Michelle Clancy | 26-09-2013
The US Patent office has approved a patent for FourthWall Media's (FWM) broadband device personalisation technology.
The technology uses proprietary methods to analyse consumer on-device behaviours. With a nod to privacy, it stores individual viewer profile data only on the consumer's television or mobile device, where it remains for future use in advertising and content delivery.
It then informs targeted advertising technology which commercial to run, which overlay to display, or which personalised content would be preferred. The approach was designed for use in FourthWall's Ad Widgets interactive advertising platform.
"Given the enormous opportunity in delivering tailored experiences and the simultaneous concern for preserving privacy, we set out to design a software technology that would create viewer profiles based on usage patterns while maintaining the profile data only in the consumer's own device," said Louis Slothouber, chief scientist and co-founder of FWM. "With intelligence in the device, Ad Widgets can serve different content appropriate for each viewer by letting their device decide."
Recently, FWM also received a patent (No. 8,549,576) for its Dynamic Application Insertion Technology. Through this technology, targeting data and applications are embedded directly in the video stream, which deliver greater campaign agility to television advertisers and allow viewers to have commercials served to them more closely aligned with their interests and purchasing tendencies.
"FourthWall has always been about making devices smarter to deliver personalised experiences to the broadest possible television audiences," said Tim Peters, FourthWall CEO. "Whether it is interacting with commercials, engaging with programming, or providing second-by-second viewing data on any channel in millions of homes, FourthWall's technology understands the habits and preferences of viewers across a very broad range of devices. This patent is the 15th granted to the company, with an additional 79 currently filed in the space