Directory service Switchboard Inc., a subsidiary of Banyan Worldwide, said the company’s patent
application for key advertisement serving techniques has been allowed by the
U.S. Patent and Trademark Office.
The patent application relates to a system and method for controlling the
frequency of ad serving in an Internet environment based upon a number of
factors such as serve history and relevance to content.
“Securing patent recognition protects our intellectual capital for key
technologies that provide the fundamental building blocks of our products and
services, and is critical in maintaining our technology leadership role in
the extremely competitive Internet market,” said Dean Polnerow, president of
Switchboard.
The invention is a result of research and development done by Switchboard to
display directory content and advertising with minimal latency.
Switchboard’s flagship site, CBS Switchboard.com, claims more
than 50 million monthly visitors.
The site offers yellow and white pages,
e-mail and Web site directories, and interactive maps and driving directions
provided through Switchboard’s popular travel destination site — MapsOnUs.com.