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 San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

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

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...