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Cisco, Innovid Hook Up On Targeted, Second Screen Ads

Las Vegas – International CES – Innovid and Cisco Systems have struck a partnership that aims to deliver interactive second screen advertising to service providers using “relevant keywords spoken in television shows.”

As an example of this form of contextual advertising, when a talk show host says the word “tablet,” the system is capable of delivering an ad about tablets to a nearby mobile device, the companies said.

They will demonstrate the integrated system here, which pairs Innovid’s multiscreen interactive ad platform with Contexta, Cisco’s cloud-based system that analyzes broadcast content and generates relevant metadata about words being spoken. Cisco said Contexta draws upon various data sources to build the context, which could include when a video is broadcasted, what channel it’s on.