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.
â€œThe future of TV is bringing high quality TV content to viewers when and where they want to watch it,â€ said Jacob Naim, VP of Product Management BlackArrow. â€œTo 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 providerâ€™s converged, multiplatform TV service.â€
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. â€œWith 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,â€ Jacob Naim said. â€œAd 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.â€
BlackArrowâ€™s frequency capping solution is already in the process of being deployed at one major North American service provider.