Sigma Systems, BlackArrow and ARRIS are showing the MSO community at CableLabs’ Summer Conference joint advertising technology that allows cable operators to cross-promote their services to subscribers in VOD environments. The companies are also demonstrating advanced advertising that incorporates segmentation data from Nielsen.

The joint solution combines BlackArrow’s Advanced Advertising System for dynamic VOD, ARRIS’s ConvergeMedia Ad Decision Manager with Sigma Systems’ Subscriber Information Service (SIS) for audience qualification to enable cable operators to cross-promote their services to their existing subscribers. For instance, the Sigma SIS would allow an MSO with a triple-play offering to identify all subscribers of its broadband and TV services, then use the BlackArrow platform to target and deliver house ads to promote its digital phone service to this segmented, qualified audience. The ARRIS VOD system would manage the physical delivery and reporting of the addressable house ad to the subscriber.

The combined services also allow cable operators using the BlackArrow platform to query the Sigma SIS to access Nielsen segmentation data.

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Warner Bros. Discovery shares closed up over 5% Thursday on increased speculation that it plans to split off its linear business off from the studio and streamer Max . CNBC ’s David Faber reported that

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