DAI allows Content Providers and Service Providers to switch out, delete, or insert ads into on-demand programs at any point during the program’s life on the VOD platform. This is especially useful for Content Providers who actively manage their C3 content strategy, since the eventual wide deployment of DAI will eliminate the need to re-process VOD assets for day 4 (D4). This process can also be applied to a first run or library VOD asset to more efficiently take advantage of promotional and other advertising revenue opportunities. A fully functioning DAI ecosystem creates monetization opportunities across the largest untapped market for video consumption: consumers with nearly ubiquitous VOD access through MVPD-connected televisions. Vubiquity has created custom tools and systems that enable you to take advantage of these opportunities.
Marking is one of the key steps to prepare content for DAI. Vubiquity pioneered an intuitive solution known as AdVU™ Marker, which has been certified by all MVPDs supporting a DAI service. Assets are loaded into AdVU Marker along with either pre-existing mark data from broadcast automation systems, EDL’s from editing systems, or custom interface. AdVU Marker is powerful enough to automatically select the appropriate ad mark location after detecting locations of black frames and I-frames. The mark data can then be distributed in any form, including CableLabs signaling metadata, or in support of proprietary .csv file formats.
AdVU PO Authoring tool allows for the creation of business rules (Placement Opportunities) around each ad mark. PO data can be particular to an MVPD, region, or DMA. The Authoring tool allows PO data to be tracked and dynamically modified to support myriad business terms across unlimited MVPDs. This allows Content Partners to immediately respond to changing market conditions, new distributor/advertiser deal terms, or other desired modifications. AdVU PO data can be distributed in any required ingress form, including via a Placement Opportunity Information Service (POIS) interface and/or contained in CableLabs signaling metadata.
AdVU Placement Opportunity Information Service (AdVU POIS), a component of the SCTE 130 specifications, allows content owners to make their Placement Opportunity Information available within a split second. AdVU POIS publishes and answers real-time queries from the ad server to match the placement opportunities in the content up with allowable ad inventory. The placement opportunities are designated per Service Provider or headend, and per asset, so that a program's advertising load during DAI can have more, the same, or fewer ads than during the live feed.
AdVU CIS provides instant access to a growing selection of professional video assets and ad metadata. The AdVU CIS allows MVPD-based DAI system to make split second decisions on which ad to insert based on content metadata values, such as rating, series, episode, or network.
Stream Conditioning is a required workflow step in the DAI process to ensure a seamless transition between the program and the ads during play out. Among other things, it ensures that marks and I-frames are lined up accurately to allow for precise DAI insertion synchronization and a smooth end-user viewing experience.
The DAI ecosystem has been in development for years and is finally coming to market in a scalable way. Market forces are encouraging ongoing innovation and enacting new requirements - unique identification for content tracking, enhanced metadata specifications, and other functions. To support this, the AdVU line of products and services supports:
• EIDR and AdID Management
• Asset Status Reporting
• CableLabs 1.1 to 3.0 conversion
• …and whatever is next to drive the monetization of VOD