Panache, a digital video advertising fulfillment provider, has launched what it says is the industry's first digital video ad insertion technology for the HTTP live streaming (HLS) standard at the Cable Show. The technology is designed to enable publishers and advertisers to match interactive overlays to live or simulcast streaming video content across any connected device, including Apple iPad and Android tablets.Panache's ad-insertion technology is designed to match the interactive overlay dynamically, at runtime, to the ad spots in an Internet-delivered feed using the HLS standard. Thus, a TV ad buy can become a digital or mobile buy when a stream is viewed on a connected device. Panache can provide any stream distributor (MSOs, broadcast networks, cable programmers) a way to integrate interactive advertising using its existing workflow technology to test, preview, traffic and measure ads across consumer devices.