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Cable Technology Feature Article

November 18, 2009

BlackArrow and FourthWall Media Solutions Spur Addressable, Interactive EBIF Advertising

By Nathesh, TMCnet Contributor

BlackArrow, a provider of advanced advertising technology for new platforms and FourthWall Media have announced that the demonstration at the CableLabs (News - Alert) Advanced Advertising InterOp event showcased how each company’s solutions can be used to enable addressable, interactive EBIF advertising.
FourthWall Media has claimed that it is driving the creative revolution in interactive television through solutions that break through the 'fourth wall' to engage audiences, extend subscriber loyalty and deliver detailed measurement and reporting. Its Enhanced Binary Interchange Format (EBIF) solutions include the Ad Widgets end-to-end advertising system, AdAim Audience (News - Alert) Measurement Suite, TV Widgets and many more. The company said that EBIF can be deployed on most legacy set-top boxes that are already in customers’ homes.
BlackArrow has stated that its Advanced Advertising System comprises two suites: the BlackArrow Sales Suite and the BlackArrow Decision Suite. The Sales Suite is designed for specialized requirements of advertising sales and operations teams. It can be used to define avails, set allocation rules, optimize inventory or manage campaigns across distribution environments. The Decision Suite offers a highly scalable, distributor-friendly environment to execute dynamic advertising campaigns for on-demand TV.
Now FourthWall Media’s EBIF platform and BlackArrow’s Sales and Decision Suites can be used by cable operators to make EBIF advertising applications, manage and execute the delivery of EBIF advertisements to individual set-top boxes and generate reports that confirm execution and receipt of advertising placements for sponsors.
David Stengle, vice president of distribution at BlackArrow, said that the key components on every cable system operators’ roadmap is deriving monetization and scale from New Television platforms while also driving deeper viewer engagement. Now with FourthWall Media they have showcased how an EBIF standards-based solution can deliver the interactivity, addressability and services interoperability that the media and cable communities need as part of the next wave of addressable television advertising.
FourthWall Media officials have said that as EBIF moves from theory to scale, the company is focused on providing the industry with comprehensive solutions that can have an impact on the bottom line. The joint demonstration with BlackArrow underscores the value of EBIF in breaking down the barriers between advertisers, programmers and audiences.
The companies have stated that the CableLabs demonstration illustrated how interactive campaign information can flow into BlackArrow’s placement opportunity information service (POIS) and ad decision service (ADS), as well as the FourthWall Media system, using CableLabs Stewardship and Fulfillment Interfaces (SaFI).
Recently, Sigma Systems (News - Alert), BlackArrow and ARRIS unveiled joint dynamic advertising solution and BlackArrow provided VOD ad insertion technology for Comcast (News - Alert) on-demand service.

Nathesh is a contributing editor for TMCnet. To read more of Nathesh's articles, please visit his columnist page.

Edited by Marisa Torrieri