Time Warner Cable (NYSE:TWC) has selected BlackArrow to power a system-wide deployment of real-time, dynamic ad insertion within on-demand content. TWC is the first cable system operator to use BlackArrow's Ad Router to redirect ad requests to third-party Ad Decision Services for real-time decisioning and fulfillment. In addition, Time Warner Cable is using SCTE 130-compliant elements of the BlackArrow system to enable the collection of return-path data that is needed to measure delivery and effectiveness.