Viaccess-Orca and SoftAtHome will jointly demonstrate an end-to-end solution for addressable TV with their partner Viznet at IBC 2018.
The pre-integrated solution enables household targeting on operator-controlled devices, including frame-accurate Dynamic Ad Insertion (DAI) on STBs for linear multicast and on-demand TV.
Commenting on the development, Alain Nochimowski, executive VP of innovation at Viaccess-Orca, said: “With TV advertising revenues being challenged by digital advertising, channels see addressable TV as a new growth opportunity. For this opportunity to come to fruition, operators must offer notably granular audience segmentation capabilities across their footprints. However, subscribers’ data privacy and security must be a top priority, especially in the wake of EU’s stringent General Data Privacy Regulation, or GDPR.
“VO is proud to contribute its proven, hands-on data science and security expertise to help operators extract cross-screen TV audience insights and pave the way to innovative data-enabled TV advertising models.”
David Souhami, marketing director, innovation and STB, at SoftAtHome, added: “The ability to provide a frame-accurate dynamic ad insertion technology to meet the demanding requirements of TV services providers — notably in terms of user experience and service scalability both for linear and on-demand content — will be key to the success of addressable TV.
“The TV industry, including content owners, has recognized the unique benefits of our DAI and audience-metering solutions, already being tested by leading European TV operators.”
Stephane Bismuth, co-founder and co-CEO at Viznet, said: “Addressable TV is an amazing opportunity for TV channels and advertisers while improving ad relevancy for users.
“By working together with VO and SoftAtHome to create a world-class targeted advertising solution, we are helping all players to benefit from this fast-growing market.”
The demo will take place on both the VO (1.A51)and SoftAtHome (1.C29) stands at IBC 2018.
