By Jeremy Edmonds, ActiveVideo Networks
The cable industry faces severe challenges in the race to enable advanced, interactive advertising. Cable-led efforts like Enhanced Binary Interchange Format (EBIF), tru2way and Canoe all offer compelling solutions for advertisers, but cable’s fragmented legacy infrastructure, particularly in terms of customer premise equipment (CPE), is preventing these standards from fully satisfying advertisers’ current needs for targeted, interactive and dynamic advertising at scale.
To generate significant advanced advertising revenue today, cable providers must embrace tools and technologies that provide advertisers with opportunities to engage viewers that are similar to those that exist on the Web. This paper will examine the cable industry’s current advanced advertising challenges and provide information that can help the industry deploy cloud-based solutions that leverage Web technologies and standards.