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MRL Gets UK Audio Context Patent
Israeli measurement technology firm MRL (Mobile Research Labs) has been granted a UK patent for a mobile app-based system which both identifies the presence of ambient sound attributable to a specific ad or programme, and engages a person for a related survey.
 Established in 2009, MRL provides audio matching-based audience measurement software systems which run on mobile or fixed devices. Its mobile app-based opt-in service is used to measure where and through what device traditional and new media is being consumed, wherever consumers are and throughout their day. The service makes it possible to detect a media player near or on mobile devices, and identify targeted ads or broadcast TV and radio in real-time.
The new tool, recognized in UK patent GB 2483370, allows researchers to passively identify exposure to specific content, in real-time, and to perform qualitative research based on that knowledge, either immediately or in a delayed mode. The patent provides MRL with the ownership over the IPR for triggering any contextual surveys or interactions based on the detection of a sought content by an app such as its Spotter ad tracking app. This means that the company not only measures in a passive way, but also has the right to use its audio matching app to facilitate engagement with the media exposed individual.
CEO and co-founder Omri Halevi (pictured) comments: 'This is great news for MRL, advertisers, video and radio industries. This patent recognizes the fact that only MRL has the intellectual property and years of experience to precisely measure content exposure everywhere and to allow performing an engagement based on that'.
Web site: www.mobilerl.com .
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