BlackArrow Makes Audience Targeting Count with Household and Device Level Frequency Capping for the TV Industry

BlackArrow, a worldwide provider of TV advertising and data solutions, today announced the latest release of the BlackArrow Advanced Advertising System which provides support for audience-based frequency capping. For the first time, the industry will have the ability to manage the number of times an ad is seen by a unique household or device across on-demand platforms and TV viewed on devices. With the recent announcement of BlackArrow Audience, a data management platform for TV, BlackArrow is now helping the industry fully leverage subscriber data opportunities in TV advertising by managing reach and frequency across any screen.

As viewers shift when and where they consume television content, it becomes more challenging to control the number of times a viewer is exposed to an ad, risking overexposure and reduction in ad effectiveness. The new release of the BlackArrow Advanced Advertising System allows advertisers to define frequency capping rules that control the number of times during a given period an ad is delivered to an audience segment, household or device, no matter which TV platform is being used. Frequency capping delivers several benefits both to the consumer and the industry. Advertisers can be given more granular control of how often audiences see a campaign across multiple TV environments, allowing for cross-platform frequency optimization of campaign lines. This also results in a drastically better TV viewing experience, especially in binge viewing scenarios, since consumers will not be inundated with repetitive ads.

“The future of TV is bringing high quality TV content to viewers when and where they want to watch it,” said Jacob Naim, VP of Product Management at BlackArrow. “To monetize this content, the industry needs tools that can deliver targeted, frequency-controlled, dynamic ads to both TVs and IP-based devices. Frequency capping is a fundamental component of any service provider’s converged, multiplatform TV service.”

Frequency capping across multiple TV screens has historically been a difficult technological challenge. In online advertising environments, cookies are often used to keep track of frequency counts. However, TVs and traditional set-top boxes are cookie-free and tablets and mobile devices are limited to browser-based cookies. “With our recently announced DMP for the TV industry, BlackArrow Audience, we developed a solution similar to a server-side cookie, managing ad viewing in a privacy compliant way,” Jacob Naim said. “Ad servers can then check this frequency count when a TV, set-top box or device requests an ad and ensure the frequency capping rules are respected.”

Frequency capping is already supported by campaign lines which originate from BlackArrow Campaign, BlackArrow’s multiplatform campaign definition and management tool. Support for additional third-party ad servers can be implemented through BlackArrow Client Services.

About The BlackArrow Advanced Advertising System

The BlackArrow Advanced Advertising System helps service providers manage the technological complexities and business issues associated with advanced advertising across on-demand and linear programming delivered to TV and devices over traditional or IP infrastructures. For pay-TV service providers, BlackArrow Central offers a central, open, standards-based platform for managing placement opportunities, business rules and ad policies, and for controlling real-time ad routing and return path data aggregation. BlackArrow Campaign enables ad sales and marketing organizations to define, manage and monetize multiplatform advertising campaigns. BlackArrow Audience enables pay-TV providers to aggregate disparate sources of customer information into a single view for enabling the delivery of relevant advertising to the appropriate audience. BlackArrow Linear manages the insertion of advertising and alternate content into live/linear video streams. BlackArrow Analytics provides ad sales organizations with verified on-demand ad impressions and reporting against programs, markets/zones, dayparts, and audiences. For content providers, the BlackArrow Affiliate offers advanced tools for managing avails, or placement opportunities, as well as ad policies, ad sales rights, and asset metadata.

About BlackArrow, Inc.

BlackArrow is a leading worldwide provider of advanced advertising technology for New TV platforms. Reaching nearly 32 million homes, BlackArrow’s advanced advertising software platform enables customers to increase revenues by delivering more timely and efficient sales and marketing messages, to extend TV business models and affiliate partnerships to new platforms, and to gain real-time reporting and measurement insights across multiple screens. BlackArrow is privately held, and backed by Cisco Systems (NASDAQ:CSCO), Comcast Ventures, Intel Capital (NASDAQ:INTC), Mayfield Fund, Motorola Mobility Ventures, Polaris Venture Partners and Time Warner Cable.

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