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MacDirectory magazine is the premiere creative lifestyle magazine for Apple enthusiasts featuring interviews, in-depth tech reviews, Apple news, insights, latest Apple patents, apps, market analysis, entertainment and more.

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ad skippers, put their devices down or flee the room when the ads come on. Obviously, the right ads weren't getting to the right person at the right time. As we elbowed from one hall to another, we were fortunate to catch up with Kathleen Maher, an authority on all things digital and the person who really runs Jon Peddie Research. She told us what we wanted wasn't at IBC… yet. She introduced us to Louis Hernandez, formerly with Avid and now chairman of Ryff, who gave us the elevator pitch about what the company is doing. "We're developing intelligent image technology that will enable content objects to be as dynamic as data. When we release the product – we're already planning to be at next year's IBC with everything running. Advertisers will have a new, flexible platform to seamlessly change, alter or totally replace any object, person or background in a video frame." To learn more, he suggested we talk with Roy Taylor, the company CEO, when we got back to California. We've known Roy for a long time because he's been in and around the movie, TV and gaming industry for years. His experience in gaming and ray tracing technology have been instrumental in helping Ryff develop a solution for ultra-personalized advertising - https://tinyurl.com/ y37pfsk3 - that would virtually ensure the content viewer would want to watch an ad … for the duration. "When we release our solution early next year, advertisers will be able to insert tailored brand integration into scenes in near real time," he explained. "With dynamic programmatic product placement, we can instantly change products in a scene so they fit with the storyline and a specific user's profile information," he explained. "The product message flows with the storyline and registers with the viewer. The product message gets through and everyone benefits." Taylor noted that the area where he sees tremendous opportunities is in streaming movie and T V show product placements. "Getting products in a film or individual TV show is a big, expensive business, that only the big companies (Dell, Apple, Procter & Gamble, Nike, Rolex, Unilever, Starbucks, Anheuser Busch, and similar firms) can afford," he said. " Product placement is a big par t of movie and T V show budget s . The slot s are aggressively sought by t he big companies and are totally out of reach

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