Public Release: 

Disruptive Technologies Roundtable series to discuss revolution in embedded digital advertising

Steganography is the key to providing unobtrusive embedded information in digital interactive media

Stevens Institute of Technology

HOBOKEN, N.J. -- Dr. Helena S. Wisniewski, Vice President for University Research & Enterprise Development at Stevens Institute of Technology, will host the third in a series of monthly "Disruptive Technologies Roundtables" at Stevens.

The roundtable will discuss the newly formed Stevens start-up company, InStream Media LLC, whose product has the potential to disrupt the way advertising is delivered. It provides non-invasive, unobtrusive embedded advertising using advanced steganography. This is an interactive, consumer initiated approach that also provides feedback to the advertiser. It is also a method that does not increase the need for bandwidth.

The roundtable will be held June 14, 2007, 11:00 a.m. to 1:30 p.m., in the 14th Floor Board Room of The Wesley J. Howe Center, two blocks east of Washington and 8th Streets in Hoboken . Lunch will be served and members of the media are welcome to attend.

The program is a by-invitation roundtable discussion about InStream Media LLC, an outgrowth of research conducted in the Media Security, Networking and Communications (MSyNC) Lab in Stevens' Department of Electrical & Computer Engineering. The founders, along with VP Wisniewski, are Professors R. Chandramouli and K. Subbalakshmi, two experts in the field of streamed digital media, who are also founders of the MSyNC Lab.

"In a first approach of its kind, InStream Media uses techniques of streaming digital steganography - digital information embedded within other digital information - to revolutionize the world of interactive media, including product advertising, home shopping and educational media," said Chandramouli. "For example, our technology can embed advertisements directly into the digital video scene imperceptibly, with the advertisement based on the context of the video scene."

"The embedded media can be on the order of a video ad, audio ad, text ad, or informational URL," said Subbalakshmi. "With the click of a mouse, or even a specialized TV remote, the consumer watching a video scene of, say, a James Bond film, can click on the particular car being driven by the title character, or the suit jacket he's wearing, and without interruption in the viewer's enjoyment of the movie, information about that product will be transmitted to his or her e-mail, or sent directly to a connected printer."

This simultaneity of transmitted messages holds the attractive prospect of multiple product placements, while giving the viewer a greater measure of interactive control and selection over which product placements to learn more about, as well as how to retrieve the information.

Additional secure features can be added (e.g., unique decoding keys to extract coupons by an individual user) to provide an added dimension of service.

Benefits to advertisers include the ability to receive instant marketing feedback that a viewer has read the ad, plus the ability to gather data regarding user click-through behavior.


About the Disruptive Technologies Roundtables

Each month will focus on a different Stevens' technology that either is ready for commercialization, or is the basis of a Technogenesis start-up company. "Invited representatives from the investment community and industry will have the opportunity to receive a first-hand look at the technology, meet the inventors, and discuss their assessment of the technology's potential in the marketplace," said Wisniewski. "Our intention is to provide a forum for networking and promoting interaction among industry, the investment community, and the university, leading to joint innovation and enterprise."

For further information, please contact Dr. Wisniewski at or 201-216-8210.

About Stevens Institute of Technology

Founded in 1870, Stevens Institute of Technology is one of the leading technological universities in the world dedicated to learning and research. Through its broad-based curricula, nurturing of creative inventiveness, and cross disciplinary research, the Institute is at the forefront of global challenges in engineering, science, and technology management. Partnerships and collaboration between, and among, business, industry, government and other universities contribute to the enriched environment of the Institute. A new model for technology commercialization in academe, known as Technogenesis®, involves external partners in launching business enterprises to create broad opportunities and shared value. Stevens offers baccalaureates, master's and doctoral degrees in engineering, science, computer science and management, in addition to a baccalaureate degree in the humanities and liberal arts, and in business and technology. The university has a total enrollment of 1,850 undergraduate and 2,980 graduate students, and a worldwide online enrollment of 2,250, with a full-time tenured or tenure-track faculty of 140 and more than 200 full-time special faculty. Stevens' graduate programs have attracted international participation from China, India, Southeast Asia, Europe and Latin America. Additional information may be obtained from its web page at

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