12.04.2009 04:34 PM
Originally featured on BroadcastEngineering.com
NDS Dynamic delivers addressable ads for set-top boxes

NDS has developed a new product called NDS Dynamic that enables addressable EBIF-based interactive ads to be delivered to individual set-top boxes (STB).

The NDS Dynamic ad engine supports SCTE 130-based STB level addressability, EBIF-based interactive advertising applications and CableLabs Advanced Advertising 1.0-based measurement. The technology’s approach to addressability is focused on a local ad engine that stores audience qualifier data in the STB. As a result, the STB can interpret broadcast messages delivered to all boxes to make ad decisions appropriate for a specific STB.

This approach reduces the need for unique messaging and usage of out-of-band messages for every STB while making addressable ad decisions. The NDS Dynamic system is integrated with the NDS ETV system to allow addressable interactivity, as well as with local splicing and “forced tuning” components of NDS Dynamic, which enables linear addressability.

In a recent demonstration of the technology at the CableLabs OpenCable Advanced Advertising InterOp event, NDS demonstrated the technology. The company’s partners included BlackArrow, which provided Campaign Management; Sigma Systems, which provided an SCTE 130-compliant Subscriber Information Service (SIS) for subscriber addressability; Nielsen Claritas, which provided PRIZM data; and Zodiac, which supplied the EBIF User Agent.

The demonstration featured an addressable RFI in which two legacy STBs in two different households presented different RFI overlays on top of the same linear ad. The end-to-end scenario included addressable profile creation on the STB, campaign creation, RFI template production, ad delivery, execution and measurement.

Post New Comment
If you are already a member, or would like to receive email alerts as new comments are
made, please login or register.

Enter the code shown above:

(Note: If you cannot read the numbers in the above
image, reload the page to generate a new one.)

No Comments Found

Thursday 11:07 AM
The Best Deconstruction of a 4K Shoot You'll Ever Read
With higher resolutions and larger HD screens, wide shots using very wide lenses can be a problem because they allow viewers to see that infinity doesn’t quite resolve into perfect sharpness.

InGear /   Saturday 04:32 PM
Aurora InfoComm 2015 Preview
Wall Street Communications /   Saturday 03:30 PM
Artel Video Systems Names Mike Rizzo as President
Wall Street Communications /   Saturday 03:50 PM
Forscene Set to Expand in Asia-Pacific Region With New Reseller Strategy

Featured Articles
Exhibitions & Events
Discover TV Technology