The acquisition is intended to expand the types of products and services Cross MediaWorks can offer to pay TV operators and advertisers worldwide. BlackArrow's ad management software products, coupled with Cross MediaWorks' existing media sales via Cadent Network and creative and advertising services through The Cross Agency, will allow the company to offer a range of services from self-serve software to fully managed services across all forms of TV inventory.
As a subsidiary of Cross MediaWorks, BlackArrow will continue to operate separately alongside other Cross MediaWorks units. BlackArrow will collaborate with all of the Cross MediaWorks' portfolio companies to integrate technology and operations to optimize advertising capabilities for its customers.
Nick Troiano, CEO of BlackArrow, will serve as CEO of Cross MediaWorks, and Stephanie Mitchko-Beale, CTO of Cross MediaWorks, will assume CTO/COO responsibilities.
Founded in 2007, Cross MediaWorks has relationships with such agencies as IPG, WPP, Omnicom, Havas and Publicis. The company works with a variety of brands, including Allstate, Dannon, Dr. Scholl's, FedEx, Jimmy Dean, Kumon, L'Oreal, Liberty Mutual, Macaroni Grill, Merck, Red Robin, Sears, StubHub and Welch's.
