Ryff lets advertisers place any virtual object into commercials and films

Ryff has a big idea that it says could turn the $23 billion product placement market upside down. Product placement is the advertising tactic of placing a branded object, like a bottle of Coca-Cola, in a scene in a movie or a TV show.

Los Angeles-based Ryff has figured out how to do this digitally with cloud technology. Ryff figures out the places in video content where virtual objects can be placed in a scene where they seem like they are a natural part of the environment. That means the objects have to be rendered realistically enough so they can be mistaken for being part of a real scene, as recorded in a movie or TV show or a commercial, said Roy Taylor, CEO of Ryff, at an event on Thursday evening.