This Technology Tackles Video Ad Cues
DENVER -- This Technology, a leading provider of dynamic ad insertion and alternate content software, today announced Congruity Intelligent Signal Processor (iSP) for efficient management of SCTE-35 cues across all delivery platforms. The latest addition to This Technology’s portfolio is cloud-based software that normalizes the wide variances of SCTE-35 messages MVPDs receive from programmers.
The SCTE-35 standard was developed to support the splicing of transport streams for the purpose of insertion, including advertising and other content types. However, the variances in usage of SCTE-35 messages has exceeded the standard. This is largely due to usage for advertising, regionalization and measurement across both adaptive bit rate and digital TV, for video on demand, cloud-based DVR and linear viewing. Every programmer uses SCTE-35 differently, requiring MVPDs to standardize the messages for their internal infrastructure.
As with all This Technology products, Congruity delivers and supports unprecedented scale. The software enables a consistent way to normalize all incoming SCTE-35 messages as video enters the MVPD distribution infrastructure. Congruity provides a significant advantage to MVPDs when they are managing large numbers of network source feeds, each of which contain SCTE-35 signals that must be processed.