This Technology Locks In Dynamic Ad Insertion Patent

This Technology, a Denver-based multiscreen video company, said it has landed a patent tied to dynamic ad insertion, while also announcing that it now counts three of the nation’s top five cable operators as customers.

The patent – U.S. No, 8,949,882 – describes a “system and method for enabling content providers to identify advertising opportunities.” 

According to the company, the patent, obtained on Feb. 3, 2015, describes how to identify dynamic ad inventory and defining attributes such as ownership, length and interactivity -- elements that are critical to the delivery of targeted advertising.

“The present invention relates generally to service provider video networks, and more particularly to a method and system for identifying advertisement opportunities in a service provider video data stream,” This Technology notes in the patent.

Without that method, the company said, MVPDs and programmers would not be able to identify inventory ownership when preparing to insert each of their dynamic ads into the same video stream.

“THIS TECHNOLOGY’s latest patent dates back to an application we made 2007, when the delivery of targeted and relevant ads to any device existed only as an idea on the back of napkins,” Jeffrey Sherwin, This Technology’s CEO, said in a statement. “We were early to recognize MVPDs would ultimately require freedom and flexibility in their advertising architecture to effectively deliver DAI. This patent demonstrates our commitment to delivering technology that levels the DAI playing field for Internet video and service provider video ad decisioning systems."

With the new one factored in, This Technology said it has secured eight patents so far.

Its announced customers include Comcast, Verizon communications, NBCUniversal and ABC, and now claims to have deals with three of the top five cable operators.