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Clearleap, BlackArrow team up on advanced ads

Tue, 04/09/2013 - 12:34pm
Mike Robuck

Clearleap and BlackArrow have integrated their respective platforms in order to streamline the monetization of on-demand and multi-screen video advertisements.

Through the Clearleap-BlackArrow offering, programmers and pay-TV service providers can increase the amount of ad inventory by reducing the complexities of mid-roll advertising. The integrated solutions also simplify monetization through all advertising windows—including C3, post-C3, for example— by automating the process of changing ads and ad payloads without the need to re-pitch content. 

The Clearleap platform uncovers the break point signals embedded in programming content to identify appropriate areas for mid-roll ad insertion. Using this data, the BlackArrow system determines the amount of ads to play, which ads to play, and, if appropriate, what to do with the original “baked-in” ads.

The two companies said that because their respective technologies were pre-integrated the deployment cycle for dynamic ad insertion (DAI) was easier and faster for cable operators.

“Dynamic ad insertion has answered the question of how to make money in the new world of television consumption,” said Chris Hock, senior vice president, product management and marketing for BlackArrow. “Our integration with Clearleap opens more monetization opportunities by combining two key capabilities:  the ability to identify natural ad breaks in programming, and the ability to control ad policies and dynamic ad insertion within those breaks.”

BlackArrow’s multi-screen advertising solutions are in use by Comcast, which is an investor, Time Warner Cable and Rogers Communications, among others.

Major programmers such as HBO and Scripps Networks Interactive have deployed Clearleap’s products. Its IP-based distribution network reaches more than 97 percent of U.S. pay TV households.

“With this combined solution, programmers and video distributors have the tools they need to control different advertising windows, from the C3 ratings period throughout the long lifecycle of on-demand content,” said David Mowrey, vice president of product management at Clearleap. “Our IP-based solution processes and delivers the content quickly so that our distribution partners can get that ad-supported content in front of viewers in a snap.”

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