AOL’s Adap.tv acquired a patent “that advances the...
AOL’s Adap.tv acquired a patent “that advances the development of data-driven video across digital and TV,” Adap.tv said in a Wednesday news release (http://bit.ly/1tRIKhI). Patent No. 8,768,770 is intended to bring the concept of “conversion tracking” -- “traditionally associated with…
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digital,” the company said -- to TV. “In contrast to digital, TV has had imprecise methods for attributing airings of TV ads to in-store and online sales conversions,” Adap.tv said. The patent, combined with another granted in January (No. 8,627,359), will work to make those connections, Adap.tv said.