Com Hem delivers personalised ads with Edgeware

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Edgeware has revealed that Com Hem, Sweden’s largest cable TV operator, has selected its Ad Enabler origin software. The solution will be used to prepare the TV/video content for Internet delivery with support for personalised advertising experiences on 20 of Com Hem’s IP-delivered TV channels.

“We’re deploying this new ad insertion system so that we can create more engaging viewing experiences for the audiences of our online TV services and provide our advertisers the opportunity to present ads personalised to individual viewers,” said Magnus Lindhe, Head of TV development at Com Hem. “But it’s imperative that these higher-value replacement ads are delivered glitch-free. We’ve selected Edgeware’s origin Ad Enabler because it allows us to deliver the highest-quality TV experience which is of high importance for both advertisers and viewers.”

The Edgeware origin Ad Enabler uses frame-accurate segmentation to deliver an exact and seamless transition between frames of the programming and adverts. It detects ad markers in incoming live streams, which dictate where an ad break is to be inserted and for how long it should last. The segmentation provided by the Ad Enabler makes sure that the transitions between content and ads are precise and that ad breaks don’t override parts of the original content or cause glitches in the viewing experience.

“This project illustrates the importance of personalised ad insertion to the online TV market,” said Karl Thedéen, CEO at Edgeware. “We’re delighted to have the opportunity to work in this area with one of the largest TV providers in the country, and this order from Com Hem demonstrates that we are in a leading position with our new second generation software solutions for ad insertion and origin products.”

Com Hem’s new ad insertion system will be implemented by the end of 2018.


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