BlackArrow, a provider of advanced advertising solutions for New Television platforms, has announced new technology which bridges the gap between traditional linear TV ad sales and ad execution on new platforms to extend premium pay-TV advertising to new screens.
BlackArrow has previewed a new set of services and interfaces, collectively called Linear Extensions for Dynamic Ad Insertion, which are designed seamlessly to blend the outputs from traditional linear TV ad systems with dynamic ad insertion capabilities.
Consisting of services that manage linear schedules, linear placement opportunities, ad decisioning, subscriber and zone information services, as well as services which interface with the new CableLabs Event Signaling and Messaging (ESAM) specification, the BlackArrow technology enables pay-TV operators to monetise linear TV delivered to tablets and other IP devices in a number of ways, including:
– Linear Replication, which uses linear schedule ingest and real-time dynamic ad insertion to replicate, on tablets and IP devices, the original linear TV ads; and
– Linear Addressability, which combines subscriber information from the BlackArrow Subscriber Information Service product and real-time dynamic ad insertion to deliver household-addressable linear TV advertising to any platform.
The new technology interoperates seamlessly with downstream signal acquisition, encoding, packaging, and manifest proxy providers to provide an end-to-end solution for delivering and monetising live and linear adjustable bit rate (ABR) IP streams to multiple screens.
“Monetising live and time-shifted television across multiple screens should not require individual silos for each platform,” said Joe Matarese, CTO of BlackArrow. “BlackArrow’s new Linear Extensions, coupled with the sophisticated business rule and policy definition capabilities of our placement opportunity information service, provide multichannel video programming distributors with a single, standards-based platform for all of their multiscreen advertising needs.”