Harris Supports Dynamic Linear Advertising at CableLabs Event
The recent CableLabs event in Louisville, CO, focused on interoperability between third-party “dynamic linear advertising” systems. Harris played a pivotal role at the September 17-20 event by providing the technology required to implement an end-to-end media workflow while supporting real-time dynamic linear advertising in the process.
Dynamic linear advertising enables broadcasters, IPTV, and cable operators to dynamically replace linear ads — scheduled to run in the program content — with ads targeting consumers with iPads and other connected devices. This real-time process automatically replaces linear ads with ones targeting viewers based upon anonymous user profiles derived from age, gender, geographical location, and interests. This personalized ad targeting utilizes cable operators’ existing IP streaming capabilities and maximizes advertising dollars, availabilities, impact and revenue across the board.
CableLabs invited Harris to simulate a working broadcast environment at the Interop event to facilitate third-party interoperability. The Harris-enabled media workflow consisted of five key Harris products: OSi-Traffic and Novar traffic and billing software, ADC automated content management and distribution, NEXIO video servers, and the Selenio media convergence platform for signal encoding.
Harris also had the opportunity to test the viability and interoperability of its own dynamic linear advertising components, featuring two modules that enable the media workflow to support the dynamic linear advertising process:
- The Campaign Manager module, which manages advertising sales orders between the advertiser/agency (buyer) and broadcaster (seller) across an entertainment program schedule.
- An Ad Decision Engine that makes the split-second decisions about which ads to place in the available slots based on feedback received from IPTV or cable service providers about consumers — using personal information only for the purpose of matching spots with avails.
The Campaign Manager and Ad Decision Engine modules both comply with SCTE-130, a standard developed by the Society of Cable Telecommunications Engineers (SCTE) that defines the interfaces and messaging between multiple components in dynamic ad insertion, dynamic linear advertising, and other advanced advertising applications.
“Harris is developing advanced advertising technologies for dynamic linear advertising to help our customers monetize content independent of the delivery medium or platform,” said Scott Criley, director, media and workflow, Harris Broadcast Communications. “We want to assure our customers that their media software platforms for traffic, billing and other business operations are future-proof and prepared to handle nonlinear advertising without disrupting traditional, linear advertising business.”