Light Reading

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
Educational Resources
sponsor supplied content
Educational Resources Archive
Flash Poll
From The Founder
Network architects aiming to upgrade their networks to support agile, open, virtualized services in the 21st century need to consider new criteria when choosing between technology suppliers.
Live Streaming Video
BTE 2015 Sponsor Keynote: HP
Dr. Prodip Sen, CTO, Network Functions Virtualization, HP
LRTV Custom TV
Red Hat Demo

7|2|15   |   10:53   |   (0) comments


Red Hat's Nicolas Lemieux demonstrates how Red Hat is driving innovation through open source communities.
LRTV Custom TV
Red Hat's Approach to OpenStack Adoption

7|2|15   |   5:17   |   (0) comments


Red Hat's Radhesh Balakrishnan outlines his company's open source strategy for both enterprises and telcos.
LRTV Custom TV
The New IP Goes Mobile With vEPC

7|2|15   |   1:12   |   (0) comments


Heavy Reading's Gabriel Brown discusses results of a Light Reading survey sponsored by Brocade that shows a clear commitment by mobile operators to move quickly to virtual EPC deployment.
LRTV Custom TV
Making Business Sense of SDN

7|2|15   |   1:42   |   (0) comments


Results of a Brocade-sponsored survey show that CSPs have a clear sense of SDN use cases but are wrestling with the business case. Sterling Perrin of Heavy Reading looks behind the numbers.
LRTV Custom TV
NFV Will Be Here Sooner Than You Think

7|2|15   |   2:22   |   (0) comments


Forget the usual ten-year cycle for new technologies – NFV will be a core part of CSP networks in five years, based on results of a Brocade-sponsored survey, says Heavy Reading's Caroline Chappell.
LRTV Custom TV
The New IP Gains Traction With CSPs

7|2|15   |   1:42   |   (0) comments


Roz Roseboro of Heavy Reading analyzes results of a Light Reading survey sponsored by Brocade showing that CSPs are getting serious about making the transition to the New IP era.
LRTV Custom TV
It's (Real) Time for Analytics

7|2|15   |   1:42   |   (0) comments


Heavy Reading's Jim Hodges looks at how CSPs say they plan to use analytics to deploy new services in real time as part of The New IP, based on results of a survey sponsored by Brocade.
LRTV Documentaries
IoT in Action

6|30|15   |   1:39   |   (8) comments


Two co-workers discuss the benefits of IoT technology.
LRTV Interviews
Ericsson Opens Up on OPNFV

6|30|15   |   14:16   |   (1) comment


Martin Bäckström, VP and head of industry area Datacom at Ericsson, talks to Light Reading founder and CEO Steve Saunders about the emergence of OPNFV, the importance of standards and Ericsson's OPNFV plans.
LRTV Custom TV
NetNumber Founder Discusses NFV/SDN Impact on SP Networks

6|26|15   |   4:15   |   (0) comments


NetNumber Founder Doug Ranalli examines why SPs need a new network infrastructure for service agility. While NFV and SDN are the tools, the old ways of thinking about signaling control are inhibitors. Doug provides his recommendations.
LRTV Custom TV
Orchestrating NFV vCPE Services Across Multivendor Networks

6|26|15   |   5:46   |   (0) comments


Nirav Modi provides an overview of vCPE, the fastest-growing NFV use case, showing how Cyan's Blue Planet orchestrates vCPE services across a multivendor infrastructure to rapidly deliver new managed services for business customers.
LRTV Custom TV
ZTE at LTE Summit Amsterdam 2015

6|26|15   |     |   (0) comments


As one of the leading global telecommunications providers, ZTE presented its cutting-edge technology at LTE World Summit 2015 in Amsterdam. On display at ZTE's booth were the latest R&D achievements in wireless, 5G development, HetNet, deep convergence of FDD and TDD, and RCS/IMD/iSDN/vCN.
Upcoming Live Events
September 16-17, 2015, The Westin Galleria Dallas, Dallas, TX
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
October 6, 2015, The Westin Peachtree Plaza, Atlanta, GA
October 6, 2015, Westin Peachtree Plaza, Atlanta, GA
October 14-15, 2015, New Orleans Ernest N. Morial Convention Center, New Orleans, LA
November 5, 2015, Hilton Santa Clara, Santa Clara, CA
All Upcoming Live Events
Infographics
Hot Topics
Who's Feeding Fiber to LinkNYC Hotspots?
Mari Silbey, Senior Editor, Cable/Video, 6/29/2015
What's a Gigabit Good For?
Carol Wilson, Editor-at-large, 7/1/2015
Colt to Jettison Ailing IT Business
Iain Morris, News Editor, 6/30/2015
Eurobites: Activist Investor Takes Stake in AlcaLu
Paul Rainford, Assistant Editor, Europe, 6/30/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
Casa Systems has been going from strength to strength over the last couple of years. In 2013, it became the first vendor to ship an integrated CCAP device -- the ...
Cedrik Neike, SVP of Global Service Provider, Service Delivery, at Cisco, talks to Light Reading founder and CEO Steve Saunders about solving service provider customer problems in a virtualized, DevOps world, including multivendor support and the future of network procurement.
Cats with Phones