One of the great promises of IPTV was that all that lovely data was in pure IP format, and could therefore, theoretically, interact with other web based telco owned IP traffic. But this has come to pass only very slowly. Now Alcatel seems to have got agreement from one of the main IPTV customers it has, which are not on the Microsoft Mediaroom platform, in Telefonica, to build in some interactive advertising. This will go into the Imagenio system which Alcatel now maintains for Telefonica and which is the basis of its enormously successful IPTV serviced in Spain, as well as those in Brazil and the Czech Republic. As a first stop Alcatel-Lucent will collaborate with Telefonica in an interactive…