Concurrent adds dynamic ad insertion capabilities to MediaHawk VX server

Concurrent (Nasdaq: CCUR), a long-time vendor in the cable TV business, is now supporting dynamic ad insertion for VOD programming through a new software update to its MediaHawk VX server. The software release allows cable operators to insert unique mid-roll, pre-roll and post-roll ads into VoD sessions using any standards-based ad decision engine or ad management solution.

The company notes that, "When MediaHawk is combined with Concurrent's media data and advertising solutions, service providers can enable a complete end-to-end advanced advertising platform with census level targeting and usage monitoring."

Dynamic ad insertion for cable VoD services is big business. Operators have been trying to monetize free VoD libraries for years, but ad insertion limitations, and a lack of audience measurement standards, have seriously hampered progress.

Recently, Canoe Ventures decided to focus solely on VoD advertising when it shut down its interactive ad business and cut 120 employees. Cable companies say they will still pursue interactive ad delivery despite the joint venture's failure, but Canoe itself has marshaled all of its resources behind dynamic VoD advertising.

Meanwhile, Rogers Communications (NYSE: RCI) out of Canada said in March that it has begun to insert dynamic mid-roll ads in VOD programming using gear from SeaChange International (Nasdaq: SEAC). The MSO is the first North American operator to use dynamic ad insertion technology to support mid-roll commercial breaks. 

For more:
- see the news release

Related articles:
Canoe cuts 120 employees, shuts down interactive advertising business
Cablevision: We're rowing forward on advanced ads without Canoe
Rogers rolls dynamic VoD ad insertion with SeaChange gear