Money Keeps Pouring Into Video Ad Targeting

Start-up BlackArrow Raises Another $20 Million

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NEW YORK ( -- For video start-ups, it appears the well is far from dry. BlackArrow, a video-ad-targeting firm focused on the cable TV industry, raised $20 million from returning investors Cisco Systems, Comcast Interactive Capital, Mayfield Fund and Polaris Venture Partners.

The San Mateo, Calif.-based start-up has raised $38 million so far. MarketWatch founder Larry Kramer is chairman of its board.

BlackArrow makes technology that inserts video ads into on-demand programming, whether it is on cable or satellite TV or the web. The technology allows advertisers to buy a show regardless of format or platform. Investors have poured more than $8 billion into online video since 2005, the year YouTube was launched, according to Dow Jones VentureSource.
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