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SIS -Unlocking the Value of Subscriber Information for Advanced Advertising

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Sigma Systems presented at the Cablelabs Summer Conference 2008

Sigma Systems presented at the Cablelabs Summer Conference 2008

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  • 1. SIS – Unlocking the Value of Subscriber Information for Advanced Advertising Brian Cappellani CableLabs Summer Conference 2008
  • 2.
    • Ability to deliver the true value of advanced advertising will depend upon ability to effectively target subscribers
    • Challenges include:
      • How to obtain, relate, manage, maintain and expose subscriber data
      • Leverage the data into meaningful audience segmentation
    Cable’s Opportunity with Advanced Advertising
  • 3. SCTE 130 Standard SCTE 130 defines an architecture for advanced advertising
  • 4. Subscriber Information System (SIS)
    • A SIS provides subscriber metadata query and notification services to other logical components identified in the SCTE 130 architecture, as well as campaign managers.
      • SIS “rolls up” information from multiple data sources into a unified format
    • SIS queries employ the notion of an "Audience Qualifier" (AQ) that defines an advertising relevant attribute about a subscriber
    Demographic Data Viewing History Data Subscriber Information Service (SIS) SMS Data Demographic Data Viewing History Data SIS Client SIS Client SIS Client Viewing History Data Other Subscriber Data SIS Interface
  • 5. Sigma SIS Product Architecture SIS Configurator SCTE 130 SIS Web Services API Inference & Analytics Engine AQ Designer Policy Sigma Active Mediation Platform Other Data Repositories Subscriber AQ Database 3 rd Party Demographics Sigma SMP VOD/PPV Usage Data Tru2way Usage Data Other Data Repositories
  • 6. SIS Evolution
    • SIS can evolve to incorporate more information sources and AQs over time
    • Initially use demographic data
    • Information from a Service Management System provides good starting point for developing key “subscriber targeted” AQs
        • Subscriber location – address and network
        • Current video, internet, and voice services
          • Premium channels/packages, #of emails, etc.
        • STB IDs and type
    • Evolve to usage / behaviour based information
  • 7. Brian Cappellani [email_address] 416-365-3966 Thank You !

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