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DAILY NEWS
Aug 5, 2008 7:34 AM
Addressable Ad Standard Gets Go-Ahead
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The Society of Cable Telecommunications Engineers (SCTE) Engineering Committee has approved the first four parts of SCTE's Digital Program InsertionAdvertising Systems Interfaces standard.
The new standard will enable the cable telecommunications industry to target its advertising, which means aiming ad content directly to the audience most likely to be interested in a particular product or service.
The standard, SCTE 130, is being developed by the SCTE Digital Video Subcommittee (DVS) and currently comprises eight parts. Work remains on the other four parts, which will be voted upon by the SCTE Engineering Committee when they are completed. The 11-member committee, chaired by Charlie Kennamer of Comcast Corp., oversees the American National Standards Institute (ANSI)-accredited SCTE Standards Program.
The newly approved portions of the standard are titled Part 1Advertising Systems Overview (Informative); Part 2Core Data Elements; Part 3Ad Management Service (ADM) Interface; and Part 4Content Information Service.
Part 1 provides a high-level view of the logical services and general set-up procedures (i.e., registration and deregistration) as well as an introduction to the message pairing paradigms used throughout the specification.
Part 2 describes the Digital Program Insertion Advertising Systems Interfaces' core messaging and data types using Extensible Markup Language (XML), XML Namespaces, and XML Schema.
Part 3 defines the XML messages expressing placement opportunities, placement decisions, and placement-related event data typically exchanged between an Ad Management Service (ADM) and an Ad Decision Service (ADS).
Part 4 describes the Digital Program Insertion Advertising Systems Interfaces' CIS (Content Information Service) messaging and data type specification using XML, XML Namespaces, and XML Schema.
Each of these four parts of SCTE 130 is available for download at www.scte.org by selecting the website's Standards section.
The SCTE Standards Program is made possible through the generous support of the program's members and sponsors. Membership in the SCTE Standards Program is open to any individual or organization willing to participate and pay the membership fee.
The Society of Cable Telecommunications Engineers (SCTE) is a non-profit professional association that provides technical leadership for the telecommunications industry and serves its members through professional development, standards, certification and information. SCTE currently has more than 14,000 members from the U.S. and 70 countries worldwide and offers a variety of programs and services for the industry's educational benefit. SCTE has 68 chapters and meeting groups and more than 3,000 employees of the cable telecommunications industry hold SCTE technical certifications. SCTE is an ANSI-accredited standards development organization.
