US video publishing platform Anvato has been selected by Scripps Networks Interactive to power the live TV Everywhere offerings of its HGTV, Food Network, Travel Channel, Cooking Channel, and DIY Network brands, which reach tens of millions of Pay TV subscribers across the USA.
Scripps will be deploying Anvato’s Media Content Platform (MCP), which delivers live streaming on brand-specific websites and enables dynamic ad insertion on mobile and connected devices as well as desktops. MCP also facilitates the monetisation of advanced features such as social syndication.
The agreement with Scripps allows the audiences of its channels to first authenticate with their Pay TV service provider and then watch a 24×7 stream. Local ad breaks within the stream can then be leveraged to dynamically target ads at individual users, inserted at the server end.
Anvato’s CEO, Alper Turgut, claims the use of server-side ad insertion “eliminates spinning wheels, ad-blockers and delivers truly seamless viewing experiences on all platforms, while maximizing monetization.â€
Alix Baudin, Senior Vice President and General Manager, Digital Product and Operations at Scripps Networks Interactive, said that Anvato had “greatly simplified†the process of deploying its TV brands to multiple screens, also helping it to optimize its advertisements through the deployment of its facility to target dynamically inserted ads at authenticated users.
