Searching for Better Search Results - ICAP Ocean Tomo to Auction Patent Portfolio for an Improved Content-Based Method From John Nicholas and Kristin Gross Trust
CHICAGO, March 17, 2011 /PRNewswire/ -- Developed by John Nicholas and Kristin Gross Trust, this patent portfolio discloses a content-based method that enhances conventional search. This portfolio will be available at ICAP Ocean Tomo's upcoming Spring 2011 Live IP Auction March 31st in New York City.
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Key Characteristics & Benefits
This patent lot discloses the following:
- A content-based method that enhances conventional keyword based advertising approaches produced by a search query.
- This method displays online advertisements to users based on information provided by both the user and derived from the search engine results.
- The technique not only utilizes the keywords used in the user query, but the content from the search's website results as well. From these sources, it identifies topics that are associated with matching advertisements and displays them to the user.
- This advanced, content-based process allows for more accurate targeted advertising than conventional methods.
- The technology in this patent lot organizes the search results into an aggregated content page, which can be mined to find topics, subjects, etc. that match against advertisements relating to such topics. By further relying on the search results, rather than just the query keywords, the displayed ads are more closely related to the needs and interests of the user.
- Early on in the user's search, the user is presented with useful advertisements relevant to their intended search goal, as opposed to being presented ads that were bid on by advertisers and may be irrelevant to the user's current search needs.
- This system improves the user experience by considering correlated topics such as related or complimentary services or products that are relevant to the current search.
- This technique benefits both customers and advertisers, ultimately increasing ad or site click-through rates and customer satisfaction levels. Moreover, it allows advertisers to more accurately test and measure the performance of advertisements.
- The applications also disclose that the tests to measure and rank ad performance can be modified based on the type of user, the time of day the advertisement is viewed, or the topics related to the search query.
- Advertisers using this method will be able to optimize their ad selection according to real user information and market needs.
Market Potential
There is tremendous potential for content-based, targeted advertising techniques.
- In 2010, it was predicted that online advertising would increase by 5.5% from the previous year, reaching $23.6 billion.
- In addition, spending on search engines was expected to reach $11.4 billion in 2010.(1)
To learn more about the assets available for sale in this portfolio: Contact Dean Becker of ICAP Ocean Tomo at [email protected]
About ICAP Ocean Tomo LLC
ICAP Ocean Tomo is the intellectual property brokerage division of ICAP and the world's premier patent auction firm.
About ICAP
ICAP is the world's premier interdealer broker and provider of post trade services. The Group matches buyers and sellers in the wholesale markets in interest rates, credit, commodities, foreign exchange, emerging markets, equities and equity derivatives through voice and electronic networks. ICAP plc was added to the FTSE 100 Index on 30 June 2006. For more information go to www.icap.com.
(1) Mike Shields, "DIGITAL," January 2010, Adweek, Vol. 51 Issue 1, Business Source Complete.
SOURCE ICAP Ocean Tomo
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