Comcast Technology Solutions

Comcast Technology Solutions said it launched a new system for inserting addressable advertising into national linear programming feeds. Comcast Advertising, another division of Comcast, has signed up as the first TV distributor to use the new Linear Rights Metadata Management (LRM) technology to support its addressable advertising initiatives.

Comcast Technology Solutions (CTS) has launched VideoAI, its metadata generation platform that will be offered as a software service to content providers, MVPDs and advertisers. The technology — which has been in development for years and in use at Comcast, NBCUniversal and Sky —  automatically analyzes video assets to identify and tag onscreen moments (hard cuts, black frames, transitions, etc.); audio events (silence, specific sounds, etc.), and much more to support enhanced understanding of video content.

Comcast Technology Solutions is expanding the software-as-a-service (SaaS) tool it uses to understand and manage metadata in Comcast’s own streaming video to the broader market. VideoAI is a tool the service provider uses for video understanding tasks such as video segmentation and contextual advertising within in-house platforms including streaming service Peacock, as well as the TV service divisions of Sky and Comcast Cable.

Against market headwinds, OTT monetization won’t happen with a single scheme. Instead, it needs a flexible range of subscription models, advertising and even transactional approaches, experts say.