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Russian space tech unlocks online video ‘dark matter’ for brands

by on December 5, 2016 in Lead Article, Lead story, News you can use

Using groundbreaking technology based on Convolutional Neural Networks ad tech start-up Pixsee is set to revolutionise programmatic video advertising with the launch of a new platform that will allow online publishers and social media site owners to monetise the trillions of user-generated videos uploaded to the web.

Chaired by renowned British ad man Bil Bungay, Founding Partner and Vice Chairman of creative agency BMB, Pixsee has developed patentable image recognition (IR) technology that works by analysing UGC, identifying images and sentiment, and then sorting videos into recognised IAB classifications, allowing for accurate targeting. This means the videos can easily be turned into advertising inventory that can be sold programmatically to brands for their ad campaigns.

“By 2020, Cisco forecasts there will be 65 trillion images and 6 trillion videos uploaded to the web,” said Bungay. “The problem is that most of this content is user-generated, and therefore unstructured with no meaningful metadata labelling. This means it’s as good as invisible to search and existing text-dependent advertising technologies. It’s the equivalent of the dark matter that makes up 85% of the mass of the online video universe– it’s there, but we can’t see it.

“Using ‘deep neural networks’, our patentable technology, developed by our team of Russian computer scientists, understands and unlocks the value of this mass of uncategorised content, making it accessible to advertisers.”

This solves the problem of the current dearth of video inventory that’s holding brands back from engaging with consumers as effectively as they could. It will also help to stem the growth of ad-blocking, which 27% of UK internet users are predicted to be using by 2017 by increasing ad relevance and thereby minimising intrusiveness and annoyance.

“Essentially, I believe it will revolutionise video advertising as it will lead to greater transparency and more relevant content for brands, meaning consumers will no longer feel the need to block ads,” added Bungay. “I am really excited about the potential Pixsee has to unlock the incalculable value of the unseen web – it’s like digital alchemy!”

Pixsee has also developed an adult content filter that can recognise violent images, including terrorism and more.

“Brands are terrified at the prospect of their advert being placed in an inappropriate webpage,” said Bungay. “But the limitations of current programmatic ad placement mean 12% of ALL adverts are placed on a porn site or another inappropriate context such as terrorism or violence. With Pixsee plugged into the ad placement process, this risk is all but eliminated.”

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