OpenTV and Sigma Systems are planning to speed up the deployment of advanced advertising through the development of an integrated solution.
The new integrated solution is expected to allow TV service providers to use subscriber data for addressable ad placement in an on-demand environment. The new solution will be developed in accordance with the SCTE 130 guidelines.
The joint solution would combine OpenTV’s campaign management product with Sigma’s Subscriber Information Service (SIS), which reportedly enables audience qualification.
The combined solution is expected to allow TV operators’ ad management systems to source subscriber information databases in order to make significant ad placement decisions with respect to subscribers.
Paul Woidke, senior vice president and general manager of Advanced Advertising at OpenTV, said: “As cable MSOs look to derive more revenues from advertisers, being able to address ads and drive new revenue streams through on-demand or linear TV ad insertion has become crucial.
“By partnering with Sigma Systems, we continue to build out relationships and develop joint solutions that ease – and accelerate – the delivery of advanced forms of advertising.”
