Interactive Television Commercials Use Certified Ad Widgets That Require No Additional Testing


Wednesday, July 23, 2014

Dulles, VA: July 23 – FourthWall Media®, the largest independent source of cable set-top box viewing data, announced today that the U.S. Patent office has approved a patent for their system and method of substituting parameter sets in self-contained mini-applications.  This technology allows cable operators or any distributor of interactive television commercials to rapidly deploy new interactive ad units with unprecedented reliability which eliminates the need for testing each individual interactive spot.

FourthWall’s Ad Widgets® interactive advertising platform exploits this technology, allowing advertisers to choose from a variety of certified Ad Widgets that overlay interactive functions on their spot.  These functions include targeted billboard overlays, voting and polling, requests for information, and the ability to play longer form video.  The Ad Widgets Console allows operators to select a certified Ad Widget template with a rich set of changeable features for every interactive spot such as background color, targeted messaging, and customized graphics — and generate the resulting instantiated Ad Widget to be bound with the ad spot.  Using this unique method, each Ad Widget guarantees high reliability when running on the set-top box while requiring no additional application testing.

“More and more cable operators are rolling out interactive television advertising,” said Dr. Louis Slothouber, Chief Scientist and Co-Founder of FourthWall Media.  “Ad Widgets is our end-to-end system constructed upon the foundation described by this patent.  Interactive Ad Widget templates are rigorously tested using a statistical methodology before the Ad Widgets system is released.  We employ automated testing and other methods rooted in mathematics to avoid costly and time-consuming testing traditionally performed for interactive applications.  Using the Ad Widgets Console, advertisers can rapidly deliver new interactive spots with confidence and agility.”  Dr. Slothouber continued, “This adds to our portfolio of 16 patents granted with 79 additional patents pending.”

“With this new patent, FourthWall has enhanced its value as the leader in all aspects of television performance data,” said Tim Peters, FourthWall CEO.  “While most people know us as the leading source of ultra-precise TV viewership data, we have been very active in the deployment and operation of Ad Widgets.  Not only is interactive advertising a great enhancement to traditional television advertising it also enables the collection of advertising exposure and engagement metrics which have additional long term value to advertisers and distributors alike. This new patent is the latest in our now substantial portfolio of intellectual property around Ad Widgets.  Whether targeting television commercials into individual homes or easy to create interactive advertising templates for operators, we are very pleased to see this business flourish.”

About FourthWall Media

FourthWall Media® ( is a leading provider of platform technology for Cisco, Motorola, Pace and tru2way set-top boxes.  Its products are in use by a broad range of U.S. cable operators.  FourthWall’s MassiveData® division delivers data, metrics and analytics that allow ad agencies, marketers, programmers and schedulers the ability to better predict consumer behavior, validate the predictions over time, and employ marketing dollars more effectively.  MassiveData provides television data and audience analytics to a growing list of advertisers and media research companies.  FourthWall Media’s corporate headquarters are in Dulles, VA.

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John Totaro