London-based adtech start-up Playrcart has been granted the first US patent for its transactional ad technology, allowing users to complete transactions directly within a video or rich media ad without leaving the ad/publisher environment.
In just four steps, users can check out from an ad with no redirections, or in just one step using Apple Pay or Google Pay. It uses APIs to connect seamlessly to other platforms without the user having to navigate there. The technology helps to simplify all kinds of online transactions including purchases, donations and bookings.
This is about continuing to remove layers of friction from the checkout process, and minimising the time between impulse and making a purchase, enabling instant transactions and ‘capturing the peak of a customer’s emotional response’, according to a press release.
The company claims that brands using its technology have increased conversion rates by up to 12%, thanks to its 2-5 second purchase times.
ADD WORKGROUP