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BlackArrow Integrates Ad Management System with the Akamai Media Framework

Otilia Otlacan | October 20, 2008

Streamlines Deployments of Dynamic, Targeted Advertising Technology for Content Providers Using the Akamai Open Video Player Platform

SAN MATEO, Calif. – BlackArrow, the independent provider of multiplatform ad-management systems for viewer-controlled video, has released a Connector (software development kit) that integrates its ad-management system with Akamai’s Media Framework, a valuable resource for the rapid development of video player applications. This integration allows broadband video providers to ad-enable video content distributed using Akamai’s Media Framework. BlackArrow is also participating in the Open Video Player initiative, a community site intended to facilitate the development and sharing of open standards and best practices for video player applications that support a wide range of advertising technologies.

By integrating Akamai’s Media Framework with BlackArrow, premium content owners and publishers can adopt turnkey video player solutions to better maximize the return from their digital video content. This reduces the complexity of developing ad-supported video players, speeds deployments and stimulates new advertising revenue opportunities.

“It’s critical that we make it easier to integrate and deploy advertising solutions, given the escalating demand to monetize video content. BlackArrow’s support for the Akamai Media Framework and participation in the Open Video Player initiative addresses this demand,” said Tim Napoleon, chief strategist for digital media, Akamai. “Together, we can enable content providers to more easily develop and deliver ad-supported broadband video content.”

BlackArrow’s multiplatform ad-management system enables video content providers and distributors to optimize and enhance their ad-supported video programming and ad-sales opportunities. Using the BlackArrow system, they can now offer their advertisers new ad types, sponsorship packages and campaigns that combine ad units in unique ways to boost brand and product awareness — generating added value for content providers and advertisers alike.

“The BlackArrow and Akamai systems work together to provide an optimal platform from which to monetize premium content, and reflects BlackArrow’s support for open standards,” said Chris Hock, senior vice president, product management, BlackArrow. “We’ve built an extensive network of broadband ecosystem partners, and our integration with Akamai furthers our goals of reducing the complexity of integrating multiple systems, while ensuring seamless deployments of the BlackArrow ad-management system.”

Built from the ground up for video, the BlackArrow system helps content providers and distributors solve the challenges created by today’s fragmented audiences who increasingly view video programming distributed over broadband, video on demand and other platforms outside of linear television.

The BlackArrow system dynamically contracts, targets, traffics and reports on advertising inventory to maximize revenues from ad-supported video programming. Because the BlackArrow system works across any combination of ad types, ad-sales models, distribution or syndication strategies, BlackArrow’s clients can more effectively generate new revenue streams from ad-supported video, while preserving critical relationships with their advertisers.

The BlackArrow Connector for the Open Video Player Initiative is available now, at www.openvideoplayer.com, in the Connectors tab within the Download folder.

About BlackArrow, Inc.

BlackArrow is the independent provider of multiplatform ad management for viewer-controlled video. The company’s ad-management system is designed specifically for video content distributed over any on-demand platform — enabling content providers and distributors to maximize advertising revenues, and improving advertisers’ ability to reach target audiences. BlackArrow is led by an experienced team of executives from the advertising, television and digital media industries, and is backed by Cisco Systems (NASDAQ: CSCO), Comcast Interactive Capital, Intel Capital (NASDAQ: INTC), Mayfield Fund and Polaris Venture Partners. The company is privately held, with offices in New York City and San Mateo, Calif. http://www.blackarrow.tv

BlackArrow is a trademark of BlackArrow, Inc.

Otilia is the founder and editor of AdOperationsOnline.com, launched in 2008. She currently provides online business consulting through her company, RightFit Media, and blogs about all things online at www.otiliaotlacan.com.

Otilia Otlacan

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