I met some friends at the Web 2.0 gathering at the Time Warner Center last night. We were expecting to see some interesting companies in the space however, most of the event revolved around mobile phones and in-home entertainment gear, such as TV's and a digital fridge, and seemed more like the Home Entertainment show. Worse, with all the TV sets there, none of them had the Mets game playing... I mean this is New York, what where they thinking?

There was one company that seemed strangely out of place for the Web 2.0 show :-), a media solutions software company
Live Technology was featuring their new platform, Live AdMaker.

After speaking with the CEO, it became clear this product is interestingly positioning for ad insertion specific to individual markets and across different media delivery platforms. Since pre-rolls are going to be the Holy Grail for IPTV across fixed and mobile platforms and content creators are concerned about what Ad's are going to roll into their content, I am interested to know more about the capabilities of this platform. I may be taping an interview and demo with them in the coming weeks...stay tuned.