Interactive TV technology vendors Visible World and FourthWall Media said they are combining forces on a product that cable operators can use to target ads to subscribers using set-tops from Cisco (Nasdaq: CSCO), Pace (LSE: PIC.L) and Motorola Mobility.
In addition to giving cable operators tools that advertisers can use to target subscribers, the companies said MSOs would be able to sell new services to customers. For example, an operator could use local ad inventory to deliver a 30-second promo for high-speed Internet only to the set-tops of subscribers who don't use its cable modem service.
"Being able to target the right message to the right home is the single biggest opportunity awaiting the television advertising industry," Visible World CEO Seth Haberman said in Wednesday's announcement.
FourthWall said the targeted advertising product uses its EBIF platform, which can run on Motorola, Cisco and Pace set-tops, and Visible World's addressable advertising solution.
- see the release
Visible World names RCN and NDS veteran Todd Narwid SVP of sales
Visible World powers targeted promos for Cox
Fourthwall selling cable set-top data to advertisers
Comporium launches Fourthwall's Yellow Pages on TV