SOURCE: This Technology


April 30, 2014 08:00 ET

THIS TECHNOLOGY Unveils Dynamic Ad Insertion Capabilities That Support TV Everywhere, Title VI Digital and IP Video Platforms

Trajectory Dynamic Ad Insertion 2.1 Includes Major Feature Enhancements That Manage the Complex Advertising Story Between Programmers and Operators On All Devices

LOS ANGELES, CA--(Marketwired - Apr 30, 2014) - THE CABLE SHOW 2014 -- THIS TECHNOLOGY, a leading provider of dynamic ad insertion and alternate content delivery solutions, today announced new capabilities to overcome growing complexity around converged advertising. Version 2.1 of Trajectory™ Dynamic Ad Insertion includes an enhanced placement opportunity management system (POMS) for improved enforcement of placement opportunity ownership agreements and quartile-level impression reporting. The platform drives highly-available ad routing for linear, on demand, and network DVR with high performance, real-time inventory management (POIS) and ad decision execution. Trajectory also includes advertising asset availability information that ensures campaign managers can make decisions for the right ad, in the right form, on the necessary CDN.

Monetizing content across screens requires grappling with new advanced advertising challenges. This includes the need to interface with more partner ad systems while supporting legacy systems alongside the latest IP-based services and devices. With Trajectory 2.1, THIS TECHNOLOGY drives the industry to overcome difficulty associated with managing ad loads, inventory splits and enforcement of these agreements across multiple platforms for multiple partners. THIS TECHNOLOGY has identified the common features that need to be in all ad systems and reduces time to market by building those features into every system in the ecosystem without the redundant integration costs. Additionally, customers gain more control over the viewer experience through new features that normalize inventory definitions and usage across all players and their systems.

"THIS TECHNOLOGY is deeply entrenched in the dynamic ad insertion market, bringing solutions to emerging problems based on what our operator and programmer customers tell us they need to successfully execute on advertising strategies," said Denise MacDonell, vice president of product management for THIS TECHNOLOGY. "Our latest release of Trajectory demonstrates continued maturation of the market and the required solution that helps open the advanced advertising ecosystem in a multiscreen world."

Trajectory connects any video infrastructure and ad serving platform to route advertising decisions across digital cable and Internet video systems. It provides an open architecture that drives real-time communication of dynamic advertisements in linear, time-shifted and on-demand content. Additional capabilities being announced today include:

  • Support for the SCTE 130-3 2010 Placement Opportunity Data Model (PODM);
  • Support for schedule-less PO definition for TVE linear and Title VI streams;
  • Ability to define inventory ownership independent of physical content for multiple inventory owners; and
  • Enhanced operational tools that provide visibility into multi-site cloud based infrastructures.

To learn more about Trajectory, visit or THIS TECHNOLOGY's booth (#2101) at The Cable Show, being held April 29 through May 1 in Los Angeles.


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

  • Brian Baumley
    BLB Communications for THIS TECHNOLOGY
    +1 (609) 759-0252
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