June 8th, 2006
Google vs. Microsoft in Interactive TV advertising race
Microsoft was granted a patent in May for a “System and method of inserting advertisements into an 
information retrieval system display.” Description of the patent is below and a graphic illustration is to the right.
As I indicate in my “Google Targets Interactive TV for Ad Auction Model” and my “Google Developing Social and Interactive Television Applications for ‘Mass Personalization’” posts, Google has tested personalized ITV applications and is recruiting a Product Manager to execute “strategies that enhance the user’s experience when watching television and using Google’s search and advertising technologies.”
Microsoft patent: Systems and methods for selecting and inserting advertisements in an information document displayed to a user, wherein the selection is based at least in part on television programming viewed by the user. The systems and methods may be implemented using the Internet or another information retrieval system that includes a client system and a remote server. The client system monitors television programming viewed by the user and compiles a user profile characterizing the television programming. When the user requests an Internet resource using the client system, the television programming information in the user profile is utilized to select an appropriate advertisement. The advertisement is then inserted in the information document and displayed to the user. Advertisement selection and insertion may be conducted at the remote server, the client system, or at the level of the Internet service provider. Such selection of advertisement increases the efficiency by which Internet advertisements are tailored to individuals. Instead of advertisements, information relating to the television programming may be retrieved over the Internet and displayed without direct user assistance.
Will Google or Microsoft take the lead in Interactive TV advertising? Join the conversation: “Talk Back” below to share your thoughts.
UPDATE See my "Microsoft TV Enters IPTV Market in France with ‘Next Generation Digital Television’ Software Platform"
