CableLabs® Announces Next in Series of Interactive and Advanced Advertising Specifications
Industry Moves Toward Goal of Standardized Reporting, Fulfillment Across a National Footprint; Specs Part of Advanced Advertising 1.0 Architecture
Louisville, CO, July 1, 2009—CableLabs® today announced the issuance of a new set of specifications called the Stewardship and Fulfillment Interfaces, created to further the development of cable advertising and other interactive products.
CableLabs' Stewardship and Fulfillment Interfaces (or SaFI) comprise a set of component specifications that will allow cable companies to provide more innovative types of advanced ads, such as interactive advertising, advertising within existing video on demand platforms, and advanced forms of addressable advertising. Taken together, the SaFI interfaces will allow multi-system operators (MSOs) to offer such ad products with consistent technologies, metrics and interfaces across a national footprint. Consistent metrics and interfaces will help MSOs deliver timely and usable measurements to their advertising customers. The SaFI specs were developed and will be maintained by a CableLabs Working Group composed of MSO, Canoe and CableLabs technical leads, with selective input from the vendor community.
"These interfaces are another building block in a standard and efficient approach to building out advanced advertising capabilities for Cox's systems," said Terri Swartz, Director of Advertising Technology, Cox Communications and a member of the MSO Executive Team overseeing CableLabs advanced advertising work. "We will look for compliance with SaFI specs as a key requirement for our advanced advertising vendors."
Don Dulchinos, Senior Vice President of Advanced Platforms at CableLabs observed, "These specs represent some fairly fast track work put together by specialists from our member MSOs, Canoe Ventures and vendor companies. Their long experience makes it possible for new capabilities around standardized reporting and fulfillment to be plugged right into technologies that support a range of advanced advertising products."
"We are very pleased to see the SaFI specifications released on a timely basis, as was promised earlier this year," said Arthur Orduña, Chief Technology Officer of Canoe Ventures, LLC. "Their publication is the critical next step in the development of the cable industry's Advanced Advertising 1.0 architecture specification."
The SaFI specification includes the following component pieces:
- Service Measurement Summary Interface (SMSI)—enables MSOs to export information about the execution of a campaign.
- Interactive Fulfillment Summary Interface (IAF)—provides a means for messaging generated by an interactive application to be exposed to an external entity.
- Interactive Application Messaging Platform (IAM)—provides a critical interface between interoperable applications (apps distributed to more than one MSO) and MSO systems, defining the common form of messages instantiated by interoperable apps and how MSO systems decode them.
- Campaign Information Package Interface (CIP)—provides information to the MSOs on the configuration of application messaging processing, such as identifiers relevant to the messages.
CableLabs directs interested parties to find and track more information about Advanced Advertising 1.0 at the web site www.advancedadvertising.tv.
About CableLabs: Cable Television Laboratories (www.cablelabs.com) was founded in 1988 by members of the cable television industry. A non-profit research and development consortium, CableLabs delivers innovations that enable cable operators to be the providers of choice in their markets. Cable operators from around the world are members. CableLabs maintains additional web sites at www.cablenet.org and www.ebif.tv.
CableLabs® is a registered trademark of Cable Television Laboratories, Inc. Other CableLabs marks are listed at http://www.cablelabs.com/certqual/trademarks. All other marks are the property of their respective owners.
About Canoe Ventures
Canoe Ventures LLC is a company founded by the nation's leading cable operators including Bright House Networks, Cablevision Systems Corporation, Charter Communications, Inc., Comcast Corporation, Cox Communications Inc., and Time Warner Cable. Based in New York City, the company is focused on making cable's advanced advertising solutions easier to buy, use and measure.