Home Analysis Advertising Multiplatform frequency capping ‘fundamental’ for the future of TV advertising

Multiplatform frequency capping ‘fundamental’ for the future of TV advertising

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Frequency capping allows broadcasters or service providers to limit or manage the number of times an advert is seen by a household. This is especially important with binge viewing in an on-demand environment as overexposure can become annoying to consumers and research has shown this can greatly reduce the effectiveness of a campaign. With this in mind, BlackArrow has just announced the ability to manage the number of times an ad is seen by a unique household or device across on-demand platforms and TV viewed on devices in the latest release of their data management platform for TV, BlackArrow Audience. 

“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 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.”

Frequency capping across multiple TV screens has historically been a difficult technological challenge. In online advertising environments, cookies are often used to keep track of frequency counts. However, TVs and traditional set-top boxes are cookie- free and tablets and mobile devices are limited to browser-based cookies. “With our recently announced DMP for the TV industry, BlackArrow Audience, we developed a solution similar to a server-side cookie, managing ad viewing in a privacy compliant way,” Jacob Naim said. “Ad servers can then check this frequency count when a TV, set- top box or device requests an ad and ensure the frequency capping rules are respected.”

BlackArrow’s frequency capping solution is already in the process of being deployed at one major North American service provider.

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