The U.S. Patent and Trademark Office will grant
The U.S. Patent and Trademark Office will grant a patent to FourthWall Media for “Dynamic Application Insertion Technology,” a set-top box technology that allows ads targeted toward individual consumers to be embedded in a video stream, the company said Wednesday.…
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FourthWall will get the patent after paying a fee to the U.S. Patent and Trademark Office, and the patent is now considered allowed, a company spokesman told us. “Unlike other targeted ad technologies where a separate ’switching’ application and the corresponding set-top box targeting information need to be downloaded ahead of time, this technology embeds the switching app in the video stream which then selects the right version of the ad to display in the targeted home,” said co-founder Louis Slothouber in a news release. The new technology allows advertisers to “change their targeting criteria without having to wait for a new application or targeting information to propagate across the system,” the release said.