New television platform advanced advertising solutions provider BlackArrow has introduced enhanced capabilities for 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 fulfilment 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 solutions that will move on-demand, multi-platform advertising forward most quickly are those that bring new value to service providers’ and programmers’ current investments and relationships,” said Chris Hock, senior vice president, product management for BlackArrow. “The BlackArrow Ad Router and Business Suite have been designed to ensure seamless interoperability with existing infrastructure and third-party ad systems for service providers and their programming partners.”

Currently commercially deployed and in trials with major operators, the Ad Router and Business Suite are compliant with SCTE 130 and other standards, leverage existing multi-vendor ecosystems and support both IP and QAM infrastructures from a single deployment. As a result, service providers can keep operational costs low, while retaining control of privacy information and important data flows.

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