Targeted ads could be the trigger for all-IP cable

At Connected TV Summit last week, Dave Fellows, former CTO of Comcast and now CTO at Layer3 TV, a start-up ‘next-generation cable provider’, suggested that the tipping point that finally drives the cable industry to all-IP could be the need to enable targeted advertising. He reckons we will see a transition to IP delivery on cable for the less popular channels while the biggest channels continue to be delivered over QAM, until something causes everyone to go all-IP. That ‘something’, he believes, could be targeted ads.