Advocado, a cross-media data management platform, has recently announced the acquisition of the VEIL watermarking technology as well as 46 other patents from VEIL Interactive Technologies. VEIL is an interactive technology developer and an affiliate of KISI (Koplar Interactive Systems International).
The data management platform and a licensee of the VEIL technology will now integrate its watermarking capabilities into the data management platform for broadcast radio and TV. In addition, it will further ensure advanced detection and attribution for interactive gaming and TV. This integration will allow advertisers, networks, and media partners to accurately measure advertising effectiveness and boost consumer engagement across varied channels.
As per the statement made by Advocado’s COO and Co-founder, Jeff Linihan, VEIL has been functioning as the industry standard for verifying a large amount of media spend over the past decades. Through the recent acquisition, the company will combine the technology with its best-in-breed DaaS and SaaS capabilities to expand the speed and precision across a range of use cases. Additionally, it will provide the industry with a real-time, non-biased attribution and campaign-coordination platform that is capable of extensively measuring the next-gen media experiences.
Mr. Linihan further added that the combination of the core VEIL technologies with the company’s platform and culture of innovation will enable consumers, advertisers, hardware manufacturers, and media organizations to rapidly enhance TV experiences.
Notably, Advocado customers will be able to benefit from the expanded monitoring capabilities on OTT and CTV following the acquisition, with piloting to soon begin on streaming audio and radio. This full patent portfolio will also help customers transform the process of embedding data in audio and video streams, as well as provide access to advanced interactive TV capabilities.
Bob Koplar, KISI’s President, has seemingly cited that Advocado has proven to be its strategic partner in five years of licensing the VEIL technology, making the company a favorable choice to help the foundational VEIL technology evolve into a suite of groundbreaking media measurement solutions.