TV advertising and data solutions provider BlackArrow is to run its services on Virgin Media’s TV platform.

The BlackArrow proposition is based around the type of metrics familiar within online ad servers and applies them to the TV environment. These include frequency capping, real time performance metrics and advanced audience segmentation.

“We are excited to be partnering with BlackArrow. Working with them will allow us to offer more efficient and flexible ad models to better support the changing needs of our advertisers and broadcast partners. We look forward to exploring these advanced initiatives in 2015,” said Scott Kewley, Virgin Media’s Director of Digital Entertainment.

“Virgin Media is leading the way in the pay TV industry and our first European partnership will bring the latest in advertising and data solutions to the UK market,” added Nick Troiano, President of BlackArrow. “The use of on demand inventory for precise audience targeting will deliver more effective and measurable results.”

BlackArrow solutions have already been adopted by companies including Comcast, Time Warner Cable and Rogers Communications.