The U.S. Patent and Trademark Office granted Google a patent Dec. 25, for a method for combining generic and specific search results. A quality score supports each search result. The patent, Blending mobile search results, won't help Google make as much money from Android as other operating systems such as Apple and Microsoft do, but it will allow the company to generate revenue from Google search results or when they buy apps from the Play Store.
The gold coins generated from revenue on mobile will come from data. It supports DataXu CEO Mike Baker's view on programmatic media buying, which he said will become as familiar to C-suite executives as cloud computing in 2013 -- supporting mobile and video campaigns, not just display ads.
In mid-December 2012, eMarketer raised its 2012 U.S. mobile ad forecast from about $2.6 billion to more than $4 billion, up to $7.19 billion in 2013.
The importance of Google's patent titled Blending mobile search results follows:
1) The patent claims if a generic search result has a higher position in the ranked search results than the specific mobile search result, the technology moves the specific mobile search result to the position in the ranked search results that the specific generic search result occupied.
2) The patent can identify when a search query came from a mobile search result.
3) The patent points to technology identifying when a search query came from the mobile device. It uses a classifier to classify the mobile search query.
4) The technology removes duplicate queries, identifies a specific generic search result in the plurality of generic search results, detects when a second resource is different from the first, and removes the specific generic search result from the ranked search results.
5) When a generic search result serves up in a higher position in the ranked search results than the specific mobile search result, it moves it to the position in the ranked search results that the specific generic search result occupied.