U.S. patent application number 11/323327 was filed with the patent office on 2007-07-05 for advertising with video ad creatives.
Invention is credited to Jason Bayer, Ronojoy Chakrabarti, Keval Desai, Manish Gupta, Jill A. Huchital, Willard Rusch.
Application Number | 20070157228 11/323327 |
Document ID | / |
Family ID | 38226203 |
Filed Date | 2007-07-05 |
United States Patent
Application |
20070157228 |
Kind Code |
A1 |
Bayer; Jason ; et
al. |
July 5, 2007 |
Advertising with video ad creatives
Abstract
The serving of advertisements with (e.g., on) video documents
may be improved in a number of ways. For example, a system may (a)
accept information defining at least one ad spot associated with at
least one instance of an video document, (b) accept offers to have
advertisements served in the ad spot(s), and (c) arbitrate among
competing advertisements, using at least the offers, to determine
at least one advertisement to be served in that ad spot(s). As
another example, a system may (a) accept relevance information for
an advertisement, (b) determine at least one video document using
the accepted relevance information, (c) present information about
the video document(s) to an advertiser associated with the
advertisement, and (d) accept, from the advertiser, an offer to
have its advertisement served with at least one of the video
document(s) accepted. As yet another example, a system may (a)
accept relevance information for an video document, (b) determine a
plurality of advertisements relevant to the video document using
the relevance information and serving constraints of the
advertisements, and (c) select at least one of the determined
relevant advertisements to be served with the video document.
Examples of video documents include video files published on the
Internet, television programs, live or recorded talk shows,
video-voice mail, segments of an video conversation, etc.
Inventors: |
Bayer; Jason; (Mountain
View, CA) ; Chakrabarti; Ronojoy; (Santa Clara,
CA) ; Desai; Keval; (San Francisco, CA) ;
Gupta; Manish; (Santa Clara, CA) ; Huchital; Jill
A.; (Saratoga, CA) ; Rusch; Willard;
(Woodside, CA) |
Correspondence
Address: |
STRAUB & POKOTYLO
620 TINTON AVENUE
BLDG. B, 2ND FLOOR
TINTON FALLS
NJ
07724
US
|
Family ID: |
38226203 |
Appl. No.: |
11/323327 |
Filed: |
December 30, 2005 |
Current U.S.
Class: |
725/34 ;
348/E7.071; 725/112; 725/113; 725/35; 725/62 |
Current CPC
Class: |
H04N 21/466 20130101;
H04N 21/252 20130101; G06Q 30/02 20130101; H04N 21/44016 20130101;
H04N 21/2668 20130101; G06Q 30/0277 20130101; H04N 21/25891
20130101; H04N 21/23106 20130101; H04N 21/26208 20130101; H04N
21/26603 20130101; H04N 7/17318 20130101; H04N 21/435 20130101;
G06Q 30/0242 20130101; H04N 21/4331 20130101; H04N 21/4667
20130101; H04N 21/2665 20130101; H04N 21/23424 20130101; H04N
21/812 20130101 |
Class at
Publication: |
725/034 ;
725/035; 725/113; 725/112; 725/062 |
International
Class: |
H04N 7/16 20060101
H04N007/16; H04N 7/173 20060101 H04N007/173; H04N 7/10 20060101
H04N007/10; H04N 7/025 20060101 H04N007/025 |
Claims
1. A computer-implemented method comprising: a) accepting
information defining at least one ad spot associated with at least
one instance of an video document; b) accepting offers to have
advertisements served in the at least one ad spot; and c)
arbitrating among competing advertisements, using at least the
offers, to determine at least one advertisement to be served in
that at least one ad spot.
2. The computer-implemented method of claim 1 wherein the video
document is a television program.
3. The computer-implemented method of claim 1 wherein the video
document is a video file published on the Internet.
4. The computer-implemented method of claim 1 wherein the video
document includes a video-voice mail.
5. The computer-implemented method of claim 1 wherein the video
document is a segment of an video conversation.
6. The computer-implemented method of claim 1 wherein the video
document is transmitted, using the Internet protocol, to an end
user device via one or more communications networks.
7. The computer-implemented method of claim 1 further comprising:
d) delivering the video document and the one or more advertisements
to be served in that at least one ad spot to an end user client
device.
8. The computer-implemented method of claim 7 wherein the act of
arbitrating occurs before the act of delivering the video document
is initiated.
9. The computer-implemented method of claim 7 wherein the act of
arbitrating occurs after the act of delivering the video document
has been initiated.
10. The computer-implemented method of claim 7 wherein the act of
arbitrating occurs after the act of delivering the video document
has been completed and a play operation has been initiated on the
video document.
11. The computer-implemented method of claim 1 wherein the offer is
one of (A) a price per impression, (B) a maximum price per
impression, (C) a price per selection, (D) a maximum price per
selection, (E) a price per conversion, and (F) a maximum price per
conversion.
12. The computer-implemented method of claim 1 further comprising:
d) determining advertisements relevant to the video document using
serving constraints associated with the advertisements and
relevance information associated with the document, wherein the
acts of accepting offers and arbitrating occur solely with respect
to advertisements determined to be relevant to the document.
13. A computer-implemented method comprising: a) accepting
relevance information for an advertisement; b) determining at least
one video document using the accepted relevance information; c)
presenting information about the at least one video document to an
advertiser associated with the advertisement; and d) accepting,
from the advertiser, an offer to have its advertisement served with
at least one of the at least one video documents accepted.
14. The computer-implemented method of claim 13 further comprising:
e) determining a score for the advertisement using at least the
offer; and f) determining, for one of the at least one video
document, whether or not to serve the advertisement of the
advertiser using the score.
15. The computer-implemented method of claim 13 wherein the video
document is a television program.
16. The computer-implemented method of claim 13 wherein the video
document is a video file published on the Internet.
17. The computer-implemented method of claim 13 wherein the video
document includes a video-voice mail.
18. The computer-implemented method of claim 13 wherein the video
document is a segment of an video conversation.
19. The computer-implemented method of claim 13 wherein the video
document is transmitted, using the Internet protocol, to an end
user device via one or more communications networks.
20. The computer-implemented method of claim 13 wherein the offer
is one of (A) a price per impression, (B) a maximum price per
impression, (C) a price per selection, (D) a maximum price per
selection, (E) a price per conversion, and (F) a maximum price per
conversion.
21. The computer-implemented method of claim 13 wherein the
relevance information accepted was provided by the advertiser.
22. The computer-implemented method of claim 21 wherein the
relevance information includes at least one keyword provided as a
serving constraint.
23. The computer-implemented method of claim 21 wherein the
relevance information includes at least one topic.
24. The computer-implemented method of claim 13 wherein the
relevance information accepted was determined by analyzing
information associated with the advertisement.
25. The computer-implemented method of claim 24 wherein the
relevance information includes at least one keyword.
26. The computer-implemented method of claim 24 wherein the
relevance information includes at least one topic.
27. A computer-implemented method comprising: a) accepting
relevance information for an video document; b) determining a
plurality of advertisements relevant to the video document using
relevance information and serving constraints of the
advertisements; and c) selecting at least one of the determined
relevant advertisements to be served with the video document.
28. The computer-implemented method of claim 27 wherein the act of
selecting includes: i) accepting offers to have advertisements
served in the at least one ad spot; ii) arbitrating among competing
advertisements, using at least the offers, to select at least one
advertisement to be served in that at least one ad spot.
29. The computer-implemented method of claim 27 wherein the video
document is a television program.
30. The computer-implemented method of claim 27 wherein the video
document is a video file published on the Internet.
31. The computer-implemented method of claim 27 wherein the video
document includes a video-voice mail.
32. The computer-implemented method of claim 27 wherein the video
document is a segment of an video conversation.
33. The computer-implemented method of claim 27 wherein the video
document is transmitted, using the Internet protocol, to an end
user device via one or more communications networks.
34. The computer-implemented method of claim 27 further comprising:
d) delivering the video document and the one or more advertisements
to be served in that at least one ad spot to an end user client
device.
35. The computer-implemented method of claim 34 wherein the act of
arbitrating occurs before the act of delivering the video document
is initiated.
36. The computer-implemented method of claim 34 wherein the act of
arbitrating occurs after the act of delivering the video document
has been initiated.
37. The computer-implemented method of claim 34 wherein the act of
arbitrating occurs after the act of delivering the video document
has been completed and a play operation has been initiated on the
video document.
38. The computer-implemented method of claim 37 wherein the offer
is one of (A) a price per impression, (B) a maximum price per
impression, (C) a price per selection, (D) a maximum price per
selection, (E) a price per conversion, and (F) a maximum price per
conversion.
39. A computer-implemented method comprising: a) serving a document
including video ad spots; b) loading the document onto a client
device; c) generating an ad request including an identifier of the
document; d) transmitting the ad request to a video ad server; e)
determining a set of one or more video ads for the ad request; f)
transmitting the set of one or more video ads to the client device
for rendering; and g) tracking at least one of (A) a video ad
impression, (B) a video ad selection, and (C) a video ad
conversion.
40. The computer-implemented method of claim 39 wherein the
document is a video document including video content.
41. Apparatus comprising: a) means for accepting relevance
information for an video document; b) means for determining a
plurality of advertisements relevant to the video document using
relevance information and serving constraints of the
advertisements; and c) means for selecting at least one of the
determined relevant advertisements to be served with the video
document.
Description
.sctn. 1. BACKGROUND OF THE INVENTION
[0001] .sctn. 1.1 Field Of The Invention
[0002] The present invention concerns advertising, such as online
advertising for example. In particular, the present invention
concerns improving the utility of advertisements to end users.
[0003] .sctn. 1.2 Background Information
[0004] Advertising using traditional media, such as television,
radio, newspapers and magazines, is well known. Unfortunately, even
when armed with demographic studies and entirely reasonable
assumptions about the typical audience of various media outlets,
advertisers recognize that much of their ad budget is simply
wasted. Moreover, it is very difficult to identify and eliminate
such waste.
[0005] Recently, advertising over more interactive media has become
popular. For example, as the number of people using the Internet
has exploded, advertisers have come to appreciate media and
services offered over the Internet as a potentially powerful way to
advertise.
[0006] Interactive advertising provides opportunities for
advertisers to target their ads to a receptive audience. That is,
targeted ads are more likely to be useful to end users since the
ads may be relevant to a need inferred from some user activity
(e.g., relevant to a user's search query to a search engine,
relevant to content in a document requested by the user, etc.).
Query keyword targeting has been used by search engines to deliver
relevant ads. For example, the AdWords advertising system by Google
Inc. of Mountain View, Calif. (referred to as "Google"), delivers
ads targeted to keywords from search queries. Similarly, content
targeted ad delivery systems have been proposed. For example, U.S.
patent application Ser. No. 10/314,427 (incorporated herein, in its
entirety, by reference and referred to as "the '427 application"),
titled "METHODS AND APPARATUS FOR SERVING RELEVANT ADVERTISEMENTS",
filed on Dec. 6, 2002 and listing Jeffrey A. Dean, Georges R. Harik
and Paul Buchheit as inventors; and Ser. No. 10/375,900
(incorporated herein, in its entirety, by reference and referred to
as "the '900 application"), titled "SERVING ADVERTISEMENTS BASED ON
CONTENT," filed on Feb. 26, 2003 and listing Darrell Anderson, Paul
Buchheit, Alex Carobus, Claire Cui, Jeffrey A. Dean, Georges R.
Harik, Deepak Jindal and Narayanan Shivakumar as inventors,
describe methods and apparatus for serving ads relevant to the
content of a document, such as a Web page for example. Content
targeted ad delivery systems, such as the AdSense advertising
system by Google for example, have been used to serve ads on Web
pages.
[0007] As can be appreciated from the foregoing, serving ads
relevant to concepts of text in a text document and serving ads
relevant to keywords in a search query are useful because such ads
presumably concern a current user interest. Consequently, such
online advertising has become increasingly popular. Moreover,
advertising using other targeting techniques, and even untargeted
online advertising, has become increasingly popular.
[0008] Currently, ads delivered with video content, such as
television broadcasts for example, are typically based on a
"reservation" model. That is, an advertiser reserves a spot in the
televised broadcast for a fixed fee. Unfortunately, however, the
reservation model doesn't necessarily maximize revenue for the
video content publisher because many advertisers that don't have
the resources to negotiate agreements for such ad spots don't
compete for those ad spots. Further, from the perspective of the
end-user (i.e., the person or persons to whom the audio content is
delivered), the ad could be totally irrelevant or not as useful as
it could be.
[0009] Existing advertising systems, such as systems that insert
ads into video content (a "video document"), could be improved. For
example, it would be useful to improve the relevancy of ads served
in (or with) a video document. It would also be useful to improve
the value, in terms of potential advertising revenue, of such a
video document. It would be especially useful to improve the value,
in terms of potential advertising revenue, of an aggregate of
multiple instances of a video document.
.sctn. 2. SUMMARY OF THE INVENTION
[0010] Embodiments consistent with the present invention may be
used to improve the serving of advertisements with (e.g., on) video
documents. For example, at least some embodiments consistent with
the present invention may (a) accept information defining at least
one ad spot associated with at least one instance of an video
document, (b) accept offers to have advertisements served in the ad
spot(s), and (c) arbitrate among competing advertisements, using at
least the offers, to determine at least one advertisement to be
served in that ad spot(s). As another example, at least some
embodiments consistent with the present invention may (a) accept
relevance information for an advertisement, (b) determine at least
one video document using the accepted relevance information, (c)
present information about the video document(s) to an advertiser
associated with the advertisement, and (d) accept, from the
advertiser, an offer to have its advertisement served with at least
one of the video document(s) accepted. As yet another example, at
least some embodiments consistent with the present invention may
(a) accept relevance information for an video document, (b)
determine a plurality of advertisements relevant to the video
document using the relevance information and serving constraints of
the advertisements, and (c) select at least one of the determined
relevant advertisements to be served with the video document.
Examples of video documents include video files published on the
Internet, television programs, live or recorded talk shows,
video-voice mail, segments of an video conversation, etc.
.sctn. 3. BRIEF DESCRIPTION OF THE DRAWINGS
[0011] FIG. 1 is a diagram illustrating various ways video content
can be delivered and received.
[0012] FIG. 2 is a diagram showing parties or entities that can
interact with an advertising system.
[0013] FIG. 3 is a diagram illustrating an environment in which, or
with which, embodiments consistent with the present invention may
operate.
[0014] FIG. 4 is a bubble diagram of exemplary operations that may
be performed in a manner consistent with the present invention, as
well as information that may be used and/or generated by such
operations.
[0015] FIG. 5 illustrates an exemplary data structure for storing
video document relevancy information in a manner consistent with
the present invention.
[0016] FIG. 6 illustrates an exemplary data structure for storing
ad spot information in a manner consistent with the present
invention.
[0017] FIG. 7 illustrates an exemplary data structure for storing
ad information in a manner consistent with the present
invention.
[0018] FIG. 8 is a flow diagram of an exemplary method for
extracting and/or determining relevancy information for a video
document in a manner consistent with the present invention.
[0019] FIG. 9 is a flow diagram of an exemplary method for
determining ad spots in a manner consistent with the present
invention.
[0020] FIG. 10 is a flow diagram of an exemplary method for
determining ads relevant to ad spots in a video document in a
manner consistent with the present invention.
[0021] FIG. 11 is a flow diagram of an exemplary method for
arbitrating relevant ads competing for video document ad spots in a
manner consistent with the present invention.
[0022] FIG. 12 is a block diagram of apparatus that may be used to
perform at least some operations, and store at least some
information, in a manner consistent with the present invention.
[0023] FIG. 13 illustrates an exemplary environment 1300 consistent
with the present invention in which video ads are served with video
documents.
[0024] FIG. 14 is a flow diagram of an exemplary method 1400 for
providing a video content owner/creator front end in a manner
consistent with the present invention.
[0025] FIG. 15 is an exemplary set of information 1500 that may be
stored, either together as a record, or in association with a video
identifier, once a video content owner/creator enters necessary
information via a front end method such as that 1400 described with
respect to FIG. 14.
[0026] FIG. 16 is a flow diagram of an exemplary method 1600 for
providing a video advertiser front end in a manner consistent with
the present invention.
[0027] FIG. 17 is a flow diagram of an exemplary method 1700 for
serving video ads with video content in a manner consistent with
the present invention.
[0028] FIG. 18 is a messaging diagram illustrating the serving of
video ads with video content in a manner consistent with the
present invention.
[0029] FIG. 19 illustrates an exemplary hosted Web page, including
a video player that may be used to play videos and video ads in a
manner consistent with the present invention.
.sctn. 4. DETAILED DESCRIPTION
[0030] The present invention may involve novel methods, apparatus,
message formats, and/or data structures for improving the serving
of video advertisements with documents, such as documents including
video content for example. The following description is presented
to enable one skilled in the art to make and use the invention, and
is provided in the context of particular applications and their
requirements. Thus, the following description of embodiments
consistent with the present invention provides illustration and
description, but is not intended to be exhaustive or to limit the
present invention to the precise form disclosed. Various
modifications to the disclosed embodiments will be apparent to
those skilled in the art, and the general principles set forth
below may be applied to other embodiments and applications. For
example, although a series of acts may be described with reference
to a flow diagram, the order of acts may differ in other
implementations when the performance of one act is not dependent on
the completion of another act. Further, non-dependent acts may be
performed in parallel. Also, as used herein, the article "a" is
intended to include one or more items. Where only one item is
intended, the term "one" or similar language is used. In the
following, "information" may refer to the actual information, or a
pointer to, identifier of, or location of such information. No
element, act or instruction used in the description should be
construed as critical or essential to the present invention unless
explicitly described as such. Thus, the present invention is not
intended to be limited to the embodiments shown and the inventor
regards his invention to include any patentable subject matter
described.
[0031] In the following definitions of terms that may be used in
the specification are provided in .sctn. 4.1. Then, environments in
which, or with which, the present invention may operate are
described in .sctn. 4.2. Exemplary embodiments of the present
invention are described in .sctn. 4.3. Thereafter, specific
examples illustrating the utility of exemplary embodiments of the
present invention are provided in .sctn. 4.4. Finally, some
conclusions regarding the present invention are set forth in .sctn.
4.5.
.sctn. 4.1 DEFINITIONS
[0032] Online ads, such as those used in the exemplary systems
described below with reference to FIGS. 2 and 3, or any other
system, may have various intrinsic features. Such features may be
specified by an application and/or an advertiser. These features
are referred to as "ad features" below. For example, in the case of
a text ad, ad features may include a title line, ad text, and an
embedded link. In the case of an image ad, ad features may include
images, executable code, and an embedded link. In the case of a
video ad, ad features may include video content and, most likely,
audio content. The ad features may also include executable code
(e.g., encoded as tones, pixels, etc., provided in non-video
packets of a video stream, etc.). Depending on the type of online
ad, ad features may include one or more of the following: text, a
link, an audio file, a video file, an image file, executable code,
embedded information, etc. In devices that can render more than one
type of media (devices that have different outputs), some ad
features may pertain to one type of media rendered to the user over
one output, while other ad features may pertain to another type of
media rendered to the user over another output. For example, if a
mobile telephone includes a speaker, a display and telephony means,
a video ad to be rendered on such a telephone can have one or more
of an audio-video component and executable code for dialing an
encoded telephone number. Naturally, other types of ad features are
possible.
[0033] When an online ad is served, one or more parameters may be
used to describe how, when, and/or where the ad was served. These
parameters are referred to as "serving parameters" below. Serving
parameters may include, for example, one or more of the following:
features of (including information on) a document on which, or with
which, the ad was served, a search query or search results
associated with the serving of the ad, a user characteristic (e.g.,
their geographic location, the language used by the user, the type
of browser used, previous page views, previous behavior, user
account, any Web cookies used by the system, user device
characteristics, etc.), a host or affiliate site (e.g., America
Online, Google, Yahoo) that initiated the request, an absolute
position of the ad on the page on which it was served, an ad spot
in which the ad was served (e.g., a position (spatial or temporal)
of the ad relative to other ads served), an absolute size of the
ad, a size of the ad relative to other ads, an absolute and/or
relative resolution of the ad, an absolute and/or relative video
frame rate of the ad, an absolute volume of the ad, a volume of the
ad relative to other ads, an absolute temporal length of the ad, a
relative temporal length of the ad, a color of the ad, a number of
other ads served, types of other ads served, time of day served,
time of week served, time of year served, etc. Naturally, there are
other serving parameters that may be used in the context of the
invention.
[0034] Although serving parameters may be extrinsic to ad features,
they may be associated with an ad as serving conditions or
constraints. When used as serving conditions or constraints, such
serving parameters are referred to simply as "serving constraints"
(or "targeting criteria"). For example, in some systems, an
advertiser may be able to target the serving of its ad by
specifying that it is only to be served on weekdays, no lower than
a certain position, only to users in a certain location, etc. As
another example, in some systems, an advertiser may specify that
its ad is to be served only if a page or search query includes
certain keywords or phrases. As yet another example, in some
systems, an advertiser may specify that its ad is to be served only
if a document, on which, or with which, the ad is to be served,
includes certain topics or concepts, or falls under a particular
cluster or clusters, or some other classification or
classifications (e.g., verticals). In some systems, an advertiser
may specify that its ad is to be served only to (or is not to be
served to) user devices having certain characteristics. Finally, in
some systems, an ad might be targeted so that it is served in
response to a request sourced from a particular location, or in
response to a request concerning a particular location.
[0035] "Ad information" may include any combination of ad features,
ad serving constraints, information derivable from ad features or
ad serving constraints (referred to as "ad derived information"),
and/or information related to the ad (referred to as "ad related
information"), as well as an extension of such information (e.g.,
information derived from ad related information).
[0036] The ratio of the number of selections (e.g., clickthroughs,
dial-throughs, etc.) of an ad to the number of impressions of the
ad (i.e., the number of times an ad is rendered) is defined as the
"selection rate" (or "clickthrough rate" or "CTR") of the ad.
[0037] A "conversion" is said to occur when a user consummates a
transaction related to a previously served ad. What constitutes a
conversion may vary from case to case and can be determined in a
variety of ways. For example, it may be the case that a conversion
occurs when a user clicks on an ad, is referred to the advertiser's
Web page, and consummates a purchase there before leaving that Web
page. Alternatively, a conversion may be defined as a user being
shown an ad, and making a purchase on the advertiser's Web page
within a predetermined time (e.g., seven days). In yet another
alternative, a conversion may be defined by an advertiser to be any
measurable/observable user action such as, for example, downloading
a white paper, navigating to at least a given depth of a Website,
viewing at least a certain number of Web pages, spending at least a
predetermined amount of time on a Website or Web page, registering
on a Website, dialing a telephone number, sending a product or
service inquiry, etc. Often, if user actions don't indicate a
consummated purchase, they may indicate a sales lead, although user
actions constituting a conversion are not limited to this. Indeed,
many other definitions of what constitutes a conversion are
possible.
[0038] The ratio of the number of conversions to the number of
impressions of the ad (i.e., the number of times an ad is rendered)
and the ratio of the number of conversions to the number of
selections (or the number of some other earlier event) are both
referred to as the "conversion rate" or "CR." The type of
conversion rate will be apparent from the context in which it is
used. If a conversion is defined to be able to occur within a
predetermined time since the serving of an ad, one possible
definition of the conversion rate might only consider ads that have
been served more than the predetermined time in the past.
[0039] A "property" is something on which ads can be presented. A
property may include online content (e.g., a Website, a video
program, a Webcast, a podcast, online games, etc.), offline content
(e.g., a newspaper, a magazine, a theatrical production, a concert,
a sports event, a television broadcast, etc.), and/or offline
objects (e.g., a billboard, a stadium score board, an outfield
wall, the side of truck trailer, etc.). Properties with content
(e.g., magazines, newspapers, Websites, email messages, television
programs, etc.) may be referred to as "media properties." Although
properties may themselves be offline, pertinent information about a
property (e.g., attribute(s), topic(s), concept(s), category(ies),
keyword(s), relevancy information, type(s) of ads supported, etc.)
may be available online. For example, an outdoor jazz music
festival may have entered the topics "music" and "jazz", the
location of the concerts, the time of the concerts, artists
scheduled to appear at the festival, and types of available ad
spots (e.g., spots in a printed program, spots on a stage, spots on
seat backs, audio announcements of sponsors, on site video
displays, etc.). A "video property" is a property that can be seen.
A video property may include other components (e.g., audio), but
not necessarily.
[0040] A "document" is to be broadly interpreted to include any
machine-readable and machine-storable work product. A document may
be a file, a combination of files, one or more files with embedded
links to other files, etc. The files may be of any type, such as
text, audio, image, video, etc. Parts of a document to be rendered
to an end user can be thought of as "content" of the document. A
document may include "structured data" containing both content
(words, pictures, sound, conversations, etc.) and some indication
of the meaning of that content (for example, e-mail fields and
associated data, HTML tags and associated data, embedded program
title and related information, etc.) Ad spots in the document may
be defined by embedded information or instructions. In the context
of the Internet, a common document is a Web page. Web pages often
include content and may include embedded information (such as meta
information, hyperlinks, etc.) and/or embedded instructions (such
as JavaScript, etc.). In many cases, a document has an addressable
storage location and can therefore be uniquely identified by this
addressable location. A universal resource locator (URL) is an
address used to access information on the Internet.
[0041] A "Web document" includes any document published on the Web.
Examples of Web documents include, for example, a Website, a Web
page, a Webcast, etc.
[0042] A "video document" is a document that can be seen when
played or decoded. A "video document" may include video content
regardless of whether or not that content is ultimately stored on a
tangible medium. A video document may include, for example, a live
or recorded television program, a live or recorded theatrical or
dramatic work, a music video, a televised event (e.g., a sports
event, a political event, a news event, etc.), video-voice mail,
etc. Each of different forms or formats of the same video content
(e.g., original, compressed, packetized, streamed, etc.) may be
considered to be a video document (e.g., the same video document,
or different video documents). Embodiments consistent with the
present invention may work with various video and "container" file
formats such as, for example, one or more of Macromedia's Flash
Video (FLV), Microsoft's Advanced Streaming format (ASF), Windows
Media Audio (WMA), Windows Media file with AudioNideo(WMV), Audio
Video Interleave (AVI), DivX.TM., Intel Video Technology (IVF),
Quick-Time Movie File Extension (MOV), MPEG, Real Media, RealAudio,
RealPlayer, Real Video, Vivo Video(VIV), OGG, Matroska, 3gp, NUT,
MXF, ratDVD, svi, etc. Embodiments consistent with the present
invention may work with other video file formats.
[0043] "Document information" may include any information included
in the document, information derivable from information included in
the document (referred to as "document derived information"),
and/or information related to the document (referred to as
"document related information"), as well as an extensions of such
information (e.g., information derived from related information).
An example of document derived information is a classification
based on textual transcript, or audio/video content of a document.
Examples of document related information include document
information from other documents with links to the instant
document, as well as document information from other documents to
which the instant document links.
[0044] Content from a document may be rendered on a "content
rendering application or device". Examples of content rendering
applications include an Internet browser (e.g., Explorer, Netscape,
Opera, Firefox, etc.), a media player (e.g., an MP3 player, a
streaming media file player from Microsoft Corporation of Redmond,
Wash., or from RealNetworks, Inc., of Seattle, Wash., Apple
Computer Inc. of Cupertino, Calif., Macromedia Inc. of San
Francisco, Calif., etc.), a viewer (e.g., an Abobe Acrobat pdf
reader), etc. Examples of content rendering devices include video
games (e.g., Sony Play Station II and PSP, Microsoft X-Box,
Nintendo GameCube, etc.), mobile telephones, televisions, radios,
set-top boxes (STBs), etc.
[0045] A "content owner" is a person or entity that has some
property right in the content of a media property (e.g., document).
A content owner may be an author of the content. In addition, or
alternatively, a content owner may have rights to reproduce the
content, rights to prepare derivative works of the content, rights
to display or perform the content publicly, and/or other proscribed
rights in the content. Although a content server might be a content
owner in the content of the documents it serves, this is not
necessary. A "Web publisher" is an example of a content owner.
[0046] "User information" may include user behavior information
and/or user profile information.
[0047] "E-mail information" may include any information included in
an e-mail (also referred to as "internal e-mail information"),
information derivable from information included in the e-mail
and/or information related to the e-mail, as well as extensions of
such information (e.g., information derived from related
information). An example of information derived from e-mail
information is information extracted or otherwise derived from
search results returned in response to a search query composed of
terms extracted from an e-mail subject line. Examples of
information related to e-mail information include e-mail
information about one or more other e-mails sent by the same sender
of a given e-mail, or user information about an e-mail recipient.
Information derived from or related to e-mail information may be
referred to as "external e-mail information."
.sctn. 4.2 Exemplary Advertising Environments in which, or with
which, Embodiments Consistent with the Present Invention May
Operate
[0048] FIG. 1 is a diagram illustrating various ways video content
can be delivered and received. Video content can be consumed at
various client locations, using various devices 110 such as, for
example, a customer premises 111 (such as a home residence or
business which may include computers, video players, televisions,
etc.), a mobile telephone with video functionality 112, a video
player 113, a laptop computer 114, a car video player 115, etc.
Video content may be transmitted from various sources such as, for
example, terrestrial television (or data) transmission stations
120, cable television (or data) transmission stations 130,
satellite television (or data) transmission stations 140, via
satellites 142, and video content servers (e.g., Webcasting
servers, podcasting servers, video streaming servers, video
download Websites, etc.) 150, via network(s) 160 such as the
Internet for example, and video phone service providers 170 via
network(s) 160 such as the Public Switched Telephone Network
("PSTN") and the Internet for example. Although not all connections
are shown, one or more of the transmission stations 120,130 and 140
may be coupled with the network(s) 160.
[0049] FIG. 2 is a diagram of an advertising environment. The
environment may include an ad entry, maintenance and delivery
system (simply referred to as an ad server) 220. Advertisers 210
may directly, or indirectly, enter, maintain, and track ad
information in the system 220. The ads may be in the form of
graphical ads such as so-called banner ads, text only ads, image
ads, audio ads, video ads, ads combining one of more of any of such
components, etc. The ads may also include embedded information,
such as a link, a telephone number, an e-mail address, and/or
machine executable instructions. Ad consumers 230 may submit
requests for ads to, accept ads responsive to their request from,
and provide usage information to, the system 220. An entity other
than an ad consumer 230 may initiate a request for ads. Although
not shown, other entities may provide usage information (e.g.,
whether or not a conversion or selection related to the ad
occurred) to the system 220. This usage information may include
measured or observed user behavior related to ads that have been
served.
[0050] The ad server 220 may be similar to, or have some similar
features as, the one described in the '900 application. An
advertising program may include information concerning accounts,
campaigns, creatives, targeting, etc. The term "account" relates to
information for a given advertiser (e.g., a unique e-mail address,
a password, billing information, etc.). A "campaign" or "ad
campaign" refers to one or more groups of one or more
advertisements, and may include a start date, an end date, budget
information, geo-targeting information, syndication information,
etc. For example, Honda may have one advertising campaign for its
automotive line, and a separate advertising campaign for its
motorcycle line. The campaign for its automotive line may have one
or more ad groups, each containing one or more ads. Each ad group
may include targeting information (e.g., a set of keywords, a set
of one or more topics, etc.), and price information (e.g., cost,
average cost, or maximum cost (per impression, per selection, per
conversion, etc.)). Therefore, a single cost, a single maximum
cost, and/or a single average cost may be associated with one or
more keywords, and/or topics. As stated, each ad group may have one
or more ads or "creatives" (That is, ad content that is ultimately
rendered to an end user.). Each ad may also include a link to a URL
(e.g., a landing Web page, such as the home page of an advertiser,
or a Web page associated with a particular product or server).
Alternatively, or in addition, each ad may include embedded
information for initiating a telephone call (e.g., to facilitate
providing product or service information, or to facilitate
completing an order). Alternatively, or in addition, each ad may
include information for initiating a message (e.g., facilitate
providing product or service information, or to facilitate
completing an order). Naturally, the ad information may include
more or less information, and may be organized in a number of
different ways.
[0051] FIG. 3 illustrates an environment 300 in which the present
invention may be used. A user device (also referred to as a
"client" or "client device") 350 may include a media player (e.g.,
an MP3 player, a streaming audio player, a streaming video player,
a television, a computer, a mobile device, etc.) a browser facility
(such as the Explorer browser from Microsoft, the Opera Web Browser
from Opera Software of Norway, the Navigator browser from AOL/Time
Warner, the Firefox browser from Mozilla, etc.), an e-mail facility
(e.g., Outlook from Microsoft), telephony means, etc. A search
engine 320 may permit user devices 350 to search collections of
documents (e.g., Web pages). A content server 310 may permit user
devices 350 to access documents, such as video documents (such as
videos hosted and available at Google Video) for example. An e-mail
server (such as GMail from Google, Hotmail from Microsoft Network,
Yahoo Mail, etc.) 340 may be used to provide e-mail functionality
to user devices 350. The e-mails may include video attachments
and/or video messages. An ad server 310 may be used to serve ads to
user devices 350. The ads may be served in association with search
results provided by the search engine 320. However,
content-relevant ads may be served in association with content
provided by the content server 330, e-mail supported by the e-mail
server (or voice-mail supported by a voice-mail server) 340 and/or
user device e-mail facilities, video content served by video server
360 and/or played by user device video player facilities. Video
communications service provider facilities 370 may be used to
provide video-phone or video-walkie-talkie services over the
network(s) 360. For example, some companies provide voice over
Internet Protocol ("VoIP") services,
[0052] As discussed in the '900 application, ads may be targeted to
documents served by content servers. Thus, one example of an ad
consumer 230 is a general content server 330 that receives requests
for documents (e.g., articles, discussion threads, music, audio ,
video (e.g., televisions programs, music videos, video mail, a
streamed video file, etc.), graphics, search results, Web page
listings, etc.), and retrieves the requested document in response
to, or otherwise services, the request. The content server may
broadcast content as well (e.g., not necessarily responsive to a
request). The content server may submit a request for ads to the ad
server 220/310. Such an ad request may include ad spot information
(e.g., a number of ads desired, a duration, type of ads eligible,
etc.). The ad request may also include document request
information. This information may include the document itself
(e.g., a page, a video file, a segment of a video stream, etc.), a
category or topic corresponding to the content of the document or
the document request (e.g., arts, business, computers, arts-movies,
arts-music, etc.), part or all of the document request, content
age, content type (e.g., text, graphics, video, audio, mixed media,
etc.), geo-location information, document information, etc.
[0053] The content server 330 may combine the (e.g., requested)
document with one or more of the advertisements provided by the ad
server 220/310. This combined information including the document
content and advertisement(s) is then forwarded towards the end user
device 350 that requested the document or that configured itself to
receive the document, for presentation to the user. Finally, the
content server 330 may transmit information about the ads and how,
when, and/or where the ads are to be rendered (e.g., ad spot,
position, selection or not, impression time, impression date, size,
temporal length, volume, conversion or not, etc.) back to the ad
server 220/310. Alternatively, or in addition, such information may
be provided back to the ad server 220/310 by some other means.
[0054] The offline content provider 332 may provide information
about ad spots in an upcoming publication, and perhaps information
about the publication (e.g., the content or topics or concepts of
the content), to the ad server 310. In response, the ad server 310
may provide a set of ads relevant the content of the publication
for at least some of the ad spots. Examples of offline content
providers 332 include, for example, magazine publishers, newspaper
publishers, book publishers, offline broadcasts, offline music
publishers, offline video game publishers, a theatrical production,
a concert, a sports event, etc.
[0055] Owners of the offline ad spot properties 334 may provide
information about ad spots in their offline property (e.g., a
JumboTron.TM., ProStar.TM., DiamondVision.TM., AstroVision.TM., or
SmartVision.TM. video ad for an NBA game in San Antonio, Tex.). In
response, the ad sever may provide a set of ads relevant to the
property for at least some of the ad spots. Examples of offline
properties 334 include, for example, a billboard, a stadium score
board, and outfield wall, the side of truck trailer, etc.
[0056] Another example of an ad consumer 230 is the search engine
320. A search engine 320 may receive queries for search results. In
response, the search engine may retrieve relevant search results
(e.g., from an index of Web pages). An exemplary search engine is
described in the article S. Brin and L. Page, "The Anatomy of a
Large-Scale Hypertextual Search Engine," Seventh International
World Wide Web Conference, Brisbane, Australia and in U.S. Pat. No.
6,285,999 (both incorporated herein, in their entirety, by
reference). Such search results may include, for example, lists of
Web page titles, snippets of text extracted from those Web pages,
and hypertext links to those Web pages, and may be grouped into a
predetermined number of (e.g., ten) search results.
[0057] The search engine 320 may submit a request for ads to the ad
server 220/310. The request may include a number of ads desired.
This number may depend on the search results, the amount of screen
or page space occupied by the search results, the size and shape of
the ads, etc. In one embodiment, the number of desired ads will be
from one to ten, and preferably from three to five. The request for
ads may also include the query (as entered or parsed), information
based on the query (such as geolocation information, whether the
query came from an affiliate and an identifier of such an
affiliate), and/or information associated with, or based on, the
search results. Such information may include, for example,
identifiers related to the search results (e.g., document
identifiers or "doclDs"), scores related to the search results
(e.g., information retrieval ("IR") scores such as dot products of
feature vectors corresponding to a query and a document, Page Rank
scores, and/or combinations of IR scores and Page Rank scores),
snippets of text extracted from identified documents (e.g., Web
pages), full text of identified documents, topics of identified
documents, feature vectors of identified documents, etc.
[0058] The search engine 320 may combine the search results with
one or more of the advertisements provided by the ad server
220/310. This combined information including the search results and
advertisement(s) is then forwarded towards the user that submitted
the search, for presentation to the user. Preferably, the search
results are maintained as distinct from the ads, so as not to
confuse the user between paid advertisements and presumably neutral
search results.
[0059] Finally, the search engine 320 may transmit information
about the ad and when, where, and/or how the ad was to be rendered
(e.g., position, selection or not, impression time, impression
date, size, conversion or not, etc.) back to the ad server 220/310.
Alternatively, or in addition, such information may be provided
back to the ad server 220/310 by some other means.
[0060] The e-mail server 340 may be thought of, generally, as a
content server in which a document served is simply an e-mail.
Further, e-mail applications (such as Microsoft Outlook for
example) may be used to send and/or receive e-mail. Therefore, an
e-mail server 340 or application may be thought of as an ad
consumer 230. Thus, e-mails may be thought of as documents, and
targeted ads may be served in association with such documents. For
example, one or more ads may be served in, under, over, or
otherwise in association with an e-mail. Although not shown, a
video-voice-mail server may be thought of, generally, as a content
server.
[0061] The video server 360 may be thought of, generally, as a
content server in which a document served is simply a video
document, such as a video stream or a video file for example.
Further, video player applications (such as RealNetwork's Real
media player, Microsoft's Media Player, Apple's Quicktime player,
Macromedia's Flash player, etc.) may be used to render video files.
Therefore, a video server 360 or application may be thought of as
an ad consumer 240. Thus, ads may be served in association with
video documents. For example, one or more ads may be served before,
during, or after a music video, program, program segment, etc.
Alternatively, one or more ads may be served in association with a
music video, program, program segment, etc.
[0062] Finally, the video communications service provider
facilities 370 may also consume ads, such as ads relevant to a
topic or topics of a videophone conversation.
[0063] Although the foregoing examples described servers as (i)
requesting ads, and (ii) combining them with content, one or both
of these operations may be performed by a client device (such as an
end user computer for example).
.sctn. 4.3 Exemplary Embodiments
[0064] FIG. 4 is a bubble diagram of exemplary operations that may
be performed in a manner consistent with the present invention, as
well as information that may be used and/or generated by such
operations. The operations may include one or more of relevancy
information determination and/or extraction operations 410, ad spot
determination operations 420, relevant ad determination operations
440, advertiser accounting/billing operations 450, ad information
entry and management operations 455, ad user feedback tracking
operations 460, ad arbitration operations 470 and ad delivery
(e.g., insertion) operations 480. The information may include video
document relevancy information 415, ad spot information 430, and ad
information 445.
[0065] Relevancy information determination and/or extraction
operations 410 may accept video content (and perhaps a video
document identifier) 405 and generate video document relevancy
information 415. Exemplary methods for performing such relevancy
information determination and/or extraction operations 410 are
described below with reference to FIG. 8. Exemplary data structures
for storing such video document relevancy information 415 are
described below with reference to FIG. 5.
[0066] Ad spot determination operations 420 may accept video
content 405 and/or video publisher provided ad spot information 425
and may generate ad spot information 430. Exemplary methods for
performing such ad spot determination operations 420 are described
below with reference to FIG. 9. Exemplary data structures for
storing such ad spot information 430 are described below with
reference to FIG. 6.
[0067] Relevant ad determination operations 440 may use video
document relevancy information 415, ad spot information 430, and ad
information 445 (and perhaps other relevancy information) to
generate one or more relevant ads 465. Exemplary methods for
performing relevant ad determination operations 440 are described
below with reference to FIG. 10. Exemplary data structures for
storing ad information are described below with reference to FIG.
7.
[0068] Ad arbitration operations 470 may use ad information 445 to
score the relevant ads 465 and to generate associations 475 of
relevant ads to ad spots. Exemplary methods for performing ad
arbitration operations 470 are described below with reference to
FIG. 11.
[0069] Ad delivery operations 480 may accept ad, ad spot
associations 475 and serve the ads in association with (e.g.,
insert the ad into) video content 405. For example, a mixer may be
used to combine a video ad with an appropriate portion (e.g., an ad
spot) of a video document. Such insertion may occur, for example,
at the video content server, and/or at the client device.
[0070] Advertiser accounting/billing operations 450, ad information
entry and management operations 455 and ad user feedback tracking
operations 460 may be performed using techniques described in the
'427 application and in the '900 application, and/or may use
techniques known to those skilled in the art.
.sctn. 4.3.1 Exemplary Methods and Data Structures
[0071] FIG. 8 is a flow diagram of an exemplary method 800 for
extracting and/or determining relevancy information for a video
document (or a segment thereof) in a manner consistent with the
present invention. Video and/or audio content from the video
document may be analyzed to derive textual information. (.Block
810) Textual information may then be analyzed to generate relevancy
information (Block 820) before the method 800 is left (Node
830).
[0072] Referring back to block 810, textual information may be
derived from audio information in an audio-video document by
performing speech recognition on various audio feeds, producing
hypothesized words annotated with confidence scores, or producing a
lattice which contains many hypotheses (therefore less likely to
miss a keyword). Converting audio to text can be achieved by known
automatic speech recognition techniques. (See, e.g., Kai-Fu Lee,
"Automatic Speech Recognition--The Development of the SPHINX
System," Kluwer Academic Publishers, Norwell, Mass., 1989,
incorporated herein, in its entirety, by reference.)
[0073] Once a (e.g., rough) transcription is available, relevance
information (e.g., terms, weighted terms, concepts, weighted
concepts, categories (e.g., vertical categories), weighted
categories, etc.) may be derived from the transcription and used to
select relevant ads. Even if current speech recognition technology
is not accurate enough for certain end user applications, it may be
good enough to provide a rough transcription, from which a gist (or
topic(s)) of an audio document can be determined.
[0074] Alternatively, or in addition, the content owner may provide
Meta data about its video content. Such Meta data may include, for
example, one or more of a title, a description, a transcript,
Tribune Meta data, a recommended viewing demographic, etc.
[0075] Referring back to block 820, the textual information may be
analyzed to generate relevancy information using various
techniques, such as those described in the '427 and '900
applications, and those described in U.S. patent application Ser.
No. 11/112,716 (incorporated herein, in its entirety, by reference
and referred to as "the '716 application"), filed on Apr. 22, 2005,
titled "CATEGORIZING OBJECTS, SUCH AS DOCUMENTS AND/OR CLUSTERS,
WITH RESPECT TO A TAXONOMY AND DATA STRUCTURES DERIVED FROM SUCH
CATEGORIZATION" and listing David Gehrking, Ching Law and Andrew
Maxwell as inventors, etc. Relevancy information may include, for
example, one or more of term vectors, weighted term vectors,
clusters, weighted clusters, categories (e.g., vertical
categories), weighted categories, etc. The clusters may be
probabilistic hierarchical inferential learner (referred to as
"PHIL") clusters, such as those described in U.S. Provisional
Application Serial No. 60/416,144 (referred to as "the '144
provisional" and incorporated herein, in its entirety, by
reference), titled "Methods and Apparatus for Probabilistic
Hierarchical Inferential Learner," filed on Oct. 3, 2002, and U.S.
patent application Ser. No. 10/676,571 (referred to as "the '571
application" and incorporated herein, in its entirety, by
reference), titled "Methods and Apparatus for Characterizing
Documents Based on Cluster Related Words," filed on Sep. 30, 2003
and listing Georges Harik and Noam Shazeer as inventors. Such PHIL
clusters may be generated, for example, using the techniques
described in the '144 provisional and the '571 application. The
source of the textual information may be that derived from an
analysis of the audio content, such as in block 810, and/or Meta
data provided by the content owner.
[0076] Alternatively, or in addition, the video publisher (or some
other entity) may have annotated the video document with textual
information or encoded textual information in the video content
(e.g., in packets, portions of packets, portions of streams,
headers, footers, etc.). For example, a video broadcaster may
provide in their broadcast, a station identifier, a program
identifier, location information, etc. In this case, genre and
location information might be derived from the video broadcast.
Such relevance information may be used to target relevant ads. As
another example, video disks may encode information about a movie
such as, for example, title, actors and actresses, directors,
scenes, etc. Such information may be used to lookup a textual
transcript of the movie. As yet another example, a request for a
video may have an associated IP address from which location
information can be derived. As yet another example, a program may
be annotated with keywords, topics, etc. Such relevance information
may be used to target relevant ads.
[0077] Alternatively, or in addition, the audio information in an
audio-video document may be analyzed to generate other types of
relevancy information. For example, the gender (e.g., due to pitch,
tone, etc,), nationality, and/or ethnicity (e.g., due to language,
accent, etc.) of a speaker in voice audio of audio-visual content
(e.g., a participant in a conversation) may be determined from
audio analysis. (See, e.g., M. A. Siegler, U. Jain, B. Raj, and R.
M. Stern, "Automatic Segmentation, Classification and Clustering of
Broadcast News Audio," Proceedings of the Ninth Spoken Language
Systems Technology Workshop, Harriman, N.Y., 1996; and Greg
Sanders, "Metadata Extraction for EARS," Rich Transcription
Workshop, Vienna, Va., 2002 (both incorporated herein, in their
entirety, by reference).)
[0078] FIG. 5 illustrates an exemplary data structure 500 for
storing video document relevancy information in a manner consistent
with the present invention. As shown, the data structure 500 may
include a plurality of entries corresponding to a plurality of
rows. Each entry may include a video document identifier 510 and
relevancy information 520. The relevancy information may include
one or more of terms, weighted terms, concepts, weighted concepts,
clusters, weighted clusters, vertical categories, weighted vertical
categories, location information, user information, etc.
[0079] FIG. 9 is a flow diagram of an exemplary method 900 for
determining ad spots in a manner consistent with the present
invention. It may be determined whether or not a video document
publisher provided ad spot information. (Decision block 910) That
is, ad spot information may be associated with a document, but
provided separately from (i.e., not included in) the document. If
so, the provided ad spot information may be used and/or saved for
later use (Block 920) before the method 900 is left (Node 950).
Referring back to decision block 910, if the publisher or some
other entity did not provide ad spot information, the video
document may be analyzed to determine ad spot information (Block
930). The determined ad spot information may then be used and/or
saved for later use (Block 940) before the method 900 is left (Node
950).
[0080] Referring back to block 920, the video publisher or some
other entity may provide absolute or relative times when ad spots
are to start. The publisher or some other entity may further
provide duration or times when the ad spots are to stop. For
example, a video publisher may specify that a first ad spot is to
start at 8:20 AM EST and last two (2) minutes, a second ad spot is
to start at 8:40AM EST and last four (4) minutes and a third ad
spot is to start at 8:52 and last six (6) minutes. As another
example, a video publisher may specify that a three (3) minute ad
spot is to occur every 30 minutes starting at 8:00 AM EST. As yet
another example, a video publisher may specify that a two (2)
minute ad spot is to occur every 15 minutes after the start of a
video program, and a four (4) minute ad spot is to occur 50 minutes
into the video program.
[0081] Referring back to block 930, the video document itself may
be analyzed to determine ad spot information. That is, ad spot
information may be carried in the video document itself. For
example, markers (e.g., audio tones) embedded within an audio-video
program may encode that an X second ad spot is to start in Y
seconds. As another example, data carried in packets of a video
stream or a container file may specify ad spot information.
[0082] FIG. 6 illustrates an exemplary data structure 600 for
storing ad spot information in a manner consistent with the present
invention. As shown, the data structure 600 may include a plurality
of entries corresponding to a plurality of rows. Each entry may
include an ad spot identifier 610 and ad spot information 620. The
ad spot identifier 610 may include a video document identifier to
which the ad spot belongs. The ad spot information 620 may include
information related to when the ad spot is to occur (e.g., start
date and time and duration, start date and time and end date and
time, time from reference time to start and duration, times from
reference time to start and end, etc.). In addition, the ad spot
information may include policy information such as filters. One
class of filters may include those that filter ads based on their
content of the ad. For example, a video program which concerns
healthy living might filter out ads for cigarettes. As another
example, a video program for kids might filter out ads which may
include obscene or suggestive language. As yet another example, a
video program dealing with gambling addiction may filter out ads
for casinos. Another class of filters may include those that filter
based on the source of the ad. For example, an Internet television
station might block ads for programs on a competing Internet
television station. Other techniques for implementing advertising
policies, such as those described in U.S. patent application Ser.
No. 10/656,917 (incorporated herein, in its entirety, by reference
and referred to as "the '917 application"), titled "IDENTIFYING
AND/OR BLOCKING ADS SUCH AS DOCUMENT-SPECIFIC COMPETITIVE ADS",
filed on Sep. 5, 2003 and listing Brian Axe, Rama Ranganath and
Narayanan Shivakumar as inventors; and U.S. patent application Ser.
No. 10/937,460 (incorporated herein, in its entirety, by reference
and referred to as "the '460 application"), titled "FACILITATING
THE BLOCKING OF AD SERVING", filed on Sep. 9, 2004 and listing
Vibhu Mittal, Peter Norvig and Mehran Sahami as inventors, for
example, may be used.
[0083] The ad spot information 620 may also include information
such as, for example, one or more of the source location of the
video program including the ad spot, the destination location of
the client device receiving the video program including the ad
spot, a client device type receiving the video program including
the ad spot, etc.
[0084] Although some of the exemplary ad spots described above had
a definite length, ads needn't have a fixed or determined length.
For example, in the context of a media player with a display
screen, a text ad may be displayed (e.g., for a time period defined
by the advertiser, for a period of time defined by the video
publisher, until the next ad spot, etc.) without interrupting the
video program.
[0085] FIG. 10 is a flow diagram of an exemplary method 1000 for
determining ads relevant to ad spots in a video document in a
manner consistent with the present invention. As shown, video
document relevancy information, such as that stored in the data
structure 500 of FIG. 5 for example, may be accepted. (Block 1010)
Alternatively, or in addition, ad spot information, such as video
document source location, client device location, client device
type, time, date, etc. may be accepted. (Block 1020) Alternatively,
or in addition, other relevancy information such as, for example,
one or more of end user information (e.g., past behavior,
demographics, etc.), source information (e.g., sports station,
classical music and theater station, news station, etc.), etc. may
be accepted. (Block 1030) Ad information may then be analyzed to
determine candidate ads relevant to the video document, ad spot,
and/or other relevancy information. (Block 1040) For example,
techniques such as those described in the '427 and '900 patent
applications may be used. The method 1000 is then left. (Node,
1050)
[0086] Referring back to block 1040, the ad information may include
targeting information provided by the advertiser. Alternatively, or
in addition, the ad information may include targeting information
derived from the ad creative and/or information associated with the
ad such as an ad landing page. Such targeting information may
include one or more of keywords, vertical categories, genres,
concepts, video program identifiers, video server identifiers, user
identifiers, languages, stations, video servers, user types,
locations, times, dates, client devices, other serving constraints,
etc.
[0087] FIG. 11 is a flow diagram of an exemplary method 1100 for
arbitrating relevant ads competing for ad spots in a video document
in a manner consistent with the present invention. Candidate ads
are accepted. (Block 1110) For each candidate ad, price information
and/or performance information may be accepted (Block 1120), and
each of the candidate ads may be scored using the price information
and/or performance information (Block 1130). Alternatively, or in
addition, the score may consider a degree of relevancy of the ad to
the video document (or segment thereof. Finally, the best scoring
candidate ads are selected to fill available ad spots (Block 1140)
before the method 1100 is left (Node 1150).
[0088] Referring back to block 1120, the price information may be,
for example, a price per impression, a maximum price per
impression, a price per selection, a maximum price per selection, a
price per conversion, a maximum price per conversion, etc. The
performance information may be, for example, a selection rate, a
conversion rate, end user ratings, etc.
[0089] Referring back to block 1130, the candidate ads may be
scored using, for example, techniques described in U.S. patent
application Ser. No. 10/112,656 (incorporated herewith and referred
to as "the '656 application"), titled "METHODS AND APPARATUS FOR
ORDERING ADVERTISEMENTS BASED ON PERFORMANCE INFORMATION", filed on
Mar. 29, 2002 and listing Georges R. Harik, Lawrence E. Page, Jane
Manning and Salar Arta Kamangar as inventors; U.S. patent
application Ser. No. 10/112,654 (incorporated herein, in its
entirety, by reference and referred to as "the '654 application"),
titled "METHODS AND APPARATUS FOR ORDERING ADVERTISEMENTS BASED ON
PERFORMANCE INFORMATION AND PRICE INFORMATION", filed on Mar. 29,
2002 and listing Salar Arta Kamangar, Ross Koningstein and Eric
Veach as inventors; U.S. patent application Ser. No. 10/452,791
(incorporated herein, in its entirety, by reference and referred to
as "the '791 application"), titled "SERVING ADVERTISEMENTS USING
USER REQUEST INFORMATION AND USER INFORMATION", filed on Jun. 2,
2003 and listing Krishna Bharat, Stephen Lawrence, Mehran Sahami
and Amit Singhal as inventors; U.S. patent application Ser. No.
10/610,322 (incorporated herein, in its entirety, by reference and
referred to as "the '322 application"), titled "RENDERING
ADVERTISEMENTS WITH DOCUMENTS HAVING ONE OR MORE TOPICS USING USER
TOPIC INTEREST INFORMATION", filed on Jun. 30, 2003 and listing
Krishna Bharat as the inventor; U.S. patent application Ser. No.
10/877,790 (incorporated herein, in its entirety, by reference and
referred to as "the 790 application"), titled "COST DISCOUNTING TO
PROVIDE DOMINANT PARTICIPATION STRATEGY ARBITRATION FOR ONLINE
ADVERTISING AND ARBITRATIONS SUPPORTING OFFERS FROM DIFFERENT COST
DISCOUNTING METHODOLOGIES", filed on Jun. 25, 2004 and listing John
Lamping, Robert Shillingsburg and Eric Veach as inventors; U.S.
patent application Ser. No. 11/169,323 (incorporated herein, in its
entirety, by reference and referred to as "the '323 application"),
titled "USING THE UTILITY OF CONFIGURATIONS IN AD SERVING
DECISIONS", filed on Jun. 28, 2005 and listing Amit Patel and Hal
Varian as inventors; U.S. patent application Ser. No. 11/026,507
(incorporated herein, in its entirety, by reference and referred to
as "the '507 application"), titled "GENERATING AND/OR SERVING LOCAL
AREA ADVERTISEMENTS, SUCH AS ADVERTISEMENTS FOR DEVICES WITH CALL
FUNCTIONALITY", filed on Dec. 30, 2004 and listing Shumeet Baluja
and Henry A. Rowley as inventors; U.S. patent application Ser. No.
11/184,053 (incorporated herein, in its entirety, by reference and
referred to as "the '053 application"), titled "SELECTING AND/OR
SCORING CONTENT-RELEVANT ADVERTISEMENTS", filed on Jul. 18, 2005
and listing Darrell Anderson, Alexander Paul Carobus, Giao Nguyen
and Narayanan Shivakumar as inventors; and U.S. patent application
Ser. No. 11 /228,583 (incorporated herein, in its entirety, by
reference and referred to as "the '583 application"), titled
"FLEXIBLE ADVERTISING SYSTEM WHICH ALLOWS ADVERTISERS WITH
DIFFERENT VALUE PROPOSITIONS TO EXPRESS SUCH VALUE PROPOSITIONS TO
THE ADVERTISING SYSTEM", filed on Sep. 16, 2005, and listing Sumit
Agarwal, Gregory Joseph Badros, and John Fu as inventors.
[0090] FIG. 7 illustrates an exemplary data structure 700 for
storing ad information in a manner consistent with the present
invention. As shown, the data structure 700 may include a plurality
of entries corresponding to a plurality of rows. Each entry may
include an ad identifier 710, an ad creative 720, targeting
information 730, price information 740 and/or performance
information 750. The targeting information 730 may include, for
example, one or more of keywords, vertical categories, genres,
concepts, video program identifiers, video server identifiers, user
identifiers, user types, languages, stations, locations, times,
dates, client devices, other serving constraints, etc. The
targeting information 730 may be provided by the advertiser.
Alternatively, or in addition, the targeting information 730 may be
derived from the ad creative and/or information associated with the
ad such as an ad landing page. The price information 740 may be,
for example, a price per impression, a maximum price per
impression, a price per selection, a maximum price per selection, a
price per conversion, a maximum price per conversion, etc. The
performance information 750 may be, for example, a selection rate,
a call-through rate, a message-through rate, a conversion rate, end
user ratings, etc.
.sctn. 4.3.2 Exemplary Apparatus
[0091] FIG. 12 is a block diagram of apparatus 1200 that may be
used to perform at least some operations, and store at least some
information, in a manner consistent with the present invention. The
apparatus 1200 basically includes one or more processors 1210, one
or more input/output interface units 1230, one or more storage
devices 1220, and one or more system buses and/or networks 1240 for
facilitating the communication of information among the coupled
elements. One or more input devices 1232 and one or more output
devices 1234 may be coupled with the one or more input/output
interfaces 1230.
[0092] The one or more processors 1210 may execute
machine-executable instructions (e.g., C or C++ running on the
Solaris operating system available from Sun Microsystems Inc. of
Palo Alto, Calif. or the Linux operating system widely available
from a number of vendors such as Red Hat, Inc. of Durham, N.C.) to
perform one or more aspects of the present invention. At least a
portion of the machine executable instructions may be stored
(temporarily or more permanently) on the one or more storage
devices 1220 and/or may be received from an external source via one
or more input interface units 1230.
[0093] In one embodiment, the machine 1200 may be one or more
conventional personal computers. In this case, the processing units
1210 may be one or more microprocessors. The bus 1240 may include a
system bus. The storage devices 1220 may include system memory,
such as read only memory (ROM) and/or random access memory (RAM).
The storage devices 1220 may also include a hard disk drive for
reading from and writing to a hard disk, a magnetic disk drive for
reading from or writing to a (e.g., removable) magnetic disk, and
an optical disk drive for reading from or writing to a removable
(magneto-) optical disk such as a compact disk or other (magneto-)
optical media.
[0094] A user may enter commands and information into the personal
computer through input devices 1232, such as a keyboard and
pointing device (e.g., a mouse) for example. Other input devices
such as a microphone, a joystick, a game pad, a satellite dish, a
scanner, or the like, may also (or alternatively) be included.
These and other input devices are often connected to the processing
unit(s) 1210 through an appropriate interface 1230 coupled to the
system bus 1240. The output devices 1234 may include a monitor or
other type of display device, which may also be connected to the
system bus 1240 via an appropriate interface. In addition to (or
instead of) the monitor, the personal computer may include other
(peripheral) output devices (not shown), such as speakers and
printers for example.
[0095] Referring back to FIG. 3, one or more machines 1200 may be
used as end user client devices 350, content servers 330, audio
content servers 360, telephone service provider facilities 370,
search engines 320, e-mail (or v-mail) servers 340, and/or ad
servers 310.
.sctn. 4.3.3 Refinements and Alternatives
[0096] Referring back to operations 410 of FIG. 4, relevancy
information may be provided by the video publisher before the video
document is served (e.g., broadcast, multicast, unicast,
transferred, etc.). If the video document has been previously saved
(e.g., previously recorded), it can be analyzed before it is served
(and perhaps re-analyzed during serving and/or playback). If the
video document is being served live, it may be analyzed as it is
being served (perhaps shortly before it is decoded and played at a
client device).
[0097] Referring back to operations 420 of FIG. 4, ad spots may be
provided, separate from the video document, by the video publisher
before the video document is served. Alternatively, or in addition,
ad spots may be determined based on information encoded in the
video document (e.g., well before the occurrence of the ad spot, or
just before the ad spot). Thus, for example, a video document may,
early on, encode the fact that there are three (3) two-minute ad
spots at 20 minutes, 40 minutes and 55 minutes into the document.
As another example, a video document may encode the fact that there
is a two-minute ad spot in 10 seconds, 19 minutes and 50 seconds
into the document. Such encoding may be in the form of markers,
text information in video packets or video stream packets,
executable code (e.g., Javascript) to call an ad server, etc.
[0098] Note that since, in some cases, video documents can be
downloaded on demand, the length of the video document may be
varied to accommodate more or less ad spots. For example, if there
are a lot of very relevant ads, and/or the advertisers are willing
to spend a lot for impressions, more ad spot time may be provided.
Thus, a ratio of video content time-to-ad time may be decreased or
increased depending on one or more of (A) a degree of ad relevancy,
(B) a revenue benefit of having more ad spots, (C) a decrease in
user utility (e.g., user annoyance) at having more ad spots, (D) a
level of user demand for the content, (E) an extent of end user
funding of the content, etc. Thus, end user utility can be balanced
against advertising revenues.
[0099] If the video document has been previously saved (e.g.,
previously recorded), an arbitration to determine ads to be served
in various ad spots may occur before the video document is served
(e.g., broadcast, multicast, unicast, transferred, etc.). If the
video document is being served live, the arbitration may take place
as it is being served (perhaps shortly before it is decoded and
played at a client device). If the video document is downloaded
(e.g., using some transfer protocol such as FTP), the document may
include executable code to initiate an ad arbitration when the
video document is played (e.g., when a play is initiated). In any
case, ads may be provided with (e.g., inserted into) the video
document (e.g., a stream carrying the video content) after the
arbitration. If the video document has been previously saved, all
ad spots in the video document may be arbitrated one time. In this
way, ad spots at parts of the video document in higher demand
(e.g., the start of the video document) may be filled with higher
scoring ads.
[0100] A video document may be divided into segments, each
including ad spots. In such an embodiment, each segment may be
considered to be a video document itself. Relevant ads may be
determined on the basis of a particular video segment, or both the
particular video segment (e.g., weighted more) and the video
document as a whole (e.g., weighted less). Similarly, relevancy
information may be weighted based on a timing of transcriptions
within a segment or within a video document. For example, a topic
that is temporally closer to an ad spot may be weighted more than a
topic or topics (perhaps in the same segment), that is temporally
farther from the ad spot.
[0101] The ad information may include whether or not the advertiser
wants or consents to its ad being served more than one time in a
given video document (instance). For example, an advertiser might
specify that its ad is to be served no more than N times with an
instance of a video document (e.g., a unicast video stream).
Alternatively, or in addition, the advertising network and/or the
video document publisher may implement policies which limit the
number of times a given advertisement can be served with an
instance of a video document.
[0102] Although many of the examples were described in the context
of offers (or maximum offers) per impression, embodiments
consistent with the present invention may consider other offers
such as offers (or maximum offers) per user selection (or call, or
messaging, etc.), offers (or maximum offers) per conversion (e.g.,
telephone call, item purchase, item order, etc.). Similarly,
scoring may be a function of one or more offers and perhaps the
likelihood of one or more user actions. Although ad scoring may
reflect an expected cost per impression (e.g., bid per impression,
bid per selectionselection rate or probability, bid per
conversionconversion rate or probability, etc.), other techniques
for scoring ads may be used. Such techniques may consider end user
utility (e.g., relevance, annoyance factor, etc.) of an ad.
[0103] Although some of the embodiments consistent with the present
invention described inserting a video advertisement within a video
document, the advertisement may be in other formats and may be
served with a video document. For example, a text advertisement, an
image advertisement, an audio only advertisement, etc. might be
played with a video document. Thus, although the format of the ad
may match that of the video document with which it is served, the
format of the ad need not match that of the video document. The ad
may be rendered in the same screen position as the video content,
or in a different screen position (e.g., adjacent to the video
content). A video ad may include video components, as well as
additional components (e.g., text, audio, etc.). Such additional
components may be rendered on the same display as the video
components, and/or on some other output means of the client device.
Similarly, video ads may be played with non-video documents (e.g.,
in Iframes of a Webpage) in a manner consistent with the present
invention.
[0104] Although FIGS. 4 and 10 described determining relevant ads
for a given video document, embodiments consistent with the present
invention may be used to determine video documents (or ad spots
thereof) relevant to a given ad. For example, an advertiser may be
presented with video documents considered to be relevant to its ad.
The documents may be ordered using such relevance. The advertiser
may elect to try to have its advertisement served with a video
document or documents (or with an ad spot(s) thereof). The
advertiser may express such an election(s) as an offer to have its
ad served with the document(s). Other advertisers may do the same.
When the video document is served, contention among ads that are
eligible to be served with the video document may be arbitrated
(e.g., using an auction).
[0105] Ad-based revenue may be shared between the ad serving
network and the video publisher. The video publisher may collect
money from end users on a subscription basis, on a per download
basis, and/or a per rendering basis. Ad revenue shared with the
video publisher may be used to subsidize (e.g., reduce or
eliminate) user costs. In fact, ad revenue (e.g., ad network's
share and/or audio publisher's share) may be used to pay users to
download or render video documents including ads. For example, if a
user normally pays $1.00 to download a music video, the user might
be charged less (or nothing, or actually paid) to download the
music video with one or more advertisements. Advertising revenues
may be used to subsidize other content and/or services such as
video-voice-mail, video-live chat, music video, music video plays,
video program (e.g., television show episode, television show
season, movie, etc.) downloads, video program plays,
video-communications services, etc.
[0106] Arbitrations in embodiments consistent with the present
invention may be performed on a per-broadcast (or per-multicast)
basis, or on a per-serve or per-download basis. Performing
arbitrations on a per-serve or per-download basis has the potential
to generate more revenue. For example, under a per-broadcast
agreement on a video document with 100,000 ad spots, if advertiser
A is willing to pay $5.00/impression, with a budget limit of
$50,000.00, advertiser B is willing to pay $2.00/impression, with a
budget limit of $60,000.00, and advertiser C is willing to pay
$1.00/impression, with a budget limit of $100,000.00, ad C would be
served 100,000 times, netting $100,000.00. On the other hand, under
a per ad spot arbitration, ad A would be served 10,000 times, ad B
would be served 30,000 times and ad C would be served 60,000 times,
netting $170,000.00 ($50,000.00+$60,000.00+$60,000.00).
[0107] Note that there are many sources of video documents with
which ads may be served. As a first example, the advertising
network itself may host a video server. As a second example, larger
and smaller Websites that provide video content may partner with
the advertising network. As a third example, other providers of
documents (e.g., Web pages, email, etc.) may partner with an
advertising network to show video ads. Exemplary business methods
used in these various contexts are described below.
[0108] The advertising network itself may provide a video server
hosting third party videos (e.g., Google video). Content providers
on an advertising network hosted Website, as well as the
advertising network itself, may both benefit through ad revenue
sharing. As another example, the advertising network may receive
all of the ad revenue, with the content provider receiving the
benefit of having their video(s) hosted for free, or at a
subsidized or reduced cost.
[0109] A larger Website that provides video content may partner
with the advertising network. For example, ABCnews.com may play
news clips related to the increasing frequency of hurricanes in
recent years. Assuming that the Website is an adverting network
partner, the advertising network will supply relevant ads for the
news clips. For example, Red Cross ads may be targeted to the
viewer based on location and include the phone number of the
nearest Red Cross office. This permits the Red Cross to use their
local cable television advertising on the Web as well. In this
case, ABCnews.com will be hosting their own video content, but
there will be a server call out to ad servers of the advertising
network, from which a video ad will be retrieved and inserted into
the ABCnews.com video stream. The larger Website, as well as the
advertising network itself, may both benefit through ad revenue
sharing.
[0110] A smaller Website that provides video content may partner
with the advertising network. Smaller Websites may not wish to go
through the hassle of hosting their own videos. The advertising
network can host the videos on the smaller Website (perhaps
provided that they meet with various Terms of Use) and then have
the videos with ads show up in an iframe on the smaller Website.
The smaller Website, as well as the advertising network itself, may
both benefit through ad revenue sharing. As another example, the
advertising network may receive all of the ad revenue, with the
smaller Website receiving the benefit of having their video(s)
hosted for free, or at a subsidized or reduced cost.
[0111] Embodiments consistent with the present invention may be
used with content other than video content. In this case, a video
advertisement(s) may be targeted using the non-video content. For
example, a Webpage dealing with car reviews (e.g., Forbes annual
luxury car reviews) may host a flash video ad from GM for the
latest Cadillac model.
[0112] In at least some embodiments, video ads may be played in a
(e.g., flash) player having "play", "stop", and "pause"
functionality. An amount to be paid by an advertiser may be
conditioned upon various user-video ad interactions. For example,
if a video ad is stopped within the first N (e.g., N=five) seconds,
it might not be considered to be an impression for which the
advertiser would be otherwise charged.
[0113] Techniques such as those described in U.S. patent
application Ser. No. 11/093,422 (referred to as "the '422
application" and incorporated herein, in its entirety, by
reference), filed on Mar. 30, 2005, titled: "NETWORKING ADVERTISERS
AND AGENTS FOR AD AUTHORING AND/OR AD CAMPAIGN MANAGEMENT", and
listing Ross Koningstein and Sumit Agarwal as inventors may be used
to help smaller, less sophisticated advertisers to produce video
ads. For example, consider a local Italian restaurant that wants to
show its locally targeted video ads in the context of an Italian
cuisine cooking show. Unfortunately, the restaurant is a small
operation and does not have experience generating television ads.
When they go to sign-up for video ads, the advertising network may
facilitate a relationship with a firm, such as a local firm for
example, that can help generate a video creative that can be
uploaded to the advertising network for serving.
[0114] In at least some embodiments consistent with the present
invention, uploaded video files, and/or video ads may be subject to
automatic speech recognition, transcoding, thumbnail generation,
approval, and/or addition to an index.
.sctn. 4.4 Examples of Operations
[0115] Examples of operations in an exemplary embodiment consistent
with the present invention are described with respect to FIGS.
13-19. FIG. 13 illustrates an exemplary environment 1300 consistent
with the present invention in which video ads are served with video
documents. The environment 1300 includes a video server 1310, a
video publisher front end 1320, a video ad server 1330, an
advertiser front end 1340, and client devices 1360, all of which
may communicate with one another via one or more networks 1350,
such as the Internet for example. Video content owners/creators may
use the video publisher front end 1320 to store video information
1315 on video server 1310. Advertisers may use the advertiser front
end 1340 to store video ad information 1335 on video ad server
1330. When a client device 1360 loads or plays a video document
(e.g., from video server 1310) that participates in the video
advertising network, the video ad server 1330 may determine one or
more video ads to be served with the video document.
[0116] FIG. 14 is a flow diagram of an exemplary method 1400 for
providing a video content owner/creator front end in a manner
consistent with the present invention. As indicated by event block
1410, various branches of the method 1400 may be performed in
response to various events. For example, if a content owner
requests to have its video file uploaded to a video server, the
video file may be uploaded from a location defined by the content
owner. (Block 1420) Referring back to event block 1410, if a
content owner opts into (or out of) showing video ads, an
indication that ads may be (or may not be) served in association
with the video is stored. (Block 1430) Referring back to event
block 1410, if a content owner selects or defines one or more ad
spots, the ad spots selected and/or defined by the content owner
are stored in association with the video. (Block 1440) Referring
back to event block 1410, if a content owner enters meta-data, the
Meta data is stored in association with the video. (Block 1450)
[0117] At least some embodiments consistent with the present
invention may be used in the context of a server permitting hosted
videos to be searched. Such embodiments may include one or more of
the following features. Users may be able to click through to a
Website associated with an uploaded video. For example, the content
owner can add a URL and other information to the uploaded video via
its Video Status page in its account. Once the video is available
on the hosted Website, users will be able to click the provided URL
to visit the Website.
[0118] At least some embodiments consistent with the present
invention may allow video content owners to add a transcript and
additional video information, for example by visiting a video
status page and clicking an "Add Transcript" button. If the
uploaded videos are to be searchable, users will be able to find a
video more easily if a transcript is added to each video file
uploaded. It may be preferred if the format of the transcript is
time-coded and saved as a .txt file. A time-coded transcript breaks
the script of the video into segments. Each segment includes the
time the words in the script are being said in the video followed
by the actual words of the script. For example, the time of each
segment may be listed in the following format: HH:MM:SS.mmm [0119]
HH: Hours starting at 00 [0120] MM: Minutes starting at 00 [0121]
SS: Seconds starting at 00 [0122] mmm: Milliseconds starting at
000
[0123] An example of how the time-coded transcript should appear is
provided below: [0124] 9:54:50.000 [0125] Words said between
09:54:50.000 and 09:54:53.000 [0126] 9:54:53.000 [0127] Words said
between 09:54.53.000 and the next segment. [0128] 9:54:54.000
[0129] Words said at 09:54:54.000
[0130] Each timestamp is relative to the start of the associated
video file. Various transcription companies support this. Such
companies include, for example, Automatic Sync Technologies,
Talking Type Captions and Rhino Moon Captioning.
[0131] Video formats may include, for example, each file in MPEG4
format with MP3 audio or MPEG2 with MP3 , QuickTime, Windows Media,
and RealVideo. There may be preferred video specifications and/or
requirements such as, for example, [0132] NTSC (4:3) size and frame
rate, deinterlaced, [0133] Video Codec: MPEG2 or MPEG4 (MPEG4
preferred), [0134] Video Bit rate: at least 260 Kbps (750 kbps
preferred), [0135] Audio Codec: MP3 vbr, Audio Bit rate: at least
70 Kbps (128 Kbps preferred), the video must contain recognizable
video content (video container files that do not contain video will
not be accepted), [0136] the frame rate should be above 12 frames
per second, [0137] the video metadata must be accurate and relevant
to the content uploaded [0138] (no spam), [0139] the video must be
at least 10 seconds long, etc.
[0140] In at least some embodiments consistent with the present
invention, the video publisher front end may allow the video
publisher to remove its videos after they have been uploaded.
[0141] In at least some embodiments consistent with the present
invention, the video publisher front end may allow the video
publisher to specify any price for its video. The price may be set
to zero to allow users to access and play the video for free.
[0142] In at least some embodiments consistent with the present
invention, the video hosting server may charge users a fee (if the
video publisher specified zero as the price for its video) or take
a larger revenue share of the price (if the video publisher has set
a price greater than zero for its video). For example, if the video
publisher uploads a high definition file that's 500 MB and becomes
extremely popular, the video hosting server might charge users a
fee instead of giving it to them for free, or ask the video
publisher for a higher percentage of the revenue from the price of
the video. Preferably, the video publisher will be informed before
a price is added, or before a higher revenue share is charged for
the video.
[0143] FIG. 15 is an exemplary set of information 1500 that may be
stored, either together as a record, or in association with a video
identifier, once a video content owner/creator enters necessary
information via a front end method such as that 1400 described with
respect to FIG. 14. The set of information 1500 may include a field
1510 for storing a video identifier, a field 1520 for storing an
indication of whether or not ads may be served with the video, a
field 1530 for storing information (e.g., absolute or relative
times, start and stop times, start times and durations, etc.) about
one or more ad spots, and a field 1540 for storing meta data 1540.
Naturally, less or more information may be stored, and other data
structures may be used.
[0144] Using the method 1400 of FIG. 14, each whole video may have
the option to have ads inserted into it at various breakpoints
defined by the party that uploaded the content (e.g., the content
owner). The content owner can opt-in to show ads at the time of
file upload and also enable them at a later time from the content
owner front end interface. In at least some embodiments consistent
with the present invention, the content owner can disable ads for
the piece of content.
[0145] Referring back to both block 1450 of FIG. 14 and field 1540
of FIG. 15, in at least some embodiments consistent with the
present invention, the content owner may be asked to provide some
or all of the following pieces of information for the content that
they uploaded: title; description; transcript; Tribune Metadata (if
applicable); and recommended viewing demographic. If the content
owner is also serving the video (e.g., a television broadcaster),
they may provide additional information such as, for example, one
or more of broadcast locations covered, time of day, day of week,
time of year, audience information such as demographics, etc.
[0146] Referring back to FIG. 1420, in at least some embodiments
consistent with the present invention, videos uploaded may be
checked for compliance with Terms of Service (e.g., no pornography,
no alcohol, etc.).
[0147] FIG. 16 is a flow diagram of an exemplary method 1600 for
providing a video advertiser front end in a manner consistent with
the present invention. A creative to be used as a video ad is
identified by the advertiser. (Block 1610) The identified video is
then transferred (e.g., uploaded) from the advertiser's machine
(e.g., personal computer) to the video ad server. (Block 1620)
Service constraints and price information may be accepted from the
advertiser. (Block 1630) If necessary, the video ad is converted to
an appropriate format for the video ad server. (Block 1640)
Finally, the video ad file is stored in association with ad
information (e.g., serving constraints and price information)
(Block 1650) before the method 1600 is left (Node 1660).
[0148] Referring back to block 1630 of FIG. 16, the serving
constraints may be one or more of: keywords (to match the metadata
of a given video document); Website-targeting from the advertiser
to place an ad (and charge advertisers on a cost per impression
basis); geolocation targeting (e.g., country, region, city, zip
code); demographics; vertical categories, etc.
[0149] Referring back to block 1640, video ads in one format (e.g.,
MPEG) may be converted to another format (e.g., Flash). For
example, General Motors (GM) may want to upload new ads for their
new line of Pontiac cars, and have them displayed in both (1) a
video stream next to NASCAR clips on the Web and (2) Websites which
post reviews of their new line of cars. GM may upload an MPEG
version of a video ad and the advertising network may automatically
convert the MPEG video to a Flash video. The MPEG version of the
video ad may then be inserted into those video streams across the
Web that fit GM's Website targeting and keyword match for video. In
addition, the Flash video ads may be used in similar context for
Web pages with non-video stream content (e.g., static web pages).
In at least some embodiments consistent with the present invention,
the video ads may undergo one or more of audio-volume
normalization, automatic speech recognition, transcoding, thumbnail
generation, approval review, addition to index, etc.
[0150] Techniques such as those described in U.S. patent
application Ser. No. 11/112,732 (referred to as "the '732 patent"
and incorporated herein, in its entirety, by reference), filed on
Apr. 22, 2005, titled "SUGGESTING TARGETING INFORMATION FOR ADS,
SUCH AS WEBSITES AND/OR CATEGORIES OF WEBSITES FOR EXAMPLE", and
listing Sumit AGARWAL, Brian AXE, David GEHRKING, Ching LAW, Andrew
MAXWELL, Gokul RAJARAM, and Leora WISEMAN as inventors may be used
to suggest Websites. In at least some embodiments consistent with
the present invention, all of the Websites in the tool must have
video content that is compatible with the video ad serving system.
In at least some embodiments consistent with the present invention,
the advertiser may choose from a list of Websites which is
generated after the advertiser has entered keywords, concepts,
and/or vertical categories, etc. These keywords will match the
metadata for the video content. In at least some embodiments
consistent with the present invention, a message will appear in the
advertiser's e-mailbox whenever there is a new Website with video
content that fits the adgroup.
[0151] Referring back to block 1650 and FIG. 7, video ads and video
ad information may be stored in various ways. For example, in at
least some embodiments consistent with the present invention,
multiple video ad files may be concatenated together in larger
video file server (VFS) "packs", to help with VFS performance. More
specifically, to handle the potential proliferation of small video
files, multiple video files can be stored in single VFS file called
a "bundle" or a "pack". If an AVI indexer stores individual video
files in VFS, it should be provided with the additional capability
of inserting into a VFS bundle, and recording the video offsets
within the bundle. This may be implemented with a command-line tool
(referred to as "the PackerIndexer"). This tool stuffs multiple
video ad files into a VFS pack, and also enters the file serving
information into an index. This may be done by (i) copying the file
into the pack, (ii) noting the file offsets within the pack, (iii)
updating the index with the serving information. The index key may
be (content-id, format) where "format" is derived from looking at
the video file (e.g., AVI-320). The index may contain the VFS
bundle filename. The chunk offsets may represent the absolute seek
position into the pack. In at least one embodiment consistent with
the present invention, a set of M packs may be maintained. In such
an embodiment, the pack name may be determined by hashing the video
content-id modulo M.
[0152] In at least some embodiments consistent with the present
invention, video ads may be stored in the same data structures or
data bases as other types of ads (e.g., text-only ads). In such
embodiments, columns that enumerate the creative formats (text,
image, video, Flash video, etc.) may include values corresponding
to video creative formats.
[0153] In at least some embodiments consistent with the present
invention, the time duration of the ad may be considered during an
arbitration. A field (video_duration_ms) may be used to permit the
call for video ads to limit the time duration of the video ads
returned. The arbitration may optimize (e.g., maximize) a value
(e.g., expected revenue per ad spot or per video document ad spots)
given an ad spot duration constraint (and perhaps other
constraints).
[0154] Once video documents are available to be served, and
advertisers have entered video ads, the environment 1300 of FIG. 13
may serve video ads with video documents. FIG. 17 is a flow diagram
of an exemplary method 1700 for serving video ads with (e.g.,
hosted) video content in a manner consistent with the present
invention. The acts of FIG. 17 are described in association with
the messaging diagram of FIG. 18. A request for a video document is
transmitted from a client device to a document server to a document
server. (Block 1710 and message 1850) In response, the video
document server serves a video document which includes one or more
ad spots to the requesting client device. (Block 1720 and message
1860) The video document is loaded onto the client device. (Block
1730) Code inserted into the video document is executed by the
client device (e.g., a browser or video player) to generate an ad
request. (Block 1740) The ad request may include one or more of (i)
a video document identifier, (ii) meta-data about the video
document, (iii) location information about the client device (e.g.,
an Internet protocol address, a language selection), (iv) user
information, (v) a number of ads needed, (vi) when the ads are
needed, (vii) a duration of ads needed, (viii) video owner blocking
information, (ix) a video owner identifier, (x) information that
may be used to lookup any of the foregoing, etc. The ad request is
transmitted to the video ad server. (Block 1750 and message 1870)
The video ad server determines a set of one or more relevant ads
for the request. (Block 1760) The video ad server may then transmit
the determined set of ads to the client device for rendering.
(Block 1770 and message 1880) Impressions and/or user-ad actions
(e.g., selections, conversions, etc.) may be tracked. (Block
1780)
[0155] Referring back to block 1760, relevant ads may be determined
by comparing the video document metadata (e.g., title, description,
transcript, tribune metadata, demographic data about the video,
time/date information, audience location information, audience
demographic information, etc.) to serving constraints and/or
relevance information (e.g., terms, concepts, clusters, vertical
categories, etc.) associated with the various ads. If there are too
many relevant ads for the number of ad spots, the ads may be scored
(e.g., as a function of price, relevance, and/or performance, etc.)
to determine a final set of ads to be served with the video
document. Recall that some or all of the metadata is provided to
the video ad server during the playback of the video document so
that the ad server can determine relevant ads. This may be done by
annotating (either in-line, an XML feed, or some other data
interchange mechanism) a Web page on which the video document is
linked.
[0156] Still referring to block 1760, in at least some embodiments
consistent with the present invention, once the ad is in the
system, it will be served similarly to the way content ads are
served as described in the '900 application. However, the client
for the ad is expected to be either a Flash client, or a
video-on-demand server at a cable headend. The client may pass a
video content identifier which may be used to lookup information
about the video content. Alternatively, or in addition, the client
may pass information about the video content. For example, to allow
for the case where there is no content identifier available to the
client (e.g., in the case of syndication) content and/or other
document information (e.g., a transcript of the video, embedded
structured data such as title, description, genre, etc.) may be
passed to the video ad sever instead. In either case, the
information about the video content may be used to target the video
ads.
[0157] Still referring to block 1760, in at least some embodiments
consistent with the present invention, uploaded video ads may be
ignored (or deemed ineligible to participate in an arbitration, or
be served) until they are transcoded and/or approved.
[0158] FIG. 19 illustrates an exemplary video player Web pagel900
which may be used in embodiments consistent with the present
invention. The page may include a video content portion 1910 with
video player controls (e.g., play, pause, skip, change volume,
change screen size, etc.) 1920. The page 1900 may include a title
line 1950, related information (e.g., length, time of upload or
file creation, URL link) 1960, various frames 1970 extracted from
the video stream, and descriptive text 1980. A video search box
1930 and search button 1940 are also shown. In at least some
embodiments consistent with the present invention, video ads may be
played in the same portion 1910 as the video content.
Alternatively, or in addition, (e.g., video) ads can be shown in
separate portions. If the ads are audio or video ads, they may play
automatically before, during, or after the video content is played,
or may be provided with its own player and played only upon user
selection. Naturally, other ways of presenting ads and video ads
with video content are possible.
[0159] In at least some embodiments consistent with the present
invention, the ad serving and selection logic may occur in
ActionScript embedded in FLV files that are served up from the
video server. For example, the server may embed (i) information in
the FLV that dictates where the ads should be inserted, and (ii)
the video content-id. In such embodiments, the FLV may also include
ActionScript code to interpret this information, by fetching the ad
URLs and then playing the ad videos using a separate call to the
video server for the actual ad file.
[0160] In an alternative embodiment consistent with the present
invention, the video server may embed ads directly in the video
stream. However, in such an embodiment, the server may need to
perform on-the-fly frame rate matching (matching ads to the frame
rates of uploaded videos.) This may also complicate (or even
prevent) showing different ads each time the piece of content is
played (e.g., if the user downloads the content to their local hard
drive). In this scenario, the server may provide metadata to the
individual ads that will be played and when to the player. In this
way, the player can treat the video when ads are playing
differently, and be able to re-run ad arbitrations when the video
is played multiple times.
[0161] Recall that ads can be targeted to specific Websites. If
there is a site-targeting match between an ad and a piece of video
content, then that ad may be inserted into the video stream at
predetermined points (e.g., beginning, middle, end--Recall 1530 of
FIG. 15.) within the video document.
[0162] Recall from block 1780 that user-ad actions may be tracked.
In at least some embodiments consistent with the present invention,
a video player (e.g., a Macromedia Flash player) may be provisioned
so that the user has the option to skip an individual ad. If the ad
has not been skipped within a negotiable time period (e.g., five
seconds) from its beginning, then the impression for the ad may be
considered to be a valid impression. Otherwise, the impression
maybe considered invalid or assumed not to have occurred. In at
least some embodiments consistent with the present invention, the
video player may be provisioned such that the user can pause an ad.
This user-ad action may be tracked. Finally, in at least some
embodiments consistent with the present invention, the video player
may be provisioned such that the user can go back to a previous ad.
This user-ad action may be tracked. In at least some embodiments
consistent with the present invention, where the user reverts to a
previous ad, only the first impression is counted.
[0163] In some embodiments consistent with the present invention, a
video ad will play by default. In such embodiments, a video player
might or might not include a user control to mute and/or stop the
ad. In other embodiments consistent with the present invention, a
video ad will not play by default, but rather, will only play if
the end user enters a play command. In such embodiments, a
thumbnail and/or text associated with the ad may be provided, or
only a portion of the video ad may be played without an end user
entering a play command.
[0164] In at least some embodiments consistent with the present
invention, the advertiser may be provided with a reporting
interface. Reports available to the advertiser may include the
number of impressions served, number of selections, number.of
conversions, etc. and/or any other tracked information.
[0165] In at least some embodiments consistent with the present
invention, the entity serving the video ads may charge advertisers
on the basis of one or more of: (i) impressions; (ii) selections
(e.g., if the user clicks on an element within the video while it
is playing); (iii) conversions; (iv) a periodic subscription, etc.
Impressions may be counted as the video ads are served.
Alternatively, a player on the client device may be used to track
impressions. For example, an API may be provided from the client
(or player) back to the ad serving system, since only the player
can determine whether the ad has been played for certain. Thus the
advertiser can be charged based on "effective" impressions where
the video player has determined that the end user has viewed an ad
(and perhaps declined an opportunity to skip it). The advertiser
can also be charged as a function (e.g., a linear function, a
polynomial function, or an exponential function) of how much of a
video ad was played.
[0166] The environment 1300 of FIG. 13 assumes that video
information 1315 stored on a video server 1310 was entered by video
content owners via a video publisher front end 1320. However,
embodiments consistent with the present invention may be used to
serve (e.g., video) ads with other sources of video content.
Examples of other sources of video content include larger partners
of the video ad serving system (who are assumed to have a certain
degree of technical sophistication), and smaller partners of the
video ad serving system (who are assumed to be less sophisticated).
Exemplary front end user interfaces for each are described below.
In either case, the partner may earn a revenue share of proceeds
generated from playing video ads.
Larger Partner Site Front End
[0167] For partners that host video on their own Website, the video
ad serving system may require that such partners (i) abide by
various terms of use, and (ii) include either an in-line annotation
for each piece of video content for which they wish to use an
ads-for-video (AFV) or an XML feed that can be scanned by the ad
serving system and that contains some information from the
following metadata (title, description, transcript, Tribune
Metadata, demographic data about the video, etc.). As already
described above, the metadata may be used to (i) retrieve
appropriate video ad(s) from the video ad server and (h) insert the
video ad(s) into the video feed on the partner Website.
[0168] In at least some embodiments consistent with the present
invention, the partner may be provided with a competitive filter,
and/or a contextual filter. In at least some embodiments consistent
with the present invention, the partner may be provided with the
option to run default ads in the event that there are no
appropriate video ads (e.g., ads deemed relevant to the video
document on the basis of their serving constraints).
Smaller Partner Site Front End
[0169] In at least some embodiments consistent with the present
invention, partners who are not hosting video on their own Website,
but instead use a third party video server (e.g., a video server
affiliated with, or controlled by, the video ad serving system),
can show streaming video on their own Website within an iFrame.
Rather than resorting to the inline annotation on the Web page,
relevant ads may be determined using the metadata associated with
the hosted video document and/or relevancy information (e.g.,
Metadata, terms, concepts, clusters, vertical categories, etc.) of
the Web page content. In at least some embodiments consistent with
the present invention, all video creatives uploaded to the third
party video server may be checked for compliance with terms of
service (i.e., no pornography, no alcohol, etc.).
[0170] As was the case with the larger partner Website front end,
in at least some embodiments consistent with the present invention,
the partner may be provided with a competitive filter, and/or a
contextual filter. In at least some embodiments consistent with the
present invention, the partner may be provided with the option to
run default ads in the event that there are no appropriate video
ads (e.g., ads deemed relevant to the video document on the basis
of their serving constraints).
Delivery of Flash Video Ads for a Text Document (e.g., a Webpage
including text)
[0171] In at least some embodiments consistent with the present
invention, a content owner of a text document (e.g., a publisher of
a Web page including text) may opt into having targeted video
advertisements to be played on their document. For example,
document information of the document (e.g., Metadata concepts,
clusters, terms, keywords, vertical categories, etc.) may be used
to target one or more Flash video ads to be shown in a designated
area of the document.
[0172] In at least some embodiments consistent with the present
invention, flash video ads may be matched to the content of the
document (e.g., Web page or Website) and the flash video, along
with its player, will be shown in a designated area or areas of the
document. In at least some embodiments consistent with the present
invention, the Flash video ad player may have one or more of the
following pieces of functionality: play button; a pause button; a
seek bar which allows the user to navigate within the flash video
ad; volume control; and an overlay button on which a user can click
to be taken to more information about the product or service. In at
least some embodiments consistent with the present invention, the
flash video ad player may play additional ad information, such as
text information provided by the advertiser and/or extracted from
the ad landing page for example.
[0173] In at least some embodiments consistent with the present
invention, an end user will have to select (e.g., click on) the
play button for the flash video ad to begin playing. A click on the
play button may be used as evidence of an impression (for purposes
of reporting, performance tracking, and/or billing). A click on the
more information button or on the flash video itself may be used as
evidence of a selection (e.g., a click-through) (for purposes of
reporting, performance tracking, and/or billing).
[0174] In at least some embodiments consistent with the present
invention, initial and/or final thumbnail images (e.g., specified
by the advertiser and/or automatically extracted from the video ad)
may be associated with the flash video ad. Such thumbnail images
can be displayed when the video is not being played (e.g., before a
play, or after the whole ad has played).
.sctn. 4.5 CONCLUSIONS
[0175] As can be appreciated from the foregoing, embodiments
consistent with the present invention can be used to deliver
relevant advertisements for video media such as, for example,
television, video-voicemail, Webcast, podcast, online voice
video-chatting, video-phone conversations, etc. Embodiments
consistent with the present invention support arbitrations allowing
more advertisers to compete for ad spots on video documents. This
increased competition should increase advertising revenues for
video document publishers.
* * * * *