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Comcast is amping up its dynamic ad insertion efforts, positioning its Jacksonville, Fla., system as a test bed for real-time management of its video-on-demand inventory.
On Tuesday, Oct. 13, the cable giant flipped the switch on an advanced ad platform developed by software vendor BlackArrow, a deployment that will allow Comcast to insert fresh creative in its VOD streams. In the early stages of the partnership, Comcast will use the BlackArrow technology to insert 15- and 30-second spots in free on-demand content from FEARnet and PBS Kids Sprout.
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