Unicast, an advertising technology provider, says it has been granted two patents by the U.S. Patent and Trademark Office that cover areas in the delivery of online advertising. The New York-based company sells Web site operators an advertising format known as the "superstitial"--a large, graphically rich pop-up ad resembling a TV spot--that runs atop the requested page. Its first patent, Dynamic Tag Generation, covers the method that third-party Web sites often use to manage the ad delivery process, or the download and playing of a rich media ad, to a Web surfer. Unicast's second patent, Polite Ad Delivery, includes the process of playing an ad or content "interstitially," or in between Web pages.
Unicast, backed by Intel, was founded as a joint venture between The MacManus Group, now Bcom3 Group, and BBN Technologies, which is now part of Verizon Communications.