Even television advertising
isn't immune to the pull of real-time ad tech. FourthWall Media, a Virginia-based TV ad solutions provider, has been awarded a patent for its Dynamic Application Insertion Technology.
The technology allows targeting data and applications to be directly embedded into a video stream as opposed to being pre-downloaded to the "set-top box." Essentially, the patented technology allows for real-time targeting on television.
Louis Slothouber, chief scientist and co-founder of FourthWall Media, stated, "…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. The advantage of this technology is that it allows for much more dynamic targeting of television commercials."