FourthWall Nabs Targeted Ad Patent

FourthWall Media said it has secured a patent that describes technology that allows the targeting of ads to the set-top level.

The patent, which describes a “Method of Targeting Broadcast Messages Using Embedded Sets,” lets advertisers target ads to a set-top box via the MAC address without downloading information to the box in advance, the company said.

“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 smart phone,” said Dr. Louis Slothouber, chief scientist and co-founder of FourthWall Media, in a statement. “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. “

He said the application of the new patent is Ad Widgets, a product that delivers targeted overlays.

Last year, FourthWall was awarded a separate patent tied to its broadband device personalization technology.

FourthWall’s partners include the Comcast Media Center, Time Warner Cable, Charter Communications, Bright House Networks, Rovi, and Dish Network, among others.