Bill Slawski at Cre8asite forums started a thread he named Google advertising patent applications, have fun with a list of several fairly recent patent application on search advertising technology. Here is a quick summary of them:

1. Adjusting ad costs using document performance or document collection performance
   
2. Advertisements for devices with call functionality, such as mobile phones
   
3. Facilitating the serving of ads having different treatments and/or characteristics, such as text ads and image ads
   
4. Automated graphical advertisement size compatibility and link insertion
   
5. System and method for rating electronic documents
   
6. Results based personalization of advertisements in a search engine
   
7. Rendering content-targeted ads with e-mail
   
8. Selectively delivering advertisements based at least in part on trademark issues
   
9. System and method for providing on-line user-assisted Web-based advertising
   
10. Method and system for providing targeted graphical advertisements
    
11. Generating user information for use in targeted advertising
    
12. Systems and methods detecting for providing advertisements in a communications network
    
13. System and method for enabling an advertisement to follow the user to additional web pages
    
14. System and method for automatically targeting web-based advertisements
    
15. Generating information for online advertisements from Internet data and traditional media data
    
16. Promoting and/or demoting an advertisement from an advertising spot of one type to an advertising spot of another type
    
17. Serving advertisements using a search of advertiser Web information
    
18. Rendering advertisements with documents having one or more topics using user topic interest information
    
19. Using enhanced ad features to increase competition in online advertising
    
20. Method and system for dynamic textual ad distribution via email
    
21. Serving content-relevant advertisements with client-side device support
    
22. Serving advertisements based on content
    
23. Methods and apparatus for serving relevant advertisements
    
24. Method and system for providing advertising listing variance in distribution feeds over the internet to maximize revenue to the advertising distributor
    
25. Method and system for providing filtered and/or masked advertisements over the internet
    
26. Method and system for providing advertising through content specific nodes over the internet
    

Um, wow, ummm, now that is one huge list. Forum discussion at Cre8asite Forums.

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