Google is updating their patents in what is being described as the company’s ability to deliver targeted ads, new video content and additional advertising for their mapping services. The new patents that have been updated further suggest that Google is going to use more behavioral advertising to target their audience. The updating of their patent’s is sure to draw criticism by Google’s opponents who may suggest that what Google is doing could infringe on users rights to privacy.

In a recent article it states the changes that Google is going to make to their current patents, which include the following:

The patents range from a method to deliver, target and measure advertising over networks to an overlay for advertisements in video content. For a company that attempts to stay away from the word “targeting” comes an update on a patent originally filed on July 24, 2009. The filing, updated on Jan. 28, 2010, provides a method to deliver ad targeting and measuring tools over networks.

Aside from behavioral targeting and auctions, another patent updated in January describes a video ad overlay. The process appears to be similar to the lower-third ads created in YouTube. Updated on Jan. 14, but filed on June 9, 2009, the patent describes a method for creating ad overlays for use in digital videos. Attributes of a video overlay advertisement are entered through a browser-based interface that functions on a client device and communicates to a server. The server receives the signal, and in response, provides the client device with a video overlay advertisement with the desired attributes.

Google also updated a patent filing on video promotions in a video-sharing site. The patent abstract describes a method of promoting video content on a video hosting Web site. The technology helps to select the video and match it with an ad. The promoter selects associated keywords and indicates financial terms for the promotion, for example, by agreeing to a predetermined cost-per-click or cost-per-impression payment with the video hosting site.

The patent filing to generate and serve tiles in a digital mapping system describes techniques that enable online serving of aesthetically pleasing maps. An image tile-based digital mapping system is configured for generating map tiles during an offline session, and serving selected sets of those tiles to a client when requested. It also describes a method for handling map labels and other such features in a tile-based mapping system, such as when a map label crosses map tile boundaries. These are served up through servers or computing devices.

The folks at Google are also going to introduce more panoramic and 3-D imaging to their mapping services. Google will also add additional advertising to their mapping services. Google also plans to collect additional data in order to further enhance their mapping services.

It would appear that Google is attempting to stay one step ahead of their rivals at Microsoft and Yahoo. By offering advertisers additional ways to monetize their advertising dollars, Google could lead the way in which future advertising is conducted on the Internet.

Google continues to be a rolling stone that collects no moss. LOL

Comments welcome.

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