US cableco Time Warner Cable has selected a dynamic ad insertion platform from BlackArrow to power a system-wide deployment of real-time ad insertion within its on-demand content.
The cable operator plans to deliver timely, relevant on-demand adverts to TV subscribers across its footprint, which covers 28 states, include some of the nation’s largest media markets. It will also 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 fulfilment, and is also 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.
“The time is right to bring the benefits of cable on-demand advertising to the national marketplace,” said Joan Gillman, president of Time Warner Cable Media. “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.”