FourthWall snags patent for targeted ads

Michelle Clancy | 17-04-2014

FourthWall Media, which specialises in set-top box (STB) viewing data, has been awarded a patent from the US Patent office for its Method of Targeting Broadcast Messages Using Embedded Sets.

The patented technology is designed to allow advertisers to target ads to a STB via the MAC address, without downloading information to the box in advance.

"This new patent allows for the targeting of specific audiences for advertising or other programming using any broadband device, be it a set-top box or smartphone," said Louis Slothouber, chief scientist and co-founder of FourthWall Media. "What makes this technology unique is that you do not have to download information onto the target device prior to airing the commercial. Nor do you have to assign the device to a particular audience segment or demographic attribute in advance. The magic is how we embed the ad with specific targeting information."
The patent will dovetail with a prior award received last year. "Together the two patents provide intellectual property for a complete end-to-end targeting solution across devices," added Slothouber. "The first application of this patent is in our Ad Widgets product that delivers targeted overlays that drive both brand engagement and lead generation for advertisers."
"More and more cable operators are launching our Ad Widgets product, a complete end-to-end interactive advertising solution," said Tim Peters, FourthWall CEO. "Targeting specific creative advertisements to individual viewer's homes is a critical element of Ad Widgets. It can drive new revenue from what is still today the most powerful and persuasive medium available, television. When you couple interactivity and targeting with our ability to report instant campaign performance metrics, you have the foundation of Googlenomics for TV."