BCi Digital Launches Opportune: Advancing Addressable Advertising with Precision and Flexibility

London, UK – 9^th December 2024 – BCi Digital, a leader in broadcast technology with over two decades of expertise, today announced the launch of Opportune, a groundbreaking schedule-aware ad decision service (ADS), for addressable advertising deployments. Designed for dynamic ad substitution (DAS) in linear TV, Opportune maximises ad relevance and audience engagement by leveraging precise targeting based on household data and programming context.  

Built on BCi Digital’s proven track record, including the successful deployment of more than 40 addressable advertising services, Opportune provides broadcasters and service providers with unparalleled capabilities for delivering personalised, impactful advertising across diverse platforms, including AdSmart, HbbTV, OTT, and FAST channels.  

Opportune seamlessly integrates into BCi Digital’s end-to-end addressable advertising solution, Ocelot. It can also be deployed within third-party ecosystems, offering broadcasters and service providers a flexible platform for delivering targeted, dynamic advertising at scale.

“Opportune sets a new benchmark for optimising ad delivery by combining programming context with advanced targeting. It enables broadcasters to deliver seamless, personalised ad experiences that drive engagement and significantly enhance ROI for advertisers,” said John Bartlett, Founder and CTO of BCi Digital.

Key features of Opportune include:  

• Dynamic ad substitution: Efficient replacement of broadcast ads with personalised alternatives.  
• Ad selection and targeting: Real-time ad delivery based on demographics, location, current programming and other contextual signals.  
• Compliance and filtering: Ensures ads meet regulatory and programming standards.  
• Frequency capping and copy rotation: Prevents ad fatigue by limiting repeat exposure and supports campaign narratives by rotating through varied ad copies.
• Scalability and performance: Cloud-native and serverless architecture supports millions of users with millisecond-level decision-making.  
• Open integration: Connects with DSPs, SSPs, and is based on industry standards including VAST.

Opportune is ideal for broadcasters deploying Sky AdSmart wholesale solutions, HbbTV DAS, and OTT/FAST addressable advertising. It empowers advertisers to combine the extensive reach of linear TV with precision targeting, transforming traditional ad models with innovative, data-driven strategies.