AOL granted patent for attribution of TV ads
July 16, 2014
Adap.tv, a division of AOL Platforms, 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 tracking.
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 optimisation. The implications for TV advertisers in terms of their ability to measure quantitative sales performance, optimise, and increase their ROI are profound.”