Video is nowsoftware.
MP4E turns video files into programmable applications. Commerce, logic, data, UI. All embedded inside a single portable file. No platform required.
See it in action
Hover over objects in the video to see AI-detected items with interactive overlays.
The Shift
A file format.
A new primitive for video.
MP4E is a specification for self-contained interactive video. Your content stays yours. The logic travels with the file. Any platform can adopt it. Any player can support it. You own the experience.
Built for creators. Extensible by developers.
Whether you want to unlock new possibilities or build the tools that power them.
For Creators & Brands
Imagine what you could have
Your videos become stores, courses, apps. Viewers buy without leaving. Content adapts per viewer. Analytics on every object.
- → Turn any product in your video into a purchase
- → Swap ad placements dynamically per region
- → Track exactly what viewers engage with
- → Build branching narratives and quizzes
- → One file contains everything: share, embed, download
For Developers & Platforms
Imagine what you could build
Extend the format. Build plugins for the marketplace. Integrate into your platform. Create the tools others use.
- → Full plugin SDK: HTML/CSS/JS, any framework
- → Access system variables, events, detected objects
- → Rust/WASM runtime ensures deterministic behavior
- → Publish to the plugin marketplace
- → Integrate MP4E into your existing player/platform
A complete interactive runtime
Everything a video needs to become software. Embedded in the file.
Every object is data
AI detection identifies and tracks every item in your video: products, people, surfaces, text. Each becomes interactive, searchable, and measurable. Your video is now a queryable database.
- ✓ Automatic detection with YOLOv8 + OpenCLIP
- ✓ Frame-by-frame polygon tracking
- ✓ Make any detected object clickable
- ✓ Analytics on hover, click, view time per object
// Objects detected and tracked automatically
{
"objects": {
"registry": {
"obj_1": {
"label": "leather jacket",
"confidence": 0.94
}
},
"timeline": [
{ "frame": 120, "presentationTime": 4.0,
"objects": [{ "id": "obj_1", "polygon": [...] }] }
]
}
}Open Ecosystem
A format for everyone to build on
MP4E is open infrastructure. Ad tech companies, e-commerce platforms, analytics providers, player developers. All can build on the format. Integrate into existing workflows. Extend with custom plugins. The ecosystem grows together.
🎬 For Platforms
Integrate MP4E playback. Offer interactive video as a feature. No platform dependency on us.
🛒 For Commerce
Build shoppable video tools. Connect your catalog. Enable transactions in any MP4E file.
📊 For Analytics
Build analytics plugins. Every object, every interaction is measurable and exportable.
Video replaces software
When the file is the application, new categories emerge.
The video is the store
Every product detected, priced, purchasable. Checkout without leaving. The video doesn't link to a store. It is the store.
commerceThe video is the course
Quizzes, branching paths, progress tracking. Works offline. Completion data embedded. The video teaches and measures.
educationThe video is the ad
Dynamic surfaces swap per viewer, region, campaign. One master file, infinite variations. Behavioral targeting built in.
advertisingThe video is the app
Variables, logic, UI, data. If you can build it in software, you can embed it in video. Self-contained, portable, works anywhere.
applicationsBuild the future of video
MP4E Studio is in private beta. We're looking for pioneers.