Philadelphia—Arris Group and BlackArrow, a provider of video ad-management systems, have completed interoperability testing between the Arris video-on-demand delivery system and BlackArrow’s addressable advertising system.
Arris in May announced it had completed similar interoperability testing between its VOD systems and systems from Atlas, Invidi Technologies and RGB Networks using the SCTE 130 standard, which allows for communication among ad decision systems, video-insertion platforms and VOD servers
“As audiences embrace time-shifted content, content providers and advertisers are looking for associated addressability and accountability across all programming, particularly for cable on-demand systems,” Joe Matarese, vice president and general manager of Arris’ on-demand business unit, said in a statement.
Advanced advertising has become a focal point for the industry: The six biggest cable providers have joined up to form Canoe Ventures LLC, which is charged with providing products and services to let programmers sell interactive and targeted TV ads.
Arris will feature its SCTE 130-based VOD interfaces in demonstrations at the Society of Cable Telecommunications Engineers’ Cable-Tec Expo here this week.