Market intelligence is captured based on two sources of input: the opt-in process and each individual viewing habits. In exchange for the incentives provided by EmbracingMedia, our opt-in registration collects detailed demographic and lifestyle data. Once registered and activated, the MITA platform identifies each individual passively whenever they choose to watch TV, thus allowing viewer habits and ad insertion functions to be tracked in near real-time. The viewer doesn't need to worry about passwords, taking frequent surveys, or keeping hand-written diaries. He or she simply watches TV in the traditional way.

Targeted advertising is achieved by processing algorithms that monitor and analyze the incoming digital TV signal. The on-going results of this analysis are used to coordinate insertion of new ads under agreement with individual ad agencies, advertisers, broadcasters, or carriers. With MITA technology embedded in the TV set and remote control, the consumer can choose any broadband Internet connection for use with the system (which maintains itself quietly in the background).

In today's environment, ratings are the coin of the realm. Meanwhile, most advertising dollars are wasted because they fail to reach the right audience. By delivering a more targeted and relevant ad where permitted, consumers will be more positive, interested, and open-minded to the brand message. This drives up the potential value of each ad impression, allowing EmbracingMedia to share in the value creation alongside our clients and partners.

Due to the multiple techniques we've developed to gather timely, detailed TV ratings while also managing ad insertion opportunities, the MITA platform can also enable post-viewing activities such as e-coupon redemption and direct response.

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