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BlackArrow’s software adds flexibility to dynamic ad insertion

Wed, 04/11/2012 - 2:57pm
Mike Robuck

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Advanced advertising vendor BlackArrow has released new software that was designed to help cable operators work with programming networks to expand the sale, placement and measurement of dynamic advertising insertion across IP and traditional pay-TV platforms.

The BlackArrow enhancements, Ad Router technology and a Business Suite of software tools, allow service providers to offer programmers an expanded menu of options to control and manage their ad inventory. The SCTE 130-compliant products enable the use of third-party ad systems, or BlackArrow’s Campaign Suite, for fulfillment of programmers' national ads across a service provider's multiple platforms.

The Ad Router, a component of the BlackArrow Decision Suite, was designed to reside at the operator's data center, and it allows operators to send national and local ad avails to different Ad Decision Servers (ADSs), enabling programmers and local sales organizations to use their existing campaign tools for real-time ad fulfillment. The Ad Router can also route ad requests from different platforms to different ADSs, streamlining cross-platform consistency for operators in business policies, reporting and measurement.

The BlackArrow Business Suite allows programmers to manage metadata and avails, or placement opportunities, against their content. Programmers can specify how ad loads change through programming windows, such as Nielsen’s C3 measurement timeframe.

"The solutions that will move on-demand, multi-platform advertising forward most quickly are those that bring new value to service providers' and programmers' current investments and relationships," said Chris Hock, senior vice president of product management for BlackArrow. "The BlackArrow Ad Router and Business Suite have been designed to ensure seamless interoperability with existing infrastructure and third-party ad systems for service providers and their programming partners."

BlackArrow said that the Ad Router and Business Suite, which support both IP and QAM infrastructures from a single deployment, are commercially launched and in trials with major operators. BlackArrow will be demonstrating the Ad Router and the Business Suite at The Cable Show May 21-23 in Boston.

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