Welcome!

News Feed Item

PrecisionDemand Awarded Patent for TV Ad Targeting Technology, Setting Industry Standard for Data-Powered Media Planning

PrecisionDemand, the leader in data-driven TV ad targeting, has been awarded a patent for its proprietary automated ad targeting technology.

The patent makes PrecisionDemand the only media company able to effectively help advertisers leverage Buyer Targeting -- the practice of mining set top box data, as well as advertiser first-party customer data, to target TV ads to media with the highest probability of buyer.

“Receiving this patent validates PrecisionDemand’s ability to bring accuracy and accountability to TV advertising,” said Jon Mandel, President and CEO, PrecisionDemand. “Our Seattle-based team of scientists has developed and fine-tuned a system that has successfully produced measurable results for all of our advertiser clients, whether the goal was increased retail sales, spikes in web traffic, call-ins or other unique metrics.”

The patent (US 8,627,359) covers the high-dimensional demographic vector matching technology that PrecisionDemand uses as one of several methods in its set top box TV ad targeting system. The basic method consists of four steps:

  1. Creating a buyer high dimensional profile
  2. Creating a media high dimensional profile
  3. Calculating vector similarity
  4. Using the similarity score for targeting

“Directly estimating future buyer probabilities based on historical counts of buyers or view-minutes on media runs into a matching density problem – the probability of an individual person being a buyer of a product and also of being detected in the TV viewing population can be low, resulting in sparse data in TV media in real-world conditions,” said Brendan Kitts, Chief Scientist at PrecisionDemand.

“We solve this by enriching individuals with over one thousand demographic elements, and then calculating the vector match of buyers with media. Because all persons viewing the media and purchasing the product are used, the algorithm has excellent scaling and generalization characteristics. We use several ensemble estimators in Scoring Service system, but this has proven to be a key method necessary for achieving ROI in real-world campaigns,” Kitts said.

ROI results from using the technique were published last year at IEEE ICDM 2013 and are available on the company’s website.

The full text of the patent, complete with examples of vectors and matching results, is available on PrecisionDemand.com.

News of the patent first appeared in MediaPost.

About PrecisionDemand

PrecisionDemand helps TV buyers deliver quantifiable ROI for their marketer clients by combining the scale of television with the precision of online targeting and analytics. PrecisionDemand uses marketers’ own first-party customer data to understand their customers and identify the most cost-effective and highly-targeted media opportunities. Through the combination of this data and PrecisionDemand’s patented technology, marketers can now go beyond traditional measures of reach to deliver against customized and specific metrics of success. Headquartered in Seattle and New York, the PrecisionDemand team includes industry leading experts in media, technology, and data analysis.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Information technology is an industry that has always experienced change, and the dramatic change sweeping across the industry today could not be truthfully described as the first time we've seen such widespread change impacting customer investments. However, the rate of the change, and the potential outcomes from today's digital transformation has the distinct potential to separate the industry into two camps: Organizations that see the change coming, embrace it, and successful leverage it; and...
Join Impiger for their featured webinar: ‘Cloud Computing: A Roadmap to Modern Software Delivery’ on November 10, 2016, at 12:00 pm CST. Very few companies have not experienced some impact to their IT delivery due to the evolution of cloud computing. This webinar is not about deciding whether you should entertain moving some or all of your IT to the cloud, but rather, a detailed look under the hood to help IT professionals understand how cloud adoption has evolved and what trends will impact th...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, discussed the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
We are always online. We access our data, our finances, work, and various services on the Internet. But we live in a congested world of information in which the roads were built two decades ago. The quest for better, faster Internet routing has been around for a decade, but nobody solved this problem. We’ve seen band-aid approaches like CDNs that attack a niche's slice of static content part of the Internet, but that’s it. It does not address the dynamic services-based Internet of today. It does...
Internet of @ThingsExpo, taking place June 6-8, 2017 at the Javits Center in New York City, New York, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo New York Call for Papers is now open.
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Everyone knows that truly innovative companies learn as they go along, pushing boundaries in response to market changes and demands. What's more of a mystery is how to balance innovation on a fresh platform built from scratch with the legacy tech stack, product suite and customers that continue to serve as the business' foundation. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, discussed why and how ReadyTalk diverted from healthy revenue and mor...
"Qosmos has launched L7Viewer, a network traffic analysis tool, so it analyzes all the traffic between the virtual machine and the data center and the virtual machine and the external world," stated Sebastien Synold, Product Line Manager at Qosmos, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
"We are a modern development application platform and we have a suite of products that allow you to application release automation, we do version control, and we do application life cycle management," explained Flint Brenton, CEO of CollabNet, in this SYS-CON.tv interview at DevOps at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
You have great SaaS business app ideas. You want to turn your idea quickly into a functional and engaging proof of concept. You need to be able to modify it to meet customers' needs, and you need to deliver a complete and secure SaaS application. How could you achieve all the above and yet avoid unforeseen IT requirements that add unnecessary cost and complexity? You also want your app to be responsive in any device at any time. In his session at 19th Cloud Expo, Mark Allen, General Manager of...
The Internet of Things (IoT) promises to simplify and streamline our lives by automating routine tasks that distract us from our goals. This promise is based on the ubiquitous deployment of smart, connected devices that link everything from industrial control systems to automobiles to refrigerators. Unfortunately, comparatively few of the devices currently deployed have been developed with an eye toward security, and as the DDoS attacks of late October 2016 have demonstrated, this oversight can ...
"ReadyTalk is an audio and web video conferencing provider. We've really come to embrace WebRTC as the platform for our future of technology," explained Dan Cunningham, CTO of ReadyTalk, in this SYS-CON.tv interview at WebRTC Summit at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" pr...