SOURCE: This Technology


February 17, 2015 08:00 ET

THIS TECHNOLOGY Secures Crucial Dynamic Ad Insertion Patent, Underpinning Company Innovation

Covers Key Functionality at Center of Content Monetization, Helping MVPDs Deploy Flexible Advertising Architectures

DENVER, CO--(Marketwired - Feb 17, 2015) - THIS TECHNOLOGY, Inc., which helps MVPDs and programmers monetize and deliver content to any screen, today announced that it was awarded U.S. Patent No. 8,949,882 covering key dynamic ad insertion (DAI) functionality. The patent describes the method for identifying dynamic advertising inventory and defining attributes like ownership, length and interactivity, which are all critical requirements for targeted advertising delivery. The result is fully-monetized content for MVPDs and programmers, regardless of either's choice of ad decisioning system or video delivery platform. The latest addition to THIS TECHNOLOGY's patent portfolio highlights the company's early and defining efforts in advertising technology.

"THIS TECHNOLOGY's latest patent dates back to an application we made in 2007, when the delivery of targeted and relevant ads to any device existed only as an idea on the back of napkins," said Jeffrey Sherwin, CEO of THIS TECHNOLOGY. "We were early to recognize MVPDs would ultimately require freedom and flexibility in their advertising architecture to effectively deliver DAI. This patent demonstrates our commitment to delivering technology that levels the DAI playing field for both Internet and video ad decisioning systems."

MVPDs face revenue growth pressure at a time when content delivery platforms and consumer devices are growing exponentially. THIS TECHNOLOGY stands out in the advertising technology ecosystem with its Trajectory™ Dynamic Ad Insertion product that leverages the newly-secured patent to enable MVPDs and programmer use of DAI as a revenue driver. Without this method, MVPDs and programmers would not be able to identify inventory ownership, a necessary step when preparing to insert each of their dynamic advertisements into the same video stream. The company counts many of the largest North American MVPDs as customers. This market traction is due to the company's successful track record of defining and delivering innovative solutions that support the video advertising market's rapid pace of change.

To date, THIS TECHNOLOGY has secured eight patents. They span innovation in advertising inventory management between programmers and MVPDs, creation of MVPD data-driven audience definitions for programmers and delivery of unprecedented scale in manifest manipulation. These patents support THIS TECHNOLOGY's product portfolio, which can be deployed in support of DAI across VOD, cDVR, TV Everywhere or linear, in QAM and IP environments.

"We are proud to deliver core technology that empowers our customers to advance content monetization strategies without the technical hurdles and costs," said Sherwin. "Together, we will continue to innovate, redefining what is possible when it comes to cloud-based video solutions."

To learn more about THIS TECHNOLOGY, visit


Founded in 2006, THIS TECHNOLOGY, Inc. provides network software that helps MVPDs and programmers efficiently monetize content on any screen, centralize network operations, address changing ad business models, and support increasing need for regional distribution of video. This includes solutions for VOD, network DVR, IPTV, TV Everywhere, and mobile devices. The company's core products include Trajectory™ Dynamic Ad Insertion, SwitchStream™ Alternate Content Delivery System, VEX™ Manifest Manipulator, and MetaMore™ Asset Management. THIS TECHNOLOGY has raised financing from General Catalyst Partners and counts Comcast, Verizon, NBC Universal, and ABC among its customers. It is based in Denver, with offices in New York City and Beijing. For more information, visit

Contact Information

  • Brian Baumley
    BLB Communications for THIS TECHNOLOGY
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