Dolby Laboratories has released a new range of cloud video products that support real-time interactive streaming.
It follows Dolby’s recent acquisition of THEO Technologies, a provider of streaming tools adopted by top sports, media, and entertainment companies
Ahead of IBC Dolby has announced THEOads, which can incorporate advertising optimised for the dynamic nature of live content.
“Viewers want to experience live action as it happens, but there are often lengthy delays before content reaches their screens,” said Giles Baker, SVP of Dolby Cloud Solutions. “Our new range of cloud video streaming products delivers content with minimal delay to create cross-platform, interactive experiences that immerse viewers in the action. We are on a mission to bring these experiences to the industry and revolutionize the viewing experience for live events.”
THEOads is a pioneering ad insertion capability that improves the quality, flexibility, and targeting of advertising within THEOplayer. Using server-guided ad insertion (SGAI) techniques, THEOads maximises viewer engagement with more personalized, non-intrusive ads. This results in increased monetisation opportunities and more efficient use of ad inventory without compromising the end-viewer experience.
“Having completed an extensive competitive evaluation of the commercial and open source video player market, our decision to deploy THEOplayer on ITVX just made sense,” said Mark Ison, Director of Engineering, ITV. “THEOplayer offers excellent performance and outstanding 3rd party integrations enabling us to operate more efficiently. We are extremely excited about Dolby’s new range of cloud solutions and are excited to deepen our efforts to deploy these latest innovations in more places across ITVX.”
Alongside THEOads, the combined Dolby and THEO offering brings together Dolby Millicast, an ultra-low latency streaming solution, transcoding powered by Dolby Hybrik, and THEO’s portfolio of cross-platform playback and live streaming products. This includes THEOplayer and THEOlive.
The technologies have been adopted by many of the biggest names in sports, streaming, and iGaming like FanDuel, ITV, Las Vegas Sands, NASCAR, NFL, amongst others.
