Google Patents Local Advertising Online
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This is a game changer if you operate online. The content doesn't matter, whether you're delivering news, entertainment, or music. If geo-targeting of advertising is something you have been considering or doing, Google just may have a say in your future.
Clear Channel, CBS Radio, Targetspot, Ando Media, and any other radio industry player attempting the placement of local advertising delivered by computer will need to spend time digesting patent #10654265.
Here's a little snippet from the introduction paragraph: "The area may be defined by at least one geographic reference point (e.g., defined by latitude and longitude coordinates) and perhaps additional information. Thus, the area may be a circle defined by a geographic reference point and a radius, an ellipse defined by two geographic reference points and a distance sum, or a polygon defined by three or more geographic reference points...."
This is in reference to any geo-targeting ad system. Note that the polygon (defined above) is where the ads will be displayed in the graphic below, an example of Google AdWords system in use.
I have not had an opportunity to read the full patent yet and don't have a full grasp on how it will affect the radio industry, but I do plan to dig into it later today. (The patent application, with flow-chart, is here.) At a quick glance, I am not seeing reference to ISP-based delivery, but there are other elements that may make this moot.
Here is the Patent's Point 1, under "What is claimed is": "A computer-implemented method for controlling serving of an ad using its relevancy to a request, the method comprising: a) accepting, by a computer system including at least one computer, geolocation information associated with the request; b) comparing, by the computer system, the accepted geolocation information associated with the request with geolocation targeting information associated with the ad to generate a comparison result; c) determining, by the computer system, the relevancy of the ad using at least the comparison result; d) controlling, by the computer system, the serving of the ad, for rendering on a client device, using the determined relevancy of the ad; e) determining, by the computer system, whether the ad has geolocation price information corresponding to the geolocation information accepted; and f) if it is determined that the ad has geolocation price information corresponding to the geolocation information accepted, then determining, by the computer system, a score using at least the geolocation price information, otherwise determining, by the computer system, the score using at least general price information of the ad, wherein the act of controlling the serving of the ad further uses the score of the ad, and wherein the geolocation targeting information associated with the ad corresponds to an area defined by at least one geographic reference point."
Here is a one-sentence appraisal from the reporting paper, The Register: "The basic premise is that a computer should be able to decide if it is currently located within the area targeted by the advertiser, and only display the advert if that is the case."
From this brief description and my knowledge on how the action of online geo-targeted advertising works, I consider these to be concise statements covering every system I know of that's being used.
Here's proof that Google is making an aggressive move into the local ad market. This is an ad which I saw for the first time today. It leads to the "Google Local Business Center.
For the radio industry and its hopes to bridge the connection between offline and online with a system for targeting ads to specific markets, it's now time to reassess the approach. Licensing this technology from Google may need to be worked into the plan.
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