There was little in the way of technical product excitement at MIPCOM Cannes 2025, but one pitch deep down in the MIP Innovation Lab did manage to pierce through the polite indifference. Called aurbit, this mobile-first app—from Adease Media Intelligence—claims to be the “Shazam of TV advertising”, which is highly relevant given Faultline’s scolding coverage on the polarizing concept of shoppable TV advertising. Presented by President and CTO Herman Campbell, aurbit is pitched as a bridge between production companies, advertisers, and audiences. The app listens to live or recorded content through audio recognition, allowing viewers to tap their mobile device during a show to identify, purchase, or share a product that appears on-screen. The idea, Campbell says, is to make…