Transactional intelligence technology provider Openet has unveiled a Subscriber Data Management (SDM) product that aggregates subscriber data and offers real time access for audience measurement and interactive services, ultimately leading cable operators to a greater awareness of subscriber viewing habits.
The product, which sits in cable system B/OSS "has hooks into the billing system, hooks into the DRM system, hooks into the provisioning systems and most importantly hooks into all of the network service delivery systems," Michael Manzo, Openet's chief marketing officer told FierceCable. "The architecture becomes a vehicle to solve dozens of business problems internally in the areas of analytics and subscriber-aware service delivery."
Manzo said that while cable operators may eventually use the information to target addressable advertising, the first use will likely be to "help the internal media sales organization at an operator... improve their ability to monetize (advertising time) and measure delivery against campaigns" on smaller, less trafficked cable channels that aren't measured by Nielsen data. "If you can't measure it you either can't sell it at all or you have to sell if for less than you think it's worth," he said.
- see this news release
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