As time-shifting viewing habits of cable TV by consumers increases, there is a big challenge for the cable operators and advertisers to effectively insert relevant advertising. BlackArrow, a San Mateo-based company, apparently has a solution. 

The company has  been heavily funded by some key strategic investors including Cisco, Comcast, Intel and top  VC’s  Mayfield and  Polaris.  Larry Kramer, funder of MarketWatch and now affiliated with Polaris, is the company chairman.

Earlier this month in NY at Advertising 2.0, I caught up with Chris Hock, a former senior Adobe executive, who joined Black Arrow last year. 

He gives an overview of the opportunity of the sector.

— Andy Plesser