Uniquely named advertising software provider This Technology has introduced an open source interconnect software that it hopes will jumpstart cable operators and content owners into widespread dynamic ad insertion. The software, SpotLink, connects SCTE 130-compliant dynamic advertising insertion (DAI) systems to broadband ad servers via the Interactive Advertising Bureau's (IAB) video advertising service template standard, the company said.
The new software's unique proposition is that it crosses proprietary technology boundaries so cable operators needn't buy new campaign management systems just to get dynamic insertion, This Technology CEO Jeffrey Sherwin said.
The software "understands that the MSO isn't necessarily going to pull broadband copy off the network and insert it; instead it can use its existing infrastructure and we'll translate and make sure those references are working," Sherwin told FierceCable. "The advanced advertising business has moved slower than we've liked as a technology vendor and we think the existence of this software and the fact we're opening it is going to increase real adoption and help drive this into a business sooner."
Yoav Schreiber, senior analyst-digital media infrastructure at Current Analysis, said that "being able to re-use existing assets and leverage existing operations, instead of investing in new infrastructure and processes should help accelerate implementation of dynamic advertising insertion solutions."
- see this news release
Innovation Showcase: Inlet Technologies