


An interview with Nehmeh Darwish, CEO of Jannah Hotel & Resorts, about his collaboration with Huawei across five hotels in the United Arab Emirates.
LRTV Huawei Video Resource Center
Huawei's Commitment to the Middle East: GITEX 2014 Wrap-up

10|27|14   |   3:41   |   (0) comments


Highlights from the Huawei pavilion at GITEX in Dubai, United Arab Emirates, with interviews with current Huawei customers.
LRTV Huawei Video Resource Center
Huawei: GITEX 2014 Day 1 Highlights

10|27|14   |   2:58   |   (0) comments


Highlights from the Huawei pavilion at GITEX (Gulf Information Technology Exhibition), an annual computer and electronics trade show and conference in Dubai, United Arab Emirates.
Upcoming Live Events
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 2, 2014, New York City
December 3, 2014, New York City
December 9-10, 2014, Reykjavik, Iceland
February 10, 2015, Atlanta, GA
May 6, 2015, McCormick Convention Center, Chicago, IL
May 30, 2015, The Westin Peachtree, Atlanta, GA
June 9-10, 2015, Chicago, IL
Infographics
WhoIsHostingThis.com presents six of the world's most extreme WiFi hotspots, enabling the most epic selfies you can imagine.
Hot Topics
Microsoft's Skype Embraces WebRTC on IE
Sarah Reedy, Senior Editor, 10/27/2014
FTC Slaps AT&T With Throttling Lawsuit
Sarah Reedy, Senior Editor, 10/28/2014
AT&T: Merger Review Halt Won't Hurt Us
Alan Breznick, Cable/Video Practice Leader, 10/23/2014
China's MVNOs Hit the Wall
Robert Clark, 10/27/2014
Roku Raises $25M, But for What?
Mari Silbey, Independent Technology Editor, 10/23/2014
Like Us on Facebook
Twitter Feed