ETV: The ETV specification is a CableLabs specification for interactivity that can be implemented on millions of digital set-top boxes deployed by cable operators. ETV, based on the Enhanced Television Binary Interchange Format or "EBIF," is part of the OCAP specification so advertising applications written for ETV can run on OCAP (OpenCable™ Applications Platform), enabling developers of interactive television services and applications to design products so that they can run successfully on any cable television system in North America.
VOD Metadata 2.0: The VOD Metadata 2.0 specification is a CableLabs specification for descriptive data associated with a package of VOD content, whether a movie or a long-form advertisement. This metadata is used in MSO and programmer VOD systems today, but in the future will assist in the delivery of prospective ad products for the VOD space, or in adding greater addressability to different types of ads.
SCTE 35 and 130: These are relevant SCTE standards that the CableLabs Working Group has determined should be supported as part of the Advanced Advertising 1.0 spec.
- SCTE 35 enables measurement, enhanced applications and ad placement on linear and on-demand content—includes related support from SCTE 30 / 67 / 104.
- SCTE 130 separates new addressable ad delivery systems from ad decision systems that allow for dynamic ad selection for interactive, linear and on-demand content.
SAFI: Stewardship and Fulfillment Interfaces: These four interfaces are part of the Advanced Advertising 1.0 spec. The interfaces are:
- CIP (Campaign Information Package): A standardized web service interface to transmit campaign execution instructions to MSO systems. This includes information such as delivery instructions for content assets and identifiers for resolving measurement and application fulfillment messages.
- IAF (Interactive Application Fulfillment Interface): A standardized web service interface to export application responses from an MSO system. An example response is a viewers 'vote' or Request for Information (RFI).
- IAM (Interactive Application Messaging Interface): Provides a critical interface between interoperable applications (apps distributed to more than one MSO) and MSO systems, defining the common form of messages instantiated by interoperable apps. This provides a means for MSO systems to recognize messages and properly process them.
- SMS (Service Measurement Summary Interface): A standardized web service interface to provide summary results of campaign execution. Example data include the number of STBs that viewed an application, the average start time and average dwell time of a particular overlay, and the number of STBs that dismissed the application.
