Visible World, the addressable TV advertising tech provider, said it has received a patent that will give it increased bandwidth, allowing the continued delivery of different creative in the same ad slot, which brings household targeting based on demographic and other data.
The “dynamic bandwidth allocation for addressable content” is Visible World’s 16th patent and works with traditional linear TV. The company said it “does not solely rely on [VOD] or set-top boxes with local DVR storage.”
Twelve-year-old Visible World has been working with all types of addressability for some time and also enables delivery of interactive ads. It works with 200 advertisers with reach into about 80% of U.S. cable homes served by a run of operators, including Comcast, Cablevision and Charter.
Its addressable advertising offerings enable geographic targeting with Comcast's Adtag/Adcopy brand, where a cable provider can serve a different ad in a different zone simultaneously, as well as at the more granular household level.
Investors range from WPP to Time Warner Cable to Viacom. On the company’s Web site is a tracker of how many ads it has served in a given day. The Wednesday midday figure was running at close to 380,000.
Editor's note: Adtag/Adcopy is a Comcast Spotlight brand and Visible World “automates” campaign executions used by MSOs. Visible World’s investors include an investment arm of Time Warner not Time Warner Cable.