AD+ / Interactive Streaming Commerce
AD+ connects stream timing, publisher policy and efficient 3D assets so a viewer can deliberately explore, respond or continue to commerce—without surrendering control of the player.
Controlled interaction chain
The source concept combines SCTE-35 and glTF. AD+ turns that idea into a more precise implementation boundary: cues synchronize the opportunity, a decision service resolves policy and the player owns the visible interaction.
Identify eligible moments and connect each one to a controlled experience manifest, product record or campaign policy.
Use SCTE-35 timing and application metadata to synchronize a live or on-demand interaction opportunity with the stream.
Apply publisher policy, device capability, consent state and campaign rules before selecting an interactive payload.
Keep the publisher player in control while it presents an overlay, poll, offer or optimized glTF product model.
Record only the events needed to understand impressions, interactions, handoffs and completed commerce actions.
Experience patterns
AD+ defines several ways to engage while keeping the same rules: clear choice, device-appropriate input, graceful fallback and a measurable result.
A viewer deliberately opens a product layer, inspects an optimized 3D asset, rotates it and chooses whether to continue on the television or another device.
A publisher can present polls, choices, offers or companion information while preserving playback control, accessibility and a clear exit path.
QR or device handoff moves a longer interaction to a phone when that is safer or more practical than completing it on the primary screen.
The early AD+ documents explore taxi and location-aware use cases. A responsible implementation limits interactive tasks to passenger displays, second screens or a safely parked context, with local law and operator policy defining the final acceptance criteria.
Trust by design
Engagement metrics are useful only when the experience remains understandable, safe and auditable for the viewer and publisher.
Interaction begins only after a clear viewer action, and every experience has an immediate close path.
The player controls pause, resume, volume, focus and overlay boundaries; an ad creative does not take over the stream.
Contextual selection is the baseline. Personalization, identity and cross-device handoff require explicit policy and consent.
Vehicle use is limited to passengers or safely parked contexts. AD+ is not designed to place interactive tasks in front of a driver.
Remote, keyboard, touch, screen-reader and reduced-motion behavior belong in the integration acceptance criteria.
Impression, open, close, selection, handoff and conversion events use documented definitions and auditable retention rules.
Development status
The uploaded package contains product and architecture documents—not a production codebase. The site therefore presents AD+ as an integration program in development and names the work still required.
The attached SPICA material defines the SCTE-35 + glTF concept, interaction flow, commercial use cases and implementation stages.
Validate cue timing, manifest resolution, glTF performance, input behavior, analytics semantics and failure handling on representative devices.
Connect consent, ad decisioning, catalog, checkout, measurement and CDN++ operations under the publisher's security and governance model.
Standards basis
These references support the architecture boundary. They do not replace device testing, publisher policy, creative validation or a production security review.
SPICA Networks engineering
