Personalization Patent Goes Up for Auction on eBay

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Patent makes targeted marketing more precise.

There isn't a recommendation system available that can pinpoint consumer preference as accurately as this one

Investors will have the opportunity to acquire the patent on a revolutionary personalization system that is set to go to auction in September. The patented system will change the face of targeted marketing and research by offering more accuracy than anything else available today.

Filed as U.S. Patent No. 6,249,785, the personalization technology involves a method for computerized prediction of a person's rating of specific entertainment, consumer products and advertising. The system makes use of a very complex, but transparent, process that determines the relevance and ranking of personal ratings.

"The recommendation system enables marketers and researchers to enjoy an accuracy rate that generally exceeds 85 percent in predicting consumer behavior, which is phenomenal based on today's standards," said Owen Paepke, inventor. "The foundation for this unique brand of personalization technology is the distinct ability to determine item affinities with accuracy and extract actionable information based on those precise affinities."

According to MediaChoice, there is a big distinction between this personalization system and other prediction tools. Other systems rely on characterizing users through means such as collaborative filtering, vector mapping and factor analysis. The problem is that these systems fail to reliably predict reaction to a specific product, commercial or other form of entertainment. Instead of having to rely on the blunt instruments of demographic and behavioral studies to select their top choices, the system can pinpoint better alternatives where consumers are already in a mindset to like the product that will be promoted.

A Web site that fully outlines the personalization technology and enables interested bidders to ask questions is available at The auction will go live on eBay Sept. 2, 2008. Interested buyers will have 10 days to make their bids. The auction will close at 3 p.m. EST, Sept. 12.

MediaChoice Inc., the company that presently owns the patent, made the decision to sell the patent because it no longer has the resources available to use it effectively. The decision was made to allow a company that could make better use of it have the rights to do so.

"There isn't a recommendation system available that can pinpoint consumer preference as accurately as this one," said Arnie Kuenn, president of Vertical Measures and one of MediaChoice's founders. "We raised the venture capital back in 2000 to launch this technology, but between the Internet bubble bursting and 9/11, we just never got the momentum we needed."

Investors and companies who are interested in learning more about this revolutionary personalization system can visit to request an information kit and be reminded when the auction goes live. They can also schedule a call with one of MediaChoice's principles by visiting the site.

For more information, contact Arnie Kuenn at (602) 476-1889.


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