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Google Wins Patent on Tech to Measure Reactions to Ads

Nov. 1, 2018, 5:28 PM

Alphabet Inc.'s Google has been awarded a patent on technology that studies how users react to targeted advertising.

U.S. Patent No. 10,115,124 covers technology that analyzes browsing activity in real time and measures the effectiveness of targeted ads. The technology obscures personal user information by analyzing data sets, introducing junk data into web browser logs and performing other functions to boost user privacy, according to the patent, which the U.S. Patent and Trademark Office granted Oct. 30.

Google won the patent amid a debate around how it, Facebook Inc. and other tech companies handle digital data, especially personal user information....

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