Viaccess-Orca teams up with SoftAtHome for addressable TV

Content security and TV technology company Viaccess-Orca (VO) has teamed up with smart home specialist SoftAtHome to demonstrate a solution for addressable TV with their partner Viznet. The pre-integrated solution enables household targeting on operator-controlled devices, including frame-accurate Dynamic Ad Insertion (DAI) on set-top boxes for linear multicast and on-demand TV.

The addressable TV solution integrates VO’s audience management capabilities, which extends the use of data beyond content promotion, upselling, or churn detection to fuel the programmatic advertising value chain with AI-extracted insights, according to the company.

The SoftAtHome DAI solution for STBs provides the core technology enablers to implement simultaneous targeted ad insertion for millions of households, including frame-accurate ad insertion on live and on-demand content. With its Eyes’ON TV-ad audience measurement solution, SoftAtHome also delivers a tracking solution to monitor and monetise inserted ads.

Viznet meanwhile provides its combined advertising and TV industry expertise, providing technology solutions to facilitate ad decisioning and bridge the programmatic ad world with the TV world, enabling players to access addressable TV revenue opportunities.

“With TV advertising revenues being challenged by digital advertising, channels see addressable TV as a new growth opportunity. For this opportunity to come to fruition, operators must offer notably granular audience segmentation capabilities across their footprints. However, subscribers’ data privacy and security must be a top priority, especially in the wake of EU’s stringent General Data Privacy Regulation, or GDPR. VO is proud to contribute its proven, hands-on data science and security expertise to help operators extract cross-screen TV audience insights and pave the way to innovative data-enabled TV advertising models,” said Alain Nochimowski, Executive Vice President of Innovation at Viaccess-Orca.

“The ability to provide a frame-accurate dynamic ad insertion technology to meet the demanding requirements of TV services providers — notably in terms of user experience and service scalability both for linear and on-demand content — will be key to the success of addressable TV. The TV industry, including content owners, has recognized the unique benefits of our DAI and audience-metering solutions, already being tested by leading European TV operators,” said David Souhami, Marketing Director, Innovation and STB, at SoftAtHome.

“Addressable TV is an amazing opportunity for TV channels and advertisers while improving ad relevancy for users. By working together with VO and SoftAtHome to create a world-class targeted advertising solution, we are helping all players to benefit from this fast-growing market,” said Stephane Bismuth, Co-founder and Co-CEO at Viznet.

The addressable TV solution will be demonstrated at IBC on both VO’s Stand 1.A51 and SoftAtHome’s Stand 1.C29.