A new company with technology to personalise internet TV advertising launched on the Australian stockmarket today.

Video technology development company Linius Technologies listed after raising $3.5 million as part of the reverse takeover of Firestrike Resources.

Its lead product is a video virtualisation engine which promises to remove complexity from video workflow by managing data within the file at the source. Work that it says currently demands manipulation of several huge multi-gigabyte files can be executed with "only a few kilobytes of data".

Showcase deployments are planned in three multi-billion dollar segments of the digital video production and distribution industry - in transcoding, content delivery network and playout markets.

In video play-out, the technology helps customise a unique stream for each audience member. The company says integration should enable cable and internet TV operators to serve viewers the same kind of personalised advertising experience that is currently available online. "This would give content presenters significant scope to develop more valuable monetisation models, as the value of personalised, targeted advertising far exceeds that of traditional TV ad space," it says.

For video distributors such as Google, Facebook or Microsoft Azure, applying the technology "could potentially reduce the task to only modifying a small file index (a 'vStub') to transcode a video", cutting labour and capital costs of video storage and distribution.

It would also potentially remove the need for CDNs to host and serve multiple versions of each file, presenting a direct, linear cost reduction opportunity.

Management include chief executive Chris Richardson - an internet video executive with more than 20 years' experience managing technology companies in Silicon Valley, Europe and Asia - director Stephen McGovern and chief financial officer Stephen Kerr.

Pictured: Founder Finbar Ohanlon in a 2013 presentation in Melbourne's Federation Square