When you watch video content – whether it’s a sports game, a movie or a TV show – you usually have to “put up” with ads. The most annoying part of watching ads is when they have nothing to do with your tastes or interest, like beer ads if you’re a wine drinker. Kiptronic’s ad insertion technology promises to change all that – by matching up audience with content before the content gets downloaded.  Today, there are basically 2 ways to insert ads into video content:

1.       At the point of upload – which inserts ad as part of the content. So when the content gets old – ie, a 1930s movie- so do the ads. And whoever downloads that content gets the same ads – regardless of their age and where they live. It’s an effective methods for publishers who want to manage their own traffic - but not audience-targeted and not very flexible.

2.       At the point of download: that’s what Kiptronic does.  Ads are inserted on the server side, just before the viewer downloads them. That’s much more efficient because it allows old content to feature contemporary ads – for example, ads for a new TV series inserted with reruns of “Happy Days”. Also, it enables advertisers to better target their audience – geographically, demographically and across genres.  Kiptronic tags the content in the servers (they have a partnership with Akamai for hosting and delivery) according to who is most likely to be interested by it (by age group, centers of interests etc), so that the ads that are delivered to the viewers are the most relevant to their interests – and thus less intrusive. Kiptronic technology integrates with Microsoft’s IIS.