SOURCE: This Technology

This Technology

This Technology

February 06, 2014 08:00 ET

Canoe Certifies This Technology's Metadata Asset Management Product to Streamline On-Demand Ad Insertion

MetaMore™ for Programmers Proven to Easily Bridge Metadata Format Gaps in Support of VOD Content Monetization

DENVER, CO--(Marketwired - Feb 6, 2014) - This Technology, a leading provider of software solutions for dynamic ad insertion, today announced that Canoe, a provider of advertising software and services to national television programming networks, has certified This Technology's MetaMore™ for Programmers as integrated with the Canoe VOD DAI platform via their Integration Certification Program. Programmers can leverage the cloud-based metadata asset management system to efficiently create and distribute information about video assets for VOD and advanced advertising. The result is streamlined metadata authoring, automated input for multiple system types and efficient delivery of dynamic ads on VOD.

"In deployments with Canoe, This Technology's MetaMore has a proven track record of making it faster and easier for programmers to deliver specific metadata information that supports dynamic ad insertion on VOD platforms, such as in the time code tags process," said Joel Hassell, chief executive officer of Canoe. "To date, MetaMore is the first metadata asset management system that we have certified based on its ability to meet the needs of programmers at scale, conformance to CableLabs specifications and successful interoperability testing."

The Canoe Integration Certification Program supports the cable advertising ecosystem by identifying the industry solutions that have not only been integrated and tested to work with Canoe utilizing CableLabs® Metadata 1.1, 3.0, SCTE and IAB VAST, but have also been deployed in one or more live production environments for an extended period of time. This validates the product's ability to serve programmer metadata asset management needs today and in the future, including as the industry moves to support CableLabs® Metadata 3.0 for video content metadata sharing.

"MetaMore's cloud-based architecture, robust tools for metadata input and compatibility with a broad range of video platforms makes it an ideal solution for programmers that are eager to build more efficiencies into the metadata management process," said Jeffrey Sherwin, chief executive officer of This Technology. "We look forward to our ongoing work with Canoe and the programmer community as we continue to ramp up deployments of MetaMore and our other leading solutions for dynamic ad insertion and alternate content."

MetaMore offers Web-based content metadata editing tools to simplify communication of metadata information in an environment where multiple format types are in play and speed is imperative. Programmers can easily create or modify guide, billing and distribution metadata, including the scheduling of license window and specification of distribution points. It also allows for one-time creation of metadata that can be easily distributed to multiple platforms, including VOD, broadband television and TV Everywhere. MetaMore is platform agnostic and standards compliant, with capabilities that include the Content Information Service (SCTE-130-4/CIS), CableLabs VOD 1.1 and 3.0, and the Broadcast Exchange Format (SMTE-2021/BXF).

For more information about This Technology Inc. and MetaMore, visit

About Canoe

Canoe is an advertising technology company that provides software and services to national television programming networks. The company is focused on delivering dynamically inserted on-demand advertising through the cable set-top box and is extending to opportunities available on the TV Everywhere platform. Canoe is backed by cable operators Bright House, Comcast, Cox, and Time Warner Cable and counts ABC, FearNet, Fox, NBCUniversal, and Scripps among its customers. Canoe is based in Denver, CO with a sales office in New York City. For more information, visit

About This Technology, Inc.

Founded in 2006, This Technology, Inc. provides dynamic ad insertion and alternate content delivery platforms that help MVPDs and programming networks monetize and easily place content on any screen. These platforms seamlessly connect video operations and advertising architectures for real-time communication about content and advertising availability. This streamlines the process of serving both local and national content and ads to consumers across VOD, network DVR, IPTV, TV Everywhere and mobile devices. This Technology has raised financing from General Catalyst Partners and counts Comcast, Verizon, NBCUniversal and ABC among its customers. It is based in Denver, with offices in New York City. For more information, visit

Contact Information

  • Contacts:
    Chris Pizzurro
    Email Contact

    Brian Baumley
    BLB Communications for This Technology
    +1 (609) 759-0252
    Email Contact