US Patent for FourthWall STB Targeting Technology

Cable set-top box (STB) viewing data specialist FourthWall Media has been granted a patent for its broadband device personalization technology, which stores individual viewer profile data on consumers' television or mobile device, for future use in advertising and content delivery.

The approach means FourthWall's Ad Widgets interactive advertising platform can supply appropriate commercials, overlays or content, without the personal information leaving the box, thus providing a high level of privacy.

Tim Peters, FourthWall CEO, says the patent is the 15th granted to the company with an additional 79 currently filed in the space. Chief Scientist and co-founder Dr. Louis Slothouber comments: 'Given the enormous opportunity in delivering tailored experiences and the simultaneous concern for preserving privacy, we set out to design a software technology that would create viewer profiles based on usage patterns while maintaining the profile data only in the consumer's own device. With intelligence in the device, Ad Widgets can serve different content appropriate for each viewer by letting their device decide.'

The company, which also offers the AdAim Audience Measurement Suite, offering census-level measurement of television audience activities along with detailed metrics and analytics, is headquartered in Dulles, VA and is online at www.fourthwallmedia.tv .