MAM
US ad agencies, MSOs explore possibilities in addressable advertising
NEW YORK: In the US, four major ad agencies and at least one automaker are exploring the possibilities of addressable advertising. They have been mandated by major clients and different constituents of the cable trade.
A US based firm has launched a new technology for multi-system operators (MSOs) with an intention of wooing them with the digital-into-digital insertion technology. SeaChange International Inc. is already entrenched in the digital ad-insertion market and believes that future forms of advertising — like addressable, interactive and video-on-demand spots — will become significant revenue streams for cable operators.
According to a release, the ability to insert ads digitally into digital-tier streams — a.k.a. Digital Program Insertion or, as SeaChange dubs, it “Transport Streams Insertion” (TSI) — was scheduled to be a main topic at the Cabletelevision Advertising Bureau’s Sales Conference in Chicago on Sunday, 18 May 2003.
The company has claimed that MSOs and cable operators in 20 top US markets have deployed that equipment, including Adlink in Los Angeles. SeaChange will promote the availability of “smaller, lighter, cheaper” digital-streams technology.
SeaChange vice president and general manager of broadband systems James Kelso was quoted as saying that the vendor will also talk up its Digital Transcoder software for third-quarter availability, although it’s already being used by Time Warner Cable in Houston and San Antonio, Texas.
That software, an enhancement of the company’s existing analog-insertion platforms, allows operators to reformat commercials, programs and movies for digital channels, as well as for VOD and HDTV. Several MSOs continue to experiment with addressable, ITV and VOD advertising, as well as with digital-streams insertion.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
