Finity Technologies, Inc.
WHEREAS, Annual advertising spending in the U.S. is approximately
$280 billion; and
WHEREAS, Broadcast television advertising amounts to approximately
$60 billion: and
WHEREAS, Many advertisers are getting increasingly impatient with
lack of return-on-investment (ROI) figures from broadcast advertising;
WHEREAS, Feedback about ad campaign success to advertisers is limited
to small samplings from Nielsen and perceived lift at retail. In both
cases timeliness and relevancy is lacking; and
WHEREAS, Advertising agencies are being squeezed on their compensation
due to ineffective or non quantifiable results from broadcast advertising;
WHEREAS, Cable operators and major software companies are building
an interactive environment to replace or coexist with conventional
WHEREAS, this interactive environment is being driven and enabled
by the federal mandate for digital television (DTV); and
WHEREAS, Consumers are gaining more control of what they watch and
when they watch it because of devices like TiVo and services like
Video On Demand (VOD); and
WHEREAS, Consumer privacy issues and rights are being hotly debated
by federal and state legislators; and
WHEREAS, Wireless providers need to balance subscription revenue
with other forms of revenue like advertising;
THEREFORE Finity Technologies, Inc.
- Will develop applications that enable the delivery of targeted
advertising over interactive mediums.
- Will provide advertising agencies an application to specify the
characteristics or profiles of their targeted audiences for an ad
- Will match the profile from the ad agency within a pre-specified
probability of consumer information purchased or obtained from consumer
databases, behavior data provided from the cable, network, wireless
and satellite providers and preference data provided by the consumers.
- Will deliver location specific ads to network, cable, satellite,
local TV and wireless providers for delivery through their ad scheduling
- Will protect the privacy of consumers
- Will provide a means to quantify the success of ad campaigns.