Watchwith Buys Media Analysis Framework

Video ad platform Watchwith has acquired the Media Analysis Framework (MAF) from entertainment and communications technology provider ARRIS for an undisclosed sum. Additionally, Watchwith has hired the ARRIS engineers who invented MAF to open a new R&D office in Chicago.

Cloud-based machine learning and automated metadata generation platform MAF was developed by ARRIS to automatically analyze, tag, and describe video at a frame level. As part of the deal, MAF has been integrated into Watchwith's advertising products, to enable users to automatically determine the optimal timing and location within a TV episode to deliver in-program advertising and tune-in messages. Watchwith says that what used to require thousands of man-hours is now an automated process within its platform.

MAF works with both pre-¬recorded and live video and is able to identify specific content and context within a video without human intervention. By embedding artificial intelligence into the video advertising inventory creation process, Watchwith says MAF enables TV networks and video publishers to create, manage and sell relevant native video advertising at scale.

Bruce McClelland (pictured), President, Network & Cloud, Global Services at ARRIS, comments: 'The MAF team and technology are highly complementary with Watchwith, and the company's dedicated focus will accelerate innovation. ARRIS is investing in MAF's future with Watchwith - both in the short-term to facilitate a successful transition and continuing to support longer-term growth as an investor in the company.'

Web sites: www.arris.com and www.watchwith.com .

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