December 31, 2012 by Wilson Chua
Founded in 2010 by two De La Salle graduates, Unyx Sta Ana and Raymond del Rosario, Orchestrack developed algorithms to identify sounds given a few seconds of audio data. This capability is similar to offerings from established players like Soundhound (100m users) and Shazam (20m users), or Google’s recently launched Sound Search service.
Now, Orchestrack has shifted their focus from music and copyright identification to ad monitoring on the air. According to Ms. Sta Ana “What we’re doing now is 24/7 advertising monitoring on radio, TV and streaming media, and offer it as a B2B SaaS to automate spot detection as proof of airing.” In short, they automate the measurement of ad impressions.
Currently advertisers’ pain point is having to confirm ‘proof of airing’ –that paid ads are actually aired over hundreds of radio stations over a contracted period. This monitoring is a time-consuming and manual effort. Read more