Advanced Techniques for Targeted Advertisements Across IP Networks to Auction at ICAP Ocean Tomo's Spring 2011 Live IP Auction March 31st in New York

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Mar 25, 2011, 11:36 ET

CHICAGO, March 25, 2011 /PRNewswire/ -- Zap Corporation's patent portfolio of advanced techniques for targeted advertisements across Internet Protocol (IP) networks is the latest addition to the upcoming ICAP Ocean Tomo Spring 2011 Live IP Auction. The auction will be held on March 31st in New York.

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The portfolio discloses a method and system for delivering targeted or personalized content through the internet or across IP networks. The technology improves on conventional techniques as it significantly improves the filtering of advertisements around specific customer preferences. As conventional techniques result in large numbers of ignored advertisements, this technology offers a step change in cost efficiency by combining advanced consumer profiling with innovations around TTL protocols which can create savings on bandwidth overhead.

With an unusually early priority date (April 2003) for assets related to targeting in IP networks, the technology included has been declared into the ETSI database for possible adoption as a future standard for delivery of multimedia content across European IP networks.(1) The portfolio also has possible applications in Television Audience Measurement (TAM) as the technology provides for high level analysis of the 5W's – Who's Watching What When and Where, as well as in the search industry since it matches consumers to types of purchasing behaviour and consumer preferences.

This lot should be of interest to entities involved in advertising, video broadcasting, television (Cable TV, IPTV) and Internet Service Providers.

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) www.etsi.org

SOURCE ICAP Ocean Tomo