At IBC2018 in Amsterdam, Viaccess-Orca and SoftAtHome are jointly demonstrating an end-to-end solution for addressable TV with their partner Viznet. The preintegrated solution is intended to enable household targeting on operator-controlled devices, including dynamic ad insertion (DAI) on set-top boxes for linear multicast and on-demand TV.
"With TV advertising revenues being challenged by digital advertising, channels see addressable TV as a new growth opportunity. For this opportunity to come to fruition, operators must offer notably granular audience segmentation capabilities across their footprints. However, subscribers' data privacy and security must be a top priority, especially in the wake of EU's stringent General Data Privacy Regulation, or GDPR," said Alain Nochimowski, executive vice president of innovation at Viaccess-Orca. "VO is proud to contribute its proven, hands-on data science and security expertise to help operators extract cross-screen TV audience insights and pave the way to innovative data-enabled TV advertising models."
The addressable TV solution integrates VO's audience management capabilities with SoftAtHome's Eyes'ON TV-ad audience measurement solution.
"The ability to provide a frame-accurate dynamic ad insertion technology to meet the demanding requirements of TV services providers - notably in terms of user experience and service scalability both for linear and on-demand content - will be key to the success of addressable TV," said David Souhami, marketing director, innovation and STB, at SoftAtHome. "The TV industry, including content owners, has recognized the unique benefits of our DAI and audience-metering solutions, already being tested by leading European TV operators."
Viznet brings to the table its combined advertising and TV industry expertise, providing technology solutions to facilitate ad decisioning and bridge the programmatic ad world with the TV world.
"Addressable TV is an amazing opportunity for TV channels and advertisers while improving ad relevancy for users," said Stephane Bismuth, co-founder and co-CEO at Viznet. "By working together with VO and SoftAtHome to create a world-class targeted advertising solution, we are helping all players to benefit from this fast-growing market."
