The document discusses advanced advertising and subscriber knowledge for cable operators. It outlines the value of dynamic, targeted advertising and challenges around disparate subscriber data. It recommends that operators deliver personalized experiences, enhance data segmentation, and maximize privacy and security through standards-based approaches. The Sigma SIS advertising solution leverages subscriber data to enable addressable, multi-screen advertising while maintaining privacy, with the goal of improving revenues and operational efficiencies for cable operators.

1. May 12, 2010 CIO.IT | Competition 2010 Advanced Advertising & Subscriber Knowledge Brian Cappellani CTO, Vice President of Engineering

4. What Operators Need To Do Deliver Relevancy Enable 360 Degree Customer View Personalize Subscriber Preferences Enhance Data Segment Audience Maximize Privacy & Security Leverage Standards Optimize Sub Data Management for Advanced Advertising

5. Benefits Improved Subscriber Data Management & Customer Knowledge Potential for Improved Ad Revenues & ARPU Improved Operations & In-house Marketing Efficiencies Standards-based Approach to Accessing Data Can Ease Implementation & Enhance Performance Makes Segmentation, Profiling & Addressability Easier Solves Audience Reach, Ad Effectiveness & Ad Efficiency

7. CableLabs Advanced Advertising Interop Use Cases

8. SIS Monetization Opportunities SIS and Personalization can turn these opportunities into revenue-generating services