For those of you who aren’t following an RSS feed of CableLabs press releases, the organization has just announced a new set of advanced advertising specifications. They go the by the unwieldy title of Stewardship and Fulfillment Interfaces, or the much easier SaFI for short.
SaFI consists of standards for sharing information contained in advanced advertising campaigns. Advanced advertising here includes addressable advertising, on-demand ad insertion, and interactive advertising. As advertisers try out new platforms for ad delivery (which should generate better returns), they are looking for assurances that they can process messages and compare metrics across the range of hardware and software present in existing cable systems. SaFI is designed to provide those assurances.
Naturally CableLabs doesn’t pull new standards out of thin air. SaFI is partially the result of work being done across the technology vendor community, which was demonstrated recently at a CableLabs interoperability event. Companies at the event, Motorola included, showed the interoperability of their products in a demonstration of dynamic, addressable VOD ad insertion.