US firm BlackArrow has taken the wraps off a new set of services and interfaces designed to seamlessly blend the outputs from traditional linear TV ad systems with dynamic ad insertion capabilities.
Called Linear Extensions for Dynamic Ad Insertion, the suite consists 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.
Taken together, the solutions enable pay-TV operators to monetize linear TV delivered to tablets and other IP devices in a number of ways.
These include: Linear Replication, using 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.
“Monetizing 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.”