Advertising implementations in cable and satellite systems have often required a heavy focus on hardware technologies, notably ad servers and video servers. Additionally, for advertising in VOD systems, dedicated servers—separate from those in linear—were also required. The advertising workloads, however, are relatively modest compared to those of other functions performed in video broadcasting, including encoding, graphics, overlays, captioning, etc., and video distribution, especially encoding of video and access network logic. Therefore, advertising implementations have been migrating from dedicated hardware to these other systems.
While plenty of emphasis has been placed on the growth of advertising within the digital market and advances in its capabilities, television advertising is continuously changing. While this offers a range of choices, it may not mean that the process of delivering an ad campaign is made any easier. The abundance of technology is a result of the development of numerous new startups, each with the goal of providing a unique service. Despite the availability of new technologies, there are few to no systems that will enable the user to do everything needed to create and deliver an ad campaign that meets their specifications. Therefore, the key to successful ad technologies is the inclusion of the ability to collaborate with external systems.