NCTC, Imagine team on 'AdKey' service for cable ops

Imagine will power the cloud-based, platform agnostic service for ad insertion for IP-based video streams.

February 19, 2020

2 Min Read

LAS VEGAS – Imagine Communications, which provides open, end-to-end advertising technology solutions for broadcasters, content owners, MVPDs and vMVPDs, today announced an agreement with the National Cable Television Cooperative (NCTC) to power AdKey, a cloud-based, platform-agnostic service that supports ad insertion on all IP-based video streams. The deal will initially see the deployment of cloud-based ad monetization technology from Imagine Communications by independent operators by Q3 of this year with trials beginning in the coming months. NCTC represents more than 750 independent cable operators in the United States and negotiates master licensing agreements with content providers for over 200 networks.

As independent cable operators transition to IP-based operations, they want to maintain the lucrative sales infrastructure and revenues they' ve built around their most popular channel offerings. AdKey unlocks this opportunity by seamlessly mirroring everything being done on legacy infrastructures in IP-based offerings that will eventually serve as their primary video delivery service, available on a range of popular connected devices and platforms. It also provides a simple solution for selling inventory on the hundreds of additional channels operators are not monetizing today via compatibility with an expanding ecosystem of partners from across the advertising value chain.

Video distributors use Imagine' s cloud-based ad monetization technology to support ad insertion for linear services with hosting, management, monitoring and updates all provided by Imagine. The previously announced solution eliminates complexities associated with video providers' on-premises ad systems, including support for multiple ADS vendors, client players and video formats, as well as the need to dynamically scale for peak demand. Imagine' s ad technology is pre-integrated with SpotX and other popular supply-side platforms to provide access to programmatic exchanges of choice and campaign fulfillment, helping local operators more easily fill local inventory.

Imagine Communications
National Cable Television Cooperative

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