U.S. patent application number 13/854861 was filed with the patent office on 2013-08-22 for systems and methods for selling and displaying advertisements over a network.
This patent application is currently assigned to Advertising.com LLC. The applicant listed for this patent is Yigal Ben Efraim, Tami Cohen, Michael Fisher, Joseph Amedeo Fortuna, JR., Teddy Jawde, Anthony Joseph Willis. Invention is credited to Yigal Ben Efraim, Tami Cohen, Michael Fisher, Joseph Amedeo Fortuna, JR., Teddy Jawde, Anthony Joseph Willis.
Application Number | 20130218674 13/854861 |
Document ID | / |
Family ID | 40939691 |
Filed Date | 2013-08-22 |
United States Patent
Application |
20130218674 |
Kind Code |
A1 |
Willis; Anthony Joseph ; et
al. |
August 22, 2013 |
SYSTEMS AND METHODS FOR SELLING AND DISPLAYING ADVERTISEMENTS OVER
A NETWORK
Abstract
Systems and methods are provided for selling one or more
advertisements and displaying the one or more advertisements in a
fixed placement for a set duration of time on a web page within an
Internet website in combination with displaying advertisements from
the same advertiser in contextually relevant locations within the
website.
Inventors: |
Willis; Anthony Joseph;
(East Northport, NY) ; Fortuna, JR.; Joseph Amedeo;
(Lake Huntington, NY) ; Fisher; Michael; (Mount
Kisko, NY) ; Ben Efraim; Yigal; (Kfar Neter, IL)
; Cohen; Tami; (New York, NY) ; Jawde; Teddy;
(Brooklyn, NY) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Willis; Anthony Joseph
Fortuna, JR.; Joseph Amedeo
Fisher; Michael
Ben Efraim; Yigal
Cohen; Tami
Jawde; Teddy |
East Northport
Lake Huntington
Mount Kisko
Kfar Neter
New York
Brooklyn |
NY
NY
NY
NY
NY |
US
US
US
IL
US
US |
|
|
Assignee: |
Advertising.com LLC
Dulles
VA
|
Family ID: |
40939691 |
Appl. No.: |
13/854861 |
Filed: |
April 1, 2013 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
12028937 |
Feb 11, 2008 |
8412571 |
|
|
13854861 |
|
|
|
|
Current U.S.
Class: |
705/14.49 |
Current CPC
Class: |
G06Q 30/06 20130101;
G06Q 30/0601 20130101; G06Q 30/0226 20130101; G06Q 30/0251
20130101; G06Q 30/02 20130101 |
Class at
Publication: |
705/14.49 |
International
Class: |
G06Q 30/02 20120101
G06Q030/02 |
Claims
1-25. (canceled)
26. A computer-implemented method, comprising: receiving a request
for advertising content, the request comprising a selection
criterion associated with a web page; identifying, in response to
the request, a plurality of advertisements associated with an
advertiser; obtaining contextual information identifying a
relevance of the identified advertisements to content within the
web page; and selecting, using at least one processor, a first one
of the advertisements for display at a predetermined location
within the web page, and a second one of the advertisements for
display at a location within the web page that is contextually
relevant to the second advertisement, the selection being based on
the selection criterion and the contextual information.
27. The method of claim 26, further comprising: computing, based on
the contextual information, metrics indicative of the relevance of
corresponding ones of the advertisements to the content; and
selecting the second advertisement based on the metrics and the
selection criterion.
28. The method of claim 27, wherein the selected second
advertisement is associated with a maximum of the metrics.
29. The method of claim 27, further comprising: obtaining a subset
of the advertisements associated with metrics that exceed a
threshold relevance value; and selecting the second advertisement
from the subset based on the selection criterion.
30. The method of claim 26, further comprising: computing metrics
indicative of at least one of (i) a past performance of the
advertisements on the web page, (ii) a maximum bid associated with
the advertisements, or (iii) an actual price paid for the
advertisements by an advertiser; and selecting the second
advertisement based on the metrics and the selection criterion.
31. The method of claim 26, wherein the selecting comprises:
identifying candidate advertisements based on the selection
criterion and the contextual information; computing, for the web
page, yield scores associated with corresponding ones of the
candidate advertisements; and selecting one of the candidate
advertisements as the second advertisement based on the yield
score.
32. The method of claim 32, wherein the computing comprises
computing the yield scores based on at least one of (i) metrics
indicative of a relevance of the candidate advertisements to the
web page, (ii) maximum bid prices associated with the candidate
advertisements, (ii) past performances of the candidate
advertisements on the web page, (iii) costs-per-click associated
with the candidate advertisements, or (iv) actual prices associated
with the candidate advertisements.
33. The method of claim 31, wherein the selected second
advertisement is associated with a maximum of the yield scores.
34. The method of claim 26, wherein: the web page content comprises
at least one of metadata, textual content, or graphical content;
and the second advertisement comprises at least a portion of the
first advertisement.
35. The method of claim 26, wherein the selection criterion
comprises at least one of a location of an advertising region
within the web page, a size of the advertising region, a format of
the advertising region, a publisher of the web page, or a user
preference for an advertisement.
36. An apparatus, comprising: a storage device that stores a set of
instructions; and at least one processor coupled to the storage
device, the at least one processor being operative with the set of
instructions in order to: receive a request for advertising
content, the request comprising a selection criterion associated
with a web page: identify, in response to the request, a plurality
of advertisements associated with an advertiser; obtain contextual
information identifying a relevance of the identified
advertisements to content within the web page: and select a first
one of the advertisements for display at a predetermined location
within the web page, and a second one of the advertisements for
display at a location within the web page that is contextually
relevant to the second advertisement, the selection being based on
the selection criterion and the contextual information.
37. The apparatus of claim 36, wherein the at least one processor
is further operative with the set of instructions to: compute,
based on the contextual information, metrics indicative of the
relevance of corresponding ones of the advertisements to the
content; and select the second advertisement based on the metrics
and the selection criterion.
38. The apparatus of claim 37, wherein the selected second
advertisement is associated with a maximum of the metrics.
39. The apparatus of claim 37, wherein the at least one processor
is further operative with the set of instructions to: obtain a
subset of the advertisements associated with metrics that exceed a
threshold relevance value; and select the second advertisement from
the subset based on the selection criterion.
40. The apparatus of claim 36, wherein the at least one processor
is further operative with the set of instructions to: compute
metrics indicative of at least one of (i) a past performance of the
advertisements on the web page, (ii) a maximum bid associated with
the advertisements, or (iii) an actual price paid for the
advertisements by an advertiser; and select the second
advertisement based on the metrics and the selection criterion.
41. The apparatus of claim 36, wherein the at least one processor
is further operative with the set of instructions to: identify
candidate advertisements based on the selection criterion and the
contextual information; compute, for the web page, yield scores
associated with corresponding ones of the candidate advertisements;
and select one of the candidate advertisements as the second
advertisement based on the yield score.
42. The apparatus of claim 41, wherein the at least one processor
is further operative with the set of instructions to compute the
yield scores based on at least one of (i) metrics indicative of a
relevance of the candidate advertisements to the web page, (ii)
maximum bid prices associated with the candidate advertisements,
(ii) past performances of the candidate advertisements on the web
page, (iii) costs-per-click associated with the candidate
advertisements, or (iv) actual prices associated with the candidate
advertisements.
43. The apparatus of claim 41, wherein the selected second
advertisement is associated with a maximum of the yield scores.
44. The apparatus of claim 36, wherein: the web page content
comprises at least one of metadata, textual content, or graphical
content; the second advertisement comprises at least a portion of
the first advertisement; and the selection criterion comprises at
least one of a location of an advertising region within the web
page, a size of the advertising region, a format of the advertising
region, a publisher of the web page, or a user preference for an
advertisement.
45. A tangible, non-transitory computer-readable medium that stores
a set of instructions that, when executed by at least one
processor, cause the at least one processor to perform a method
comprising: receiving a request for advertising content, the
request comprising a selection criterion associated with a web
page; identifying, in response to the request, a plurality of
advertisements associated with an advertiser; obtaining contextual
information identifying a relevance of the identified
advertisements to content within the web page; and selecting a
first one of the advertisements for display at a predetermined
location within the web page, and a second one of the
advertisements for display at a location within the web page that
is contextually relevant to the second advertisement, the selection
being based on the selection criterion and the contextual
information.
Description
FIELD OF THE INVENTION
[0001] The present invention relates generally to systems and
methods for displaying advertisements over a network and, more
particularly, to systems and methods for selling one or more
advertisements and displaying the one or more advertisements in a
fixed placement for a duration of time on a web page within an
Internet website in combination with displaying advertisements from
the same advertiser in contextually relevant locations within the
website.
BACKGROUND OF THE INVENTION
[0002] Advertisements are often displayed in a web page in response
to a user typing the Universal Resource Locator ("URL") for that
web page into a web browser or selecting a link for the web page
from a list of search results. Typically, each advertisement is
associated with a single advertiser and may include text and/or
graphics and/or audio. Upon selection of an advertisement (e.g.,
left click with a mouse or rolling over the area with a pointer),
the web browser can be redirected to a web page associated with the
advertisement from which the user can, for example, receive
additional information, place online orders, or complete other
transactions. Advertisements are typically sold based on a set fee,
a cost-per-click (CPC), or a cost-per-thousand (CPM) viewers.
[0003] Advertisements can be displayed in a web page in a variety
of ways. An advertiser can elect to place the advertisement(s)
within a given web page. However, if the advertisement is not
effective on that selected web page the advertiser's only recourse
is to stop advertising on that page and find a new web page on
which to advertise.
[0004] Alternatively, advertisements can be selected for display
within a web page substantially in real time, based on
demographical information of a particular user who is accessing the
web page. However, this approach for selecting and displaying
advertisements is often perceived as intrusive of the user's
privacy and may be ineffective when the web page provider has
insufficient information regarding the user's demographics.
[0005] Advertisements may also be displayed on a particular web
page or in a particular location on a web page based on subject
matter displayed on that page. However, once the information on
that page changes so will the advertisement. The idea according to
both of these latter approaches is that end-users are more likely
to "click-through" or otherwise respond to advertisements that are
closely related to the user's interests and characteristics.
[0006] The above strategies work well in many situations, such as
for national and international advertising campaigns, but they are
not especially effective for local advertising. Local advertisers
are typically averse to actively managing Internet advertising
campaigns, yet they are concerned about where and when their
advertisements are served. They also want the most effective
advertising campaign that they can afford.
[0007] In view of the foregoing, it would be advantageous to
provide an improved system and method for selling and displaying
advertisements over the internet.
SUMMARY OF THE INVENTION
[0008] Embodiments of the present invention provide systems and
methods for selling and placing advertisements ("ads") over a
communications network. The advertisements can be sold and
displayed as a combination of fixed placement advertisements and
contextually relevant advertisements.
[0009] An aspect of the invention provides for the sale and display
of ads over a network. The system may include a database configured
to store at least one advertisement from an advertiser and an
advertisement selection application. The advertisement selection
application receives a request for advertising from a user computer
that is attempting to access a website. In response to the request,
the advertisement selection application selects an advertisement of
an advertiser from the database for display in as fixed location
within a web page of the website. It also selects another
advertisement of said advertiser from the database for display in a
location within the website that is contextually relevant to that
advertisement.
[0010] Another aspect of the invention provides a system for
responding to a request over a network for access to a web page.
The system includes a coated publisher/provider that receives a
request from a user computer for access to a web page. In response
to the request, the content provider transmits both content for the
page and instructions to the user computer. The instructions direct
the user computer to request advertising from an advertisement
selection system. The instructions also include information about
at least one location on the web page for a fixed placement
advertisement. The instructions also include information about at
least one location for a contextually relevant advertisement.
[0011] Embodiments of the invention include a method for selecting
and displaying advertisements within a website. The website
includes at least one web page. The method includes storing
advertisements from an advertiser and receiving a request for at
least two of the stored advertisements. In response to the request,
the method includes selecting at least one of the stored
advertisements of the advertiser for display within a fixed
location on a page of the website and selecting another of the
stored advertisements of the advertiser for display in a
contextually relevant location within the website.
[0012] In another aspect of the present invention, a system and
corresponding method are provided for selecting and displaying
advertisements over a communications network. The system includes a
database configured to store an advertises advertisements, which
are designed to be displayed on a content provider's website. The
invention also includes an advertisement selection module for
receiving a request for advertising from a user computer and
selecting at least one of the advertiser's advertisements from the
database for display in a fixed location within a page of the
website. The advertisement selection module also selects one of the
advertiser's advertisements from the database for display in a
location within the website that is contextually relevant to that
advertisement.
[0013] In still another aspect of the present invention a method is
provided of selling advertising for a website of a content provider
over network. The method includes creating a package of
advertisements which includes a fixed placement advertisement and a
contextual advertisement. The fixed placement advertisement
includes a location on a website available for purchase to display
an advertisement and the contextual advertisement includes a
guarantee to display an adv within the same website at a location
that is contextually relevant to that advertisement. This package
is offered for purchase via the network.
BRIEF DESCRIPTION OF THE DRAWINGS
[0014] For a better understanding the present invention, reference
is made to the following description, taken in conjunction with the
accompanying drawings, in which like reference characters refer to
like parts throughout, and in which:
[0015] FIG. 1 is a block diagram of a system for selling
advertisements and displaying them over a network (e.g., Internet)
in accordance with an embodiment of the present invention;
[0016] FIGS. 2-3 are flowcharts of illustrative stages involved in
the sale and display of advertisements within pages (e.g., web
pages) over a network in accordance with embodiments of the present
invention; and,
[0017] FIG. 4 illustrates two pages of a website showing possible
locations for fixed placement and contextually relevant
advertisements.
DETAILED DESCRIPTION OF THE INVENTION
[0018] Embodiments of the present invention relate to systems and
methods for selling and displaying advertisements on a network.
While this invention is applicable to many types of networks, an
example of a suitable network is the Internet. For ease of
explanation, the remainder of the description shall be limited to
the Internet. However, those skilled in the art will recognize that
the description could be applied to other types of networks as
well.
[0019] The advertisements may include text, graphics, sound, video,
or any combination thereof. For ease of explanation, the following
description shall be limited to text and graphics and combinations
thereof. However, those skilled in the art will recognize that the
same or a similar description can be applied to the other
advertisement formats.
[0020] Advertisements for sale and display include a combination of
a fixed placement advertisement and a contextually relevant
advertisement. The fixed placement advertisement is an
advertisement that typically will be located on the same page of
the website for the duration of the advertising agreement. While it
is preferable that the location on that page also remains
stationary for the duration of the agreement, those skilled in the
art will recognize that the location on that page could change on
one or more subsequent visits to that page and sill fall within the
scope of the present invention. Those skilled will also recognize
that the advertisement could he displayed on a different page of
the website during one or more subsequent visits to that web site
and still fall within the scope of the invention.
[0021] The contextually relevant portion of the combination
preferably includes only text, although it could include another
format or a combination of formats without departing from the scope
of the invention. The contextually relevant advertisement(s) could
include one or more instances of a highlighted word or words that
are associated with hyperlinks to web pages where the consumer has
the option to view additional information related to the
advertisement or to make a purchase etc. Preferably there will be a
guaranteed number of these contextual advertisements, such as
100,000 impressions per month, displayed throughout the website
during the term of the advertising agreement. While 100,000
impressions are preferable it is in no way required and not
intended to be limiting on the scope of the invention. There could
be as few as 1 additional impression or any number of additional
impressions. Further, the time period need not be limited to 1
month; any period of time could be employed. Alternatively, or in
addition, some or all of the contextual advertisements may be
displayed for as long as they are relevant then not displayed again
and some or all of the contextual advertisements may be redisplayed
elsewhere in the website where they are contextually relevant,
either simultaneously with or subsequent to the display of the
first contextual advertisement. Further, it is possible, but not
preferred, that the contextually relevant advertisement could be
displayed only until it is selected. Additionally, the contextually
relevant advertisements could be selected from a set of
advertisement from the advertiser, which allow different
advertisements to be associated with different information in the
website. Those skilled in the art will recognize that contextual
relevance could refer to a few words, a sentence, a few sentences,
a paragraph, a webpage or even a particular section of the
website.
[0022] FIG. 1 is a block diagram of a system 100 for selling
advertisements for display over a network (e.g., the internet) in
accordance with an embodiment of the present invention. System 100
includes user computer(s) 102, content publishers 104,
advertisement ("ad") system 106 and advertiser computer 118 that
communicate with one another over network 108. While advertiser
computer 118 has been illustrated as a separate device for ease of
explanation, it will be apparent that an advertiser may simply
employ a user computer 102 to access the system. Each of user
computer(s) 102, advertiser computer 118, content publishers 104,
and ad system 106 may be in electrical communication with internet
108 via a suitable communications capability such as a cable or
satellite connection, a local area network ("LAN"), or any other
suitable wired, wireless, or optical connection, or a combination
thereof.
[0023] User computer 102 and advertiser computer 118 may be any
suitable computing equipment for accessing content (e.g., web
pages) over internet 108 and displaying advertisements to end
user(s). For example, as shown in FIG. 1, computers 102 and 118 may
be a desktop computer. In other examples, computers 102 and 118 may
be a laptop computer, telephone (e.g., mobile phone), personal
digital assistant ("PDA") such as a BlackBerry.TM. or Trio.TM.
device, or any other suitable computing device. Computers 102 and
118 may have a web browser (e.g., Internet Explorer.TM., Netscape
Navigator.TM., Mozilla Firefox.TM., etc.) operating thereon for
facilitating communications over internet 108. The web browser may
access and read marked-up documents (e.g., HTML documents) from
content publishers 104 and then translate and render those
documents into web pages that can be viewed by end users at
computers 102 and 118. Typically, system 100 will include multiple
user computers 102 and advertiser computers 118 although only one
user computer 102 and advertiser computer 118 are shown in FIG. 1
to avoid overcomplicating the drawing.
[0024] A content publisher 104 may be any publisher of web page(s)
over internet 108. For example, content publisher 104 may be the
computing system responsible for publishing the web pages viewable
at http://www.nydailynews.com. Another content publisher may be the
computing system responsible for publishing the web pages viewable
at http://www.nypost.com. Each content publisher 104 may include
one or more web servers for receiving and responding to requests
from user computers 102 for access to the web page(s) provided by
the content publisher. Somebody employing user computer 102 may
request access to a given web page by entering a Universal Resource
Locator ("URL") for that web page into an address region of a web
browser display or by selecting a link for the web page from a list
of search results (e.g., Google search results).
[0025] Ad system 106 may include ad selection application 110, ad
database 112, publisher database 114, and content parser 116. While
the description employs the term database, those skilled in the art
will recognize that any sufficient form of organized storage could
be employed and still fall within the scope of the invention. Ad
selection application 110 may include any suitable hardware,
software, or combination thereof for receiving and responding to
requests for advertisements received by ad system 106 via Internet
108. For example, ad selection application 110 may include one or
more web server(s). Responsive to the requests, ad selection
application 110 may select and transmit one or more fixed placement
advertisements 402 (FIG. 4) and one or more contextually relevant
advertisements 404 (FIG. 4) for display within web pages provided
by a content publisher 104. Ad selection application 110 may select
a contextually relevant ad 404 for display within the web pages
based on its association with the fixed placement advertisement 402
and relevance of the ad to the content gibe web pages and/or past
performance of the ad (or similar ads) upon placement within web
pages by ad system 106, or a combination thereof.
[0026] Ad database 112 may store advertisement(s) for display
within web pages provided by content publishers 104 and accessed by
user computers 102. Ads stored in database 112 may be downloaded
from advertiser(s) over Internet 108 or received by ad selection
system 106 according to any other suitable approach (e.g., uploaded
from portable storage media provided by the advertisers).
Alternatively or additionally, ad database 112 may store
information associated with the advertisements including, for
example, topics/themes (e.g., for determining relevance of the ads
to given Web pages), associated text and/or graphic(s) (e.g., for
simultaneous or separate display), information regarding past
performance of the advertisement (e.g., number of click-throughs),
associated advertiser identifiers (e.g., for linking to billing
information for the advertisers and for linking to other
advertisements for the same advertiser), bid and/or purchase
amounts by the advertisers, and/or other criteria regarding the
display of the ads within web pages provided by content publishers
104 (e.g., an identification of one or more web pages in which a
given ad is eligible for display). As used herein, a time or topic
refers to the contextual gist of content (e.g., advertisement or
web page). Illustrative examples of themes/topics are "San
Francisco 49ers", "Airplane Accident", and "Bahamas Travel".
[0027] Publisher database 114 may store information regarding
content publishers 104 within system 100 such as information
identifying the web pages provided by content publishers 104 (e.g.,
a list of their respective URLs), information regarding the content
(e.g., topics/themes) of those web pages, information regarding
advertisements displayed previously on those web pages and/or the
revenue generated therefrom. Alternatively or additionally,
publisher database 114 may store information regarding preferences
of content publishers 104 such as information regarding the types
of advertisements eligible for display on the web pages provided by
content publishers 104 and/or information regarding the placement
of those advertisements within the web pages (e.g., location,
format, and size). In the embodiment illustrated in FIG. 1, ad
database 112 and publisher database 114 are separate. However, the
same database could be employed for both purposes without departing
from the scope of the invention.
[0028] Content parser 116 may include any suitable hardware,
software, or combination thereof for parsing web pages provided by
content publishers 104 and identifying topic(s)/theme(s) or other
indicia associated therewith. Content parser 116 may read publishes
content and relate it through semantic vectors to one or more
topic(s)/theme(s) with an associated relevancy score. For example,
a page of content provided by Publisher A may be determined to be
about "Travel" with a relevancy of 1.0 (100%), "Vacations" with a
relevancy of 0.86 (86%), "Cruises" with a relevancy of 0.72 (72%),
and "Live Entertainment" with a relevancy of 0.51 (51%). The
topics/themes and associated relevancy outputs of content patter
116 may provide specific ad placement opportunities for ads
associated with the fixed placement advertisement 402. The parsed
information may be used by ad application 110 to select ad(s) that
are most or very relevant to the identified topic(s)/theme(s) for
placement within the web pages.
[0029] Content parser 116 may be configured to return a maximum
number (e.g., 10) of themes/topics associated with each page.
Alternatively, there may be a different number or no limit to the
number of themes/topics that can be identified by content parser
116. Content parser 116 may return a ranked list of themes/topics
that identifies the to themes/topics in order of greatest to least
relevant to the contents of the web page (e.g., such that ads
associated with the most relevant theme/topic are more likely to be
displayed earlier in a sequence of ads selected by system 106 for
display). Those skilled in the art will recognize that other orders
are equally useful and may be employed. In embodiments of the
invention, content parser 116 may operate substantially in
real-time, whereby web pages are parsed at substantially the same
time they are accessed by user computers 102. In embodiments of the
invention, content parser 116 may parse the web pages periodically,
continuously, or according to any other suitable approach (e.g.,
automatically upon receipt of an electronic notification from a
content publisher 104 that the content of the web page(s) has
changed or under the control of an operator associated with ad
system 106). In various embodiments, content parser 116 may be
activated selectively by ad system 106, based on a determination of
the best yield between "hard match" (i.e., selecting ads
specifically intended for placement Within given web pages or
sections thereof) and/or semantic matching facilitated by content
parser 116. In some embodiments, when ad system 106 determines
suitable ad(s) to display on a given page provided by a content
publisher 106, system 106 may take into account relevancy,
effective bid (e.g., the actual price paid for a click given market
dynamics), max bid price (willingness to pay), past performance,
other criteria, or combinations thereof as they relate to that
specific page.
[0030] Ad system 106 may establish relationships with one or more
content publishers 104 in order to allow system 106 to place ads
within the web pages provided by the publishers upon access of the
pages by user computers 102. In some embodiments, video ad system
106 may limit the content publishers 104 that are permitted to
associate with system 106 to "premium" publishers such as for
example, providers of web pages that typically receive a minimum
number of visits per period (e.g., day, portion of day, month,
year). One or more threshold criteria may be established that
govern whether a given content publisher is permitted to be
associated with ad system 106. This may increase the willingness of
advertisers to place their ads through ad system 106 and increase
the revenue that can be derived per ad placement and/or subsequent
action (e.g., click-through) by an end user of user computer
102.
[0031] Establishing a relationship with a content publisher 104 may
include negotiating a revenue-sharing arrangement between the ad
system 106 and content publisher 104 for revenue generated as a
result of displaying ads within the web pages and/or subsequent
actions of end-users of user computers 102. Alternatively or
additionally, establishing a relationship with a content publisher
104 may include managing interoperability between system 106 and
the content publisher to, for example, minimize the latency
perceived by end-users of user computers 102. Managing system
interoperability may include establishing a protocol for
communications upon access of the web pages by end users of user
computers 102 (e.g., communications between content publisher
104/user computer 102, user computer 102/ad system 106, and/or
content publisher 104/ad system 106).
[0032] FIGS. 2 and 3 are flowcharts illustrating stages involved in
selection and display of ads within web pages in accordance with
various embodiments of the present invention FIGS. 2 and 3 show an
embodiment of a communications protocol between a user computer 102
and content provider 104 (FIG. 2), and subsequently between user
computer 102 and ad system 106 (FIG. 3), that may be employed upon
a request by user computer 102 for access to a web page provided by
content publisher 104. Referring to FIG. 2, at stage 202 a request
for access to a web page may be received. For example, a web steer
associated with content publisher 104 may receive an HTTP
(Hypertext Transfer Protocol) request for access to a web page
provided by the publisher from a web browser operating on user
computer 102. At stage 204, content publisher 104 may .30 transmit
a response (e.g., HTTP response) to the requesting user computer
102, where the response includes both content for the requested web
page as well as instructions to initiate a request for ad(s) from
ad system 106. The content and/or instructions may be received by
user computer 102 in the form of markup code, which may be
translated and processed by the web browser operating on user
computer 102. Preferably, the markup code is structured such that
user computer 102 sends the request for ads to system 106 at
substantially the same time as or even before user computer 102
translates the markup code necessary for rendering the web page
display. If the web page is at least partially displayed before the
ad(s) are received from ad system 106 (e.g., when ads database 112
does not include any advertisements suitable for display within the
web page), the markup code may provide a message or other content
(e.g., advertisement) for display within the region of the web page
otherwise reserved for the ad. A request for an advertisement may
be initiated by a user computer 102 or from cement publisher 104 to
ad system 106.
[0033] Referring to FIG. 3, at stage 302 a request for ad(s) may be
received, wherein the request may include one or more ad selection
criteria (e.g., location, size, and/or format of the ad within a
web page). For example, ad system 106 may receive a request for
ad(s) from user computer 102, which request is formatted in
accordance with the instructions received by user computer 102 from
content publisher 104 at stage 204 (FIG. 2). Other examples of ad
selection criteria that may be included in the request received by
ad system 106 at stage 302 may be the identity of the content
publisher, specific web page accessed (e.g., identified by URL),
and/or end-uses demographic data and/or preferences (e.g., provided
by content provider 104 in the instructions sent to user computer
102 through the use of cookies by content provider 104, or
maintained locally by user computer 102). At stage 304, an ad, or a
set of ads, may be selected in accordance with the ad selection
criteria and/or ore or more additional criteria such as relevance,
past performance, association with the same advertiser, or a
combination thereof. At stage 306, the selected ad(s) may be
transmitted for display within a web page. The ads displayed within
the web page may be at least partly interactive. For example, in
response to an end user selecting all ad the web browser operating
on user computer 102 may he redirected to a website of the
advertiser.
[0034] To select ad(s) for placement within pages, ad selection
application 110 may evaluate at least one of relevancy (determined
by semantic analysis of a page of content including metadata,
actual content, supporting graphics and names, etc.), maximum
willingness to pay, past performance of a listing (e.g., by time of
day, day of week, and week of year of that listing on that page),
association with the fixed placement advertisement, other criteria,
and actual price paid based on supporting market data such as the
use of a second-price auction approach. Each value may be given a
weight which can cause it to be excluded from calculation or
weighted superordinarily compared to its peers on an individual
page basis. Each value can also be used as a pre-filter prior to
evaluation. For example, the system can exclude all candidate
listings having bidded topics less than 86% relevant to a page.
Alternatively or additionally, the system can exclude any fisting
having an actual price paid less than $0.50, having a meet
willingness to pay less than $1.00, and/or having a past
performance less than 0.01% for that time of day. Of course, it
will be understood that the actual numbers/thresholds will be a
design choice configurable and selectable by one of ordinary skill
in the art.
[0035] When ad selection application 110 selects a sequence of ads
for display within a web page, the sequence may be ordered, For
example, randomly or based on data associated with past
performance, bid prices, relevance to identified topics/themes or a
combination thereof. When ad system 106 determines suitable ad(s)
to display on a given page provided by a content publisher 106,
system 106 may take into account relevancy, effective bid (e.g.,
the actual price paid for a click given market dynamics), max bid
price (willingness to pay), past performance, association with
fixed placement ad(s), other criteria, or combinations thereof as
they relate to that specific page. Alternatively or additionally,
the selection can be based on characteristics for individual
listings (ads). For example, an individual URL for a publisher page
may consist of a single news article generated on that day. That
page can be set up to calculate yield based on the relevance of
listings to that topic multiplied by the customers' willingness to
pay (max bid price). On another page, for a related news article,
the yield score may just be calculated on the effective cost of the
ad multiplied by its past performance on that page, its effective
cost per click, the max willingness to pay, and its relevancy. Each
page in a site may be configurable in the calculation of the yield
product and each component of the yield product has an associated
value with it that allows that component to be "weighted" for each
page. The publisher as a whole (e.g., an entire website) may have
values that are inherited or considered to be the default for the
entire website until such time as those values are overridden on a
per page or per section basis.
[0036] The operation of various embodiments of the invention will
now be described in relation to FIGS. 1-4. An advertiser operating
from advertiser computer 118 accesses ad system 116 either directly
via the Internet 108 or via a content publisher 104. Alternatively,
the advertiser contacts an entity that controls ad system 106 or
some third to party and that entity performs the actions on behalf
of the advertiser. Subsequent to or simultaneous with accessing ad
system 106 the advertiser is provided the option to purchase an
advertisement package that includes a combination of a fixed
placement advertisement 402 and a contextually relevant
advertisement 404.
[0037] In a preferred embodiment only one package is offered and
purchased. That I s package is offered and sold for a set fee.
Alternatively, the fee is determined through an auction or by some
other type of offering. Additionally, there could be multiple
different packages. For example a package could-include multiple
fixed placement ads 402 and only a single contextually relevant ad
404, another package could include a single fixed placement ad 402
and multiple contextually relevant ads 404 and another could
include multiple fixed placement ads 402 and multiple contextually
relevant ads 404. A package and/or its price could be based on the
location Of the fixed placement ad(s) 402 or the number and/or
location of contextually relevant ad(s) 404. For example a package
could include a fixed placement ad 402 located on the first page of
the website and another package with a fixed placement ad 402
located on a page other than the first page. A package could
include a fixed placement ad au whose location changes on
subsequent visits to the web site, wherein such changes could be
random or predetermined and the frequency of the change could be
every time the website is accessed, or some other frequency. For
example the placement of the fixed placement ad 402 could cycle
sequentially through every page of the website with the location
change raking effect every time the website is newly accessed.
Another package could include a fixed placement ad 402 that is
simultaneously repeated on multiple pages of the website. Those
skilled in the art will recognize that the exemplary cycle rate and
location of the fixed placement ad(s) 402 are design choices and
are in no way intended to limit the scope of the invention.
[0038] The contextually relevant ad(s) 404 portion of a package
could provide ad(s) which are located directly within the text of a
webpage or in a separate section devoted to such ads 404, which is
located proximal to contextually relevant portions of the web page.
These differences could be taken into amount when determining a
package price. Additionally, the number of contextually relevant
ads (e.g. 100,000 impressions, or 20 to contextually different ads)
could vary and the web page or pages On which the ads art displayed
can vary. Both or either of these aspects could be factored into
the price as well. For example there could he a different price for
an ad 404 located on the front page of a website versus a front
page of a section of a website (e.g. the variety section of a
newspaper website) versus a non-front page of a website. Ad(s) 404
displayed on highly frequented pages of the website could be
offered at a different price than those displayed on pages that are
frequented less often.
[0039] The previous examples illustrate various possible
combination packages of ads 404 and 402 which can be offered. Those
skilled in the art will recognize that this is not an exhaustive
list. Many combinations exist that were not listed, which also fall
within the scope of the invention. Additionally, there are many
aspects of the combination package other than those listed that
could be employed to differentiate the price of the various
packages.
[0040] When the ad system 106 is contacted because an end user is
attempting to access a content provider's website 104, the ad
system 106 selects and returns the advertiser's fixed placement
advertisement and if appropriate, one or more contextually relevant
advertisements 404. Ad system 106 may track the number of instances
of contextually relevant advertisement 404 that it provides for an
advertiser, relive to a particular content provider 104. Once ad
system 106 determines that the agreed upon number of contextually
relevant advertisements have been displayed, it can stop providing
those advertisements in response to subsequent requests for
advertisements.
[0041] Thus it is seen that systems and methods are provided for
selling, selecting and displaying advertisements over the Internet.
Although particular embodiments have been disclosed herein in
detail, this has been done for purposes of illustration only, and
is not intended to be limiting with respect to the scope of the
claims, which follow. In particular, it is contemplated by the
inventors that various substitutions, alterations, and
modifications may be made without departing from the spirit and
scope of the invention as defined by the claims. Other aspects,
advantages, and modifications are considered to be within the scope
of the following claims. The claims presented are representative of
the inventions disclosed herein. Other, unclaimed inventions are
also contemplated. The in inventors reserve the right to pursue
such inventions in later claims.
[0042] Insofar as embodiments of the invention described above axe
implemented, at least in part, using a computer system, it will be
appreciated that a computer program for implementing at least part
of the described methods and/or the described systems is envisaged
as an aspect of the present invention. The computer system may be
any to suitable apparatus, system or device, electronic, optical,
or a combination thereof For example, the computer system may be a
programmable data processing apparatus, a general purpose computer,
a Digital Signal Processor, an optical computer or a
microprocessor. The computer program may be embodied as source code
and undergo compilation for implementation on a computer, or may be
embodied as object code, for example.
[0043] It is also conceivable that some or all of the functionality
ascribed to the computer program or computer system aforementioned
may be implemented in hardware, for example by one or more
application specific integrated circuits and/or optical elements.
Suitably, the computer program can be stored on a carrier medium in
computer usable form, which is also envisaged as an aspect of the
present invention. For example, the carrier medium may be
solid-state memory, optical or magneto-optical memory such as a
readable and/or writable disk for example a compact disk (CD) or a
digital versatile disk (DVD), or magnetic memory such as disk or
tape, and the computer system can utilize the program to configure
it for operation. The computer program may also be supplied from
remote source embodied in a carrier medium such as an electronic
signal, including a radio frequency carrier wave an optical carrier
wave.
* * * * *
References