Sep 302010
 





















CHICAGO, Sept 30, 2010 /PRNewswire via COMTEX/ –
ICAP Ocean Tomo, the intellectual property brokerage division of ICAP plc (IAP.L) and the world’s premier patent auction firm, is offering a patent portfolio describing a cost per action revenue model for search engine advertisers from AnchorFree, Inc. at its upcoming Fall Auction on November 11th in Napa, California.







By 2011, the online advertising market for the US is expected to reach $50.3 billion in revenue.(1) Existing search engine based advertising technology requires advertisers to pay a fee to the search engine provider based on the number of visits routed through the search engine. These site visits are then, hopefully, converted into actual sales by a customer. In contrast, advertisers would prefer a model where expenses paid to search engines were directly tied to sales generated from a customer. The technology provided by the assets in this lot disclose an enhanced search engine and advertising system to effectively track revenue generated through online advertisements. Through the use of a database and web interface, queries are run and analyzed to display relevant web results. If a user makes a purchase via any of the displayed links, the advertiser automatically detects it and makes a payment to the search engine provider. A portion of the payment received by search engine provider may be credited to the user thereby providing them with an extra incentive to purchase goods through the search engine’s displayed results.



“We’re excited to bring such powerful innovation to the Internet space, and are enthused about the benefits that our IP has for Internet users, search engines, media companies, and ecommerce sites,” said David Gorodyansky, CEO and Co-Founder of AnchorFree.



ICAP Ocean Tomo CEO Dean Becker stated, “This technology has immediate applicability to the search engine online advertising market and should be of interest to search engine providers, developers, internet service providers, advertising agencies, website analytics solutions, and entities involved in e-commerce.”



The expected value of this lot is more than $2 million. It can be purchased immediately, in advance of the auction through ICAP Ocean Tomo’s Purchase Now feature for $2 million. For more information on the patents available in this lot, contact Dean Becker at dean.becker@us.icap.com.



To view the Fall Auction catalog online, visit http://icapoceantomo.com/auction/fall/catalog.



(1) http://www.marketingcharts.com/interactive/us-online-advertising-market-to-reach-50b-in-2011-3128/


About ICAP Ocean Tomo LLC



ICAP Ocean Tomo is the intellectual property brokerage division of ICAP and the world’s premier patent auction firm.



About ICAP



ICAP is the world’s premier interdealer broker and provider of post trade services. The Group matches buyers and sellers in the wholesale markets in interest rates, credit, commodities, foreign exchange, emerging markets, equities and equity derivatives through voice and electronic networks. ICAP plc was added to the FTSE 100 Index on 30 June 2006. For more information go to www.icap.com.



SOURCE ICAP Ocean Tomo



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