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Personalized Targeted i-Advertising for IPTV

Los Gatos, Calif.-based ICTV revealed that it is collaborating with Packet Vision, a company that has developed an addressable IPTV advertising delivery platform, to enable "personalized" TV advertising that is targeted, auditable and interactive. The agreement between the companies will see them offering a joint solution which they say will allow IPTV providers to increase revenues by offering advertisers the ability to produce and deliver personalized interactive spots and to target those spots based on such factors as demographics, preferences and purchasing histories.

According to the companies, the combination of ICTV's HeadendWare ability to convert standard Web content into interactive MPEG streams and Packet Vision's targeting engines will allow advertisers to minimize creative costs and maximize delivery efficiency: HeadendWare's support for standard PC, Web and Java tools will allow advertisers to create personalized advertisements that are rendered in digital video and then spliced into individual subscribers' targeted streams by Packet Vision. The HeadendWare platform will enable a "telescoping" environment in which consumers will be able to click on individual ads to request additional information, watch a demo or make a purchase. The companies say that an added benefit of such interactive ads is that they will allow advertisers to track consumer interactions in more detail, and thus improve the efficiency with which consumers can be targeted.

"Advertisers want to deliver the right message to the right viewer at the right time and to move consumers toward action," ICTV president and CEO, Jeff Miller, said in a prepared statement. "Our joint agreement with Packet Vision will enable IPTV operators to provide opportunities for advertisers to use Web tools, technologies and talent to mass-customize ad content and deliver the best ad to each viewer."

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