mediasmart awarded patent for breakthrough “Maximize User Awareness” technology enhancing ad relevance (US12354134B2)

Announcement date: Aug 6, 2025.

We are proud to share that mediasmart has been granted a U.S. patent (US12354134B2) for our Maximize User Awareness tool: an innovation that redefines how advertisers optimize engagement through intelligent ad exposure.

What is covered by the patent?

The patent, titled Method and system to encode user visibility count, introduces a smarter way to measure ad exposure across devices.

It enables our system to identify high-awareness users - individuals who have seen fewer ads and are thus more receptive - and prioritize them dynamically. 

The result? Smarter delivery. Higher performance.

Why is this significant for advertisers?

Spoiler alert: Not all impressions are created equal. Some ads never get seen. Some hit bots instead of humans. Even when they are viewable, people have gotten pretty good at ignoring ads. Banner blindness is real. And when it comes to the targeting… You could reach the wrong audience. Imagine you pitch snow boots to someone sunbathing in Ibiza. So sure, impressions count, but do they really count?

The question does not stop at borders. It is everywhere. In the U.S. alone, the Association of National Advertisers (ANA) estimates that a quarter of total programmatic ad spend is wasteful or unproductive. DoubleVerify reports that attention in North America is 4% below the global average. Zoom out, and the picture gets more complex. In South Africa, 30% to 90% of campaign impressions may not reach users as planned (PwC 2024–2028 Outlook ZA). Brazil saw in-app fraud jump 121% YoY, while Japan saw viewability decline with Display down 15% and Video down 13%. Delivery itself is not guaranteed. 

It is no surprise, then, that nearly half of marketers plan to increase their focus on attention metrics this year (eMarketer). The lesson? Today, it is not just about whether an ad could be seen (viewability), it is about whether it held attention. Attention is key, especially when paired with quality media and smarter targeting. That is where Maximize User Awareness comes in; patented, proven, and built to reach users when they are most likely to engage.

How does it work?

After extensive analytics and industry research, our teams established a clear link between frequency of exposure, media spend, and user engagement (based on CTR). Traditional attention-enhancing tools like viewability, frequency capping, and Dynamic Creative Optimization help limit overexposure, but mediasmart goes further.

Our approach focuses on 3 key action areas:

With this patented method, we dynamically detect user awareness in real-time and serve ads at the most impactful moment in the user journey. That means more engagement, without increasing spend.

Under the hood, Maximize User Awareness runs a patented, ultra-lightweight counter. Every time an ad placement pops up in the bidstream, the system updates a hashed counter tied to that device. No personal data, just pure math. Think of it like a memory-efficient radar, constantly resetting itself to detect who’s still paying attention and who’s ad-fatigued. This signal flows across mobile apps, web, and Connected TV, so we can identify the “just saw their first ad” moments in real time.

The beauty? It scales to millions of decisions per second without breaking a sweat. That means more precision, less waste, and a smarter way to complement viewability and frequency caps checks. Just better timing, baked right into the bid.

The results?

Advertisers using our “Maximize User Awareness” feature have seen:

📈 Higher CTRs without increasing budget.
🧠 Less impression waste by avoiding overexposed users.
💡 Improved ROI with precision-targeted campaigns.

This patent grant reinforces mediasmart’s commitment to innovation in programmatic advertising, where every impression counts. We invite you to discover how this patented feature can take your campaigns to the next level. 

Ready to maximize your user awareness?
Connect with our team to get started today!