Time Warner Cable (TWC) is going with the BlackArrow Advanced Advertising System to power a system-wide deployment of real-time, dynamic ad insertion within on-demand content.?
Using the BlackArrow system, TWC says it intends to “bring timely, relevant on-demand advertisements to an audience that will include some of the nation’s largest media markets, providing the critical cornerstones that are essential to creating a nationwide footprint of dynamic on-demand ads. In addition, TWC will be able to use the BlackArrow technology to increase the availability of commercial inventory for local and regional sales efforts.”??
According to BlackArrow, TWC is the first cableco to use the new BlackArrow Ad Router to redirect ad requests to third-party Ad Decision Services for real-time decision-making and fulfillment. The operator also is using SCTE 130-compliant elements of the BlackArrow system to collect the return-path data needed to measure delivery and effectiveness.
?“The time is right to bring the benefits of cable on-demand advertising to the national marketplace,” notes TWC Media President Joan Gillman. “Our partnership with BlackArrow will lay the foundation for new on-demand business and advertising models, and ultimately we expect that this will extend across a broad spectrum of television distribution platforms and devices.”?