Time Warner Cable selects BlackArrow for dynamic ad insertion

Michelle Clancy ©RapidTVNews | 19-05-2012

Time Warner Cable has selected BlackArrow to power a system-wide deployment of real-time, dynamic ad insertion within video on-demand (VOD) content.

Time Warner Cable is aiming to create a nationwide footprint of dynamic on-demand ads, while also increasing the availability of commercial inventory for local and regional sales efforts.

"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, in a statement. "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."

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 return-path data that is needed to measure delivery and effectiveness.

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