Invidi and Irdeto will provide the required operator support for both the technology deployment and business process workflows for maximum revenue benefits.
Irdeto, a global software security and media technology company has teamed up with global addressable solutions company Invidi Technologies to roll out a ready-to-deploy integrated technology for pay-TV operators.
Every set-top box containing Irdeto’s broadcast middleware technology will become instantly addressable, allowing marketers to insert the right ads to targeted audiences, via Invidi ’s cloud-based Edge platform.
The new collaboration allows broadcasters and operators, as well as satellite, cable and linear broadcast MVPDs, to take advantage of cutting-edge addressability technology, thereby increasing ad inventory value and driving new revenue possibilities for ad sales — both with end-to-end measurement and accountability. 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 faster implementation of targeted advertisement to a global client base.
Invidi and Irdeto will provide the required operator support for both the technology deployment and business process workflows for maximum revenue benefits.
Speaking about the partnership, Prasad Sanagavarapu, senior vice president, emerging markets, Invidi , said: “For advertisers and buyers, Invidi provides a unified view of the audience. For seller and publishers, this integrated solution yields the quickest route for bringing their inventory to the market.”
Shane McCarthy, COO of Video Entertainment at Irdeto, added: “At a time when operators face challenges brought by the changing consumer viewing behaviours, targeted advertising offers them a potential for a significant new revenue stream. 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.”
