U.S. patent application number 12/030561 was filed with the patent office on 2008-11-13 for determining metrics associated with advertising specialist.
This patent application is currently assigned to GOOGLE INC.. Invention is credited to Stacey Kapadia, Anton Koinov, Robert Lee, Walter Lee, Juan C. Nuno, Mircea Oancea, Andrew W. Poon.
Application Number | 20080281674 12/030561 |
Document ID | / |
Family ID | 39690510 |
Filed Date | 2008-11-13 |
United States Patent
Application |
20080281674 |
Kind Code |
A1 |
Poon; Andrew W. ; et
al. |
November 13, 2008 |
DETERMINING METRICS ASSOCIATED WITH ADVERTISING SPECIALIST
Abstract
The present disclosure includes a system and method for
determining metrics associated advertising specialist. The method
including identifying actions associated with an advertisement
produced by an ad specialist. The ad specialist selected by a user
from a plurality of ad specialist. One or more ratings are
associated with the ad specialist are determined based, at least in
part, on the identified actions.
Inventors: |
Poon; Andrew W.; (Palo Alto,
CA) ; Lee; Walter; (San Francisco, CA) ;
Oancea; Mircea; (Santa Clara, CA) ; Nuno; Juan
C.; (San Francisco, CA) ; Lee; Robert;
(Mountain View, CA) ; Koinov; Anton; (Santa Clara,
CA) ; Kapadia; Stacey; (Mountain View, CA) |
Correspondence
Address: |
FISH & RICHARDSON P.C.
PO BOX 1022
MINNEAPOLIS
MN
55440-1022
US
|
Assignee: |
GOOGLE INC.
Mountain View
CA
|
Family ID: |
39690510 |
Appl. No.: |
12/030561 |
Filed: |
February 13, 2008 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
60889727 |
Feb 13, 2007 |
|
|
|
Current U.S.
Class: |
705/7.37 ;
705/400; 705/7.42 |
Current CPC
Class: |
G06Q 10/06398 20130101;
G06Q 30/0271 20130101; G06Q 30/0214 20130101; G06Q 30/0283
20130101; G06Q 30/0273 20130101; G06Q 10/06375 20130101; G06Q
30/0244 20130101; G06Q 30/0251 20130101; G06Q 30/02 20130101; G06Q
30/0242 20130101; G06Q 30/0207 20130101 |
Class at
Publication: |
705/10 ;
705/400 |
International
Class: |
G06Q 10/00 20060101
G06Q010/00; G06Q 30/00 20060101 G06Q030/00 |
Claims
1-4. (canceled)
5. A method, comprising: determining one or more metrics associated
with an advertisement produced by an ad specialist, the advertising
specialist selected by a user; and determining a cost of the
advertisement based, at least in part, on the one or more
metrics.
6. The method of claim 5, wherein the one or more metrics are
based, at least in part, on actions of individuals associated with
presentations of the advertisement.
7. The method of claim 5, further comprising: identifying one or
more profiles associated with the advertising specialist; and
updating one or more ratings associated with the advertising
specialist based, at least in part, on the one or more metrics.
8-11. (canceled)
12. Software for identifying metrics comprising computer readable
instructions embodied on media and operable to: determine one or
more metrics associated with an advertisement produced by an ad
specialist, the advertising specialist selected by a user; and
determine a cost of the advertisement based, at least in part, on
the one or more metrics.
13. The software of claim 12, wherein the one or more metrics are
based, at least in part, on actions of individuals associated with
presentations of the advertisement.
14. The software of claim 12, further operable to: identify one or
more profiles associated with the advertising specialist; and
update one or more ratings associated with the advertising
specialist based, at least in part, on the one or more metrics.
15-18. (canceled)
19. A server for identifying metrics comprising one or more
processors operable to: determine one or more metrics associated
with an advertisement produced by an ad specialist, the advertising
specialist selected by a user; and determine a cost of the
advertisement based, at least in part, on the one or more
metrics.
20. The server of claim 19, wherein the one or more metrics are
based, at least in part, on actions of individuals associated with
presentations of the advertisement.
21. The server of claim 19, further operable to: identify one or
more profiles associated with the advertising specialist; and
update one or more ratings associated with the advertising
specialist based, at least in part, on the one or more metrics.
22. (canceled)
23. A system for identifying metrics, comprising: a means for
determining one or more metrics associated with an advertisement
produced by an ad specialist, the advertising specialist selected
by a user; and a means for determining a cost of the advertisement
based, at least in part, on the one or more metrics.
Description
CLAIM OF PRIORITY
[0001] This application claims priority under 35 USC .sctn.119(e)
to U.S. Patent Application Ser. No. 60/889,727, filed on Feb. 13,
2007, the entire contents of which are hereby incorporated by
reference.
TECHNICAL FIELD
[0002] This invention relates to advertising.
BACKGROUND
[0003] Content delivery over the internet continues to improve
every day. Computer users can receive e-mail, news, games,
entertainment, music, books, and web pages--all with a simple
Internet connection (and with improved quality on a broadband
connection). Internet users also have access to a plethora of
services such as maps, shopping links, images, blogs, local search,
satellite images, group discussions, hosted content, and e-mail.
These service providers may track users' interactions with such
services to determine associated metrics and/or modify these
services based on such interactions to further enhance the user
experience.
SUMMARY
[0004] The present disclosure includes a system and method for
determining metrics associated advertising specialist. The method
including identifying actions associated with an advertisement
produced by an ad specialist. The ad specialist selected by a user
from a plurality of ad specialist. One or more ratings are
associated with the ad specialist are determined based, at least in
part, on the identified actions.
[0005] The details of one or more embodiments of the invention are
set forth in the accompanying drawings and the description below.
Other features, objects, and advantages of the invention will be
apparent from the description and drawings, and from the
claims.
DESCRIPTION OF DRAWINGS
[0006] FIG. 1 is a block diagram illustrating an example for
identifying one or more ad specialist in accordance with some
implementations of the present disclosure;
[0007] FIG. 2 is a block diagram illustrating an example management
system for managing the distribution of requested
advertisements;
[0008] FIGS. 3A-G are example display pages for presenting
information associated with the production and/or distribution of
advertisements;
[0009] FIG. 4 is a flow chart illustrating an example method for
identifying one or more advertising specialist; and
[0010] FIG. 5 is a flow chart illustrating an example method for
determine one or more metrics associated with an advertising
specialist.
[0011] Like reference symbols in the various drawings indicate like
elements.
DETAILED DESCRIPTION
[0012] FIG. 1 is a block diagram illustrating an example system 100
for identifying one or more advertisement ("ad") specialist. An ad
specialist may include an entity (e.g., individual, enterprise)
that produces and/or assists in the production an ad in accordance
with a request from a third party such as an advertiser. In some
implementations, the system 100 may identify one or more parameters
associated with a requested ad, and using these parameters,
identify one or more ad specialist in accordance with the ad
parameters. For example, the user may submit a request for ad
specialist that has experience in producing television ads directed
to certain demographic. In addition to identifying ad specialist,
the system 100 may perform one or more of the following: enable the
user and the identified ad specialist to work together, rate the
specialist using feedback from the user and/or success of the ad,
receiving payment for the ad based on previously agreed terms,
distribute and/or track the ad, and/or generate feedback for the ad
in accordance with tracking information. In performing one or more
these functions, the system 100, in some implementations, may
provide an end-to-end ad creation/distribution system in one or
more media (e.g., audio, video).
[0013] In the implementation shown, system 100 includes clients 102
and a specialist server 104 coupled via network 106. Clients 102a-c
are any devices (e.g., computing devices) operable to connect or
communicate with specialist server 104 or network 106 using any
communication link. Each client 102 includes, executes, or
otherwise presents a Graphical User Interface (GUI) 110 and
comprises an electronic device operable to receive, transmit,
process and store any appropriate data associated with system 100.
While the illustrated implementation includes clients 102a-c,
system 100 may include any number of clients 102 communicably
coupled to specialist server 104. Further, "client 102" and "user"
may be used interchangeably as appropriate without departing from
the scope of this disclosure. Moreover, for ease of illustration,
each client 102 is described in terms of being used by one user.
But this disclosure contemplates that many users may use one device
or that one user may use multiple devices.
[0014] As used in this disclosure, a user of client 102 is any
person, department, organization, small business, enterprise, or
any other entity that may use or request others to use system 100.
Client 102 is intended to encompass a personal computer, touch
screen terminal, workstation, network computer, kiosk, wireless
data port, smart phone, personal data assistant (PDA), one or more
processors within these or other devices, or any other suitable
processing or electronic device used by a user viewing content from
the specialist server 104. For example, client 102 may be a PDA
operable to wirelessly connect with an external or unsecured
network. In another example, client 102 may comprise a laptop that
includes an input device, such as a keypad, touch screen, mouse, or
other device that can accept information, and an output device that
conveys information associated with an advertisement of specialist
server 104, including digital data, visual information, or GUI 110.
Both the input device and output device may include fixed or
removable storage media such as a magnetic computer disk, CD-ROM,
or other suitable media to both receive input from and provide
output to users of clients 102 through the display, namely the
client portion of GUI 110.
[0015] GUI 110 comprises a graphical user interface operable to
allow the user of client 102 to interface with at least a portion
of system 100 for any suitable purpose, such as viewing
advertisements. Generally, GUI 110 provides the particular user
with an efficient and user-friendly presentation of data provided
by or communicated within system 100. GUI 110 may comprise a
plurality of customizable frames or views having interactive
fields, pull-down lists, and buttons operated by the user. For
example, GUI 110 is operable to display Web pages in a
user-friendly form based on the user context and the displayed
data. It should be understood that the term graphical user
interface may be used in the singular or in the plural to describe
one or more graphical user interfaces and each of the displays of a
particular graphical user interface. Indeed, reference to GUI 110
may indicate a reference to the front-end or a component of
evaluation engine 132, as well as the particular interface
accessible via client 102, as appropriate, without departing from
the scope of this disclosure. Therefore, GUI 110 contemplates any
graphical user interface, such as a generic web browser or touch
screen, that processes information in system 100 and efficiently
presents the results to the user. Specialist server 104 can accept
data from client 102 via a the web browser (e.g., Microsoft
Internet Explorer or Netscape Navigator) and return the appropriate
HTML or XML responses to the browser using network 106.
[0016] Specialist server 104 comprises an electronic computing
device operable to receive, transmit, process and store data
associated with system 100. System 100 can be implemented using
computers other than servers, as well as a server pool. Indeed,
specialist server 104 may be any computer, electronic or processing
device such as, for example, a blade server, general-purpose
personal computer (PC), Macintosh, workstation, Unix-based
computer, or any other suitable device. In other words, system 100
may include computers other than general purpose computers as well
as computers without conventional operating systems. Specialist
server 104 may be adapted to execute any operating system including
Linux, UNIX, Windows Server, or any other suitable operating
system. In certain implementations, specialist server 104 may also
include or be communicably coupled with a web server and/or a mail
server.
[0017] Specialist server 104 includes memory 116 and a processor
118. Memory 116 may be a local memory and include any memory or
database module and may take the form of volatile or non-volatile
memory including, without limitation, magnetic media, optical
media, random access memory (RAM), read-only memory (ROM),
removable media, or any other suitable local or remote memory
component. In the illustrated implementation, memory 116 includes
Web pages 120, request files 122, specialist profiles 124, rating
profiles 126, bid files 128, and requested ads 130. Local memory
116 may also include any other appropriate data such as VPN
applications or services, firewall policies, a security or access
log, print or other reporting files, HTML files or templates, data
classes or object interfaces, child software applications or
sub-systems, and others.
[0018] Web pages 120 comprise displays through which information
associated with the production and/or the distribution of ads can
be presented to users of clients 102 (e.g., FIGS. 3A-G). In
general, Web pages 120 include any machine readable and machine
storable work product that may generate or be used to generate a
display through GUI 110. Web pages 112 may be a file, a combination
of files, one or more files with embedded links to other files, or
any other suitable configuration. Web pages 120 may include text,
audio, image, video, animation, and other attributes. In short, Web
pages 120 comprise any source code or object code for generating a
display that provides information for enabling users to perform one
or more functions of the ad creation/distribution process. Web page
120 may be written in or based on any suitable programming language
such as HTML.
[0019] Request profiles 122 include any parameters, variables,
policies, instructions, settings, rules or directives for defining
attributes of requested ads 130. For example, the ad attributes may
include: a budget, a deadline, services requested (e.g., script
writing, voiceover, special effects, production, music), advertised
product and/or service, target customers, target locations,
messages to convey, and/or others associated with the requested ad
130 and/or associated service and/or product. Of course, the above
attributes are for example purposes and may not reflect some
implementations within the scope of this disclosure. Regardless of
the specific settings included or defined in profile 122, the
client 102 may select these attributes through one or more Web
pages 120 (e.g., FIGS. 3A-G). Each profile 122 may be associated
with a request for a specific ad or multiple profiles 122 may be
associated with the ad request. In some implementations, a user may
be associated with a single request profile 122 or multiple request
profiles 122 or multiple users may be associated with a single
request profile 122. For example, two different profiles 122 may
present a request from a user for two different ads. Profiles 122
may be stored in one or more tables stored in a relational database
described in terms of SQL statements or scripts. In other
implementations, profiles 122 may be formatted, stored, or defined
as various data structures in text files, Hyperlink Text Markup
Language (HTML) files, eXtensible Markup Language (XML) documents,
Virtual Storage Access Method (VSAM) files, flat files, Btrieve
files, comma-separated-value (CSV) files, internal variables, or
one or more libraries. In short, profiles 122 may comprise one
table or file or a plurality of tables or files stored on one
computer or across a plurality of computers in any appropriate
format. Moreover, profiles 122 may be local or remote without
departing from the scope of this disclosure and store any type of
appropriate data.
[0020] Specialist profiles 124 include one or more data entries or
structure operable to identify information associated with ad
specialists. For example, the specialist profile 124 may identify
that an ad specialist specializes in video ads and has produced a
certain number of ads. In some implementations, the specialist
profile 124 may include one or more of the following: types of
services provided (e.g., script writing, voiceover, production,
music, singing, sound effects), years of experience, types of
experience, sample work (e.g., previously requested ad), types of
fee structures (e.g., buyout, pay per play), language, and/or
others. In some implementations, an ad specialist may be associated
with a single specialist profile 124 or multiple specialist
profiles 124 or multiple ad specialist may be associated with a
single specialist profile 124. Profiles 124 may be stored in one or
more tables stored in a relational database described in terms of
SQL statements or scripts. In other implementations, profiles 124
may be formatted, stored, or defined as various data structures in
text files, HTML documents, XML documents, VSAM files, flat files,
Btrieve files, CSV files, internal variables, or one or more
libraries. In short, profiles 124 may comprise one table or file or
a plurality of tables or files stored on one computer or across a
plurality of computers in any appropriate format. Moreover,
profiles 124 may be local or remote without departing from the
scope of this disclosure and store any type of appropriate
data.
[0021] Ratings profiles 126 includes one or more data entries or
structure operable to define one or more ratings associated with ad
specialists. For example, the ratings profile 126 may define one or
more ratings associated with the performance of ads produced by the
ad specialist as well as ratings based on feedback provided by one
or more users. The ratings profile 126 may include one or more of
the following: a performance rating, feedback ratings associated
with different questions provided to users, an overall ratings,
ratings based on different types of ads (e.g., audio, video),
conversion rates associated with ads produced by a specialist, and
other information. In some implementations, an ad specialist may be
associated with a single ratings profile 126 or multiple ratings
profiles 126 or multiple ad specialist may be associated with a
single ratings profile 126. Profiles 126 may be stored in one or
more tables stored in a relational database described in terms of
SQL statements or scripts. In other implementations, profiles 126
may be formatted, stored, or defined as various data structures in
text files, HTML documents, XML documents, VSAM files, flat files,
Btrieve files, CSV files, internal variables, or one or more
libraries. In short, profiles 126 may comprise one table or file or
a plurality of tables or files stored on one computer or across a
plurality of computers in any appropriate format. Moreover,
profiles 126 may be local or remote without departing from the
scope of this disclosure and store any type of appropriate
data.
[0022] Bid files 128 include one or more data structures or entries
that identify bids associated with requested ads 130. For example,
a bid file 128 may identify bids and/or bid types (e.g., buyout,
pay per play) submitted by ad specialists to produce a requested ad
130. Bid file 128 may include one or more of the following: a bid
amount, a production date, type of filming (e.g., on location,
gather content), specific services (e.g., voice over, live acting,
music), a bid type, and/or other information associated with the
production and/or purchase of a requested ad 130. Each bid file 128
may be associated with a single requested ad 130 or multiple
requested ads 130. Alternatively or in addition, each bid file 128
may be associated with a single user, a single ad specialist,
multiple users, and/or multiple ad specialists. In some
implementations, an ad specialist may be associated multiple bid
files 128. Bid files 128 may be stored in one or more tables stored
in a relational database described in terms of SQL statements or
scripts. In other implementations, bid file 128 may be formatted,
stored, or defined as various data structures in text files, HTML
documents, XML documents, VSAM files, flat files, Btrieve files,
CSV files, internal variables, or one or more libraries. In short,
bid file 128 may comprise one table or file or a plurality of
tables or files stored on one computer or across a plurality of
computers in any appropriate format. Moreover, bid file 128 may be
local or remote without departing from the scope of this disclosure
and store any type of appropriate data.
[0023] Requested ads 130 include any parameters, pointers,
variables, algorithms, instructions, rules, files, links, or other
data for easily providing secondary content. For example, the
requested ad 130 may comprise an audio ad, a video ad, or other
type of ad. Such ads 130 may include (among other things) primary
content, secondary content, and/or sponsored content. For example,
the requested ad 130 may include a text element, a graphics
element, a multimedia element, an audio segment, or any other
audio, graphical and/or display element. In a more specific
example, the requested ad 130 may include or reference a
publicly-available web page (or portion thereof), a telephone
number, an internal e-mail, the user's personal contact
information, weather information, a profit and loss report of a
company, an OLAP (on-line analytical processing) report, portion of
a sales order, as well as many others. In certain implementations,
requested ads 130 (or pointers thereto) may be stored in one or
more tables in a relational database described in terms of SQL
statements or scripts. In certain implementations, requested ads
130 may be formatted, stored, or defined as various data
structures. For example, a particular requested ad 130 may merely
be a pointer to a third party ad stored remotely. In another
example, a particular requested ad 130 may be an internally stored
advertisement for a tightly coupled service. In short, requested
ads 130 may comprise one table or file or a plurality of tables or
files stored on one computer or across a plurality of computers in
any appropriate format. Indeed, some or all of requested ads 130
may be local or remote without departing from the scope of this
disclosure and store any type of appropriate data.
[0024] Processor 118 executes instructions and manipulates data to
perform operations of specialist server 104. Although FIG. 1
illustrates a single processor 118 in server 104, multiple
processors 118 may be used according to particular needs, and
reference to processor 118 is meant to include multiple processors
118 where applicable. In the illustrated implementation, processor
118 executes request engine 132 and management engine 134. The
request engine 132 can be of the form of software, for example,
operable to manage request for ad production. For example, the
request engine 132 may identify one or more ad specialist in
accordance with the ad request. In some implementations, the
request engine 132 may perform one or more of the following:
receive a request for ad from client 102, generate and/or update a
request profile 122 in accordance with information received from
the client 102, identify one or more ad specialist using the
specialist profiles 124 and/or the request profile 122, and/or
other functions associated with the creation of a requested ad 130.
In some implementations, the request engine 132 dynamically
generates a Web page 120 based on one or more parameters. In this
case, the request engine 132 may identify one or more parameters
associated with the user, the ad specialist, the request ad 130,
and/or other information associated with the system 100. For
example, the request engine 132 may dynamically generate a Web page
120 based on previous user actions such as previous selections of
the user. The previous selections may include providing values for
one or more filters associated with an ad specialist.
[0025] Management engine 134 can be of the form of software, for
example, operable to manage the release of a requested ad 132. For
example, the management engine 134 may identify a type of payment
in bid files 128 and release the requested ad 132 to the user in
response to the user submitting a payment. In some implementations,
the management engine 134 may perform one or more of the following
functions: identify a status of a requested ad 132, transmits a
notification to the user that payment is due, identify receipt of
payment from the user, release the requested ad 132 to the user in
response to receipt of the payment, and/or others. In some
implementations, the management engine 134 may release the
requested ad 132 to the user regardless of whether a payment has
been verified.
[0026] Regardless of the particular implementation, "software," as
used herein, may include software, firmware, wired or programmed
hardware, or any combination thereof as appropriate. Indeed,
evaluation engine 132 and criteria engine 134 may be written or
described in any appropriate computer language including C, C++,
Java, J#, Visual Basic, assembler, Perl, any suitable version of 4
GL, as well as others. It will be understood that while request
engine 132 and management engine 134 are illustrated in FIG. 1 as
including individual modules, each of request engine 132 and
management engine 134 may include numerous other sub-modules or may
instead be a single multi-tasked module that implements the various
features and functionality through various objects, methods, or
other processes. Further, while illustrated as internal to server
104, one or more processes associated with request engine 132
and/or management engine 134 may be stored, referenced, or executed
remotely. Moreover, request engine 132 and/or management engine 134
may be a child or sub-module of another software module or
enterprise application (not illustrated) without departing from the
scope of this disclosure.
[0027] Specialist server 104 may also include interface 136 for
communicating with other computer systems, such as clients 102,
over network 106 in a client-server or other distributed
environment. In certain implementations, specialist server 104
receives data from internal or external senders through interface
136 for storage in local memory 116 and/or processing by processor
118. Generally, interface 136 comprises logic encoded in software
and/or hardware in a suitable combination and operable to
communicate with network 106. More specifically, interface 136 may
comprise software supporting one or more communications protocols
associated with communications network 106 or hardware operable to
communicate physical signals.
[0028] Network 106 facilitate wireless or wireline communication
between server 104 and any other local or remote computer, such as
clients 102. Network 106 may be all or a portion of an enterprise
or secured network. While illustrated as single network, network
106 may be a continuous network logically divided into various
sub-nets or virtual networks without departing from the scope of
this disclosure, so long as at least portion of network 106 may
facilitate communications of ad creation/distribution information
between server 104 and at least one client 102. In some
implementations, network 106 encompasses any internal or external
network, networks, sub-network, or combination thereof operable to
facilitate communications between various computing components in
system 100. Network 106 may communicate, for example, Internet
Protocol (IP) packets, Frame Relay frames, Asynchronous Transfer
Mode (ATM) cells, voice, video, data, and other suitable
information between requested addresses. Network 106 may include
one or more local area networks (LANs), radio access networks
(RANs), metropolitan area networks (MANs), wide area networks
(WANs), all or a portion of the global computer network known as
the Internet, and/or any other communication system or systems at
one or more locations.
[0029] In one aspect of operation, the client 102 transmit a
request to the specialist server 104 to identify one or more ad
specialist to facilitate the production of an ad. In response to at
least the request, the request engine 132 identifies and/or
dynamically generates one or more Web pages 120 including one or
more filters associated with an ad request and transmits the Web
pages 120. In response to receiving selections associated with the
one or more filters, the client 102 transmits values for the
filters to the request engine 132. Based, at least in part, on the
filter values, the request engine 132 generates and/or updates one
or more request profiles 122 associates with the ad request. In
accordance with the filter values, the request engine 132
identifies one or more ad specialist using the specialist profiles
124. The request engine 132 populates and/or generates one or more
Web pages 120 including information associated with the identified
specialist and transmits the Web pages 120 to the client 102.
[0030] FIG. 2 illustrates a system 200 for determining metrics
associated with an ad specialist. Metrics may include number of
conversions associated with a requested ad 130, number of inquiries
associated with a requested ad 130, action rates, revenue per
thousand ads (RPM), conversions per dollars spent, specialist
ratings based on viewer actions, specialist ratings based on user
feedback, and/or other metrics. Actions may include one or more of
the following: a purchase, a specified time of viewing, filling in
a form, an inquiry, and/or other actions associated with a viewer
of an advertisement. For example, system 200 may dynamically modify
ratings associated with an ad specialist based, at least in part,
on purchase rates associated ads 130 produced by the ad specialist.
Dynamically, as used herein, generally means that the appropriate
processing is determined at run-time based upon the appropriate
information. Based at least in part on viewer actions, system 200
may update such ad specialist ratings to illustrate attributes of
an ad specialist (e.g., customer satisfaction, effectiveness of
ads). For example, the system 200 may use the conversion rates
associated with a requested ad 130 to determine a rating for an ad
specialist. In addition, the system 200 may determine the cost
charged to the user based, at least in part, on the performance of
the ad 130. In some implementations, the cost charged to the user
may be proportional to the performance of a requested ad 130. In
some implementations, the performance of an ad 130 may be
determined based on viewer actions such as conversion rates.
[0031] At a high level, the system 200, in some implementations,
may be a single the computer 202 or any portion of a distributed or
enterprise system including at least the computer 202, perhaps
communicably coupled to a network 204. In the illustrated
implementation, the computer 102 includes a GUI 206, a memory 208,
and a processor 210. In certain embodiments, the computer 202
further includes or references a tracking files 212 and rating
profiles 126 that may be stored in memory 208 and may be processed
by processor 210. FIG. 2 illustrates only one example of a computer
that may be used with the disclosure. The present disclosure
contemplates computers other than general purpose computers as well
as computers without conventional operating systems. As used in
this document, the term "computer" is intended to encompass a
mainframe, a personal computer, a client, a server, a workstation,
a network computer, a personal digital assistant, a mobile phone,
or any other suitable local or remote processing device. Moreover,
"computer 202" and "user of computer 202" may be used
interchangeably without departing from the scope of this
disclosure.
[0032] The memory 208 includes the rating profiles 126, the log
files 214, evaluation criteria 216, and pricing criteria 218. The
log files 212 include one or more data structures or entries that
identify or include information that identifies actions associated
with one or more requested ads 130. For example, one or more log
files 212 may include or identify actions associated with a
requested ad 130 (e.g., audio) such as transactions associated with
the presentation of the requested ad 130. In some implementations,
the log files 212 may identify or include information that
identifies one or more of the following parameters: media type,
event, document, times, dates, actions (e.g., purchase, inquiry),
identifier for the requested ad 130, the ad specialist, user,
client, a publisher, an advertiser, and/or others. The log file 212
may be associated with a specific requested ad 130, multiple
requested ad 130, an ad specialist, multiple ad specialist, a
single advertiser or multiple advertisers or multiple log files 212
may be associated with a single ad specialist, a single advertiser,
and/or a single content provider 104. In some implementation, the
association may be based on a parameter such as demographic,
region, or other parameters. For example, a first log file 212 may
be associated with a first geographic region and a second log file
212 may be associated with a second geographic region. In some
implementations, the log files 212 may be formatted, stored, or
defined as various data structures in text files, XML documents,
VSAM files, flat files, Btrieve files, CSV files, internal
variables, or one or more libraries. In short, the log files 212
may comprise one table or file or a plurality of tables or files
stored on one computer or across a plurality of computers in any
appropriate format. Moreover, the log files 212 may be local or
remote without departing from the scope of this disclosure and
store any type of appropriate data.
[0033] Evaluation criteria 216 include any parameters, variables,
algorithms, instructions, rules, objects or other directives for
evaluating ad specialists that produced requested ads 130. For
example, the evaluation criteria 216 may be used to determine
action rates associated with requested ads 130. In some examples,
evaluation criteria 216 may be used to update one or more ratings
of an ad specialist in ratings profiles 126 based, at least in
part, on actions associated with requested ads 130. As mentioned
above, such actions may include one or more of the following:
conversions, calls received, inquiries, clicks, click throughs,
viewing time, and/or others. In some implementations, evaluation
criteria 216 may include mathematical expressions for computing
results (e.g., action rates) of the requested ad 130 based on
associated actions, criteria for evaluating the results, and/or
modifications to one or more rating profiles 126. In terms of
computing results, evaluation criteria 216 may identify expressions
to determine action rates associated with the requested ads 130.
Using such results, evaluation criteria 216 may define criteria
such as a logical expression for evaluating the requested ads 130.
For example, the criteria may be used to determine a range that the
conversion rates fall within. In this case, each range may be
associated with a certain number of stars, such as five stars for
the highest conversion rates. Alternatively or in combination, the
evaluation criteria 216 may be used to rate a specialist received
from the user. For example, the evaluation criteria 216 may
identify questions and/or parameters (e.g., customer service,
quality of ad) that the user answers and/or assigns a value. The
evaluation criteria 216 may also identify expressions for
determining one or more ratings associated with the ad specialist
using the user feedback.
[0034] Pricing criteria 218 include any parameters, variables,
algorithms, instructions, rules, objects or other directives for
determining the cost of producing the ad 130. For example, the
pricing criteria 218 may be used to determine the cost based, at
least in part, on actions associated with the requested ad 130. In
some implementations, the pricing criteria 218 may comprise a cost
per action. For instance, the pricing criteria 218 may indicated
that the user be charged each time that a viewer performed a
specific action (e.g., purchase) in response to a requested ad 130.
In some implementations, the pricing criteria 218 may indicate that
the cost is based, at least in part, on the number of impressions
of the requested ad 130. In some implementations, the evaluation
criteria 216 may identify expressions to determine action rates
such as inquiry rates or other suitable results associated with the
requested ad 130.
[0035] Processor 210 executes evaluation engine 220 and pricing
engine 222 at any appropriate time such as, for example, in
response to a request or input from a user of computer 202 or any
appropriate computer system coupled with network 204. Evaluation
engine 220 can include any software operable to determine and/or
evaluate metrics associated with requested ads 130 based on any
suitable process. For example, the evaluation engine 220 may
determine ratings for an ad specialist based on one or more
parameters. In some implementations, such ratings may be based on
feedback provided by users and/or metrics associated with one or
more requested ads 130 (e.g., action rates). In the case of
evaluating an ad specialist, the evaluation engine 220 may identify
log files 214 associated with the ad specialist, evaluated the
identified log files 214 using the evaluation criteria 216, and
determine at least one rating associated with the ad specialist. In
some implementations, prior to evaluating offers, evaluation engine
220 may determine one or more metrics using evaluation criteria 216
and/or log files 214. For example, the evaluation engine 220 may
determine a conversion rate for a requested ad 130 produced by the
ad specialist using the log files 214. For instance, if the
requested ad 130 was presented 100 times with 5000 purchases
associated with the requested ad 130, the conversion rate is 50
purchases per impression. Regardless of calculations, the
evaluation engine 220 may identify criteria for evaluating the ad
specialist using evaluation criteria 216. Criteria may include a
number, a range, a threshold, and/or any other suitable criteria
for evaluating the requested ad 130. In some implementations, the
evaluation engine 132 may compare associated actions and/or action
rates and the criteria using any suitable mathematical and/or
logical expression. For example, the evaluation engine 132 may
determine or otherwise identify ranges associated with certain
types of ads using the evaluations criteria 216. For example, the
evaluation engine 132 may identify 10 ranges associated with a
certain type of ad. In response to satisfying criteria, the
evaluation engine 132 may associate a level (e.g., a number of
stars) for the ad specialist.
[0036] In one aspect of operation, the evaluation engine 220
identifies one or more log files 214 associated with a request ad
130 in response to an event (e.g., expiration of a period of time,
a request). Additionally, the evaluation engine 220 identifies one
or more evaluation criteria 216 for evaluating information
associated with the request ad 130. In some implementations, the
evaluation engine 220 identifies expressions for determining one or
more metrics associated with the request ad 130. For example, the
evaluation engine 220 may identify a mathematical expression for
determining action rates associated with the requested ad 130.
Using the identified log files 214 and evaluation criteria 216, the
evaluation engine 220 determines one or more ratings associated
with the ad specialist that produced the requested ad 130. In
connect with determining the one or more ratings, the evaluation
engine 220 may generate and/or update one or more rating profiles
126 associated with the ad specialist. The pricing engine 222 may
determine one or more metrics associated with the requested ad 130
and, using the metrics, determine a cost to charge the user. For
example, the pricing engine 222 may determine a number of times the
requested ad 130 was presented using the log files 214 and
determine a cost using the presentation times and pricing criteria
218. In some implementations, the cost is directly proportional to
the presentation times.
[0037] FIGS. 3A-G are example web pages 120 for presenting
information associated with creating and/or distributing a
requested ad 130. It will be understood that the illustrated pages
are for example purposes only. Accordingly, GUI 110 may include or
present ad information, in any format or descriptive language and
each page may present any appropriate advertisements in any layout
without departing from the scope of the disclosure.
[0038] Referring to FIG. 3A, the display 120a presents introductory
information associated with the ad marketplace. In this example,
the display includes tabs 302 and graphical buttons 304 and 306. A
user may select different displays using the tabs 302. In this
case, the tabs 302 include: Campaign Management, Reports,
Analytics, My Account, and Audio Ads. Though, the display may
include other tabs 302 such as Video Ads. As for the graphical
buttons, a user may select the button 304 to view additional
information associated with the ad marketplace such as a
demonstration how the systems 100 and 200 may provide
production-to-distribution support for the user. The user may
select the graphical button 306 to begin the process of filtering
through ad specialist and producing an ad.
[0039] Referring to FIG. 3B, the display 120b presents filters that
the user may select for identifying one or more ad specialist. In
the present example, the display 120b includes two sets of filters:
Ad Details 308 and Specialist Details 310. The Ad Details 308
include a plurality of filters associated with the specific ad. The
Specialist Details 310 include a plurality of filters associated
with types of specialist. In this implementation, the Ad Details
308 include a budget field 312 and a date filter 314. The budget
field 312 includes a field that the user may approximate the cost
that the user is willing to pay for the ad. The date filter 314
includes pull down windows that enable a user to select a date the
requested ad 130 will be available. The Specialist Details 310
include services filter 316, additional services filter 318, voice
gender 320, and voice age 322. The services filter 316 enables the
user to select specific services that the ad specialist may provide
for the creation of the ad such as script writing, voiceover, and
production. The additional services filter 318 enables a user to
select additional services that the ad specialist may provide such
as music, singing, and sound effects. The voice-gender filter 320
enables a user to select the gender of the voice used in the ad.
The voice-age filter 322 enables a user to select the age of the
voice used in the ad. These filters are for example purpose only
and the display 120b may include other filters such as visual
effects, animation, and others.
[0040] Referring to FIG. 3C, the display 120c presents information
associated with one or more ad specialist in accordance with the
filter values provided through the display 120b. In some
implementations, the display 120c includes a specialist table 324.
The specialist table 324 presents information associated with each
identified specialist. The specialist table 324 includes rows and
columns whose intersection forms a cell that presents information.
In the illustrated example, the specialist table 324 includes six
columns: Name, Experience, Services, Demo, Fee Structure, and
Checkout. Each row is associated with an identified specialist and
includes a graphical check box 326. A user may select a check box
326 to request that the associated ad specialist submit a bid for
the requested ad 130. After selecting one or more check boxes 326,
the user may select the graphic button 328 to transmit the bid
requests.
[0041] Referring to FIG. 3D, the display 120d presents fields to
submit additional information associated with the request ad 130.
In some implementations, the display 120d includes an About-Your-Ad
section 330 for providing additional information associated with
the ad. The section 330 includes the following fields: Business
name 332a, item field 332b, goal field 332c, target field 332d,
area field 332e, key message filed 332f. The business name 332a
enables the user to provide the name of the business requesting the
ad services. The user may provide the specific product or service
through the item field 332b. The user may indicate the specific
goal that the requested ad 130 should accomplish through the goal
field 332c. The user may indicate the target audience through the
target field 332d. The geographic location for the ad 130 may be
provided through the area field 332e. The user may indicate the key
message that the requested ad 130 should convey. These fields 332
are for illustrative purposes only and the display 120d may include
other fields for providing information associated with the proposed
ad.
[0042] Referring to FIG. 3E, the display 120e presents fields for
submitting ad information for approval. In some implementations,
the display 120e includes tabs 334 and a submission section 336.
The tabs 334 include a request tab 334a for entering a summary of
the requested ad 130 and a profile tab 334b. The submission section
336 includes the fields 338 for submitting information associated
with the requested ad 130. In the illustrated implementation, the
submission section 336 includes a script field 338a for submitting
a proposed script, an ad-file field 338b for attaching the
requested ad 130, and an ad name 338c for entering the name of the
ad 130.
[0043] Referring to FIG. 3F and 3G, the display 120f and the
display 120g present information associated with an invoice of a
requested ad. Prior to submitting payment for a requested ad, the
user may view details associated with an ordered ad through the
display 120f and 120g. In the illustrated implementations, the
displays 120f and 120g include the invoice table 340. The invoice
table 340 includes three columns: Quantity, Item, and Price. In the
case that the user has ordered more than one ad, the invoice table
340 may present a plurality of ordered items and present a total
cost. The user may proceed to submitting a payment for the items by
selecting the graphic button 342. In some implementations, the
system 200 may hold the requested ad 130 until payment is confirmed
or otherwise verified, as indicated in the display 120g.
[0044] FIG. 4 is a flowchart illustrating an example method 400 for
identifying ad specialist in accordance with some implementations
of the present disclosure. Generally, method 400 describes an
example technique where ad specialist are selected in accordance
with a user request. System 100 contemplates using any appropriate
combination and arrangement of logical elements implementing some
or all of the described functionality.
[0045] Method 400 begins at step 402 where a request for an ad is
received. For example, the request engine 132 may receive a request
to initiate an ad creation process from the client 102. At step
404, one or more filters are transmitted in response to at least
the ad request. In the example, the request engine 132 may transmit
a Web page 120 including one or more filters associated with the
request ad 130 and/or ad specialists. Values for the one or more
filters is received at step 406. Again in the example, the request
engine 132 may receive values selected or otherwise provided by the
user and generate and/or update a request profile 122 associated
with the request ad 130. Next, at step 408, one or more ad
specialist are identified in accordance with the filter values. In
the example, the request engine 132 may identify one or more ad
specialist using the specialist profiles 124 and the filter values.
A selection of one or more ad specialist is received at step 410.
Turning to the example, the request engine 132 may receive a
selection of one or more ad specialist from the identified
specialist from the user. At step 412, a request for additional
information associated with the requested ad 130 is transmitted. In
the example, the request engine 132 transmits a request for
additional information and updates the associated request profiles
122 in accordance with the additional information. A request to
submit bids is transmitted to ad specialist at step 414. Next, at
step 416, bids are received from the ad specialist. In the example,
the request engine 132 may receive bids from selected ad specialist
and generate one or more bid files 128 in accordance with the
received information. The bids are transmitted to the user at step
418 and, at step 420, a selection of an ad specialist is
received.
[0046] FIG. 5 is a flowchart illustrating an example method 500 for
determining one or more metrics associated with an ad specialist in
accordance with some implementations of the present disclosure.
Generally, method 500 describes an example technique where ad
specialist are selected in accordance with a user request. System
200 contemplates using any appropriate combination and arrangement
of logical elements implementing some or all of the described
functionality.
[0047] Method 500 begins at step 502 where one or more log files
are identified 502. For example, the evaluation engine 220 may
identify one or more log files 214 associated with a request ad
130. At step 504, evaluation criteria is identified. In the
example, the evaluation engine 220 identifies evaluation criteria
216. One or more metrics associated with the ad is determined using
the criteria and the identified log files at step 506. Turning to
the example, the evaluation engine 220 determines one or more
metrics associated with the requested ad 130 using the log files
214 and the evaluation criteria 216. At step 508, the one or more
metrics is compared to the evaluation criteria and, based at least
in part on the comparison, one or more ratings are assigned to the
ad specialist. As for the example, the evaluation engine 220
generates and/or updates one or more rating profiles 126 associated
with the ad specialist in response to at least the metrics
satisfying certain criteria 216.
[0048] Although this disclosure has been described in terms of
certain implementations and generally associated methods,
alterations and permutations of these implementations and methods
will be apparent to those skilled in the art.
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