Cadent Gets Patent, Upgrades Ad Insertion Platform

July 19, 2017
Cadent's technology arm (formerly BlackArrow) has upgraded its addressable TV ad insertion solution and core system, and has also been ...

Cadent's technology arm (formerly BlackArrow) has upgraded its addressable TV ad insertion solution and core system, and has also been granted a patent for its technology. The company's addressable TV solution now supports targeted advertising across traditional linear TV, adding to its unified multiscreen advertising system. Upgrades include core system enhancements and a new operational dashboard.

Cadent's patent, "Addressable Linear Digital Advertising System Utilizing CPE Splicer," outlines the technology's configuration options for ad insertion that adapt to service providers' varying legacy infrastructures. The patent is Cadent's eighth, with additional patents pending.

Cadent's upgraded solution is designed to provide reporting and analytics for linear TV that are comparable to those for multiscreen video. The network-based addressable TV solution is built on the same core components used for the company's existing multiplatform advertising technology, where its unified ad control plane offers real-time access to reporting data across all screens.

"Tackling the industry needs for cross-platform optimization and solving some of the technological hurdles tied to deploying addressable tech were our main objectives," said Stephanie Mitchko-Beale, CTO and COO, Cadent. "Understanding the nuances of existing traditional TV infrastructure and the specific needs of agencies and advertisers for addressable TV has enabled us to deliver a sophisticated and diverse piece of technology that moves addressable TV advertising into the digital era."

Cadent's core system performs its ad decisioning on the server side (in the cloud), which limits the requirements on the set-top box. The upgrades are designed to enable the addressable TV solution to connect with the company's unified multiplatform advertising system and integrate with third-party ad systems through open standards (SCTE and IAB) and flexible APIs, and also to integrate with content providers' preferred in-house advertising systems.

The upgrades are intended to allow service providers to aggregate inventory and audiences from every consumer viewing platform. Cadent's multiplatform portfolio now consists of traditional VOD, IP VOD, network DVR, OTT, OTT linear and addressable linear platforms.

The operational dashboard provides a single visual representation of the dynamic ad insertion (DAI) platform. It provides metrics including visibility into asset acquisition, configuration status, addressable advertising signaling, and measurement statistics. The dashboard can also select specific set-top boxes across multiple regions to light up, rather than having to push market by market.