A worldwide provider of advanced advertising solutions for New Television platforms, BlackArrow, announced that Time Warner Cable has selected the BlackArrow Advanced Advertising System to power a system-wide deployment of real-time, dynamic ad insertion within on-demand content.
Leveraging the BlackArrow system, Time Warner Cable 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, Time Warner Cable will be able to use the BlackArrow technology to increase the availability of commercial inventory for local and regional sales efforts.
Time Warner Cable is the first cable system operator to leverage the recently-announced BlackArrow Ad Router to redirect ad requests to third-party Ad Decision Services for real-time decisioning and fulfillment. In addition, Time Warner Cable is using SCTE 130-compliant elements of the BlackArrow system to enable the collection of critical return-path data that is needed to measure delivery and effectiveness.
