Home Mobile The Cross-Platform Patent Race Heats Up While Performance Metrics Standards Lag

The Cross-Platform Patent Race Heats Up While Performance Metrics Standards Lag

SHARE:

racingAlthough vendors are rushing to patent cross-channel ad-targeting solutions, this does little to address the lack of industry standards for cross-channel performance metrics.

Adelphic announced in early December that it had patented its technology for creating a unique identifier that can be applied to the same individual across multiple digital devices such as smartphones, tablets and PCs.

The company received a patent for “uniquely identifying a network-connected entity,” which it defines as a user of a device or of the applications on a device. Through its technology, Adelphic assigns a unique identity to an individual based on aggregated information, including cookies, various device identifiers and feature usage data.

Adelphic’s efforts to create solutions around cross-channel attribution “are embodied in the patent, which lets us identify ourselves as experts in this area and gives us a place to stand that we can defend,” said Adelphic CEO Michael Collins. He added that Adelphic is contemplating filing additional patents, though it’s not planning to pursue companies that are potentially infringing upon its intellectual property, nor is it licensing its existing patent.

Adelphic isn’t alone: Two of its competitors, Tapad and Drawbridge, have filed for patents around their respective cross-screen solutions. As companies secure their intellectual property rights, marketers may benefit from an eventual decrease in identical products. It also remains to be seen whether innovation will be stunted by a patent war if companies with deep pockets scoop up the majority of the technology patents.

In addition, Drawbridge COO Eric Rosenblum pointed out that even as competition heats up among vendors providing cross-channel ad targeting solutions, there is little consensus around the metrics for comparing the effectiveness of their products. Vendors also disagree whether cross-device ad-targeting standards are even necessary.

If a set of guidelines were to be introduced, “it is important to distinguish between metrics for measurement (which should be standardized) and methodologies (which is core IP and should be protected, but transparently, so that innovation can be accelerated),” Rosenblum said.

Given that different companies make various claims about their products, the standards should be based on “precision” and “reach,” according to Rosenblum.

“In other words, we are a firm believer that metrics need standardization and transparency,” Rosenblum added. “The underlying methodologies should also be transparent, but can be protected by patents.”

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.