Making of Mirrors: The AI-driven Content Detection Technology
‘’ We’ll synchronize between TV and digital
‘’ – the words that changed the whole scenario and gave rise to SilverPush’s AI-driven contextual detection
technology: Mirrors. The technology runs graphics processor units that monitor
TV feeds in real time from set-top boxes. The feed from each TV channel goes to
the processor which further breaks it down into audio and video. After this,
the adverts are matched and the online response required is then triggered. Mr.
Hitesh Chawla, the CEO of SilverPush explained this technology in a simpler
way. He said that while watching IPL when the viewers will turn to your phones
during the ad break, the viewers will see an ad on Facebook. It was stated that
to detect an advertisement with older methods it took about 7 seconds for this
process. But with this new platform launched by SilverPush, it takes 0.6 to one
second for detection, and hence SilverPush patented this technical achievement.
The company has claimed that it has over 100 clients and some are big names
like Coca-Cola, Cisco, Spotify and more.
SilverPush has recently raised the second
round of funding of 5 million dollars from FreakOut Holdings and the revenue
grew over 100% in 2018 and is now targeting 25 million dollars in the next two
years. One of the campaigns that were
run by them was for Coca-Cola in Thailand, during the 2018 football World-Cup.
Here, the Facebook data was used to synchronize the adverts to a specific
demographic. The football fans aged between 18-35 were the prime targets and
the creatives were done on the most popular 9 teams of
that World Cup. The Key in-game moments like a free kick, goals, half-time, etc
were synced with advertisements on social media and finally redirecting to
popular food app- Lineman. The technology monitored the TV feed and matched the
ad it caught to trigger ott ads on a
specific demographic.
Apart from TV, SilverPush has moved on to
videos more broadly on the net and otherwise. It is not necessary that the
trigger does not have to be an advertisement. It can be anything from a face,
logo to emotions. The contextual adtargeting is taken care through this platform. SilverPush plans to expand
and perform as a leading platform in the Southeast Region and is sure that with
this technology getting better day by day, that day is not far.
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