SeaChange International (Nasdaq: SEAC) and Tellabs (Nasdaq: TLAB) will jointly demonstrate a new technology for addressable advertising in the multi-screen video market. With a focus on monetizing ads inserted into over-the-top (OTT) video streams, the companies will show ad insertion into live program streams on the Apple iPad during The Cable Show in Boston, May 21-23 (booth 1933). Their joint demonstration offers the first-ever capability to directly marry web behavior with on-the-fly television advertising delivery. The new Tellabs technology enables ad placement decisions based on users’ interest categories while protecting users’ privacy. The demonstration at this year’s Cable Show will show integration of Tellabs ad-targeting technology to further extend the multi-screen targeting and addressability capabilities of the SeaChange InfusionTM advanced advertising platform. Infographic: Addressable advertising in the multi-screen video market. “SeaChange is aggressively pursuing new modes of multi-screen monetization, especially addressability, so that our video service provider customers can enhance the business of television on every device,” said Aseem Bakshi, general manager, advertising, SeaChange. “Our open Infusion platform is providing the flexibility to do this very rapidly and do it first, as our demonstration with a mobile segment leader like Tellabs shows.” “With the Tellabs ad-targeting technology, mobile and pay TV operators can expand into the lucrative online premium video and mobile advertising opportunity," said Pankaj Shroff, director of new-media solutions and strategy at Tellabs. “Users prefer relevant ads, while advertisers are looking for ways to reach their target audiences in more precise and relevant ways.” SeaChange’s Infusion enables video operators to manage centralized ad operations and scale to 150,000 insertable channels and millions of ad assets as they migrate to consolidated regional and national advertising systems that are managed from increasingly web-centric and virtualized data centers. Leveraging SCTE 130 and IAB VAST specifications, Infusion enables operators to determine which external ad servicing systems are sourced for dynamic placement decisions, while creating opportunities for cross-platform campaigns and leveraging Internet campaign management pricing for TV content.