Pomoho Deploys Vobile System For Copyright Tracking and Video Advertising

Written by Luyi Chen on May 11, 2007
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Pomoho VobileAccording to a press release several days ago, video sharing site Pomoho has implemented content identification system from Vobile, a video tracking technology provider headquartered in Santa Clara, with a R&D center in Hangzhou, China.

Content identification technology, which maps multimedia content to a unique acoustic/visual fingerprinting, will be widely used by UGC services to block copyrighted content. Myspace has licensed technology from Audible Magic to provide video filtering. Youtube also announced it’s very close to filtering system. So it’s no surprise that Chinese video sharing sites are going to think about this sooner or later.

What looks bigger in the announcement is the targeted video advertising. We still don’t know how this will work. But a Forbes article in February tells a little bit about the approach.

Digital fingerprinting technologies, which are beginning to be deployed by MySpace and other video sites to filter out unauthorized content, offer a potential way to match advertising to relevant video clips.

Simply put, the idea is: As long as you know what’s playing on the screen of the user, you can provide relevant advertisement in real time. This is like Google Adsense, but it’s not based on context words, but the video content itself. This is even more useful if the video is mashed up from other sites and the context words are lost.

Vobile was founded in 2005. It has been in stealth mode till early this year. The name means “the place for video object”, but intentionally confuses you with similarity to mobile, according to Lu Jian, CTO of Vobile.

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