06.17.2009 02:33 PM
Originally featured on BroadcastEngineering.com
ARRIS expands addressable advertising capabilities
ARRIS has concluded a second series of interoperability test activities to help accelerate advertising revenue services for the cable industry’s addressable advertising insertion standard and solutions. ARRIS continues to support industry standards such as SCTE 130. The companies with which ARRIS has thus far completed interoperability testing and agreements are OpenTV, INVIDI, BIAP, BlackArrow, This Technology, Sigma Systems and RGB Networks.
To date, ARRIS and its collaborators have demonstrated interactive linear and addressable dynamic video-on-demand (VOD) advertising; the most recent test activities highlighted interstitial VOD ads selected by multiple partners’ ad decision services as well as interoperability with the full range of SCTE-130 components.