Play list support to enable advanced advertising
Concurrent, a provider of real-time Linux-based computing technologies, has released a new software for its MediaHawk line of video servers. The new release is SCTE-130 compliant and features new functionality and capacity enhancements.
According to the company, 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.
Concurrent has already upgraded many of its Everstream data collection and management products to comply with SCTE- 130 standards. With the addition of play list support to the MediaHawk video server, Concurrent is now expected to supply a system supporting targeted ad insertion, ad bumpering and ad replacement.
The new MediaHawk software release also includes client interface protocols supporting ETV/EBIF, web client and tru2way platforms.
James Brickmeier, vice president of product line management at Concurrent, said: Integrating advanced advertising applications with the on-demand delivery framework using the SCTE standards allows operators to use ad-generated revenue to fund the launch of new services such as time-shifted television and network-based DVR.