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Roku describes its idea in a patent application, which largely flew under the radar when it was filed in November, and was recently spotted by the streaming newsletter Lowpass. In the application, Roku describes a system that’s able to detect when users pause third-party hardware and software and show them ads during that time.
According to the company, its new system works via an HDMI connection. This suggests that it’s designed to target users who play video games or watch content from other streaming services on their Roku TVs. Lowpass described Roku’s conundrum perfectly:
“Roku’s ability to monetize moments when the TV is on but not actively being used goes away when consumers switch to an external device, be it a game console or an attached streaming adapter from a competing manufacturer,” Janko Roettgers, the newsletter’s author, wrote. “Effectively, HDMI inputs have been a bit of a black box for Roku.”
In addition, Roku wouldn’t just show you any old ads. The company states that its innovation can recognize the content that users have paused and deliver customized related ads. Roku’s system would do this by using audio or video-recognition technologies to analyze what the user is watching or analyze the content’s metadata, among other methods.
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In the case of gaming, there’s also the danger of Roku mistaking a long moment of pondering for a pause and sticking an ad right when you’re getting ready to face the final boss. The company is aware of this potential failure and points out that its system will monitor the frames of the content being watched to ensure there was a phase. It also plans on using other methods, such as analyzing the audio feed on the TV for extended moments of silence, to confirm there has been a pause.
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Source: Roku’s New Idea to Show You Ads When You Pause Your Video Game Is Horrifying
Robin Edgar
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