Interactive video advertising provider Innovid, and technology giant Cisco have unveiled a new partnership today at IBC meant to deliver interactive, contextual video ads to second screens.

As Innovid's CEO and co-founder Zvika Netter explained to me, the proof-of-concepts at IBC show how Innovid taps in, via API, to a Cisco-powered metadata stream associated with a pay-TV operator's services to TVs and second screen apps. The metadata allows Innovid to deliver interactive iRoll ads to the second screen apps that are synched with ads that are running on TV. A second proof-of-concept also shows this done by location. Second screen apps from pay-TV providers have become a key priority as part of their TV Everywhere initiatives.

Because pay-TV operators get a negotiated percentage of ad inventory each hour from the cable networks they carry, the Innovid enhancements would allow operators to go to their ad clients with new engagement opportunities on the second screen, potentially driving incremental revenue. For Cisco, the partnership is part of a broader strategy to assist its pay-TV operator customers with second screen monetization and competitiveness.

Zvika said Innovid has been working with Cisco product teams in the U.S., Europe and Asia for the past 6 months and expects further developments in early 2014. Timing for general availability has not yet been set.