Uru Raises $800,000 to Create Content-Aware Advertisements

New York City-based Cornell Tech Startup Studio has hatched its first chick, a company called Uru that promised “computer vision-powered, content-aware advertisements”. That sounded super-cool until I actually saw what they did, which is insert logos onto flat surfaces in existing videos. The real trick apparently is to figure out the subject of the video so you insert the right logo – for example, ski company logos into ski videos. They also ensure the video stays in the background when someone moves in front of the surface it appears to be on. On the other hand, one of startup advisors was co-founder of something called Anchovi Labs, which is one of the best company names ever.