SOURCE: This Technology

This Technology

October 22, 2013 08:00 ET

This Technology Offers Unprecedented Performance and Deployment Flexibility for Linear Insertion on Multiscreen Video

With a Unique Architecture and Source Code Licensing Model, VEX™ Provides Maximum Monetization by Truly Delivering Scalable Hyper-Addressability

ATLANTA, GA--(Marketwired - Oct 22, 2013) - CABLE-TEC EXPO -- This Technology, Inc., a leading provider of platforms for dynamic ad insertion (DAI) and alternate content delivery, today announced VEX™ manifest manipulation for scalable, targeted insertion of dynamic ads and alternate content in even the most demanding IP deployments. VEX advances the market by facilitating hyper-addressable multiscreen video splicing for adaptive bitrate streams served to smartphones, tablets, gaming consoles, connected TVs and IP-enabled set top boxes. Previously, customers were limited by the inability to handle multi-screen linear video beyond zones, hindering monetization and deployment efforts.

"Manifest manipulation is the next generation of linear insertion for both ads and alternate content," says Jeff Sherwin, CEO, This Technology. "However, solving for hyper-addressability at major scale is a real problem. We saw a need, we built it and our customers are buying it in a way that is right for both of us."

Manifest manipulation software is a cloud-based approach for dynamically changing adaptive bitrate (ABR) video streams for applications like advertising and sports blackouts. Before VEX, MSOs and programmers lacked a scalable solution for building these applications beyond a limited (zone) based approach without an increasing amount of hardware. Furthermore, the constant evolution of devices and operating systems makes it cost prohibitive for MSOs to be locked into one vendor for every new player they wish to support.

"This Technology is offering source code licensing for the front end of VEX to help MSOs and programmers best control their roadmaps," says Denise MacDonell, vice president of product management, This Technology. "As a result, we are giving them the best of both worlds -- a high-quality, standards-based product combined with unparalleled deployment flexibility."

VEX enhances active viewing information with subscriber data and input from rules, policy and external decision systems. The result is a comprehensive solution that is as robust as MSOs and programmers need to serve the right ads to the right subscribers on any device. A tier-one operator is planning to fully deploy VEX by the end of the year. 

To see a demonstration of VEX and This Technology's full solutions suite for DAI and alternate content delivery, visit or the company's booth (#1967) at SCTE Cable-Tec Expo, October 22-24 in Atlanta.

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. It is based in Denver, with offices in New York City. For more information, visit

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    Brian Baumley
    BLB Communications for This Technology
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