The Standardization Sector of the International Telecommunication Union (ITU-T) has approved eight advanced advertising technology standards originally developed and published by SCTE as SCTE 130 Parts One through Eight.Named ITU-T Recommendation J.380, the standards describe communications, control and data structures designed to allow broadband telecommunications providers to insert digital advertising content into digital program streams for delivery to subscribers in an addressable manner. The extensible technology allows advertisers and programmers to dynamically send advertising content in linear broadcast, VOD and other content from digital video servers to destinations as defined by the business rules of individual service providers.