Patents can make or break a tech company’s plans. If Roku’s recent moves are anything to go by, then the tech company is about to bring a major boon to the streaming industry. Evidence suggests that TV streaming giant Roku is angling for new tech, having taken the last steps before the issuing of a patent earlier this year.
Roku filed a new ad-tech patent and has received a Notice of Allowance from the US Patent and Trademark Office (USPTO). This notice is generally recognized to be the final step before a patent is issued. First reported in April 2024 by tech and entertainment newsletter Lowpass, this new patent could bring even greater ad capabilities to the platform.
Roku’s new patent comes just months after finalizing partnerships with both iSpot and The Trade Desk to improve and expand its video advertising offerings.
What will Roku’s new patent bring advertisers?
Roku’s application is for “HDMI customized ad insertion.” In the filing, the capabilities of this device are detailed – describing the ability to play streaming ads when content is paused. It does this through a device’s HDMI connection, reading where and when media is paused and displaying ad content until content is played again.
This technology would also be able to detect context and play custom or relevant ads to specific audiences. For example, a device could play cosmetics ads while a make-up competition show is on pause.
Roku now has three months after receiving its Notice of Allowance to pay an issue fee if it hopes to secure its patent. So long as the fee is paid, the company will likely receive its patent within two to three weeks.
While attaining the patent could be game-changing, it doesn’t mean any specific device is market-ready or dictates when and where Roku intends to use its new technology. Advertisers keen to jump on board and play ads during paused streaming content will just have to wait and see how and when this tech will be officially launched and given that Roku has declined to make any comments on the record, that may be a while yet.
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