Advanced advertising vendor BlackArrow has added three new executives to its team as the company broadens its reach into multi-platform advertising opportunities.

Joe Matarese was hired as BlackArrow's CTO after previously working for Arris, C-Cor and nCube. Matarese has an extensive background in the development of on-demand advertising and content systems. Light Reading first reported earlier this month that Matarese was joining BlackArrow as its new CTO.

At Arris, Matarese served as vice president and general manager of the on-demand business unit, where he was a key figure in the product development of on-demand advertising and switched IP-based video systems deployed worldwide.

With a Ph.D. in geophysics from MIT, Matarese began his cable career in 1995 with nCube, where he rose from field service engineer to CTO. Following the acquisition of nCube by C-Cor, he served as senior vice president of global advanced technology with C-Cor.

He joined Arris after it bought C-Cor in 2007. Matarese is a published scientific author, and an active member of cable community organizations such the Society of Cable Telecommunications Engineers (SCTE) and the Cable & Telecommunications Association for Marketing (CTAM).

BlackArrow hired Tricia Iboshi as its new senior vice president of client services and operations. Iboshi has more than 16 years of experience in the digital media arena, delivering broadband video and content syndication solutions to media companies and content aggregators.

Most recently senior vice president of sales at Kit Digital, Iboshi also held senior management positions as the executive vice president of sales with KickApps and vice president of sales with thePlatform.

Earlier in her career, Iboshi was co-founder and vice president of business development at RocketVox, which was acquired by thePlatform in 2001. BlackArrow said her expertise across business development, product sales, account development and sales engineering would be critical to the continued success of the company's client deployments.

Additionally, Dean McCormick joined BlackArrow as its new vice president of advertising solutions. Prior to joining BlackArrow, McCormick was co-founder of Mix Media, an advertising sales and marketing services company representing advanced TV networks and digital entertainment properties.

As executive vice president of interactive strategy and business development at Havoc Television, his responsibilities encompassed ad sales, audience research and interactive programming development. McCormick also served as production manager for New York Times Television and began his career with Bill Moyers in the public television sector.

"The ability to successfully monetize television content is the lever that will ultimately drive the market success of multi-platform viewing," said Dean Denhart, CEO of BlackArrow. "Joe, Tricia and Dean collectively have the advanced advertising expertise and the diversity of platform experience required to drive viewer engagement and new revenue across multiple devices for service providers, programmers and advertisers."

BlackArrow's roots are Internet-based, but the company is broadening its focus by providing advertising technology and services in order to monetize TV content across multiple platforms.

Privately held BlackArrow is backed by Cisco Systems, Comcast Interactive Capital, Intel Capital, Mayfield Fund, Motorola Ventures, NDS Group, Polaris Venture Partners and Time Warner Cable.