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AOL Platforms’ Adap.tv Granted Patent for System Tying Consumer Sales to TV Ads
|By Business Wire
|July 16, 2014 08:39 AM EDT
Adap.tv, a division of AOL Platforms, today announced it has secured a
key patent that advances the development of data-driven video across
digital and TV. The US Patent and Trademark Office has granted Adap.tv
US Patent No. 8,768,770, which focuses on applying a principle,
traditionally associated with digital, to television: conversion
Coupled with the methodology of Convertro, the leading provider of
multi-touch attribution recently acquired by AOL, advertisers now have
an unparalleled machine-learning technology platform at their disposal
to precisely identify on which digital and TV environments their
advertising is most effective and driving sales.
“TV is evolving; today, massive amounts of set-top box data are
available for TV buyers and sellers that allows for greater ad
opportunities and insights about an ad’s effectiveness,” said Brendan
Kitts, Chief Scientist at Adap.tv. “We have worked over the past several
years in a range of multi-million dollar, award-winning,
television campaigns to perfect our automated targeting and ROI
measurement techniques. We believe, evidenced by these patents and
results, that our ROI measurement techniques are novel and can be used
to substantially automate TV campaign optimization. The implications for
TV advertisers in terms of their ability to measure quantitative sales
performance, optimize, and increase their ROI are profound.”
In contrast to digital, TV has had imprecise methods for attributing
airings of TV ads to in-store and online sales conversions. When an ad
airs on TV, there is no cookie, like in digital, that can correlate the
broadcast to an eventual sales event, and there’s no precise way to know
whether those sales were driven in part to the original TV ad, let alone
what particular TV airing caused it.
This offline-online dichotomy makes it extremely difficult for marketers
to do basic planning, like calculating how much budget to apply towards
TV, and also makes it nearly impossible to optimize TV media towards the
media that is producing the highest number of conversions, among other
things. In a media environment where every dollar counts, this can be
“The industry is just in the beginning stages of applying automated,
data-driven approaches to TV,” said Dan Ackerman, Senior Vice President
of Programmatic TV at Adap.tv. “This patent is a recognition of the work
our teams have done to develop technologies that will accelerate this
shift towards more efficient TV advertising predicated on ROI and
accountability. The ultimate goal is to tie TV closer together with
digital, and provide a more holistic view of marketing investments
across all online and offline channels.”
Additional information about Adap.tv’s conversion tracking patent can be
found here: http://bit.ly/1zGqsR7
Adap.tv was granted another
patent related to data-driven TV ad targeting (US 8,627,359), in
January 2014 and covers the technology for automatically targeting
high-probability buyers using set-top box data.
Adap.tv, a division of AOL Platforms, is transforming the way video
advertising is bought and sold. Adap.tv's video intelligence platform,
Pathway, helps many of the world's largest brands, agencies, publishers
and ad networks intelligently, effectively and safely plan, buy and
measure billions of video ad trades programmatically every month across
web, linear TV and mobile video.
Headquartered in San Mateo, California, Adap.tv has US offices in
Chicago, Los Angeles and New York, and international offices in
Australia, India, Japan, Singapore and the UK.
For more information, please visit adap.tv,
or follow Adap.tv on Twitter @Adaptv,
Facebook at facebook.com/adaptv
and LinkedIn at linkedin.com/company/adap-tv
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