I bet we’ve all had moments when we’ve stared at a random, irrelevant ad and wondered: “Why the heck am I being forced to watch this?” Well, a company called Relevancy Data is working to make those moments a thing of the past, and it’s taking the stage today as part of the Startup Battlefield at Disrupt NY.
Here’s the basic idea: Instead of just targeting video ads based on clicks and other behavioral data, Relevancy Data allows advertisers and publishers to use the content of the videos you’re actually watching. It sounds like an obvious solution, but analyzing those videos isn’t easy, particularly when it comes to user-generated content, where the publisher doesn’t automatically know what the video is about and can’t rely on tags or other metadata.
Hubschmann acknowledged that existing ad targeting tools are bringing in plenty of money, but she suggested that users are getting more annoyed — hence the growth of ad blockers. And there are competitors trying to analyze video content for better ad targeting, including DynAdmics and Vu Digital, but founder and CEO Michal Hubschmann said Relevancy Data’s technology is more comprehensive.
“It’s not about face recognition or image recognition,” she said. “It’s a combination of all the technologies under one umbrella: face, logo, elements, age, gender, emotion and audio.”
Hubschmann showed the technology onstage, playing a video and identifying the faces, the logos, the emotions and more. The business model involves selling this data to media and ad tech companies to improve their user profiles and therefore their targeting.
Relevancy Data also works closely with the content providers, she said: “In this industry, the publisher is king. If the publisher says, ‘I want you to use this technology because the performance will be higher,’ that’s an immediate sale for us.”
Before founding Relevancy Data, Hubschmann founded hotel website EasyToBook.com, while her technology director Aviram Siboni has done work with face, voice and speech recognition, including a stint with the Israel General Security Services.
Relevancy Data was incubated at Startup Bootcamp Amsterdam and has launched in Europe. However, Hubschmann said she’s looking to expand in the United States.
In the meantime, she’s releasing her first set of campaign results from Fox Sports in the Netherlands. By using Relevancy data, Fox Sports apparently saw a 3.7 percent clickthrough rate, compared to a standard CTR of less than 1 percent — in other words, the campaign was more than three times as effective.
from TechCrunch http://feedproxy.google.com/~r/Techcrunch/~3/yQQGRJBOleg/
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