JW Player, the software company that provided the original video player for YouTube, has registered a new patent for its real-time viewability technology.

It’s been given number US11,102,546 by the United States Patent and Trademark Office (USPTO).

“As the video player on the page, JW Player has access to granular information that nobody else has. Our technology gives advertisers the confidence their ad dollars won’t be wasted on non-viewable ads, and enables publishers to monetise a wider share of their content,” said Michael Schwalb, JW Player’s GM of Data and Partnerships.

Advertisers traditionally base their ad bids on pre-bid viewability data, which indicates the probability that an ad will be viewable above a set threshold percentage. However, this leaves the possibility that some ads may be excluded from a campaign if a property has historically low viewability rates.

“This patent makes JW Player the only video platform outside of walled gardens that provides real-time viewability metrics,” said Nir Yungster, VP of Engineering at JW Player and the lead author of the patent. “Our AI learns from millions of videos playing across the web to make real-time predictions about whether an ad will be viewable when the bid request goes out. When you combine these real-time viewability metrics with JW Player’s best-in-class contextual targeting capabilities, advertisers can now confidently place ads on content that is both viewable and highly relevant to their brand at scale. In short, this technology makes campaigns that were historically impossible, possible.”

JW Player’s real-time viewability technology has been available for advertisers and publishers to since 2020.

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