BlackArrow update limits ad repetition in multiscreen video streams

TV ad tech company BlackArrow has introduced an update to its Advanced Advertising System that it says will limit the amount of times a specific ad is seen in both live and on-demand streams.

As programmers and pay-TV providers try to monetize multiscreen viewing, seeing the same commercial over and over again has become a major complaint among viewers.

With Internet video and display advertising, cookies can be used to keep track and set limits on ad frequency. But cookies typically don't work with devices like IP-connected TVs and set-tops.

Still, BlackArrow says its "audience-based frequency capping" feature will allow operators of dynamic ad insertion systems to set limits on the number of times an ad is seen by a household per day, week, month or beyond.

"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 for 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."

For more:
- read this BlackArrow press release

Related links:
Bright House partners with BlackArrow for dynamic ad insertion into VOD
BlackArrow: Major MSO will deliver personalized VOD ads
Analyst describes 'torturous' TV Everywhere experience watching FX's 'The Americans'

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