Google awarded location-based advertising patent

Google has been granted a patent for the use of location information in adverts to increase the relevancy to users, a decision which could directly impact the plans of rival Apple in the space. “The usefulness, and consequently the performance, of advertisements are improved by allowing businesses to better target their ads to a responsive audience,” said part of the patent abstract, which has now been approved by the US Patent and Trademark Office. Andrew Frank, research vice president at Gartner, said that the awarding of the patent could affect start-ups that use location-based adverts as a vital source of revenue. Frank also believes that the patent could threaten Apple in its attempt to enter the location-based advertising market, as well as telecoms providers such as Orange and Vodafone.

http://www.v3.co.uk/v3/news/2258815/google-gains-control-location

http://www.v3.co.uk/v3/news/2258815/google-gains-control-location

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