Comscore Gets Patent for Real-Time Livestream Tech

Comscore's audience and content targeting solutions division Proximic has been awarded a patent for its livestream contextual intelligence technology, which it says will help publishers monetize their livestream video inventory and increase advertiser confidence in buying it.

Proximic taps Comscore's datasets and a natural language processing contextual engine to help media buyers and sellers optimize their ad campaigns, using a suite of ID-based and ID-free audience and content targeting segments.

US patent no. 11,765,405 covers the unit's process of contextualizing livestream video content in real-time, including categorization against its full ID-free Predictive Audience taxonomy, to allow for dynamic ad insertion.

Proximic by Comscore MD Rachel Gantz (pictured) says the technology will mean advertisers can 'better ensure their ads will appear alongside content they deem contextually relevant and brand safe for real-time live video'. She adds: 'This technological advancement is a significant development for live video advertising and couldn't come at a better time with contextual targeting taking a larger presence amid signal loss'.

Web site: www.proximic.com .