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Microsoft files for no-skip video ad patent

updated 01:55 pm EST, Fri December 21, 2007

MS No-Skip Video Ad Patent

Microsoft is attempting to secure a patent for technology that would prevent users from skipping ads in downloaded videos, according to a new filing with the US Patent Office. The technique would insert a digital rights management (DRM) token inside the file that would prevent users from playing the intended video until relevant ads are viewed. It would also allow a content producer to insert ads into a downloaded video at its own discretion.

Implementing this patent would potentially create an ideal mix between offline and online video formats, according to Microsoft. While it would offer the higher visual quality usually found in downloaded copies of videos and allow users to move the files to portable media players, the feature would also enable free, ad-based downloads instead of requiring online streams to ensure that ads remain current. Services such as Joost and Hulu currently demand a constant Internet connection and rotate ads from new advertisers in the middle of and between clips.

Originally submitted in June of last year, the patent has yet to be used in a finished service but could be used in a future Windows Media- or Zune-based video service that would allow ad-subsidized downloads; if granted, the patent may affect attempts by competing companies to integrate ads into their own downloadable content and force them to revert to ad-free but paid downloads.




by MacNN Staff

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Comments

  1. notehead

    Joined: Dec 1969

    0

    AWFUL idea.

    MS, trying to squeak in a(nother) top spot in the 2007 Sh*ttiest Ideas List?

    I really think that advertising is one of the most negative forces affecting society. It fosters superficiality and materialism. If a website earns a penny each time I view some ad while I'm trying to get to some actual content, I would MUCH prefer to actually pay them the penny myself and not have to deal with a million companies battling for dominion over my eyeballs and wallet.

    This idea by MS absolutely sucks.

  1. Hypnosis

    Joined: Dec 1969

    0

    Just Bad

    Leave it to mircosoft to patent something so annoying..but then again it does resemble the annoying pop-up messages that plagues windows in general.

  1. Hypnosis

    Joined: Dec 1969

    0

    Great!

    Way to go microsoft for continuing to break my Ba-ls.

  1. jhawk95

    Joined: Dec 1969

    0

    This Just In..Microsoft..

    Microsoft has also filed for a Patent and for Rights to implant a chipset into every human baby born which will allow them to control and stop people from looking away from their television sets during commercials.

  1. Zkatz007

    Joined: Dec 1969

    0

    you can say it

    M$ sucks balls.

  1. gambit-7

    Joined: Dec 1969

    0

    Heh

    How much do I dislike Microsoft? Let me count the ways.....

  1. stainboy

    Joined: Dec 1969

    0

    fail, please

    hope this technology proves as popular as those old Divx DVD players and dies in flames.

  1. Bartman

    Joined: Dec 1969

    0

    it could be worse..

    MS had to decide between this and shoving a pine cone up everyone's a** and they decided to go with cruel option... seriously, THIS SUCKS...

  1. infinsq

    Joined: Dec 1969

    0

    Ignorant

    So they patented an idea which ignores several years of consumer research showing people would rather buy something than see ads. Huh. I hope they launch it so I can ignore that as well.

  1. dynsight

    Joined: Dec 1969

    0

    Quicktime

    Well, if the users have a choice of viewing formats, they will choose to watch it without commercials. DIVX or Quicktime any one?

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