Adap.tv Wins Conversion Tracking Patent

In the USA, AOL-owned video ad platform Adap.tv has been granted a patent which it says 'advances the development of data-driven video across digital and TV.'

The firm's video intelligence platform, Pathway helps users plan, buy and measure their video advertising. Its technology for automatically targeting high-probability buyers using set-top box data won another patent (US 8,627,359) in January this year.

The new award, US Patent No. 8,768,770, focuses on applying the principle of conversion tracking - more normally associated with digital media - to television.

The company says the technology can be combined with its multi-touch attribution technology, developed by recently acquired Convertro, to give advertisers 'an unparalleled machine-learning technology platform ... to precisely identify on which digital and TV environments their advertising is most effective and driving sales.'

Brendan Kitts, Chief Scientist at Adap.tv, says the firm's automated targeting and ROI measurement techniques have been honed over several years in 'a range of multi-million dollar, award-winning television campaigns' and will allow TV advertisers to 'measure quantitative sales performance, optimize, and increase their ROI'. Dan Ackerman, the firm's SVP of Programmatic TV comments: 'The ultimate goal is to tie TV closer together with digital, and provide a more holistic view of marketing investments across all online and off-line channels.'

Adap.tv is headquartered in San Mateo, California, with three other US offices and locations also in Australia, India, Japan, Singapore and the UK. Web site: www.adap.tv .