Monday, September 29, 2008

Alcatel-Lucent Targeted Ad System

Alcatel-Lucent introduced a targeted ad system based on its TPSDA 2.0 architecture that adds flash memory application storage to its access nodes, switches, and edge routers.

The targeted and interactive IPTV advertising system gives IPTV operators the ability to insert ads into TV programs that are aimed at particular communities of interest and even specific households. These ads are delivered using anonymous subscriber profiles based on service usage and demographic data authorized via an opt in process and retained in a protected repository by the service provider. The system incorporates subscriber data analysis and management capabilities to support ad targeting and audience measurement features to analyze the effectiveness and return on investment from particular campaigns.

The key elements in the system are:
  • A targeted ad insertion splicer and targeted ad insertion agent integrated into its TPSDA
  • 5930 Interactive Media Manager which enables interactive applications and advertising campaigns
  • 8660 Datagridsuite, 8920 Service Quality Manager, and 5410 Presence Server which unify subscriber data and measure responses

Microsoft has introduced its own ad insertion system last month at IBC and has not announced any support for the Alcatel-Lucent system.

This looks like a comprehensive approach that will enhance its own MiView and OMP middleware packages. Service providers that adopt Alcatel-Lucent's TPSDA 2.0 architecture should be able use this system as well. I don't think that it is tightly coupled with the middleware.

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