FourthWall Secures Patent for In-home Ad Targeting

Interactive TV program producer FourthWall Media has been awarded a patent for its Dynamic Application Insertion Technology, which embeds targeting data directly into the video stream and then selects the most appropriate version of an ad to display in a targeted home.

FourthWall's offering combines audience engagement, subscriber loyalty solutions and census-level measurement and reporting. Its AdAim Audience Measurement Suite of products collects, profiles and aggregates TV audience data, and includes the recently expanded MassiveData television viewership panel. The latter now provides set top box data from 4.7 million participants, using three million cable TV devices in 1.8 million homes across the US.

Co-founder Dr Louis Slothouber (pictured) says the product differs from other ad targeting technologies in embedding a 'switching' application directly in the video stream, removing the need to download a separate switching application and the corresponding set-top box targeting information ahead of time. 'The advantage of this is that it allows for much more dynamic targeting of TV commercials, enabling advertisers to change their targeting criteria without having to wait for a new application or targeting information to propagate across the system'.

Web site: www.fourthwallmedia.tv .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.