Wyoming Patent of the Month – November 2022

With the near constant use of browsers and internet-connected applications, digital advertising as an industry has seen a boom. In fact, an estimated 566 billion U.S. dollars were projected to be spent on digital advertising worldwide in 2022 and this value is expected to increase going forward. With an industry this size, innovation is crucial.

Consumable Inc. is committed to the innovation and development needed to turn any ordinary impression into extraordinary connections. Their focus is on ensuring that ads are both viewable and consumable – a truly important component.

Typically, a digital video ad is played after the ad space makes a call to the ad servers. So, if a browser is open and ad space is available, it calls the ad server and receives the corresponding data for the digital video and displays this in the video player. Ofcourse, the technical process is not quite so straightforward and the logistics behind this process are varied. Most often, advertisers are not committed to paying for an impression until after the video ad starts playing. This is usually tracked by the firing of a “start pixel”. This means that if a video ad fails to start for any reason, the website publisher will not get paid. Simple technical failures or limitations can quickly impact revenue and impressions. 

Part of Consumable’s technological portfolio is a real-time video ad evaluation system. This uses predictive modeling to determine the likelihood of whether digital ads will start based on the user’s device. The system performs these predictions simulations on multiple video ads and uses the results to determine which ad should be delivered to the user’s device. This helps to ensure there is no wasted ad space, no lost impressions, and no (or fewer) false starts.

The predictive simulation collects ad bids and the optimization server is queried for an analysis of each bid. The user device is then identified via IP address or some other logical designator. The simulation grabs information for each video ad including details of arrangement on the screen and size of the file. A simulation then runs to predict the likelihood of the video running and a winning bid is selected and pulled into place.

Are you developing new technology for an existing application? Did you know your development work could be eligible for the R&D Tax Credit and you can receive up to 14% back on your expenses? Even if your development isn’t successful your work may still qualify for R&D credits (i.e. you don’t need to have a patent to qualify). To find out more, please contact a Swanson Reed R&D Specialist today or check out our free online eligibility test.

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Swanson Reed is one of the U.S.’ largest Specialist R&D tax advisory firms. We manage all facets of the R&D tax credit program, from claim preparation and audit compliance to claim disputes.

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