MUMBAI: California headquartered Gracenote, which provides music and video metadata and recognition technologies to entertainment products and brands, is teaming with Invidi, which offers advanced television ad solutions.
The aim is to develop an addressable advertising system that can identify what TV programmes and commercials viewers are watching in real time and determine which commercials should play next.
Typically TV viewers experience the same commercials regardless of their household needs, income or unique profile. Gracenote aims to shift this paradigm by bringing the same targeting capabilities common with Internet advertising to viewers in the living room. Gracenote is combining its advanced audio and video fingerprinting technology, which identifies what viewers are currently watching, with INVIDI‘s addressable television technology software, which can determine which ads to target to specific audiences.
Gracenote will tap into Invidi‘s ad decisioning engine to allow advertisers to select certain households and individual audience demographics and target them with specific commercials, giving them a measurable way to place television advertising in front of a desired audience, while increasing advertising inventory and revenue opportunities for broadcasters. The combination of Gracenote recognition technology with INVIDI ad decisioning will provide advertisers the ability to dynamically insert ads into broadcast programming to better reach the preferred audience.
Gracenote president Stephen White said, "We are entering a new era of television advertising, where focus and relevance rules. This partnership with Invidi allows us to deliver an addressable advertising solution that will change and enhance the TV advertising experience, as well as allow media planners to execute and monetise their advertising campaigns to maximize their ad opportunities."
Invidi‘s addressable ad system is designed to protect the privacy of all users and user information. Using public domain demographic information and other pre-determined viewer metrics, Invidi provides the ability to better understand TV audiences and selectively target viewers. The solution increases the relevance of advertisements to unique audiences, without compromising viewer privacy.
Invidi CTO Bruce Anderson said, "Invidi is committed to making addressable advertising available across every platform for the benefit of advertisers and end users alike. We believe Gracenote‘s technology combined with Invidi‘s is a big leap forward in inserting real linear content that is most relevant to the end viewer. We look forward to working alongside Gracenote to bring this technology to the marketplace.
