This part of the process is also called Authoring. The Ad Widgets Manager draws from a rich set of templates for each Ad Widget type. The appropriate template for the campaign is selected, and the Ad Widgets interactive overlay is tailored for messaging, timing, and placement on the screen. Ad Widgets templates complement rather than distract from commercials, and increase a commercial’s value by driving connections with customers.

Once configured, Ad Widgets are “instantiated,” and a fully certified EBIF application is created and ready for targeting, binding, and delivery as an interactive TV ad.