Podbridge Snares Patent for Ads in Time-Shifted Content

  |  July 28, 2006   |  Comments

The podcasting measurement company aims to protect its technology for serving dynamic ads.

Podcast measurement firm Podbridge has been awarded a patent for technology that allows ads to be dynamically matched with time-shifted audio and video content. The system is aimed at delivering fresh, up-to-the-minute ads, rather than ads that age along with the stored content.

Patent 7,080,400, granted to Podbridge founder and CEO Murgesh Navar on July 18, governs a "system and method for distributed storage and presentation of multimedia in a cable network environment." The basic premise is that multimedia content should be stored locally, on a set-top box or computer, but can be combined with ads on the fly when the user plays it so that only fresh, relevant marketing messages are actually played.

"The idea is that when content is time-shifted it's sitting on the user's storage," explained Navar. "Now our technology allows us to stitch anything into that content that's just sitting there."

Because the system described in the patent involves a cable system utilizing TV set-top boxes, it's conceivable that it could apply not just to podcasts or video podcasts, but also video-on-demand or DVR systems. However, Navar told ClickZ the patent is mostly aimed at protecting Podbridge's own technology, rather than netting the company licensing fees.

Navar admitted that the patent only encompasses systems that use cable networks. Even similar IP networks, such as those run by telecom players, wouldn't be infringing on the patent.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...