The television industry suffers from a lack of choice, both in TV ratings and the ads displayed to individuals in each household. These problems are further complicated by the issue of consumer privacy: the public resents being watched, in part because they don’t get enough out of the bargain. To solve these problems, and do so in a way that is realistic in today’s market, EmbracingMedia created the MITA platform. A breakthrough online service for embedded video devices, MITA technologies are built into the TV itself and connect to EmbracingMedia through the Internet.

Devices in the MITA network (e.g. televisions) stay coordinated through the online service and are able to function with most TV carriers. Compatible with cable, satellite, broadcast, DVR, or Internet Protocol Television (IPTV), MITA has the ability to detect both the unique viewer and the TV content being watched. These revolutionary technologies allow EmbracingMedia to gather timely, accurate ratings data from each individual viewer as well as to personalize their ads.

Instead of requiring constant interaction and acceptance of visual cues, our software runs in the background and is invisible to TV viewers. This is an important distinction that recognizes the last fifteen years of interactive TV development. Similarly, our unique opt-in system uses powerful incentives to bring consumers into a more family-friendly program with obvious benefits to the household. By resolving the privacy and interaction design issues, and developing a system that does not require active participation from either users or TV carriers, advertisers will now be able to both explore new avenues of market research and get the right ads in front of viewers.

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The MITA platform from EmbracingMedia is based on a revolutionary design. Here’s how it works:
1. Consumers complete an opt-in registration process for our market data program, which collects detailed demographics such as age, gender, hobbies, and occupation.
2. The embedded MITA platform, built in to the TV and connected to the household Internet, tracks individual viewing habits within the household and reports market data in near real-time. It also exchanges advertising content with the EmbracingMedia network.
3. Market data is stored for client reporting, and targeted ads are inserted where it is appropriate and where permission has been granted.
4. Viewing habits and ad effectiveness are tracked for continuous improvement, with a consumer base that grows in value as new households join the system.

This unique offering creates powerful value for consumers, broadcasters, advertising agencies, and brands via almost any type of TV experience.