Yesterday was an exciting day for YuMe.  It was a day we went back to our roots. You may not know this, but before we created our advertising technology platform, ACE, YuMe launched in 2004 as an IPTV company. Our first product enabled people to download and watch movies directly on their TV: YuMe, like online video, has come full circle. It started with television, and then moved to the computer screen, then to mobile phones and tablets. Now seven years after our first IPTV box, we’ve announced the Embedded SDK and established our position as the operating system for TV 2.0. The YuMe Embedded SDK is the only video advertising platform to be built directly into TVs, Blu-Ray Disc™ players, and other connected devices. For advertisers, this means access to consumers at every stage of interaction with the TV. Even as consumers’ attention continues to fragment, advertisers can maintain a presence on every screen on which video is being watched. For publishers and CTV app developers this means even more access to TV brand dollars, enabling them to maximize revenue and simplify their ad serving and management. And because the Embedded SDK is built into the firmware of the TV, CE manufacturers can easily integrate with ACE for Publishers and the Connected Audience Network, and finally participate in the advertising value chain of television. What makes this announcement even more exciting is that we’ve secured the support of one of the most innovative automotive advertisers, Toyota. Through their participation in this important launch, they’ve proven the value of this fast-growing channel for video—a channel in which we’ve helped participated and innovated since the beginning. We’ll be making several exciting announcements about our Connected TV products in the coming months.  Check out our News Page for updates!