NCTC picks Imagine ad insertion technology

Feb. 19, 2020
Imagine Communications announced an agreement with the NCTC to power AdKey, a cloud-based, platform-agnostic service intended to support ad insertion on all IP-based ...

Imagine Communications announced an agreement with the NCTC to power AdKey, a cloud-based, platform-agnostic service intended to support ad insertion on all IP-based video streams. Initial deployment is expected by Q3 of this year, with trials beginning in the coming months.

"AdKey is focused on helping our independent operators preserve existing ad revenue streams based on legacy infrastructure while clearing a path to video monetization on connected devices without requiring high upfront costs or investments in new gear," said Rich Fickle, president of the NCTC. "Imagine's ad tech is proven globally, and the company's embedded status with all of our critical advertising partners will help our members accelerate the shift to next-generation IP distribution for reduced set-top-box costs, increased consumer satisfaction and new opportunities for advertisers to connect with viewers."

As independent cable operators transition to IP-based operations, they want to maintain the sales infrastructure and revenues they've built around their most popular channel offerings. AdKey mirrors everything being done on legacy infrastructures in IP-based offerings that will eventually serve as their primary video delivery service, available on a range of connected devices and platforms. It is also designed to provide a simple solution for selling inventory on the hundreds of additional channels operators are not monetizing today via compatibility with an expanding ecosystem of partners from across the advertising value chain.

"Often, the most limiting factor preventing operators from deploying a new service is the inability to build a solid business case to support it," said Chris Gordon, VP of Product Marketing for Imagine Communications. "Imagine shifts this familiar dynamic by removing the traditional upfront costs and ongoing support typically required to deliver a world-class video service. We look forward to helping open new possibilities for NCTC members while eliminating so many of the hurdles that can prevent independent operators from being able to upgrade to the latest tech platforms."

Imagine's solution is designed to eliminate complexities associated with video providers' on-premises ad systems, including support for multiple ADS vendors, client players and video formats, as well as the need to dynamically scale for peak demand. Imagine's ad technology is also pre-integrated with SpotX and other supply-side platforms to provide access to programmatic exchanges of choice and campaign fulfillment.        

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