Pilat Media, a global broadcast management system has launched a new personalized advertising system that adds in appropriate ads based on the household or individual’s profile from varying entertainment media formats.
IPTV, mobile TV and digital TV will run the platform. The Denver based company manages $20 billion in television ad sales annually.
Bob Lamb, CTO of Pilat Media was quoted in DM News to say, “What we have seen in the past is that ad insertion is a technical problem.”
Integration with an existing Integrated Broadcast Management System (IBMS) will be necessary. This IBMS will track ad sales and airtime, analyze ratings, rates and inventory usage. There will also be help from third-party software that calculates frequency and reach to measure spot availability to target goals inked by advertisers.