IBC: mDialog Introduces New Ad Routing Solution

Also unveils new addressable ad solution for IP-connected devices

By George Winslow -- Broadcasting & Cable, 9/6/2012 2:45:49 PM

Complete Coverage: IBC 2012

In a development that should help streamline the process of delivering ads to Internet-connected devices, mDialog will be showing new technology at IBC that will allow their clients to replicate the TV national and local ad inventory split on the iPhone, iPad, Android, GoogleTV, AppleTV, Roku, Xbox and other IP-connected devices.

"The ability to replicate the on-air business model across a full landscape of connected devices will open up an incredible opportunity for media companies as they look to monetize their content on new platforms," said Greg Philpott, founder and CEO of mDialog in a statement. "With our proprietary ad routing technology, media companies will be able to integrate local and national advertising across linear and live programming, as well as take advantage of the increased targeting capabilities that come with our uniquely addressable advertising solution across linear and live programming."

Also at the market, mDialog unveiled its "1-to-1 addressable advertising" solution for linear and live-streaming programming.

With the new Smart Stream Platform, content owners and service providers will be able to target specific advertisements to each individual viewer on devices such as the iPhone, iPad, Android, Apple TV, GoogleTV, Roku, and Xbox.

The move is important because targeting for linear and live programming on IP-connected devices has generally be limited to geo- or zone-based delivery; with the Smart Stream platform, content owners and service providers can tailor a ads to each individual viewer.

"Individual targeting is the Holy Grail for advertisers on both IP-connected devices as well as traditional television," noted Philpott in a statement. "With 1-to-1 addressable advertising, we're solving a massive scale problem with our video management platform - managing millions of stream and ads simultaneously."