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Cable Technology Feature Article

May 21, 2012

Time Warner Cable Announces Partnership with BlackArrow

By Deepika Mala, TMCnet Contributor

Time Warner (News - Alert) Cable, one of the largest providers of video, high-speed data and voice services in the United States, has recently chosen BlackArrow to power a system-wide deployment of real-time, dynamic ad insertion within on-demand content.

BlackArrow is a worldwide provider of advanced advertising technology for new TV platforms. Designed specifically for video content distributed over any on-demand platform, its multi-platform advertising system enables networks and content distributors maximize advertising revenue.  

Time Warner Cable, by leveraging the BlackArrow system with third party solutions, will be able to bring timely, relevant on-demand advertisements to the nation's largest media markets.

In a press release, Joan Gillman, president of Time Warner Cable Media, said, "The time is right to bring the benefits of cable on-demand advertising to the national marketplace.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.”

Officials confirmed that Time Warner Cable, with the help of the BlackArrow technology, will also be able to increase the availability of commercial inventory for local and regional sales efforts.

Connecting more than 15 million customers to entertainment, information and each other, Time Warner is the first cable system operator to use BlackArrow’s newly announced Ad Router to redirect ad requests to third-party Ad Decision Services for real-time decision making and fulfillment.

"Time Warner Cable has long been recognized as a leader in launching advanced advertising solutions across the pay-TV landscape," said Dean Denhart, CEO of BlackArrow. "We're proud to be their partner as they continue to drive the industry forward by optimizing the potential of this dynamic new ad environment."

In related news, Time Warner Cable, Inc. has recently opted for Ruckus Wireless (News - Alert), a supplier of wireless systems for the explosive mobile Internetworking market, to install advanced, Smart Wi-Fi equipment. 

Edited by Brooke Neuman

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