U.S. patent application number 14/070235 was filed with the patent office on 2014-02-27 for automatic ad group creation in a networked advertising environment.
This patent application is currently assigned to Yahoo! Inc.. The applicant listed for this patent is Yahoo! Inc.. Invention is credited to Claude Jones, Lisandro Miguel Lejano, Erik Ruben Racho.
Application Number | 20140058847 14/070235 |
Document ID | / |
Family ID | 41381069 |
Filed Date | 2014-02-27 |
United States Patent
Application |
20140058847 |
Kind Code |
A1 |
Lejano; Lisandro Miguel ; et
al. |
February 27, 2014 |
AUTOMATIC AD GROUP CREATION IN A NETWORKED ADVERTISING
ENVIRONMENT
Abstract
A system for organizing an advertising campaign can receive a
selection criteria, match websites to the selection criteria, and
generate a list of website names and purchasing information to be
displayed on a display device. The website names can represent the
matched websites and the purchasing information can define terms
for placing advertisements on the matched websites.
Inventors: |
Lejano; Lisandro Miguel;
(Foster City, CA) ; Racho; Erik Ruben; (Sierra
Madre, CA) ; Jones; Claude; (San Marcos, CA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Yahoo! Inc. |
Sunnyvale |
CA |
US |
|
|
Assignee: |
Yahoo! Inc.
Sunnyvale
CA
|
Family ID: |
41381069 |
Appl. No.: |
14/070235 |
Filed: |
November 1, 2013 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
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12130442 |
May 30, 2008 |
8595097 |
|
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14070235 |
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Current U.S.
Class: |
705/14.69 |
Current CPC
Class: |
G06Q 30/02 20130101;
G06Q 30/0273 20130101; G01N 1/30 20130101 |
Class at
Publication: |
705/14.69 |
International
Class: |
G06Q 30/02 20060101
G06Q030/02 |
Claims
1.-12. (canceled)
13. A system, comprising: one or more processors and a
non-transitory storage medium comprising program logic for
execution on the processors, the program logic comprising: a list
generator, the list generator comprising instructions executable
to: receive a selection criteria; match websites to the selection
criteria; and generate a list of website names and purchasing
information to be displayed on a display device, the website names
representing the matched websites, and the purchasing information
defining terms for placing advertisements on the matched
websites.
14. The system of claim 13, wherein the list generator is further
configured to output to the display device, the list of website
names and purchasing information.
15. The system of claim 13, wherein the list generator is further
configured to match attributes of the websites to the selection
criteria.
16. The system of claim 13, wherein the list generator is further
configured to receive a selection of at least one website in the
list of website names and purchasing information, and wherein the
list generator is further configured to add the at least one
website to an ad group that defines a group of websites that have
attributes that match the selection criteria.
17. The system of claim 13, wherein the selection criteria includes
advertising space position information.
18. The system of claim 13, wherein the selection criteria includes
website content information.
19. The system of claim 13, wherein the purchasing information
includes a price amount corresponding to a cost per impression.
20. A method, comprising: receiving, by a processor, selection
criteria; matching, by the processor, websites to the selection
criteria; and generating, by the processor, a list of website names
and purchasing information to be displayed on a display device, the
website names representing the matched websites, and the purchasing
information defining terms for placing advertisements on the
matched websites.
21. The method of claim 20, further comprising: outputting to the
display device, the list of website names and purchasing
information.
22. The method of claim 20, wherein the matching includes matching
attributes of the websites to the selection criteria.
23. The method of claim 20, further comprising: receiving, by the
processor, a selection of at least one website in the list of
website names and purchasing information; and adding the at least
one website to an ad group that defines a group of websites that
have attributes that match the selection criteria.
24. The method of claim 20, wherein the selection criteria includes
advertising space position information.
25. The method of claim 20, wherein the selection criteria includes
website content information.
26. The method of claim 20, wherein the purchasing information
includes a price amount corresponding to a cost per impression.
27. A non-transitory computer readable medium, comprising:
instructions executable by a processor to receive a selection
criteria; instructions executable by a processor to match websites
to the selection criteria; and instructions executable by a
processor to generate a list of website names and purchasing
information to be displayed on a display device, the website names
representing the matched websites, and the purchasing information
defining terms for placing advertisements on the matched
websites.
28. The medium of claim 27, further comprising instructions
executable by a processor to output to the display device, the list
of website names and purchasing information.
29. The medium of claim 27, further comprising instructions
executable by a processor to match attributes of the websites to
the selection criteria.
30. The medium of claim 27, further comprising: instructions
executable by a processor to receive a selection of at least one
website in the list of website names and purchasing information;
and instructions executable by a processor to add the at least one
website to an ad group that defines a group of websites that have
attributes that match the selection criteria.
31. The medium of claim 27, wherein the selection criteria includes
one or more of advertising space position information or website
content information.
32. The medium of claim 27, wherein the purchasing information
includes a price amount corresponding to a cost per impression.
Description
PRIORITY
[0001] The present application is a continuation of U.S. patent
application Ser. No. 12/130,442, filed May 30, 2008, which is
incorporated by reference herein.
RELATED APPLICATIONS
[0002] The present application relates to applications entitled:
"SUPPLY CURVE PRICING IN A NETWORKED ADVERTISING ENVIRONMENT,"
(Atty. Dkt. 12729/442) filed on May 30, 2008, U.S. Ser. No. ______,
now U.S. Pat. No. ______; "PLACEMENT PRICING IN A NETWORKED
ADVERTISING ENVIRONMENT," (Atty. Dkt. 12729/443) filed on May 30,
2008, U.S. Ser. No. ______, now U.S. Pat. No. ______; "SYSTEM FOR
DISPLAYING INVENTORY SEARCH PARAMETERS FOR AN ADVERTISER," (Atty.
Dkt. 12729/445) filed on May 30, 2008, U.S. Ser. No. ______, now
U.S. Pat. No. ______; and "SYSTEM FOR DISPLAYING A POSITION VIEWER
FOR PREVIEWING THE DISPLAY OF AN ADVERTISEMENT," (Atty. Dkt.
12729/446) filed on May 30, 2008, U.S. Ser. No. ______, now U.S.
Pat. No. ______, each of which is incorporated by reference.
BACKGROUND
[0003] The Internet has emerged as a powerful advertising tool. It
is common place to see advertisements on many web sites. For
example, advertisements may be displayed on search web sites and
may be targeted to individuals based upon search terms provided by
the individuals. Other web sites, such as news and sports web
sites, may provide space for advertisements. The owners of these
web sites may sell advertising space to advertisers to offset the
costs associated with operating the web sites as well as to turn a
profit.
[0004] As the internet has grown, the number of web sites available
for hosting advertisements has increased. The diversity between web
sites has also increased. That is, the number of web sites focusing
on selective groups of individuals has increased. For example, some
web sites cater to gaming enthusiasts. Some may cater to women in a
certain age group. As a result of the increase, it has become
increasingly difficult for advertisers to optimize their
advertising budgets. For example, some web sites may be better
suited to a particular advertiser's products than others.
Advertisers unfamiliar with the vast number of web sites available
for hosting advertisements may choose to host their respective
advertisements on a less than optimal host web site. This may
result in a lower rate of return for the advertiser. The advertiser
may have received a greater rate of return had the advertiser
chosen a more suitable host web site.
BRIEF DESCRIPTION OF THE DRAWINGS
[0005] FIG. 1 is a diagram illustrating the relationship between an
ad space broker, advertisers, and publishers;
[0006] FIG. 2 is an exemplary publisher web page;
[0007] FIG. 3 is a system that may be utilized by an ad broker to
enable matching advertiser advertisements to publisher web
sites;
[0008] FIG. 4 is a system for communicating advertisements to web
pages generated by publisher web sites;
[0009] FIG. 5 is an exemplary search result user interface for
displaying a list of publisher web sites that may be suitable for
displaying advertiser advertisements;
[0010] FIG. 6A is a filter box user interface that may be utilized
to refine the list of publisher web sites shown in the search
result user interface;
[0011] FIG. 6B is a pop up menu for editing an ad group;
[0012] FIG. 7 is a price placement user interface for purchasing
advertisement placements;
[0013] FIG. 8 is an exemplary ad group manager user interface;
[0014] FIG. 9 is a second embodiment of an exemplary search result
user interface for displaying a list of networks that may be
suitable for displaying advertiser advertisements;
[0015] FIG. 10 is a price placement user interface that may be
utilized for purchasing advertisement placements in a network;
[0016] FIG. 11 is a flow diagram for matching advertiser
advertisements to publisher web sites;
[0017] FIG. 12 is a flow diagram for specifying purchasing
information;
[0018] FIG. 13 is a flow diagram for specifying purchasing
information in a second embodiment; and
[0019] FIG. 14 illustrates a general computer system, which may
represent any of the computing devices referenced herein.
DETAILED DESCRIPTION
[0020] FIG. 1 is a diagram 100 illustrating the relationship
between an ad space broker 105, advertisers 102, and publishers
110. The ad space broker 105 may receive advertiser orders 115 from
advertisers 102 seeking to have their respective advertisements
displayed on publisher 110 web sites. The advertiser orders 115 may
include audience targeting information. For example, demographic,
behavioral, and geographic information may be specified in the
order. The demographic information may be utilized to target
certain age groups and genders. The behavioral information may be
utilized to target individuals with certain buying preferences. The
geographic information may be utilized to target individuals in a
particular geographic location. The advertisers 102 may also
provide information that may be utilized to target individuals that
utilize a particular technology. For example, the advertisers 102
may wish to target individuals who utilize a particular Internet
browser, computer, and/or operating system. The advertisers 102 may
also specify information for positioning an advertisement. For
example, the advertiser 102 may want advertisements displayed on
the top of a web page that operates on a publisher's 110 web site.
The advertiser 100 may also include budget information. The budget
information may correspond to a maximum amount of money that an
advertiser 100 may be willing to spend on an advertising campaign.
The orders 115 from the advertisers 102 may include other
information as well and may be presented in any suitable format,
such as a hypertext markup language (HTML) page conveyed from an
advertiser 102 to the ad space broker 105.
[0021] The ad space broker 105 may receive web site information 120
from publishers 110 that operate web sites with web pages that
display advertisements. The web site information 120 may include
advertisement position information that may correspond to a
position on a web page for displaying advertisements. For example,
the position information may indicate that advertisements may be
displayed on the top or sides of the web page. The web site
information 120 may also include information related to a
respective target audience for the web site. For example, the
publishers 110 may provide demographic, behavioral, and geographic
information related to their respective audiences. The publishers
110 may also specify the technology utilized by their audience in
accessing the publisher's 110 web sites. For example, a particular
publisher's 110 web site may only be suited for a particular
Internet browser or products sold via the publishers 110 web site
may only be for a specific type of hardware. The publishers 110 may
also provide rate card information related to the web site. The
rate card information may correspond to a range of prices for
displaying advertisements on the publisher's web sites. For
example, the rate card information may include a floor, target and
list CPM (cost per thousand impressions). An impression corresponds
to displaying an advertisement on a publisher web page, clicking on
an advertisement, or purchasing goods or services after clicking on
an advertisement. The floor CPM may correspond to the minimum price
the publisher 110 may be willing to accept. The list CPM may
correspond to the same price that the publisher 110 may charge when
the publisher sells advertising space directly to advertisers. The
target CPM may correspond to a target selling price that an ad
space broker 105 may try to achieve for the impressions.
[0022] In operation, the ad space broker 105 may receive advertiser
orders 115 for placing advertisements from advertisers 100. The
advertiser orders 115 may include demographic, behavioral,
geographic and technology information for an audience the
advertiser 100 may be targeting as described above. The advertiser
orders 115 may also include budget information related to the
maximum amount the advertisers 100 may be willing to spend on
advertising. The ad space broker 105 may also receive web site
information 120 from publishers 110. The web site information 120
may include advertisement position, demographic, behavioral,
geographic, and technology information as described above. The web
site information 120 may also include a desired price that the
publisher 110 wishes to obtain for the placement of
advertisements.
[0023] The ad space broker 105 may then match advertiser orders 115
to publisher 110 web sites based on information provided in the
advertiser orders 100 and the web site information 120. After
matching advertiser orders 115 with publisher 110 web sites, a link
to an ad server may be provided to the publishers 110. The link may
enable communicating advertiser 100 advertisements from the ad
server to web pages generated by the publishers 110. The link may
be embedded within the browser code utilized to render the web
pages and may enable the Internet browser to retrieve the
advertisement from the ad server.
[0024] FIG. 2 is an exemplary publisher web page 200. The web page
200 may include an advertisement region 210 with an advertisement
205. The publisher of the web page 200 may have provided
demographic and/or behavioral information that indicated that women
interested in makeup frequent the web page 200. The publisher may
have provided position information corresponding to the
advertisement region 210 of the web page 200. For example, in this
case the publisher may have specified that advertisements may be
displayed on the right side of the web page 200. A link to an ad
server for communicating advertisements may have been provided to
the publisher. In this case, the ad server may have communicated a
makeup advertisement. The advertiser associated with the
advertisement 205 may have previously provided, as part of an
advertiser order 115, audience targeting information that specified
the target audience as woman who purchase makeup. By displaying the
advertisements the publisher of the web site hosting the web page
200 may subsidize the costs associated with operating the web site
and may also turn a profit.
[0025] FIG. 3 is a system 300 that may be utilized by an ad broker
to enable matching advertiser advertisements to publisher web
sites. The system 300 includes a computer 305 in communication with
a publisher web site information database 310, an advertiser order
database 315, and an ad group database 320. The computer 305 may
comprise suitable logic, code, and/or circuitry that may enable
operating a computer program for performing the operations
described above. For example, the computer 305 may be configured to
communicate order information from advertisers and web site
information from publishers. The system 300 may be adapted to store
the information communicated into a database. For example,
information related to publisher web sites may be stored in the
publisher information database 310 and advertiser orders may be
stored in the advertiser order database 315.
[0026] The computer 305 may also be configured to execute an
application for matching orders communicated from the advertisers
to publisher web sites. For example, the application may enable the
entry of advertiser orders and publisher web site information. The
application may store information in the advertiser order and
publisher web site information databases 315 and 310 respectively.
The application may then enable searching through the publisher web
site information database 310 for publisher web sites that may be
suitable for displaying an advertiser advertisement. For example,
via the application, the ad broker may specify a desired position
for an advertisement. The ad broker may also specify demographic,
behavioral, geographic, and technology information corresponding to
the target audience for the advertisement.
[0027] The computer 305 may also be configured to execute an
application that enables booking advertisement placements on the
publisher websites and adding the publisher web sites to the ad
group database 320. For example, the application may enable
specifying the number of impressions, cost per impression, and
total cost associated with booking the advertisement placements.
After specifying the information, the publisher web site may be
added to an ad group of publisher web sites and saved to the ad
groups database 320. The publisher web sites in the ad group may be
related in that the publisher web sites may share various
attributes. For example, the publisher web sites may all target a
particular demographic group. Grouping and saving the publisher web
sites in an ad group may enable quickly purchasing placement for
similar ads. For example, an ad group may have been created for
targeting a particular advertisement to males between the ages of
20 and 30. Later, an advertiser may wish to place new
advertisements to the same group. In this case, the ad broker may
link the new advertisement to the ad group without having to repeat
a search for publisher web sites that match the desired target
audience.
[0028] FIG. 4 is a system 400 for communicating advertisements to
web pages generated by publisher web sites. The system 400 includes
an ad server 410 and an advertisement database 420. The system 400
communicates with a publisher web server 405 as is also shown in
FIG. 4. The publisher web server 405 may include suitable logic,
code, and/or circuitry that may enable communicating web pages to
an Internet browser 415 operating on a user terminal 425. For
example, the publisher web server 405 may correspond to a computer
with an operating system, such as Windows.RTM. or Linux. An
application, such as Apache.RTM., may operate on the publisher web
site and may enable communicating web page information to Internet
browsers. The web page information may include web page content
information, such as graphics, audio, and text. The web page
information may also include execution instructions that may enable
retrieving advertisements from the ad server 410.
[0029] The ad server 410 may include suitable logic, code, and/or
circuitry that may enable selecting and communicating
advertisements to an Internet browser 415. For example, the ad
server 410 may correspond to a computer with an operating system,
such as Windows.RTM. or Linux that may be suitable for hosting an
advertisement server application. The advertisement server
application may enable communicating advertisements to Internet
browsers. The ad server 410 may include or be in communication with
an advertisement database 420. The advertisement database 420 may
include advertisement content data, such as graphics, text, and/or
audio that may be communicated to the Internet browser 415. The
advertisement content data may also include publisher web site
targeting data that may be utilized to associate the advertisement
with publisher web sites. The publisher web sites may have been
previously associated with the advertisement via the system 300
(FIG. 3) described above.
[0030] In operation, a request to display a web page may be
communicated from the Internet browser 415 to the publisher web
server 405. In response, the publisher web server 405 may
communicate a web page to the Internet browser 415. The web page
communicated may include execution instructions for retrieving an
advertisement. The execution instructions may enable communicating
an advertisement from the ad server 410 to the Internet browser
415. In doing so, the Internet browser 415 may communicate
publisher web site identifying data to the ad server 410. This may
allow the ad server 410 to determine the identity of the publisher
web site corresponding to the web page being displayed on the
Internet browser 415. Upon receiving the publisher web site
identifying data, the ad server 410 may search through the
advertisement database 420 for an advertisement that may be
associated with the publisher web site. After locating such an
advertisement, the ad server 410 may communicate the advertisement
content data to the Internet browser 415.
[0031] FIG. 5 is an exemplary search result user interface 500 for
displaying a list of publisher web sites that may be suitable for
displaying advertiser advertisements. The search result user
interface 500 may be generated by the application operating on the
computer 305 shown in FIG. 3. The search result user interface 500
may include a search result region 505 and an ad group region 510.
The search result region 505 may include a series of columns
including a site column 515, a category column 520, a bookable
impressions column 525, and floor CPM column 530, target CPM column
535, and list CPM column 545. A filter button 540 may also be
shown.
[0032] The ad group region 510 may include a series of columns
including a site column 550, a category column 555, a position
column 560, an ad dimension column 565, a flight dates column 570,
a CPM column 575, an impressions column 580, and a cost column 590.
The search result user interface may include other types of
information or the information may be presented or combined in
other ways according to the nature of the information or the
requirements of the user.
[0033] A list of publisher web sites that match the targeting
information provided in an advertiser order may be shown in the
search result region 505. For example, the name of the publisher
web sites may be shown in the sites column 515. A category for each
publisher web site may be shown in the category column 520. For
example, the category may be "sports" for a web site related to
sports. The number of bookable impressions available for the
publisher web sites may be shown in the bookable impressions column
525. The bookable impressions may correspond to the number of
impressions a publisher may have available.
[0034] Rate card information for each publisher web site may also
be shown. The rate card information may correspond to a floor CPM,
target CPM, and list CPM associated with the publisher web site.
The floor, target, and list CPM for each publisher web site may be
shown in the floor CPM column 530, the target CPM column 535 and
list CPM column 545. The floor, target and list CPM may correspond
to various prices at which impressions may be purchased. Other
manners of expressing a purchase price, such as cost per click
(CPC) or cost per action (CPA) may be used and illustrated instead
or in addition. The floor CPM may correspond to the minimum price a
publisher may be willing to accept. The list CPM may correspond to
the price at which the publisher may sell advertising space
directly to advertisers. The target CPM may correspond to a target
selling price that an ad broker may try to achieve for selling the
impressions. In other words, to maximize a profit, an ad broker may
be motivated to sell impressions for as much as he can. The target
CPM may represent the price goal for the ad broker.
[0035] A filter button 540 may be provided that may enable
narrowing the list of publisher web sites further. Clicking the
filter button 540 may bring up the filter box user interface 600
shown in FIG. 6A. Referring to FIG. 6A, the filter box 600 may
include a bookable impressions check box 605, a floor CPM check box
610, a bookable impression entry box 615, and a floor CPM entry box
620. Via the bookable impression entry box 615 the ad broker may
narrow the list of publisher web sites to those publishers that are
capable of providing a certain guaranteed minimum number of
impressions. Via the floor CPM entry box 620 the ad broker may
narrow the list of publisher web sites to only those publisher web
sites that have, for example, a floor CPM less than the value
entered. The publisher web site list may be filtered by checking
either or both the bookable impressions check box 605 and floor CPM
check box 610. Other parameters and values may be specified in the
filter box user interface as well. Filtering by bookable
impressions and floor CPM is intended to be exemplary only. After
the filter value is applied, the publisher list may be limited
accordingly. For example, only publisher web sites with the
specified number of bookable impressions and/or a floor CPM price
below the specified floor CPM may be shown.
[0036] Returning to FIG. 5, the ad broker may specify an impression
goal, a proposed CPM and a total cost to be spent for each
publisher website via a user interface, such as the price placement
box 700 shown in FIG. 7. Referring to FIG. 7, the price placement
box 700 may include an order budget field 705, an available budget
field 710, an impression goal entry box 715, a proposed CPM entry
box 720, a cost entry box 725, a bookable impressions field 745, a
rate card field 750, an impression goal lock 730, a proposed CPM
lock 735, and a cost lock 740.
[0037] The order budget field 705 may correspond to the total
budget specified in an advertiser order and the available budget
field 710 may correspond to the amount of the order that has not
yet been committed. For example, a budget of $20,000 may be
specified in an order and $10,000 may have been previously utilized
for purchasing placements on publisher web sites. Displaying the
available budget in the price placement box may enable the ad
broker to quickly ascertain the amount of budget he may have to
work with.
[0038] The impression goal entry box 715, proposed CPM entry box
720, and cost entry box 725 may be utilized by the ad broker to
specify the number of impressions desired, a proposed CPM for each
impressions, and a total cost associated with purchasing the
desired impressions at the proposed CPM.
[0039] The bookable impressions field 745 may display the total
number of impression available for booking impressions on a
publisher web site. Displaying the total number of bookable
impressions available may enable the ad broker to ascertain the
maximum number of impressions he may have to work with.
[0040] The rate card field 750 may display the floor, target and
list CPM associated with a given publisher web site. Displaying the
floor, target and list CPM may enable the ad broker to ascertain a
suitable value for the proposed CPM. For example, the floor CPM may
correspond to the lowest price per 1000 impressions a publisher may
be willing to accept. The list CPM may correspond to the price at
which the publisher sells advertising space directly to
advertisers.
[0041] The number of impressions desired, proposed CPM, and the
total cost may be related by the following equation:
NumOfImpressions.times.proposed CPM=total cost.
[0042] For example, the total cost for 10,000 impressions at a cost
of $6.25 per 1000 impression is $62.50. The impression goal lock
730, proposed CPM lock 735, and cost lock 740 may enable the ad
broker to lock the value specified in the impression goal entry box
715, proposed CPM entry box 720, and cost entry box 725
respectively. For example, the ad broker may be more concerned
about costs than a specific number of impressions. In this case,
the ad broker may lock a value in the cost entry box 725 via the
cost lock 740. The ad broker may then specify a desired CPM in the
proposed CPM entry box 720 and upon entering a value, the number of
impressions may automatically be calculated. In other instances,
the ad broker may be more concerned about achieving a certain
number of impressions rather than the total cost. In this case, the
ad broker may specify and lock the value in the impression goal
entry box 715 and unlock the value in the cost entry box 725. As
before, the ad broker may then specify a proposed CPM and in this
case the total cost may be automatically calculated. In yet another
instance, the ad broker may desire a specific number of impression
and may also wish to control the total cost. In this case, the ad
broker may lock the values specified in the impression goal entry
box 715 and cost entry box 725 and unlock the value in the proposed
CPM entry box 720. Upon specifying the impression goal and/or the
cost, the proposed CPM may be calculated.
[0043] Displaying the order budget and available budget along with
the number of bookable impressions and the rate card information
may allow the ad broker to quickly determine how many impressions
to purchase and an optimal price for the impressions. Providing
parameter locks may enable the ad broker to lock important
parameters and automatically calculate less important parameters.
This may further aid the ad broker in determining the number of
impressions to purchase and the optimal price for the
impressions.
[0044] Returning to FIG. 5, the ad broker may add publisher web
sites to the ad group region 510. The names of publisher web sites
may be displayed in the site column 550. The categories within
which the publisher web sites fall may be shown in the category
column 555. The location of the advertisement region within
publisher web pages may be displayed within the position column
560. For example, the value "North" may be shown when the region
for displaying the advertisement is towards the top of the web
page. The dimension of an advertisement region within the web page
may be shown in the ad dimension column 565. The values shown in
the ad dimension column 465 may correspond to the size in pixels of
the advertisement region. The dates for displaying the
advertisement may be shown in the flight dates column 570. The
proposed CPM, impression goal and cost associated with each
publisher web site may be shown in the CPM column 575, impression
column 480, and cost column 485 respectively. The values in CPM
column 575, impression column 580, and cost column 585 may
correspond to the values specified via the price placement box 700
(FIG. 7) described above.
[0045] The publisher web sites in the ad group region may then be
saved under an ad group name. For example a default name, such as
"Ad group 1" may be generated. Clicking a more actions button 595
may generate a pop up menu, such as the pop up menu 625 shown in
FIG. 6B. The pop up menu 625 may enable changing the name of the ad
group to a more descriptive name, such as "Sports Males", as shown
in FIG. 5. The pop up menu 625 may also enable cloning or copying
an ad group to a new ad group. An example of where cloning may be
useful is where some, but not all of the publisher web sites in a
base ad group are relevant to a particular advertisement. In this
case, the non-relevant publisher web sites may be deleted from the
newly cloned ad group. This may enable quickly generating a variety
of ad groups that share common attributes with a base ad group.
Alternatively, a parent ad group may be created and then cloned.
Additional publisher web sites may then be added to the cloned ad
groups to create children ad groups. The children ad groups may
share target audience information with the parent ad group and may
also include target audience information unique to the child ad
group.
[0046] FIG. 8 is an exemplary ad group manager user interface 800.
The ad group manager user interface 800 may include an order budget
field 805, an available budget field 810, and first and second ad
group regions 815 and 820. The order budget 805 and available
budget 810 may correspond to the total budget for an order and the
amount of budget available for making additional placements.
[0047] The first and second ad group regions 815 and 820 include an
amount consumed field 825, a target profile field 830, a placements
field 835, a creatives/ad field 840, an edit placements link 845,
and an add creatives link 850. The consumed field 825 may display
the total amount of the order budget spent on a particular ad
group. The target profiled field 830 may display targeting
information associated with the ad group, such as demographic,
behavioral, and geographic information. The placements field 835
may display the number of publisher web sites within the ad group
and the creatives/ad field may display the number of advertisements
associated with the ad group.
[0048] The edit placements link 845 may enable editing placements
associated with an ad group. For example, the link may direct the
ad broker to the search result user interface 500 shown in FIG. 5
and may populate the search result user interface 500 with the
publisher web sites in the ad group. From there, the ad broker may
add and remove publisher web sites from the ad group. The add
creatives link 850 may enable associating advertiser advertisements
with the ad group.
[0049] The second ad group 820 may correspond to a copied version
of the first add group 815. An ad broker may, for example, wish to
treat a given ad group as a base ad group and then may create
clones of the base ad group and make subtle placement edits to the
cloned ad groups. This may enable quickly generating a variety of
ad groups that may be focused on a more refined target audience
than the original base ad group.
[0050] In a second embodiment, advertisers may not be so interested
in the identity of the publisher web sites where their respective
advertisements may be shown. Rather, the advertisers may be more
concerned with obtaining as many impressions as possible for a
given price. In this case, impressions may be booked on networks of
publisher web sites. FIG. 9 is an exemplary search result user
interface 900 for displaying a list of networks that may be
suitable for displaying advertiser advertisements. The search
result user interface 900 may be generated by the application
operating on the computer 305 shown in FIG. 3. The search result
user interface 900 may include a search result region 905 and an ad
group region 910. The search result region 905 may include a series
of columns including a network column 915, a category column 920, a
bookable impressions column 925, and floor, target, and list CPM
columns 930, 935, and 945. A filter button 940 may also be
shown.
[0051] The ad group region 910 may include a series of columns
including a network column 995, a category column 950, a position
column 955, an ad dimension column 960, a flight dates column 965,
a CPM column 970, an impressions column 975, and a cost column
980.
[0052] A list of networks that include web sites that match the
targeting information provided in an advertiser order may be shown
in the search result region 905. Each network may correspond to a
collection of publisher web sites that may be administered by a
network administrator. The name of each network that includes
publisher web sites that match the audience targeting information
provided in an advertiser order may be shown in the networks column
915. The number of bookable impressions available within the
network may be shown in the bookable impressions column 925. The
bookable impressions may correspond to the sum of the number of
impressions each publisher in the network may be willing to
guarantee an advertiser. For example, a publisher may guarantee
that an advertisement displayed on the publisher's web site may be
displayed 20,000 times during a given time frame.
[0053] The ad broker may specify an impression goal, a proposed CPM
and a total cost to be spent for each network via a user interface,
such as the network price placement box 1000 shown in FIG. 10.
Referring to FIG. 10, the network price placement box 1000 may
include an impression goal entry box 1020, a proposed CPM entry box
1030, a cost entry box 1035, a bookable impression field 1040, an
order budget and available budget field 1045, and a CPM slider
control 1005.
[0054] The order budget and available budget field 1045 may
correspond to the total available budget specified in an advertiser
order and the amount of the order that has not yet been committed.
For example, an order budget of $1,000,000 may be specified in an
advertiser order and $500,000 may have been previously utilized for
purchasing placements on publisher web sites within a network
leaving $500,000 available for booking impressions. Displaying the
available budget in the price placement box enables the ad broker
to quickly ascertain the amount of budget he may have to work
with.
[0055] The impression goal entry box 1020, proposed CPM entry box
1030, and cost entry box 1035 may be utilized by the ad broker to
specify the number of impressions desired, a proposed CPM for each
impression, and a total cost associated with purchasing the desired
impressions at the proposed CPM.
[0056] The bookable impression field 1040 may display the total
number of impressions available for booking within a network.
Displaying the total number of bookable impressions available may
enable the ad broker to ascertain the maximum number of impressions
he may have to work with.
[0057] The impression slider control 1005 may include a chart 1010,
a slider control 1025, and a proposed CPM value entry box 1050. The
vertical axis of the chart 1010 may correspond to the number of
available impressions and the horizontal axis may correspond to a
CPM price. As shown, the number of bookable impressions available
within a network may increase with the CPM price. This may occur
because the number of publishers willing to sell advertisement
space may increase with the CPM price. The volume of bookable
impressions may therefore increase accordingly.
[0058] A desired number of impressions may be specified via the
slider control 1025. A threshold line 1055 corresponding to the
desired number of impressions may be shown on the chart and may be
vertically aligned with the position of the slider control 1025.
Raising and lowering the slider control 1025 may raise and lower
the threshold line 1055 and therefore the number of impressions
desired. The cost in terms of CPM for booking the impressions may
be displayed in the proposed CPM value entry box 1050. The cost may
vary accordingly as the slider control 1025 is raised and lowered.
The values shown within the impression goal entry box 1020,
proposed CPM entry box 1030, and cost entry box 1035 may vary as
the slider control is adjusted. The impression goal entry box 1020
and proposed CPM value entry box 1030 may display the values
specified via the impression slider control 1005. The value shown
in the cost entry box 1035 may be computed via the following
equation:
NumOfImpressions.times.proposed CPM=Cost
[0059] Alternatively, the values shown within the impression goal
entry box 1020, proposed CPM entry box 1030, and cost entry box
1035 may be specified. In this case, the impression goal slider
control 1005 may be updated automatically to reflect the various
values. As described above with reference to FIG. 7, the various
values may be locked and unlocked so as to lock the value of a
particular parameter. Providing a graphical control for displaying
the number of impressions available at different proposed CPM
prices may enable the ad broker to quickly determine the number of
impressions available at different price points. This in turn may
allow for more efficient use of an advertising budget.
[0060] Returning to FIG. 9, the ad broker may add the network to
the ad group region 910. The name of the network may be displayed
in the network column 995. The category within which publisher web
site within the network may be categorized may be shown in the
category column 950. The position and dimension column 955 and 960
may display the position and dimensions of an advertisement region
within a web page for displaying advertisements. The flight dates
columns 965 may correspond to a date range for displaying an
advertisement within the network. The proposed CPM price,
impression goal and cost associated with booking impressions within
each network may be shown in the CPM column 970, impression column
975, and cost column 980 respectively. These values may correspond
to the values specified via the network price placement box 1000
(FIG. 10) described above. The network information in the ad group
region 910 may then be saved under an ad group name. Additional
operations, such as those described with reference to FIG. 5 above,
may be performed on the ad group. For example, the ad group may be
renamed or cloned and advertisements may be associated with the ad
group.
[0061] FIG. 11 is a flow diagram for matching advertiser
advertisements to publisher web sites. At block 1100, an advertiser
order may be communicated. The advertiser order may include an
advertisement as well as audience targeting information. For
example, the audience targeting information may correspond to
advertising space region information, demographic information,
behavioral information, geographic information, technology
information, and web site content information as described above.
At block 1105, a list of publisher web sites that target audiences
that match the audience targeting information along with various
attributes associated with the publisher web sites may be
displayed. For example, as described above with reference to FIG.
5, the name, category, number of bookable impressions available,
and rate card information for each publisher web site may be
displayed.
[0062] At block 1110, publisher web sites may be selected and
purchasing information specified. The purchasing information may
correspond to a number of impressions purchased and a proposed CPM
price corresponding to a cost per 1000 impressions. The total cost
associated with purchasing the impressions may be calculated
according to the following equation:
NumOfImpressions.times.proposed CPM=total cost
[0063] At block 1115, the selected publisher web sites may be added
to an ad group. Information in the ad group may be displayed. For
example, as described above with reference to FIG. 5, the name,
categories, advertisement location and dimensions, flight dates for
the advertisements, proposed CPM, impression goal and cost
associated with each publisher web site may be shown. At block
1120, the ad group may be saved. For example, the ad group may be
saved to the ad group database 320 shown in FIG. 3.
[0064] At block 1125, advertisements may be associated with the ad
group. For example, via a user interface, such as the ad group
manager user interface 800 shown in FIG. 8, advertisements may be
associated with the ad group.
[0065] FIG. 12 is a flow diagram for specifying purchasing
information for purchasing advertisement placements from
publishers. The actions shown in the flow diagram may occur at
block 1110 of FIG. 11. Referring to FIG. 12, at block 1100, order
information may be communicated from an advertiser. The order
information may specify the advertiser's total budget. At block
1105, the order budget in the order and the available budget may be
displayed via a user interface, such as the price placement user
interface 700 shown in FIG. 7. The available budget may correspond
to the amount of the order budget available for purchasing
advertising space. The available budget may be lower than the order
budget because advertisement placements may have been previously
purchased. The number of bookable impressions and rate card
information communicated from the publisher may also be
displayed.
[0066] At block 1110, the ad broker may specify the desired number
of impressions, the proposed cost per impression, and/or the total
cost available for purchasing the impressions on a publisher web
site. For example, the ad broker may utilize the price placement
user interface 700 shown in FIG. 7 to specify the parameters. At
block 1115, non-specified parameters may be calculated based on the
specified parameters. The parameters may be related by the
following equation:
Desired number of impressions.times.proposed cost per
impression=total cost
[0067] Parameters that the ad broker may wish to fix may be locked.
For example, as shown FIG. 7, an impression goal lock 730, proposed
CPM lock 735, and cost lock 740 may be utilized to lock parameters
the ad broker wishes to fix and to unlock parameters so that they
may be calculated.
[0068] At block 1120, advertisement placements may be purchased on
the publisher web site and the available budget may be decreased by
the total cost calculated above. The total number of available
impressions on the publisher web site may also be decreased.
Displaying the order budget and available budget along with the
number of bookable impressions and the rate card information may
enable the ad broker to quickly determine how many impressions to
purchase and an optimal price for the impressions. Providing
parameter locks may enable the ad broker to lock important
parameters and automatically calculate less important parameters.
This may further aid the ad broker in determining the number of
impressions to purchase and the optimal price for the
impressions.
[0069] FIG. 13 is a flow diagram for specifying purchasing
information in a second embodiment. The actions shown in the flow
diagram may be utilized when purchasing placements across a network
as described above with reference to FIGS. 9 and 10 above. At block
1300, order information may be communicated from an advertiser. The
order information may specify the advertiser's total budget. At
block 1305, the order budget in the order and the available budget
may be displayed via a user interface, such as the network price
placement user interface 1000 shown in FIG. 10. The available
budget may correspond to the amount of the order budget available
for purchasing advertising space. The available budget may be lower
than the order budget because advertisement placements may have
been previously purchased. The number of bookable impressions may
also be displayed.
[0070] At block 1310, a control that provides a visual
representation of the number of impressions available versus the
proposed cost per impression may be displayed. The control may
correspond to the CPM slider control 1005 in the network price
placement user interface 1000 shown in FIG. 10. The control may
include a chart. The upper value of the vertical access of the
chart may correspond to the number of bookable impressions
available within the network and the horizontal access may
correspond to the proposed cost per impression. The upper and lower
bounds of the horizontal access may correspond to rate card
information provided by the network operator.
[0071] The control may also include a slider control that may be
utilized to specify the number of impressions desired. A proposed
CPM value entry box may also be shown and may display the cost
associated with the number of impressions desired. An impression
goal entry box, a proposed CPM entry box, and cost entry box may
also be displayed.
[0072] At block 1315, the CPM slider control may be adjusted so as
to obtain a desired number of impressions at a desired proposed
cost per impression. The value shown in the proposed CPM value
entry box may change when the slider control position is changed.
The values shown in the impression goal entry box, the proposed CPM
entry box, and the cost entry box may also change when the slider
control position is changed. The cost may be calculated based on
the number of impressions desired and the cost per impression.
[0073] At block 1320, advertisement placements may be purchased
within the network and the available budget may be decreased by the
total cost calculated above. Providing a graphical control for
displaying the number of impression available at different proposed
CPM prices may enable the ad broker to quickly determine the number
of impressions available at different price points. This in turn
may allow for more efficient use of an advertising budget.
[0074] FIG. 14 illustrates a general computer system, which may
represent the computer 305 in FIG. 3, an ad server 410, a publisher
web server 405, user terminal or any of the other computing devices
referenced herein. The computer system 1400 may include a set of
instructions 1445 that may be executed to cause the computer system
1400 to perform any one or more of the methods or computer based
functions disclosed herein. The computer system 1400 may operate as
a standalone device or may be connected, e.g., using a network, to
other computer systems or peripheral devices.
[0075] In a networked deployment, the computer system may operate
in the capacity of a server or as a client user computer in a
server-client user network environment, or as a peer computer
system in a peer-to-peer (or distributed) network environment. The
computer system 1400 may also be implemented as or incorporated
into various devices, such as a personal computer (PC), a tablet
PC, a set-top box (STB), a personal digital assistant (PDA), a
mobile device, a palmtop computer, a laptop computer, a desktop
computer, a communications device, a wireless telephone, a
land-line telephone, a control system, a camera, a scanner, a
facsimile machine, a printer, a pager, a personal trusted device, a
web appliance, a network router, switch or bridge, or any other
machine capable of executing a set of instructions 1445 (sequential
or otherwise) that specify actions to be taken by that machine. In
one embodiment, the computer system 1400 may be implemented using
electronic devices that provide voice, video or data communication.
Further, while a single computer system 1400 may be illustrated,
the term "system" shall also be taken to include any collection of
systems or sub-systems that individually or jointly execute a set,
or multiple sets, of instructions to perform one or more computer
functions.
[0076] As illustrated in FIG. 14, the computer system 1400 may
include a processor 1405, such as, a central processing unit (CPU),
a graphics processing unit (GPU), or both. The processor 1405 may
be a component in a variety of systems. For example, the processor
1405 may be part of a standard personal computer or a workstation.
The processor 1405 may be one or more general processors, digital
signal processors, application specific integrated circuits, field
programmable gate arrays, servers, networks, digital circuits,
analog circuits, combinations thereof, or other now known or later
developed devices for analyzing and processing data. The processor
1405 may implement a software program, such as code generated
manually (i.e., programmed).
[0077] The computer system 1400 may include a memory 1410 that can
communicate via a bus 1420. For example, the advertisement listing
database 110, database with website links 140, and multimedia
advertisement database may be stored in the memory. The memory 1410
may be a main memory, a static memory, or a dynamic memory. The
memory 1410 may include, but may not be limited to computer
readable storage media such as various types of volatile and
non-volatile storage media, including but not limited to random
access memory, read-only memory, programmable read-only memory,
electrically programmable read-only memory, electrically erasable
read-only memory, flash memory, magnetic tape or disk, optical
media and the like. In one case, the memory 1410 may include a
cache or random access memory for the processor 1405. Alternatively
or in addition, the memory 1410 may be separate from the processor
1405, such as a cache memory of a processor, the system memory, or
other memory. The memory 1410 may be an external storage device or
database for storing data. Examples may include a hard drive,
compact disc ("CD"), digital video disc ("DVD"), memory card,
memory stick, floppy disc, universal serial bus ("USB") memory
device, or any other device operative to store data. The memory
1410 may be operable to store instructions 1445 executable by the
processor 1405. The functions, acts or tasks illustrated in the
figures or described herein may be performed by the programmed
processor 1405 executing the instructions 1445 stored in the memory
1410. The functions, acts or tasks may be independent of the
particular type of instructions set, storage media, processor or
processing strategy and may be performed by software, hardware,
integrated circuits, firm-ware, micro-code and the like, operating
alone or in combination. Likewise, processing strategies may
include multiprocessing, multitasking, parallel processing and the
like.
[0078] The computer system 1400 may further include a display 1430,
such as a liquid crystal display (LCD), an organic light emitting
diode (OLED), a flat panel display, a solid state display, a
cathode ray tube (CRT), a projector, a printer or other now known
or later developed display device for outputting determined
information. The display 1430 may act as an interface for the user
to see the functioning of the processor 1405, or specifically as an
interface with the software stored in the memory 1410 or in the
drive unit 1415.
[0079] Additionally, the computer system 1400 may include an input
device 1430 configured to allow a user to interact with any of the
components of system 1400. The input device 1425 may be a number
pad, a keyboard, or a cursor control device, such as a mouse, or a
joystick, touch screen display, remote control or any other device
operative to interact with the system 1400.
[0080] The computer system 1400 may also include a disk or optical
drive unit 1415. The disk drive unit 1415 may include a
computer-readable medium 1440 in which one or more sets of
instructions 1445, e.g. software, can be embedded. Further, the
instructions 1445 may perform one or more of the methods or logic
as described herein. The instructions 1445 may reside completely,
or at least partially, within the memory 1410 and/or within the
processor 1405 during execution by the computer system 1400. The
memory 1410 and the processor 1405 also may include
computer-readable media as discussed above.
[0081] The present disclosure contemplates a computer-readable
medium 1440 that includes instructions 1445 or receives and
executes instructions 1445 responsive to a propagated signal; so
that a device connected to a network 1450 may communicate voice,
video, audio, images or any other data over the network 1450. The
instructions 1445 may be implemented with hardware, software and/or
firmware, or any combination thereof. Further, the instructions
1445 may be transmitted or received over the network 1450 via a
communication interface 1435. The communication interface 1435 may
be a part of the processor 1405 or may be a separate component. The
communication interface 1435 may be created in software or may be a
physical connection in hardware. The communication interface 1435
may be configured to connect with a network 1450, external media,
the display 1430, or any other components in system 1400, or
combinations thereof. The connection with the network 1450 may be a
physical connection, such as a wired Ethernet connection or may be
established wirelessly as discussed below. Likewise, the additional
connections with other components of the system 1400 may be
physical connections or may be established wirelessly.
[0082] The network 1450 may include wired networks, wireless
networks, or combinations thereof. Information related to business
organizations may be provided via the network 1450. The wireless
network may be a cellular telephone network, an 802.11, 802.16,
802.20, or WiMax network. Further, the network 1450 may be a public
network, such as the Internet, a private network, such as an
intranet, or combinations thereof, and may utilize a variety of
networking protocols now available or later developed including,
but not limited to TCP/IP based networking protocols.
[0083] The computer-readable medium 1440 may be a single medium, or
the computer-readable medium 1440 may be a single medium or
multiple media, such as a centralized or distributed database,
and/or associated caches and servers that store one or more sets of
instructions. The term "computer-readable medium" may also include
any medium that may be capable of storing, encoding or carrying a
set of instructions for execution by a processor or that may cause
a computer system to perform any one or more of the methods or
operations disclosed herein.
[0084] The computer-readable medium 1440 may include a solid-state
memory such as a memory card or other package that houses one or
more non-volatile read-only memories. The computer-readable medium
1440 also may be a random access memory or other volatile
re-writable memory. Additionally, the computer-readable medium 1440
may include a magneto-optical or optical medium, such as a disk or
tapes or other storage device to capture carrier wave signals such
as a signal communicated over a transmission medium. A digital file
attachment to an e-mail or other self-contained information archive
or set of archives may be considered a distribution medium that may
be a tangible storage medium. Accordingly, the disclosure may be
considered to include any one or more of a computer-readable medium
or a distribution medium and other equivalents and successor media,
in which data or instructions may be stored.
[0085] Alternatively or in addition, dedicated hardware
implementations, such as application specific integrated circuits,
programmable logic arrays and other hardware devices, may be
constructed to implement one or more of the methods described
herein. Applications that may include the apparatus and systems of
various embodiments may broadly include a variety of electronic and
computer systems. One or more embodiments described herein may
implement functions using two or more specific interconnected
hardware modules or devices with related control and data signals
that may be communicated between and through the modules, or as
portions of an application-specific integrated circuit.
Accordingly, the present system may encompass software, firmware,
and hardware implementations.
[0086] Accordingly, the method and system may be realized in
hardware, software, or a combination of hardware and software. The
method and system may be realized in a centralized fashion in at
least one computer system or in a distributed fashion where
different elements are spread across several interconnected
computer systems. Any kind of computer system or other apparatus
adapted for carrying out the methods described herein is suited. A
typical combination of hardware and software may be a
general-purpose computer system with a computer program that, when
being loaded and executed, controls the computer system such that
it carries out the methods described herein.
[0087] The method and system may also be embedded in a computer
program product, which included all the features enabling the
implementation of the methods described herein, and which when
loaded in a computer system is able to carry out these methods.
Computer program in the present context means any expression, in
any language, code or notation, of a set of instructions intended
to cause a system having an information processing capability to
perform a particular function either directly or after either or
both of the following: a) conversion to another language, code or
notation; b) reproduction in a different material form.
[0088] From the foregoing, it may be seen that the embodiments
disclosed herein provide an approach for organizing an advertising
campaign and booking advertisement placements on publisher web
sites and networks of publisher web sites. For example, publisher
web sites and networks of publisher web sites may be grouped into
various ad groups. The publisher web sites and/or publisher web
sites within a network may share attributes that may enable
targeting a particular audience. Further, providing a graphical
user interface that enables determining the number of impressions
available at a given price per impression may enable an ad broker
to quickly book advertisement across various publisher web sites
and/or various networks of publisher web sites. This may enable the
ad broker to maximize an advertiser's return on investment.
[0089] While the method and system has been described with
reference to certain embodiments, it will be understood by those
skilled in the art that various changes may be made and equivalents
may be substituted without departing from the scope. In addition,
many modifications may be made to adapt a particular situation or
material to the teachings without departing from its scope.
Therefore, it is intended that the present method and system not be
limited to the particular embodiment disclosed, but that the method
and system include all embodiments falling within the scope of the
appended claims.
* * * * *