Concurrent brings in Everstream advanced ad products

Indiantelevision.com Team

(21 April 2008 8:10 pm)

MUMBAI: Concurrent, provider of real-time Linux software and solutions for commercial and government markets, has introduced a line of Everstream advanced advertising products, fully compliant with SCTE's technical standards.

Concurrent's fourth generation of distributed ad campaign management solution for iTV and broadband platforms, Everstream Campaign Director is the first product in the Everstream line designed to comply with the SCTE 130 standard (previously known as DVS 629).

"Concurrent is committed to the cable industry's advanced advertising initiatives," stated Gary Trimm, Concurrent's president and CEO. "Supporting the SCTE technical standards is a vital step in the evolution of our advanced advertising product suite. Data drives advertising, even more so in targeted advertising. Updating our Everstream line of reporting and monitoring products to the latest SCTE advertising standards ensures pin-point accuracy when targeting ads. Now, the right ad will always go to the right subscriber at the right time," stated Concurrent's president and CEO Gary Trimm.

The SCTE 130 standard supports a unified platform for addressable advertising, providing inventory and placement definitions, while merging content and subscriber metadata for targeting zones or, in a unicast environment, for targeting individuals. By bringing Campaign Director in line with the SCTE-130 standard, Concurrent hopes that this solution can easily integrate with other SCTE-compliant components, including its own MHBOSS back office solution.

The Everstream advanced advertising product suite consists of two components: Campaign Director and the Campaign Decision Engine. Campaign Director is a web-based enterprise application for managing campaigns across single or multiple system networks.

It supports platforms such as video-on-demand, telescoping, showcase portals, and other interactive service middleware. Campaign Director has a built-in reporting module, supports a variety of industry standards including ADI, and includes a centralised console for remotely managing Campaign Decision Engines.

The Campaign Decision Engine is a SCTE-130 compliant Ad Decision Service (ADS) capable of providing real-time targeted ad placements for various types of placement opportunities. Using its patented targeted advertising technology, the Campaign Decision Engine applies a variety of geographic and demographic targeting parameters, along with other exposure, separation, and saturation rules supplied by Campaign Director to respond to requests for ad decisions. In addition, the distributed architecture provides a fault-tolerant, high-availability infrastructure to support enterprise deployments.

Everstream Campaign Director is currently deployed and managing on-demand telescoping ads across 600,000 subscribers in North America.

Concurrent plans to demo Campaign Director and other Everstream products at SCTE Cable-Tec Expo in Philadelphia in June.