Microsoft Seeks Ad-Targeting Patent for DVRs - InformationWeek
IoT
IoT
Software // Enterprise Applications
News
12/8/2006
02:55 PM
Connect Directly
Google+
LinkedIn
Twitter
RSS
E-Mail
50%
50%
RELATED EVENTS
Building Security for the IoT
Nov 09, 2017
In this webcast, experts discuss the most effective approaches to securing Internet-enabled system ...Read More>>

Microsoft Seeks Ad-Targeting Patent for DVRs

The system, which serves ads based on targeting criteria, involves a DVR, an advertising data store, and software to manage ad presentation.

The digital video recorder, popularized by ReplayTV and TiVo, gave consumers control over television advertising. Now Microsoft is mulling how to put advertisers back in the picture.

In a patent application filed on Thursday that seems as sensible as a perforated umbrella, Microsoft describes a system for DVR-based targeted advertising.

The filing accurately describes some of the problems with TV advertising today, noting that DVR use may delay time-sensitive ads and that ads targeted on the basis of television content or geographic region often reach "viewers that are not interested in the goods and/or services being advertised."

Thus, patent application concludes, "content providers and advertisers both have an incentive to implement better technique(s) to target and deliver advertising messages to specific viewers."

The system Microsoft describes involves a DVR, an advertising data store, and software to manage ad presentation. The ad management software tracks the start and end points of ad placeholders during content playback and serves ads based on targeting criteria. It serves "a targeted advertisement when the recorded data stream or an associated content navigable stream is played back at any speed in a forward or reverse direction, such as fast-forward, rewind, skip-ahead, and skip-back."

The system may serve different ads at different times, if appropriate.

Notably absent from Microsoft's assessment of the appeal of ad-targeting technology is any mention of the fact that an increasing number of consumers use DVRs expressly to avoid commercials. That's a message advertisers might not want to hear, but as a recent report from Forrester Research pointed out, 15% of consumers say they use their DVR to skip ads, more than three times as many as in 2004.

Given the firm's prediction that more than half of all U.S. households will have DVRs by 2010, Microsoft might be better advised to patent ad blocking technology.

Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
[Interop ITX 2017] State Of DevOps Report
[Interop ITX 2017] State Of DevOps Report
The DevOps movement brings application development and infrastructure operations together to increase efficiency and deploy applications more quickly. But embracing DevOps means making significant cultural, organizational, and technological changes. This research report will examine how and why IT organizations are adopting DevOps methodologies, the effects on their staff and processes, and the tools they are utilizing for the best results.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of IT Report
In today's technology-driven world, "innovation" has become a basic expectation. IT leaders are tasked with making technical magic, improving customer experience, and boosting the bottom line -- yet often without any increase to the IT budget. How are organizations striking the balance between new initiatives and cost control? Download our report to learn about the biggest challenges and how savvy IT executives are overcoming them.
Video
Slideshows
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll