Feeds

Google now owns location advertising

US patent awarded

5 things you didn’t know about cloud backup

Google has been awarded a patent on advertisements targeted by location, which bodes badly for any competitor without its own patent stack.

The patent, which was filed in 2004 and awarded last week (and spotted by Venture Beat), covers "determining and/or using location information in an ad system". It seems pretty comprehensive since it covers the selection of an advertisement based on the location of the viewer, and the monitoring of the user's location to judge the subsequent impact of the ad.

The basic premise is that a computer should be able to decide if it is currently located within the area targeted by the advertiser, and only display the advert if that is the case. While mobile phones might seem the obvious target for such a technology, Google seems more interested in local services for local people:

"The [existing] Google keyword ad server allows advertisers to specify one or more countries in which their ad may be served ... however, many businesses have only a regional or local reach. For example, a restaurant may want to target ads only to potential customers within a 30 minute drive. A dry cleaner may want to target ads only to potential customers in the same town."

The desktop nature of the patent is also clear in discussions about how advertisements can be displayed in web-browsers and some interesting odds and ends about how the location of the user can be established - IP lookup, dial-up area codes or even "inferred from a regional term (eg, hoagie, hero, grinder, sub) entered by the user".

None of this excludes mobile users from the patent, though Apple and Opera (both of whom have also recently invested in mobile advertising) will be crawling over the details as they start trying to extract value from mobility, with location-specific adverts the obvious place to start. ®

Gartner critical capabilities for enterprise endpoint backup

More from The Register

next story
Why has the web gone to hell? Market chaos and HUMAN NATURE
Tim Berners-Lee isn't happy, but we should be
Apple promises to lift Curse of the Drained iPhone 5 Battery
Have you tried turning it off and...? Never mind, here's a replacement
'Stop dissing Google or quit': OK, I quit, says Code Club co-founder
And now a message from our sponsors: 'STFU or else'
Microsoft boots 1,500 dodgy apps from the Windows Store
DEVELOPERS! DEVELOPERS! DEVELOPERS! Naughty, misleading developers!
Linux turns 23 and Linus Torvalds celebrates as only he can
No, not with swearing, but by controlling the release cycle
Scratched PC-dispatch patch patched, hatched in batch rematch
Windows security update fixed after triggering blue screens (and screams) of death
This is how I set about making a fortune with my own startup
Would you leave your well-paid job to chase your dream?
prev story

Whitepapers

Best practices for enterprise data
Discussing how technology providers have innovated in order to solve new challenges, creating a new framework for enterprise data.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Advanced data protection for your virtualized environments
Find a natural fit for optimizing protection for the often resource-constrained data protection process found in virtual environments.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?