Nielsen-BlackArrow Pact Could Speed Adoption of On-Demand Ratings

Dynamic ad insertion makes all VOD content relevant

Nielsen’s mandate to begin offering on-demand commercial ratings (ODCR) has come closer to fruition, as the TV measurement giant is on the brink of being able to insert current commercial loads into library VOD content.

In a deal that will be formally announced Wednesday morning at the NCTA Cable Show, Nielsen has teamed up with the ad-tech firm BlackArrow in a partnership that promises to help speed up the implementation of ODCR. BlackArrow’s software not only allows for the dynamic insertion of relevant ads in older episodes of shows, but it is sufficiently scalable to provide for a national rollout of a real-time ad replacement service.

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