Google RSS Ad Patent Protection Explained

August 1, 2005

As most folks already are aware, Google has filed a patent application attempting to cover their insertion of ads in syndicated content.

At Pheedo, we’ve been fielding a lot of questions about what this means for both Pheedo and RSS advertising as a whole. First off, the fact that Google is taking measures to protect itself in RSS advertising is a point of validation for our growing industry. Even though Google's been very aggressive in the past with patent filings, it's validation nonetheless. This filing by Google wasn’t much of a surprise coming from a company of its size and resources, and actions like these are also to be expected in a fast-growing industry.

Second, it’s important to understand that Google is very early in the process, and it’s too speculative to say what protection, if any, might be granted. The biggest concern raised by this development is whether Google will somehow own or have a monopoly on RSS advertising. The answer to that question is a resounding “No”. Simply put, for both legal and practical reasons, Google is not going to ‘own’ RSS advertising. At best, Google may gain some protection for its specific techniques and methods of inserting and tracking ads in syndicated content.

This will have little impact on Pheedo - or RSS advertising as a whole – since the development of RSS advertising was well underway prior to Google filing its patent application. Thus, despite some concerns that Google may gain a monopoly on RSS advertising, this is simply not the case.

The other question is, "Are we going to file a patent application in response?" The answer is, “No we will not file a patent application in response. We'll file patent applications when it makes sense for us strategically.” When you file, you make your trade secrets public and the timing for doing so is important. But we will keep working hard to know our audience and create targeted RSS advertisements that work.

Posted on August 1, 2005 2:18 PM
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