SIS -Unlocking the Value of Subscriber Information for Advanced Advertising
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Sigma Systems presented at the Cablelabs Summer Conference 2008
Transcript of SIS -Unlocking the Value of Subscriber Information for Advanced Advertising
SIS – Unlocking the Value of Subscriber Information for Advanced Advertising
Brian Cappellani
CableLabs SummerConference 2008
• 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
SCTE 130 Standard
Linear Ad Insertion and
Content Management
System
ADMCIS
VOD Ad Insertion System
ADM
CIS
Content Management
System
Placement Information
POIS
Campaign Management
ADS
Subscriber Information
SIS
SCTE 130 defines an architecture for advanced advertising
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 HistoryData
Subscriber Information Service (SIS)
SMSData
Demographic Data
Viewing HistoryData
SIS Client SIS Client SIS Client
Viewing HistoryData
Other SubscriberData
SIS Interface
Sigma SIS Product Architecture
SIS
Co
nfi
gu
rato
rSCTE 130 SIS Web Services API
SubscriberAQ Database
Inference&
AnalyticsEngine
AQ
Des
ign
er
Po
licy
Sigma Active Mediation PlatformSigma Active Mediation Platform
3rd PartyDemographics
Sigma SMPVOD/PPV
Usage DataTru2way
Usage DataOther DataRepositories
Other DataRepositories
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
