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Viaccess-Orca and Smart Bring Together the Best of TV and Programmatic Worlds in New Targeted TV Advertising Solution

Posted on the 05 September 2019 by Smartadblog @SmartAdServerEN
End-to-End Solution Features Innovative TV Usage Data-Based Segmentation Capabilities, Offers the Optimal Mix of Openness, Security and Control to IPTV and OTT Service Providers

At DMEXCO 2019 and IBC2019, Viaccess-Orca (VO), a global leader providing OTT and TV platforms, content protection, and advanced data solutions, and its programmatic advertising partner Smart Adserver, the leading independent ad monetization platform, will introduce an end-to-end targeted TV advertising solution. Using the pre-integrated solution, service providers can generate revenues through data and inventory monetization, in particular for linear multicast and on-demand TV. The solution notably allows the creation of granular audience segments leveraging VO's AI-enriched TV data-management capabilities and the activating these segments on Smart's advertising platform. It further allows the distribution of targeted ads on any screen through VO's secure player, which offers versatile ad replacement and insertion capabilities.

" Leveraging Smart's and VO's unique awareness around data privacy and security aspects, service providers can now enjoy new revenue channels generated by our targeted TV advertising solution, while keeping control over vital data assets," said Romain Job, Chief Strategy Officer at Smart Adserver. " This alliance between two recognized specialists allows service providers to access a single, pre-integrated solution for managing ad campaigns, activating audience data and distributing targeted ads on any device, including on the fast-growing Android TV-enabled market segment. "

The end-to-end solution supports the entire targeted ad cycle and offers seamless integration with Smart's programmatic advertising environment. This includes data management enablers that are natively compliant with GDPR regulations and ensures full service provider control from segment creation to monetization. In particular, VO's behavioural insights on TV usage data, the results of VO's extensive AI-research, provide an elegant and innovative route to TV audience monetization while alleviating reliance on legacy, controversial, third-party data-based targeting techniques. The solution's holistic ad monetization capabilities also cover cross-channel advertising, from direct IO management to programmatic transactions. It also supports KPI-focused advertising implementations, with real-time ad analytics to evaluate the effectiveness of ads and make advertising content as relevant as possible to the audience.

VO's playback solutions, combined with Smart's performance optimization techniques including peak management, ad-call pacing, local creative storage, validation and provisioning, enable targeted ad delivery for any TV use case (e.g. linear, on-demand, or catch-up) onto any device (including Android TV-enabled) over IPTV or OTT. Smart also offers innovative solutions enabling operators to optimise CDN (Content delivery network) charges.

" Targeted TV advertising is a huge revenue opportunity for operators and broadcasters that can help turn viewers' experiences into personal ones, thereby driving higher engagement," said Alain Nochimowski, Executive Vice President of Innovation at Viaccess-Orca. "T his partnership between two mature technology providers results in an easy, fast, and secure way to enter the targeted TV advertising market and generate a new line of revenue. It's exactly the kind of targeted TV advertising solution the industry needs to succeed. "

VO and Smart will demonstrate the targeted TV advertising solution at:

  • DMEXCO, Sept. 11-12 in Cologne at Smart's Booth Hall 6 - C061, and
  • IBC2019, Sept. 13-17 in Amsterdam, at the Viaccess-Orca Stand 1.A51 and Harmonic Stand 1.B20.

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