TV Cos. Deliver Multiplatform Targeted Ads Via BlackArrow
BlackArrow, the developer of new ad technologies, hopes to gain a toehold in addressable advertising. The company’s new Subscriber Information Service (SIS) allows
cable and other pay-TV operators to deliver targeted ads via video-on-demand, TV Everywhere and interactive TV platforms.
The company says it has signed an initial operator customer,
but declined to name it. Comcast, Time Warner Cable (TWC) and Canada’s Rogers Communications use its dynamic ad insertion platform for VOD.
A Comcast investment arm, TWC and
others are BlackArrow investors.
SIS, which can also be deployed for linear TV, serves as the backbone to stream the addressable ads based on geographic, demographic or other
household information provided by a particular operator.
With TV Everywhere, many programmers want to offer the same ad structure online as on TV to boost C3 ratings, but SIS-enabled
addressable advertising could be deployed to deliver targeted creative outside the C3 window. (BlackArrow is working with RGB Networks on TV Everywhere, multiplatform advertising.)
SIS has capabilities that work with the sales process and provide performance metrics.
BlackArrow said last week that Michael Pohl, with long experience in and around the cable
industry, has taken over as board chair from new USA Today publisher Larry Kramer, who will remain a board member.
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