Marketers Gain a Weapon Against Patent Trolls, Growing Scourge in Digital Era
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As marketers and their agencies increasingly churn out digital products like apps and use tech such as QR codes, patent claims against them have grown in step, costing millions of dollars in legal fees and settlements. Now the Association of National Advertisers is trying to provide its members a fix for this particularly modern challenge: good old-fashioned insurance.
Working with Scottsdale Insurance Co., part of Nationwide, the ad trade organization has developed a product called ANA Patent Infringement Defense that’s meant to arm its members against some costs inflicted by patent claims.
The ANA described its product as a tool against so-called patent trolls, which it said often go after marketers and agencies for digital tactics as common as using QR codes to direct a mobile device user to web content, putting a store locator on a website, placing static ads in a video stream and embedding a URL in a text message.
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