Dublin-based adtech start-up TvadSync has been selected by a panel of experts to take part in the Foundry 50 search for the world’s leading marketing technologies at the Cannes Lions Festival of Creativity next week.
TVadSync is the brainchild of Ronan Higgins and Peter Oonk and addresses changing TV viewing behaviour.
TVadSync enables a new form of programmatic buying for marketers and media buyers that captures consumers on second screen devices such as smartphones and tablets exactly at the same time they are exposed to TV advertising.
The company’s platform works by interfacing intelligently with demand-side platforms (DSPs) that enable the buying of advertising inventory in real-time.
By making clever use of video fingerprinting and recognition software from the prestigious Fraunhofer Institute in Germany, as well as combining algorithms and APIs, TVadSync aims to ensure TV advertising dollars won’t go to waste.
Oonk explained that the technology is being used by various ad agencies including OMD, GroupM, Mindshare, Starcom Mediavest, Core Media and Omnicom.
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The company’s technology has been used in international advertising campaigns by brands like McDonald’s and Turkish Airlines.
“Our technology captures the TV signals that go into servers,” Oonk explained.
“We are working on something new in the US for automatic content recognition (ACR) providers who have chips embedded in set-top boxes and smart TVs.
“It is powering a new form of retargeting from emotive TV ads to response-driven display advertising,” Oonk said.
He explained that TVadSync is currently in the midst of a funding round and has appointed seasoned telecoms executive Sean Melly as its chairman.