Addressable solutions company INVIDI Technologies and digital platform security specialist Irdeto are rolling out a ready-to-deploy integrated technology for pay-TV operators. Both companies will place an emphasis on the APAC, MENA, Sub-Saharan Africa, and India markets.
The collaboration enables every television set-top box containing Irdeto’s broadcast middleware technology to become instantly addressable, allowing marketers to insert accurately and quickly the right ads to the right targeted audiences at the right times, via INVIDI’s cloud-based INVIDI Edge platform.
The pair say the collaboration allows broadcasters and operators, as well as satellite, cable and linear broadcast MVPDs, to take advantage of addressability technology, thereby increasing ad inventory value and driving new revenue possibilities for ad sales – both with end-to-end measurement and accountability.
While addressability has been beneficial for the US and European operators for some time, pay-TV operators globally are now looking for revenue streams beyond traditional subscriptions will see this as a welcome opportunity. This partnership clears barriers for operators and moves addressable advertising into an easier ‘express lane’ for them.
Previously, an addressable implementation required considerable software development on various types of set-top boxes, deterring investment into this growing space. Pre-integration with platform agnostic Irdeto middleware now enables a faster implementation of targeted advertisement to a global client base.
INVIDI and Irdeto say they will provide the required operator support for both the technology deployment and business process workflows for maximum revenue benefits.
“For advertisers and buyers, INVIDI provides a unified view of the audience,” explains Prasad Sanagavarapu, INVIDI’s Senior Vice President, Emerging Markets. “For sellers and publishers, this integrated solution yields the quickest route for bringing their inventory to the market.”
“At a time when operators face challenges brought by the changing consumer viewing behaviors, targeted advertising offers them a potential for a significant new revenue stream,” adds Shane McCarthy, COO of Video Entertainment at Irdeto. “Our unique pay-TV operator heritage enables us to understand the challenges they face today and the opportunities tomorrow brings; and we are excited to be working with some of our key customers on the integration of the new easy-to-launch solution.”