In the wake of Amazon’s just-launched video streaming platform Fishbowl, Microsoft today announced it’s taking more serious strides in this sector. According to a ClickZ report, Bill Gates & company have tapped Lightningcast, a longtime supporter of MSN’s live streaming events, to manage video ad delivery for said events- a sign that Microsoft execs have gained awareness of this emerging medium’s importance.
Since 2004, Lightningcast has supported real-time online events on-and-off for MSN, including its live streams of Fox Sports college football broadcasts and its own New Year’s Eve festivities in Times Square.
In a recent statement, Lightningcast CEO Tom MacIsaac explained the team-up, saying, “It’s the same thing we do for on-demand but we have an additional chunk of technology that reads the feed, and when the ad comes in that may have been distributed by the school or by the local broadcaster, we block and replace [it with the client’s ads],” The platform also has support for display ad elements that are synchronized with a streaming ad.
Lightningcast’s services in this arena are in-demand, as their client roster also includes AOL, ABC News and Scripps Network.