BlackArrow has released the latest version of the BlackArrow Advanced Advertising System, which is designed to support audience-based frequency capping. It's intended 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.

As viewers shift when and where they consume television content, it becomes more challenging to control the number of times a viewer is exposed to an ad, risking overexposure and reduction in ad effectiveness. The new release of the BlackArrow ad system is designed to allow advertisers to define frequency capping rules that control the number of times during a given period an ad is delivered to an audience segment, household or device, no matter which TV platform is being used.

Frequency capping is already supported by campaign lines that originate from BlackArrow Campaign, BlackArrow's multiplatform campaign definition and management tool. Support for additional third-party ad servers can be implemented through BlackArrow Client Services.