SeaChange International and Sigma Systems announced Thursday a partnership aimed at removing one of the remaining technical hurdles to the widespread use of on-demand cable TV for targeted advertising. This hurdle is the ability to source subscriber information databases for making ad placement decisions on the fly.
Chief among their initial goals is enabling targeted ad delivery in accordance with SCTE 130 Part 6 guidelines through interoperability between SeaChange’s AdPulse On Demand software and the Sigma Subscriber Information Service (SIS).
SeaChange AdPulse On Demand delivers on-the-fly, real-time insertion of ads anywhere within on-demand program streams, including on-demand video games and DVDs, taking full advantage of SCTE 35 descriptors. Making ads independent of the content in which they run allows each to be trafficked separately, reducing lead times for ad copy and enabling ad rotation, targeting and message refresh throughout a campaign.
Sigma’s SIS provides a federated view of subscribers ― including demographic data, services usage and behavioral information ― for identifying unique audience qualifiers. SIS is a critical component for any communications service provider’s advanced advertising solution.
