Why Google is patenting the ability to sell media based on “attention”

Digitas

Why Google is patenting the ability to sell media based on “attention”

Michael Thomson & Dan Ryan

Digitas connects brands with insights on where marketing, media, and search products are headed next, based on approved public patents from media and tech companies. These are patents brands should be tracking to future-proof their business.

This time, we explore the patents Google and Facebook are using in their pursuit of marketing transformation. Both are taking data to evolve the connection between people and brands, while making their ad-funded business models work harder. 

Two featured patents:

These patents have uncovered three undeniable take-aways:

1. Platforms are under pressure to prove to marketers that their ads are both seen and effective. Thus, Google and Facebook are investing in understanding their consumer’s behavior and current mindsets in order to serve them relevant content based on their current state of mind.

2. Investments like these will provide marketers with a clearer picture of how to effectively grab a consumer’s attention as a way to communicate key messages.

3. These moves will be critical in both planning and measurement, while pushing brands to know when to sacrifice profits for an improved user experience.

Michael Thomson & Dan Ryan

Media Strategy Director & VP/Grp Dir, Creative Strategy

Michael Thomson is a Media Strategy Director for Digitas UK; and Dan Ryan is VP/Group Director, Creative Strategy for Digitas New York. 

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