A few months back Saga Communications made news by shutting down some of their stations’ streams, claiming one of the reasons was that the quality of their streaming content was compromised by imperfect streaming technology. There was some debate by various pundits and publications, and I weighed in with my opinion too, which was that simply using ad-insertion to cover over the air ads with streaming ads and public service announcements was not compelling programming, and probably was not going to contribute to the growth of a station’s streaming audience.
Now, Abacast, a content delivery network that sells streaming technology, bandwidth and associated services to broadcasters, has announced that they are waiting to be awarded a patent that will cover the replacement of ads with ads and additional content types such as songs in radio streams.
“We are pleased that the USPTO has recognized our innovation in this area,” said Rob Green, CEO of Abacast. “Broadcasters need the flexibility to dynamically serve a variety of content types, including ads and songs, to their Internet audience in place of their broadcast advertisements.”
Called Dynamic Ad Insertion, the system produces a seamless stream, and allows for the broadcast ad to be replaced with ads, songs, and other Internet-specific content and is inclusive of mobile devices and tablets, in addition to PCs.