Germany-based video codec vendor MainConcept will be celebrating its 30th birthday at NAB 2023 – and will be using the occasion to search for a soulmate that can bootstrap the company’s expansion into advertising. Revealed during a pre-NAB press conference, MainConcept is in the fledgling stages of adding a new layer beyond its specialized skills in supplying codec SDKs to the broadcast industry. It now wants to support next-generation advertising at the codec level – believing that doing so will open up a new chapter for advertisers by improving reach. MainConcept’s ad tech vision is based on the age-old notion that ads are inconveniences and viewers will take measures to skip, avoid, and ignore ads, at all costs. MainConcept wants…