IBC 2019: Viaccess-Orca, Smart Adserver to launch new targeted ad solution | Ad Tech | News | Rapid TV News
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Content protection and advanced data solutions provider Viaccess-Orca (VO) and its ad monetisation and programmatic advertising partner Smart Adserver have announced plans to introduce an end-to-end, targeted TV advertising solution.

RomainJob SmartAdserver 5Sep2019Using their pre-integrated solution, the companies say that service providers can generate revenues through data and inventory monetisation, in particular, for linear multicast and on-demand TV. They add that the solution allows the creation of granular audience segments leveraging VO's AI-enabled TV data-management capabilities and the activation of 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.

The end-to-end solution supports and entire targeted ad cycle and includes data management enablers that are natively compliant with GDPR regulations and ensures provider control from segment creation to monetisation. The solution's ad monetisation capabilities also cover cross-channel advertising, from direct IO management to programmatic transactions.

“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,” noted Smart Adserver chief strategy officer Romain Job (pictured). “This alliance between two recognised 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.”

“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,” added Viaccess-Orca executive vice president of innovation Alain Nochimowski.