• by Wayne Friedman , September 1, 2015

Scripps Networks Interactive has now expanded into live streaming for all its cable TV networks -- with the added ability to substitute linear TV ads for user-targeted online advertising.

Using Anvato, a TV Everywhere/OTT technology platform, the Scripps networks will use “dynamic ad insertion” to adjust and target each user with specific advertising for its live streaming for desktop, mobile and connected TV.

The company says “local ad breaks are dynamically targeted per MVPD (multivideo program distributor) for each user and stitched on the server side for a truly multiplatform and smooth viewing experience.”

Alix Baudin, SVP/GM, digital product and operations at Scripps Networks Interactive, stated: "Anvato has greatly simplified the process of deploying our TV brands to screens anywhere and everywhere." He added that the company helped "optimize advertisements with dynamic insertion of relevant ads for each authenticated user."

Food Network, HGTV, Travel Channel, Cooking Channel and DIY Network are now up and running officially. A soft launch started up June. The effort allows viewers to first be authenticated with their pay TV providers -- cable, satellite, or telco providers -- before viewing online.

Anvato says its technology can eliminate “ad blockers” that consumers can us digitally through their Web browsers.