Schedule aware ad decision service
- Overview
- Key functions
- Key features
- Use cases
Opportune
Overview
Opportune is a schedule aware ad decision service (ADS) designed to support addressable advertising deployments, particular dynamic ad substitution (DAS) in linear TV channels.
An ADS is the component of a digital advertising solution that dynamically selects and delivers ads to users in real time, based on various parameters and targeting criteria. It functions as the brain behind ad delivery, making decisions on which ads to show to a specific user or audience segment at a given moment.
Opportune is a schedule aware ADS, which means it is aware of the programming content and the non-addressed ad spots an addressable ad spots exists within. This ensures the replacement ad conforms to the ad scheduling rules of the broadcast channel and enables the programming content to be used as a parameter of the ad selection process.
Opportune is built on BCi Digital’s 20+ years of expertise in broadcast technology and proven success in launching over 40 Sky AdSmart services. Opportune can be deployed as part of BCi’s Ocelot end-to-end solution for addressable advertising or within a 3rd party solution using industry standards such as VAST.
Opportune is designed for multiple use-case including Sky AdSmart wholesale deployments, HbbTV dynamic ad substitution and FAST channels. It can be used by broadcasters for their own channels or by service providers for use across all their addressable advertising opportunities. By selecting personalized ads for individual households, Opportune helps maximize ad relevance and effectiveness, significantly enhancing audience engagement.
Opportune
Key functions
- Ad Selection and Targeting: Opportune determines which ad to serve to a viewer based on factors like user demographics, location, device type, current programming and other contextual signals.
- Ad Replacement Decisioning: Opportune determines if a selected replacement ad is of higher value over the original default ad within an ad spot.
- Frequency Capping, Spacing and Copy Rotation: Opportune can limit how often and how many times a particular viewer sees the same ad, preventing ad fatigue and ensuring a positive user experience. Opportune can rotate through different ad copy for a campaign, supporting the campaign narrative.
- Compliance and Filtering: Opportune ensures ads meet regulatory and channel guidelines, such as avoiding inappropriate ads for the programming content or advertiser brand conflicts with replaced ads and unreplaced default ads
- Integration with Ad Networks and DSPs: Opportune works alongside Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), and ad exchanges to facilitate ad delivery in a seamless, automated way.
- Bid Evaluation and Auctioning: Opportune can be integrated into bidding environments, it evaluates bids from multiple advertisers for each available ad spot and selects the winning ad based on predefined criteria (e.g. highest bid or relevance).
Opportune
Key features
- Scalable: as a cloud native solution, Opportune is highly scalable, cost effectively supporting audiences from a few thousand to millions.
- Resilient: Opportune is largely serverless with server-based components run across multiple availability zones.
- Performant: Opportune can resolve decision request with complex parameter sets within milliseconds, ensuring ad replacement opportunities are not missed.
- Industry standards based: Opportune handles VAST 3.0, 4.2 and VMAP requests.
- Proven: Opportune is backed by BCi Digital’s integration services, who have launched over 40 addressable advertising services.
Opportune
Use cases
- AdSmart: Opportune works with AdSmart deployments using third-party ad sales houses, who are accessing AdSmart through a wholesale relationship.
- HbbTV: Opportune supports dynamic ad substitution for HbbTV 2.0.x and HbbTV-TA deployments.
- OTT simulcast and FAST channels: Opportune can be used for addressable advertising in OTT simulcast broadcast channels and FAST channels. It can be used in both server-side and client-side ad insertion deployments.
AdSmart
BCi’s addressable advertising solutions support Sky’s AdSmart. They support both media partner and wholesale deployments.
Ocelot
Opportune is fully integrated with BCi Digital’s Ocelot end-to-end solution for addressable advertising.
HbbTV
Opportune can be used for HbbTV and HbbTV-TA deployments, with dynamic ad insertion via full break or individual spot replacement.
Systems integration
Opportune is backed by BCi Digital’s integration services, who have launched over 40 addressable advertising services.
