This Technology Unveils Open Source Interconnect Software for Rapid Acceleration of Dynamic Ad Insertion Market

February 14, 2011 | This Technology in the News

SpotLink™ allows programming networks to use existing broadband ad servers with any MSO-installed campaign management system for SCTE 130 DAI, eliminating previous integration challenges.

NEW YORK CITY, FEBRUARY 14, 2011 – This Technology, a leading provider of software solutions for dynamic ad insertion, today introduced its free, open source SpotLink™ interconnect software. Available immediately, the standards-based SpotLink connects SCTE 130-compliant Dynamic Advertising Insertion (DAI) systems to broadband ad servers using the Interactive Advertising Bureau’s (IAB) Video Advertising Serving Template standard. With SpotLink, This Technology removes previous integration challenges that existed for networks that wanted to use their current broadband ad server with any MSO system, regardless of the campaign management system (CMS) in place. SpotLink enables DAI across a broad range of applications including VOD, IPTV, Broadband Video and Network DVR.

SpotLink solves a complex problem that has stood in the way of rapid acceleration for the DAI market. Historically, programming networks have been forced to buy proprietary campaign management systems in addition to their existing broadband ad server equipment in order to interface with MSOs for DAI. The capital costs and decision-making associated with this scenario resulted in deployment delays and, in many cases, no deployments at all. Since ad operations for dynamic ad insertion on applications like VOD typically have more in common with broadband advertising than broadcast advertising, many networks would rather use their existing broadband ad server instead of purchasing an unnecessary third system and further building out operations.

“The days of networks being forced to purchase new campaign management systems to get DAI campaigns off the ground are over,” said Jeffrey Sherwin, chief executive officer of This Technology. “With SpotLink, the networks are finally free to use their proven, cost-efficient broadband ad servers to interface with any campaign management system being used by any operator.”

Plugging Into DAI Freedom

SpotLink provides a simple way for programming networks and operators to use broadband ad servers for DAI. A plug-in-based integration enables broadband ad servers to extract SCTE 130 metadata from operator equipment and convert it into a format that can be interpreted and acted upon by a programming network’s broadband ad servers. The open source licensing model allows each programming network to build and maintain their own plug-in, making the overall solution less costly to implement and faster to scale.

“Successfully monetizing on-demand video is the linchpin to enabling emerging video consumption models, such as TV Everywhere,” said Yoav Schreiber, senior analyst, digital media infrastructure for Current Analysis. “One of the obstacles to the adoption of advanced advertising has been the complexity in managing available ad inventory within on-demand video. Being able to re-use existing assets and leverage existing operations, instead of investing in new infrastructure and processes should help accelerate implementation of dynamic advertising insertion solutions.”

SpotLink delivers benefits for:

  • Cable MSOs: Provides operators with a plug-and-play approach to DAI that controls addressable information and supports vendor diversity across all of their applications. Reduces the time and cost to make DAI work at scale, improving the business case for all applications that have DAI-dependent revenue models. Eliminates numerous vendor lock concerns.
  • Programming networks: Makes it easy and cost-effective for networks to connect a broadband ad server of choice to any SCTE 130 compliant operator CMS, eliminating need for networks to determine how to integrate with a broad lineup of vendors. Also enables networks to aggregate the management of all DAI spots with their current broadband ad server.
  • System vendors: SpotLink accelerates market adoption by eliminating the need for networks to select and implement new campaign management systems. Vendors can also embed and resell an enterprise version of SpotLink to promote faster uptake of equipment and software.

In addition to the open source license, enterprise and reseller licenses are also available. For more information on licensing, visit For more information about SpotLink, including how the software interfaces with This Technology’s SpotBuilder POIS and MetaMore CIS, please visit For more information about This Technology, visit

About This Technology, LLC

This Technology, LLC gives cable operators and networks complete visibility and control over digital content and advanced advertising inventory. Our software products provide metadata management, ad space management, and interconnect software. All products are platform agnostic and cost-efficient, allowing advertising rights holders to define and control their supply of content and advertising opportunities. With support for VOD, network DVR, IPTV and mobile devices, This Technology empowers the advertising industry to efficiently manage dynamic ad insertion across all new video applications where management of shared inventory is a core business requirement.