April 11, 2012
BlackArrow, a worldwide provider of advanced advertising solutions for New Television platforms, today announced new capabilities of the BlackArrow Advanced Advertising System that enable service providers to 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 new products enable the use of third-party ad systems, or the BlackArrow Campaign Suite, for fulfillment of programmers' national ads across a service provider's multiple platforms. Moreover, the enhanced BlackArrow system enables pay-TV business models and affiliate agreements that already exist between service providers and programmers to be extended across new video delivery platforms.
The Ad Router, a component of the BlackArrow Decision Suite, is designed to reside at the operator's data center and control and mediate all real-time advanced advertising workflows, including ad routing requests that are based on various platforms and inventory owners. The Ad Router allows operators to send national and local ad avails to different Ad Decision Services (ADS), enabling programmers and local sales organizations to use their existing campaign tools for real-time ad fulfillment. The Ad Router also can 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 enables programmers to manage metadata and avails, or placement opportunities, against their content. Programmers can specify how ad loads change through programming windows, such as the key C3 measurement timeframe, can gain visibility into asset availability at the operator plant, and can dynamically remove or replace "baked in" ads in on-demand content without having to re-pitch assets.