• by David Goetzl  @dgoetzl, May 30, 2013

BlackArrow, which counts Comcast and Time Warner Cable among its investors and offers a dynamic ad insertion platform for video-on-demand, plans to launch a system that facilitates targeted advertising for programming fed to tablets, gaming consoles and other IP devices. The aim is to help cable operators and programmers better monetize the expanding inventory.

“One of the trends that we’re seeing is IP is becoming a really compelling platform for distributing content from the pay TV operators’ point of view,” said Chris Hock, BlackArrow’s senior vice president of product management and marketing.

BlackArrow Linear, planned for testing this year and a rollout in 2014, dovetails with TV Everywhere expansion.

The platform can allow a live feed of, say, CNN to offer different ads based on geography, subscriber data culled from information held by cable operators or other factors. Alternate content can also be swapped in, such as if there is a sports blackout in one area.

In addition to facilitating ad delivery, among the system’s functions are measurement and capabilities that help ensure that content monetization is divided among operators and programmers.

BlackArrow is using capabilities from media tech companies Elemental, Envivio, RGB Networks and SeaWell Networks for BlackArrow Linear.