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Diddo is an API for streaming services and other platforms to integrate shoppable video , enabling consumers to purchase their favorite reference ’ wearable and accessories instantly on their screen . The society announced Wednesday that it raised $ 2.8 million in seed financial support .
Diddowas founded in late 2022 by Rishi Nair , Ryan Sullivan and Pamela Chen , and started as a Google Chrome annexe built for Nair ’s and Sullivan ’s mothers who are “ Selling Sunset ” rooter and wanted to dress like their favorite reality TV star . Now , the company has develop an API that use proprietary computer vision AI engineering to name products in TV shows and movies . The AI also pulls comparable Cartesian product so shopper can grease one’s palms lower - price dupes if , for illustration , Kim Kardashian ’s $ 700 Balenciaga T - shirt is outside of their price mountain chain .
The backing round was led by Link Ventures , with participation from Neo , Dante D’Angelo ( Valentino ) , Erica Lockheimer ( LinkedIn ) , Camille Ricketts ( ex - CMO of Notion ) , an unknown Disney White House and Scott Forstall , who is be intimate for leading the Apple team that create Io , among others .
The new capital will fend for ware development and spread out the society ’s eight - person team . The company recently hired Rob Sussman ( also a Diddo investor ) as COO ; he ’s the former Sundance CFO and executive frailty president of MGM+ ( formerly Epix ) .
Diddo has signed deals with 12 company so far , including Dailymotion , Mux , the Highlights App , societal sports chopine PlayersOnly , motion picture and idiot box collective The Big Picture , fashion brand Blair New York and more . The company also reveal that it ’s actively in talks with Hulu and another swarm giant .
Diddo aver its API stick out out from competitors due to its calculator vision technology , which sit down within a platform ’s video player .
“ We ’re the only fellowship that ’s doing it so far , ” Nair told TechCrunch . “ These companies do n’t have to direct their TV outside of their ecosystem . That ’s a vast deal because all these media companies [ reckon ] it ’s a non - starter if they have to send their video outside the API to launch the computer sight . So , what we ’ve been able to figure out is mark our data processor vision within their video ecosystem so that we can go fully from video consumption to commerce capability without leaving . ”
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One of the challenge about this , however , is that running computer visual modality over a video that is being watched by one thousand thousand of users simultaneously is “ incredibly tolling on the remnant user ’s gimmick , ” Nair said . “ for head off this issue , we have decided to establish out the product with a metre - stamp approach to documenting the products . By this , we launch the computer vision once over the television , where it name all of the product detect within the message and lay them in a time - stamp database . Because the products in on - demand content do not change , we only ask to run it one fourth dimension on our side and demand nothing from the streamer or the remnant user . ”
With Diddo , people can view all items in an interactional storefront after the episode has cease . They then nail the purchase through a aboriginal checkout capacity , which includes integration with major e - commerce service , such as Shopify , Amazon , WooCommerce , BigCommerce , Magento and Salesforce Cloud . Diddo also collects user data on which products people are interested in to urge exchangeable items to them in the time to come .
Diddo takes a 4 % to 6 % fee on all purchases made on the political program .
The late funding round followsParamount ’s partnershipwith AI - powered shoppable technology Shopsense AI . The pennon debuted its raw mobile shopping experience on April 7 . Last calendar week , Amazon ’s Prime Video and Freeveereleased a free , ad - supported duct for shoppable livestreams .
Amazon bring its ‘ Amazon Live ’ shoppable livestreams to Prime Video and Freevee
