Google Patents Location-based Advertising

US-based tech website Venturebeat has reported that search engine giant Google has secured an important patent related to location based mobile advertisement technology, which was applied back in 2004, in an attempt to enforce its domination over the online advertisement market.

According to the U.S. Patent and Trademark Office document, the patent awarded to Google will help the company in 'Determining and/or using location information in an ad system.'

With the number of users accessing the web from their handheld devices is expected to rise this year, technology observers have predicted that the mobile online advertisement market will rise exponentially over the next few years.

However, the news of Google acquiring this patent will be a major concern for competitors who look to over throw Google with online mobile advertising platforms of their own including Cupertino based Apple, which recently acquired mobile ad network Quattro Wireless in an attempt to carve a niche for itself in the lucrative market.

Interestingly, the patent acquired by Google has some far-ranging implications which will make it impossible for competitors to enter the market, including location based ad targeting and modifying ads as per the users' location.

Our Comments

The kind of leverage which will be enjoyed by Google following the patent, will surely attract the attention of competition watchdogs the world over. Already in Europe, there is growing concern over the impact Google is having over the rest of the competition.

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