Invidi Technologies, the addressable TV advertising developer whose backers include WPP’s GroupM unit, has been granted a key patent for the underlying functionality of its addressable advertising system by the United Stated Patent and Trademark Office. The patent, U.S. Patent 8,065,703, titled “Reporting of User Equipment Selected Content Delivery,” covers the delivery of addressable ads where the decision of which ad to deliver is made at the viewing device level.
“Having ad delivery decisions made at the user device level allows better targeting results based on local information, demographics or other targeting criteria,” the company said in a statement, adding that the patent, “covers methods of reporting decisions made by user devices to a network or to an upstream data center. Devices report what ad was delivered so advertising campaigns can be monitored, billing information can be generated and data analytics can be produced.”
Invidi said the patent “complements” a previous patent (US patent 7,730,509) titled “Asset Delivery Reporting in a Broadcast Network,” which covers the delivery of targeted advertisements and other targeted content selected from many alternatives, to users of a broadcast network, followed by the reporting of the ad selection for each user, thereby providing measurement and other data for analysis.