Podbridge has been awarded a patent related to inserting new ads into time-shifted content - that is, content that's stored to be heard or viewed later.

Podcast measurement firm Podbridge, which also runs a podcast ad network, has patented technology that dynamically inserts fresh ads to time-shifted audio and video content when it's actually being consumed, reports ClickZ. Podbridge founder and CEO Murgesh Navar was granted Patent 7,080,400 for a "system and method for distributed storage and presentation of multimedia in a cable network environment."

Conceivably, the patent could also apply to video-on-demand or DVR systems, but Navar is quoted as saying he's not after licensing fees and just wants to protect Podbridge technology.