& cplSiteName &

Startup Seeks Open-Source VoD Ad-Vantage

Jeff Baumgartner
LR Cable News Analysis
Jeff Baumgartner
2/14/2011
50%
50%

This Technology LLC intends to put some giddy up in cable's historically slow and spotty pursuit of video-on-demand (VoD) advertising. The firm is offering an open-source translation software that can bridge MSO platforms to broadly deployed systems that programmers use to splice ads into Web videos. (See This Technology Links Cable VoD To the Web .)

This Tech's software, called SpotLink, connects cable's dynamic advertising insertion (DAI) systems to broadband ad servers that use the Interactive Advertising Bureau (IAB) 's Video Advertising Serving Template standard. The open-source version becomes available for download today. This Tech will manage the project initially, but the intention is to grow a community around it and, like Linux, allow people to contribute additions and fixes.

Backgrounder
Although cable has dabbled in relatively small trials and deployments of dynamic VoD ad insertion, that work hasn't scaled in part because cable's standard for that -- SCTE-130 -- doesn't speak the same technical language of campaign managers and ad-decision engines that national programmers and broadcasters already use to support content delivered over the Internet on their own sites or through Web video hubs like Hulu LLC .

Those programmers, who have already invested in systems from companies such as FreeWheel Media Inc. and Auditude, are hesitant to shell out more money to buy and integrate SCTE-130-compliant products from the likes of Ericsson AB (Nasdaq: ERIC), Concurrent Computer Corp. (Nasdaq: CCUR), OpenTV Corp. (Nasdaq: OPTV) and BlackArrow Inc.

This Tech aims to solve that problem by offering the glue to stick those sides together and let programmers insert ads into cable VoD and the Web without having to buy a separate, cable-friendly system. "Our chief interest is moving the entire DAI market forward," says This Tech CEO Jeffrey Sherwin, noting that SpotLink can cover not just traditional cable VoD but broadband video and network DVRs apps as well.

Canoe Ventures LLC , the cross-MSO advanced ad consortium that counts Comcast Corp. (Nasdaq: CMCSA, CMCSK) and Time Warner Cable Inc. (NYSE: TWC) among its backers, is keen on This Technology's open-source play because it could help it rev up its VoD advertising efforts and bring back some video ad dollars that have gone to support Web distribution.

"Our overall goal is to get more ad dollars moved into television; that's why we started Canoe in the first place," says Canoe CTO Arthur Orduña. This Technology's open-source contribution "could potentially accelerate the market for … ad-sponsored VoD."

Canoe is hopeful that This Technology's translating software will allow the J.V. to build the same kind of common, national footprint for VoD advertising that it's already establishing with interactive advertising through the use of Enhanced TV Binary Interchange Format (EBIF), and give both programmers and MSOs a standard way to connect to Canoe.

"This was a really gutsy move by Jeff, but one, in the long-term, that I think is a really smart one," Orduña says. Canoe hasn't outlined its near-term plans for VoD advertising, but is expected to reveal more at The Cable Show in June.

Why this matters
Many programmers already have a good online video business and aren't about to go too far out of their way to support cable VoD. The hope is that extending a "free" bridge to the MSO world will give programmers an incentive to help jolt cable's VoD advertising market.

Sherwin hopes the open-source software will accelerate the DAI market in a way that drives sales of This Tech's core product, SpotBuilder, a Placement Opportunity Information Service (POIS) that defines and communicates advanced ad opportunities to any campaign management system. Canoe is already licensing SpotBuilder.

SpotLink has become open source, but This Tech says a licensed, supported version of the software is still available to MSOs, vendors and programmers.



For more
For more on cable's hot-and-cold pursuit of the advanced advertising market, please check out these stories:



— Jeff Baumgartner, Site Editor, Light Reading Cable



(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
From The Founder
Kicking off BCE 2017, Light Reading founder Steve Saunders lays blame for NFV's slow ramp-up and urges telecom to return to old-fashioned standards building and interoperability.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Custom TV
VeEX at ANGA COM

6|27|17   |     |   (0) comments


At ANGA COM 2017, Cyrille Morelle, president and CEO of VeEX, updates Alan Breznick with VeEX's new products and technology. This includes VeSion cloud-based platform for network monitoring, AT2500-3G advanced spectrum analyzer and MTTplus-900 WiFi Air Expert module. He also comments on DOCSIS 3.1 deployment and Remote PHY technology.
LRTV Custom TV
The Overall Objective Is to Win the Game

6|26|17   |     |   (0) comments


SCTE•ISBE's Chris Bastian discusses Energy 2020's success to date and the importance of a flexible approach that allows for changes in specific strategies in order to reach significant milestones.
LRTV Interviews
CenturyLink: Let's Get Past SD-WAN Hype

6|23|17   |   04:02   |   (0) comments


Technology becomes a "shiny object" unless it's properly focused on solving business needs for enterprise customers, says Bill Grubbs, network solutions architect for CenturyLink. He explains to Light Reading why SD-WAN deployments have to be tailored to specific needs – and more.
Women in Comms Introduction Videos
Infinera's Sales Director Paints Tech's Big Picture

6|21|17   |   4:14   |   (1) comment


Shannon Williams, Infinera's director of sales, shares how she achieves work's many balancing acts -- between her role and the broader company, today and tomorrow's tech and more.
LRTV Custom TV
SD-WAN Innovation & Trends

6|20|17   |     |   (0) comments


Versa CEO Kelly Ahuja discusses with Carol Wilson the current status and trends in the SD-WAN market, Versa's innovation around building a software platform with broad contextualization, and the advantages that startups can bring to the SD-WAN market.
LRTV Interviews
Ovum's Dario Talmesio on 5G in Europe

6|20|17   |   02:16   |   (0) comments


At 5G World 2017, Dario Talmesio, principal analyst and practice leader on Ovum's fixed and mobile telecoms European team, explains the emerging trends amongst European operators as they prepare for 5G.
LRTV Custom TV
Putting Power on a Pedestal

6|19|17   |     |   (0) comments


ARRIS's John Ulm says a major accomplishment of SCTE•ISBE's Energy 2020 program is increased focus on power cost and consumption, including inclusion of energy requirements in operators' RFPs and RFIs.
LRTV Custom TV
Gigabit Access: The Last-Mile Pipe for All Future Services

6|19|17   |     |   (0) comments


A Gigabit access platform being deployed today must be able to deliver all types of services to an increasing number of devices. A non-blocking architecture is necessary to support the ever-increasing growth in bandwidth demand. The Huawei Gigabit access solution is based on a distributed design that is fully scalable to deliver a unprecedented performance.
LRTV Custom TV
Key Factors to Successfully Deploy an SD-WAN Service

6|19|17   |     |   (0) comments


As service providers transition their SD-WAN solution from trials and limited deployments into production at large scale, there are important considerations to successfully operationalize these solutions and realize their full potential, without adding complexity, introducing uncertainty or disrupting current business operations. Sunil Khandekar, CEO and Founder ...
LRTV Custom TV
IoT Solutions: Rational Exuberance

6|19|17   |     |   (0) comments


IoT solutions are morphing from hype into viable business opportunities. Huawei has the platform and ecosystem support to help carriers successfully address new business opportunities in the IoT space.
LRTV Custom TV
Realizing ICN as a Network Slice for Mobile Data Distribution

6|19|17   |     |   (1) comment


Network slicing in 5G allows the potential introduction of new network architectures such as Information-centric Networks (ICN) as a slice, managed over a shared pool of compute, storage and bandwidth resource. Services over an ICN slice can benefit from many architectural features such as Name Based Networking, Security, Multicasting, Multi-homing, Mobility, ...
LRTV Interviews
Ovum's Mike Roberts on 5G Uptake

6|19|17   |   04:08   |   (0) comments


Mike Roberts, research director for Ovum's service provider markets group, explains why he has boosted his 5G subscriptions forecast.
Upcoming Live Events
October 18, 2017, Colorado Convention Center - Denver, CO
November 1, 2017, The Montcalm Marble Arch
November 1, 2017, The Montcalm Marble Arch
November 2, 2017, 8 Northumberland Avenue, London, UK
November 30, 2017, The Westin Times Square
All Upcoming Live Events
Infographics
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
No Imagination: UK Chip Biz Goes Up for Sale
Iain Morris, News Editor, 6/22/2017
Does AT&T Deserve Time Warner?
Mari Silbey, Senior Editor, Cable/Video, 6/23/2017
Netflix's Lesson in Culture Expectation Settings
Sarah Thomas, Director, Women in Comms, 6/21/2017
Kalanick Steps Down as Uber CEO
Sarah Thomas, Director, Women in Comms, 6/21/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Following a recent board meeting, the New IP Agency (NIA) has a new strategy to help accelerate the adoption of NFV capabilities, explains the Agency's Founder and Secretary, Steve Saunders.
One of the nice bits of my job (other than the teeny tiny salary, obviously) is that I get to pick and choose who I interview for this slot on the Light Reading home ...
Animals with Phones
Live Digital Audio

Playing it safe can only get you so far. Sometimes the biggest bets have the biggest payouts, and that is true in your career as well. For this radio show, Caroline Chan, general manager of the 5G Infrastructure Division of the Network Platform Group at Intel, will share her own personal story of how she successfully took big bets to build a successful career, as well as offer advice on how you can do the same. We’ll cover everything from how to overcome fear and manage risk, how to be prepared for where technology is going in the future and how to structure your career in a way to ensure you keep progressing. Chan, a seasoned telecom veteran and effective risk taker herself, will also leave plenty of time to answer all your questions live on the air.