Comcast Spotlight, the advertising sales division of Comcast Cable, has rolled out the first phase of Tandberg Television AdPoint, a new technology that manages and automatically places ads in on-demand content.
"The changes taking place in the industry are affecting every link in the value chain, and technology platforms that can help the various players work collaboratively will be key to success in delivering differentiated content," said Reggie Bradford, president of Tandberg Television.
The AdPoint system is comprised of three major components: AdPoint Campaign Manager allows cable operators to create ad campaigns based on parameters; AdPoint Media Manager tracks on-demand content and makes the decisions for ad placement using rules generated by the Campaign Manager; and AdPoint Module for Xport Producer provides tools to mark advertising opportunities in on-demand content.
Initially, ads are being inserted into content on video-on-demand networks SuccessTV, Music Spy Videos, and DriverTV, with plans to expand rapidly to additional on-demand content.
