The patent covers Proximic by Comscore’s process of contextualising livestream video content, including categorisation against its identification-free predictive audience taxonomy to inform dynamic advertising insertion.

Proximic by Comscore said the patented technology would help publishers to monetise livestream video inventory and increase advertiser confidence in buying livestream media.

Rachel Gantz, managing director at Proximic by Comscore, said: “With this livestream technology, advertisers will be able to better ensure their ads will appear alongside content they deem contextually relevant and brand safe for real-time live video.

“This technological advancement is a significant development for live video advertising and couldn’t come at a better time with contextual targeting taking a larger presence amid signal loss.”