|By Business Wire||
|July 16, 2014 08:39 AM EDT||
Adap.tv, a division of AOL Platforms, today announced it has secured a key patent that advances the development of data-driven video across digital and TV. The US Patent and Trademark Office has granted Adap.tv US Patent No. 8,768,770, which focuses on applying a principle, traditionally associated with digital, to television: conversion tracking.
Coupled with the methodology of Convertro, the leading provider of multi-touch attribution recently acquired by AOL, advertisers now have an unparalleled machine-learning technology platform at their disposal to precisely identify on which digital and TV environments their advertising is most effective and driving sales.
“TV is evolving; today, massive amounts of set-top box data are available for TV buyers and sellers that allows for greater ad opportunities and insights about an ad’s effectiveness,” said Brendan Kitts, Chief Scientist at Adap.tv. “We have worked over the past several years in a range of multi-million dollar, award-winning, television campaigns to perfect our automated targeting and ROI measurement techniques. We believe, evidenced by these patents and results, that our ROI measurement techniques are novel and can be used to substantially automate TV campaign optimization. The implications for TV advertisers in terms of their ability to measure quantitative sales performance, optimize, and increase their ROI are profound.”
In contrast to digital, TV has had imprecise methods for attributing airings of TV ads to in-store and online sales conversions. When an ad airs on TV, there is no cookie, like in digital, that can correlate the broadcast to an eventual sales event, and there’s no precise way to know whether those sales were driven in part to the original TV ad, let alone what particular TV airing caused it.
This offline-online dichotomy makes it extremely difficult for marketers to do basic planning, like calculating how much budget to apply towards TV, and also makes it nearly impossible to optimize TV media towards the media that is producing the highest number of conversions, among other things. In a media environment where every dollar counts, this can be incredibly wasteful.
“The industry is just in the beginning stages of applying automated, data-driven approaches to TV,” said Dan Ackerman, Senior Vice President of Programmatic TV at Adap.tv. “This patent is a recognition of the work our teams have done to develop technologies that will accelerate this shift towards more efficient TV advertising predicated on ROI and accountability. The ultimate goal is to tie TV closer together with digital, and provide a more holistic view of marketing investments across all online and offline channels.”
Additional information about Adap.tv’s conversion tracking patent can be found here: http://bit.ly/1zGqsR7
Adap.tv was granted another patent related to data-driven TV ad targeting (US 8,627,359), in January 2014 and covers the technology for automatically targeting high-probability buyers using set-top box data.
Adap.tv, a division of AOL Platforms, is transforming the way video advertising is bought and sold. Adap.tv's video intelligence platform, Pathway, helps many of the world's largest brands, agencies, publishers and ad networks intelligently, effectively and safely plan, buy and measure billions of video ad trades programmatically every month across web, linear TV and mobile video.
Headquartered in San Mateo, California, Adap.tv has US offices in Chicago, Los Angeles and New York, and international offices in Australia, India, Japan, Singapore and the UK.
“We are strong believers in the DevOps movement and our staff has been doing DevOps for large enterprise environments for a number of years. The solution that we build is intended to allow DevOps teams to do security at the speed of DevOps," explained Justin Lundy, Founder & CTO of Evident.io, in this SYS-CON.tv interview at DevOps Summit, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 25, 2015 09:30 AM EST Reads: 1,749
Companies today struggle to manage the types and volume of data their customers and employees generate and use every day. With billions of requests daily, operational consistency can be elusive. In his session at Big Data Expo, Dave McCrory, CTO at Basho Technologies, will explore how a distributed systems solution, such as NoSQL, can give organizations the consistency and availability necessary to succeed with on-demand data, offering high availability at massive scale.
Jan. 25, 2015 09:30 AM EST Reads: 1,353
"For over 25 years we have been working with a lot of enterprise customers and we have seen how companies create applications. And now that we have moved to cloud computing, mobile, social and the Internet of Things, we see that the market needs a new way of creating applications," stated Jesse Shiah, CEO, President and Co-Founder of AgilePoint Inc., in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 25, 2015 09:30 AM EST Reads: 2,003
You use an agile process; your goal is to make your organization more agile. But what about your data infrastructure? The truth is, today's databases are anything but agile - they are effectively static repositories that are cumbersome to work with, difficult to change, and cannot keep pace with application demands. Performance suffers as a result, and it takes far longer than it should to deliver new features and capabilities needed to make your organization competitive. As your application an...
Jan. 25, 2015 09:30 AM EST Reads: 1,762
It's time to face reality: "Americans are from Mars, Europeans are from Venus," and in today's increasingly connected world, understanding "inter-planetary" alignments and deviations is mission-critical for cloud. In her session at 15th Cloud Expo, Evelyn de Souza, Data Privacy and Compliance Strategy Leader at Cisco Systems, discussed cultural expectations of privacy based on new research across these elements
Jan. 25, 2015 09:15 AM EST Reads: 2,021
Recurring revenue models are great for driving new business in every market sector, but they are complex and need to be effectively managed to maximize profits. How you handle the range of options for pricing, co-terming and proration will ultimately determine the fate of your bottom line. In his session at 15th Cloud Expo, Brendan O'Brien, Co-founder at Aria Systems, session examined: How time impacts recurring revenue How to effectively handle customer plan changes The range of pricing a...
Jan. 25, 2015 09:00 AM EST Reads: 2,355
Mobile, the cloud and data have upended traditional ways of doing business. Agile, continuous delivery and DevOps have stepped in to hasten product development, but one crucial process still hasn't caught up. Continuous content delivery is the missing limb of the success ecosystem. Currently workers spend countless, non-value add hours working in independent silos, hunting for versions, manually pushing documents between platforms, all while trying to manage the continuous update and flow of mul...
Jan. 25, 2015 09:00 AM EST Reads: 2,134
Over the last few years the healthcare ecosystem has revolved around innovations in Electronic Health Record (HER) based systems. This evolution has helped us achieve much desired interoperability. Now the focus is shifting to other equally important aspects - scalability and performance. While applying cloud computing environments to the EHR systems, a special consideration needs to be given to the cloud enablement of Veterans Health Information Systems and Technology Architecture (VistA), i.e....
Jan. 25, 2015 09:00 AM EST Reads: 2,456
"At Harbinger we do products as well as services. Our services are with helping companies move their products to the cloud operating systems. Some of the challenges we have seen as far as cloud adoption goes are in the cloud security space," noted Shrikant Pattathil, Executive Vice President at Harbinger Systems, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 25, 2015 09:00 AM EST Reads: 2,038
After a couple of false starts, cloud-based desktop solutions are picking up steam, driven by trends such as BYOD and pervasive high-speed connectivity. In his session at 15th Cloud Expo, Seth Bostock, CEO of IndependenceIT, cut through the hype and the acronyms, and discussed the emergence of full-featured cloud workspaces that do for the desktop what cloud infrastructure did for the server. He also discussed VDI vs DaaS, implementation strategies and evaluation criteria.
Jan. 25, 2015 09:00 AM EST Reads: 2,254
Things are being built upon cloud foundations to transform organizations. This CEO Power Panel at 15th Cloud Expo, moderated by Roger Strukhoff, Cloud Expo and @ThingsExpo conference chair, addressed the big issues involving these technologies and, more important, the results they will achieve. Rodney Rogers, chairman and CEO of Virtustream; Brendan O'Brien, co-founder of Aria Systems, Bart Copeland, president and CEO of ActiveState Software; Jim Cowie, chief scientist at Dyn; Dave Wagstaff, VP ...
Jan. 25, 2015 09:00 AM EST Reads: 2,347
“The year of the cloud – we have no idea when it's really happening but we think it's happening now. For those technology providers like Zentera that are helping enterprises move to the cloud - it's been fun to watch," noted Mike Loftus, VP Product Management and Marketing at Zentera Systems, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 25, 2015 09:00 AM EST Reads: 1,735
Bring the world's best IaaS to the world's best PaaS. In their session at 15th Cloud Expo, Animesh Singh, a Senior Cloud Architect and Strategist for IBM Cloud Labs, and Jason Anderson, a Cloud Architect for IBM Cloud Labs, shared their experiences running Cloud Foundry on OpenStack. They focused on how Cloud Foundry and OpenStack complement each other, how they technically integrate using cloud provider interface (CPI), how we could automate an OpenStack setup for Cloud Foundry deployments, an...
Jan. 25, 2015 09:00 AM EST Reads: 2,196
"Application monitoring and intelligence can smooth the path in a DevOps environment. In a DevOps environment you see constant change. If you are trying to monitor things in a constantly changing environment, you're going to spend a lot of your job fixing your monitoring," explained Todd Rader, Solutions Architect at AppDynamics, in this SYS-CON.tv interview at DevOps Summit, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 25, 2015 09:00 AM EST Reads: 2,427
"Desktop as a Service is emerging as a very big trend. One of the big influencers of this – for Esri – is that we have a large user base that uses virtualization and they are looking at Desktop as a Service right now," explained John Meza, Product Engineer at Esri, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 25, 2015 09:00 AM EST Reads: 2,021