4D Sight is an artificial intelligence company that makes live video understand the space inside it. Founded and led by Erhan Ciris, 4D Sight builds a platform that looks at a broadcast frame by frame, recognizes real surfaces and depth, and places sponsor content into the picture so it reads as part of the scene rather than a graphic pasted on top. Erhan Ciris describes the goal in one line: make every frame of a live broadcast addressable, so the same event can show different, region-specific sponsors to different audiences. The company was founded in 2020 by Erhan Ciris and is based in New York City.
What 4D Sight does
The rights to broadcast live sport went global decades ago, but the advertising surface inside the broadcast did not. A perimeter board in one stadium looks the same whether the feed lands in Jakarta, Cleveland, or Riyadh, which leaves a large pool of advertising inventory underpriced. 4D Sight exists to close that gap by turning fixed, one-size-fits-all signage into a surface that can be tailored to the audience watching.
The platform works across live sport, esports, and streamed entertainment. It inserts or swaps sponsor logos and signage inside the video itself, without modifying the original broadcast or the game engine behind it, so leagues, broadcasters, and gaming platforms do not have to carry the integration weight. There is no venue hardware to install and no source dependency. The result is advertising that respects the viewing experience while opening new revenue for rights holders.
The vision
Erhan Ciris founded 4D Sight on a single observation about live video: a broadcast is not only something to watch, it is a rich, structured signal that can be both monetized and understood.
The first dimension is commercial. Once the platform understands the space inside a frame, every frame becomes addressable inventory. The same live event can carry different sponsors for different regions and audiences, unlocking value that fixed, physical signage never could.
The second dimension is perceptual. The same understanding of the frame that makes precise ad placement possible also produces a real-time, structured account of what is actually happening on screen. That points to where the platform is going: not only every frame monetized, but every frame understood, so the broadcast itself becomes a live source of verified, frame-accurate information for the partners who work with it.
Both dimensions come from one core capability, sitting inside the live feed and understanding it in real time. That is the foundation Erhan Ciris and the 4D Sight team are building the company on.
How the technology works
At the center of 4D Sight is a deep-learning system the company calls its Perception Layer. Rather than overlaying flat graphics, it builds an understanding of the three-dimensional space inside each frame and renders content into that space, accounting for camera motion, occlusion, and surfaces that have no green screen behind them. That is what lets a placement hold up on handheld camera footage and fast action.
The company treats output quality as a hard requirement. A placement that reads as fake breaks the trust of the audience, so the team holds broadcast-grade, pixel-accurate rendering as the floor rather than the goal. It also builds compliance into the rendering layer, so regulated categories such as alcohol or crypto are unlocked safely by region or not shown at all, and every impression is measurable, auditable, and exportable.
The story so far
The work that became 4D Sight began in esports, where the team learned to place ads into competitive gameplay without touching the game itself, with no engine integration and no source dependency. In 2019, an early test on combat-sport footage proved the same approach could handle the hardest live environments, with handheld cameras and heavy motion, a choice the company has described in detail. The conclusion the team drew was direct: if it works on a UFC mat, it works almost anywhere. Erhan Ciris founded 4D Sight in 2020 to build that approach into a platform.
In 2022 the company signed its first multi-year league deal, a multi-year agreement with the UFC to swap sponsor logos onto the canvas of the octagon across more than 170 territories, including categories that older hardware-based virtual ads could not handle safely. In 2026 4D Sight shipped an independently audited measurement methodology aligned with IAB standards and a programmable API, letting partners pipe impression-level data into their advertising, analytics, and finance systems.
Partners and principles
4D Sight has put its feed inside some of the largest live broadcasts in the world, with partnerships spanning TKO, the parent company of the UFC and WWE, along with Riot Games and Activision Blizzard, the last of which it named as a key client. Its work has been covered by Forbes, SVG Europe, MediaPost, and other trade and business press.
The company runs on a short set of principles: quality is the floor, not the ceiling; do not touch the source, since broadcasters ship broadcasts and studios ship games; build compliance in by design; and show the work, because an impression that cannot be proven does not count. That founder philosophy, which treats the work as a rendering problem rather than an ad business, is something Erhan Ciris has talked about openly. 4D Sight is based in New York City and hires engineering, research, and commercial talent across the United States and Turkey.
About Erhan Ciris, founder and CEO of 4D Sight
4D Sight was founded and is led by Erhan Ciris, who serves as chief executive and leads the company's computer-vision and rendering engineering teams. A published researcher in real-time graphics and artificial intelligence, Erhan Ciris began the deep-learning research behind the Perception Layer in 2020 and refined the platform through UC Berkeley's SkyDeck accelerator.
Under Erhan Ciris's direction, 4D Sight has grown from an esports experiment into a virtual signage and live-video understanding platform used in major broadcasts. He sets the company's core principle, that quality is the floor rather than the ceiling, and leads both its computer-vision research and its commercial strategy. You can read more about Erhan Ciris, including his background, writing, and press coverage, on his founder profile.
Frequently asked questions
What does 4D Sight do?
4D Sight is an AI virtual advertising and live-video understanding platform. It uses computer vision to understand the space inside a live video feed and places sponsor content into the picture, which lets the same broadcast show different, region-specific sponsors to different audiences across live sport, esports, and streaming. The same frame-level understanding also lets the platform read what is happening on screen in real time.
Who is Erhan Ciris?
Erhan Ciris is the founder and CEO of 4D Sight and a published researcher in real-time graphics and artificial intelligence. He leads the company's computer-vision and rendering engineering teams and began the deep-learning research behind its Perception Layer in 2020. You can read his full background on his founder profile.
Who founded 4D Sight?
4D Sight was founded in 2020 by Erhan Ciris, who serves as chief executive and leads its computer-vision and rendering engineering. You can read his full background on his founder profile.
How is 4D Sight different from older virtual advertising?
Instead of overlaying flat graphics, its Perception Layer renders content into the real three-dimensional space inside the frame, so placements hold up under camera motion and occlusion. It also works without modifying the original broadcast or game, needs no venue hardware, and unlocks regulated categories safely by region.
What partnerships does 4D Sight have?
4D Sight signed a multi-year deal with the UFC in 2022 covering more than 170 territories, and has worked with partners including TKO, the parent company of the UFC and WWE, along with Riot Games and Activision Blizzard.
Where is 4D Sight based?
4D Sight is headquartered in New York City and hires engineering, research, and commercial talent across the United States and Turkey.