Watchwith Buys a Piece of Arris

Watchwith said it has acquired Arris’s Media  Analysis Framework (MAF), a cloud-based machine learning and automated metadata-generation platform that adds smarts to Watchwith’s native digital advertising platform for premium video. Arris’s MAF technology is designed to understand the content of video automatically and its context, which plays a big role in deciding when and where native ads (i.e. ads that are placed inside the show) are placed in the video that a consumer is watching,  Zane Vella, Watchwith’s CEO, said. That metadata, he said, brings automation to the cue points in the video where it makes the most sense to place the native ads – which can be interactive overlays or on-screens polls. And that “machine learning” element? “The more information we feed into it, the smarter it gets,” Vella…


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