Focused advertising across multiple communication channels

• US 10,089,648 B2
• Filed: 09/12/2016
• Issued: 10/02/2018
• Est. Priority Date: 09/20/2006
• Status: Active Grant

• Current Assignee: PayPal, Inc. (PayPal Holdings, Inc.)
• Original Assignee: PayPal, Inc. (PayPal Holdings, Inc.)
• Inventors: Gausebeck, David, Lee, Kuo-Yee Richard, Phillips, Brian Andrew, Shastry, Vishwanath, Woo, Katherine
• Primary Examiner(s): Rostami, Mohammad S
• Application Number:
  US15/263,173
• Publication Number:
  US 20160379247A1
• Time in Patent Office: 750 Days
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]
• CPC Class Codes: G06Q 30/0603 Catalogue ordering
• CPC Class Codes: H04L 67/01 Protocols

Abstract

This document describes, among other things, systems and methods for generating advertising campaigns or listings utilizing catalog information. A method comprises receiving, by an online publication system, a product catalog; accessing, by the online publication system, a merchant profile; and using the product catalog and the merchant profile to develop advertising data, wherein the advertising data includes at least one of an advertising campaign, a marketplace listing, or a store listing.

Claims

1. A method implemented by an online commerce system, the method comprising:

populating a database with product information associated with a plurality of products sold by a merchant;

populating the database with merchant information that includes advertising factors of the merchant;

accessing the product information from the database;

accessing the merchant information from the database;

generating digital advertisements for a product of the plurality of products based on the product information and the merchant information;

accessing channel information associated with a plurality of communication channels for publishing advertisements;

determining that a communication channel of the plurality of communication channels no longer satisfies any of one or more profit factors of the advertising factors, the determining that the communication channel no longer satisfies the one or more profit factors being based on the product information, the merchant information, and the channel information; and

removing the digital advertisements from the communication channel in response to determining that the communication channel no longer satisfies any of the one or more profit factors, the digital advertisements being previously published in response to a determination that the communication channel satisfied the one or more profit factors, the digital advertisements via the communication channel.

2. The method of claim 1, wherein the one or more profit factors are selected from a group of profit factors consisting of:

a profit amount, a profit margin, gross profit, net profit, and a return on ad investment.

3. The method of claim 1, wherein determining that the communication channel no longer satisfies the one or more profit factors includes:

determining a plurality of profit optimizations that satisfy the one or more profit factors; and

determining that the communication channel no longer satisfies any of the plurality of profit optimizations.

4. The method of claim 1, wherein the digital advertisements is generated for the product in response to the determination that the product satisfied one or more of the advertising factors of the merchant based on the merchant information and the product information.

5. The method of claim 1, wherein the advertising factors are selected from a group of advertising factors consisting of:

advertising budget, advertising preferences, and advertising constraints.

6. The method of claim 1, wherein the channel information is selected from a group of channel factors consisting of:

communication channel type, communication channel cost, and communication channel reach.

7. The method of claim 1, further comprising:

acquiring data from a group of data consisting of;

sales data of the product that is based on sales derived from the digital advertisements; and

advertisement data associated with the digital advertisements,

wherein determining that the communication channel of the plurality of communication channels no longer satisfies the one or more profit factors is further based on the acquired data.

8. The method of claim 7, wherein the communication channel is a first communication channel, the method further comprising:

determining that a second communication channel satisfies the one or more profit factors based on the acquired data; and

publishing, in response to determining that the second communication channel satisfies the one or more profit factors, the digital advertisements via the second communication channel.

9. The method of claim 1, further comprising:

acquiring data from a group of data consisting of;

sales data of the product that is based on sales derived from the digital advertisements; and

advertisement data associated with the digital advertisements; and

replacing the removed digital advertisements with modified digital advertisements based on the acquired data.

10. The method of claim 1, wherein the advertising factors further include a merchant-centric preference of the merchant for advertisements focusing on the merchant'"'"'s identity and the method further comprises generating the digital advertisements based on the merchant-centric preference.

11. The method of claim 1, wherein the advertising factors further include a product-centric preference of the merchant for advertisements focusing on the product and the method further comprises generating the digital advertisements based on the product-centric preference.

12. One or more non-transitory computer-readable storage media configured to store instructions that, in response to being executed by one or more processors, cause a system to perform operations, the operations comprising:

populating a database with product information associated with a plurality of products sold by a merchant;

populating the database with merchant information that includes advertising factors of the merchant;

accessing the product information from the database;

accessing the merchant information from the database;

determining that a product of the plurality of products satisfies one or more of the advertising factors of the merchant based on the merchant information and the product information;

generating digital advertisements for the product in response to determining that the product satisfies one or more of the advertising factors;

accessing channel information associated with a plurality of communication channels for publishing advertisements;

determining a profit optimization that satisfies a plurality of profit factors of the advertising factors, the profit optimization being determined based on the product information, the merchant information, and the channel information, the plurality of profit factors being selected from a group of profit factors consisting of;

a profit amount, a profit margin, gross profit, net profit, and a return on ad investment;

determining that a communication channel of the plurality of communication channels satisfies the profit optimization;

publishing, in response to determining that the communication channel satisfies the profit optimization, the digital advertisements via the communication channel;

determining, after the digital advertisements is published via the communication channel, that the communication channel no longer satisfies the profit optimization; and

removing the published digital advertisements from the communication channel in response to determining that the communication channel no longer satisfies the profit optimization.

13. The one or more non-transitory computer-readable storage media of claim 12, wherein the digital advertisements is generated based on the merchant information and the product information.

14. The one or more non-transitory computer-readable storage media of claim 12, wherein the advertising factors are selected from a group of advertising factors consisting of:

advertising budget, advertising preferences, and advertising constraints.

15. The one or more non-transitory computer-readable storage media of claim 12, wherein the channel information is selected from a group of channel factors consisting of:

communication channel type, communication channel cost, and communication channel reach.

16. The one or more non-transitory computer-readable storage media of claim 12, wherein the communication channel is a first communication channel and the operations further comprise:

acquiring data from a group of data consisting of;

sales data of the product that is based on sales derived from the digital advertisements, and advertisement data associated with the digital advertisements,

wherein determining that the first communication channel no longer satisfies the profit optimization is further based on the acquired data.

17. The one or more non-transitory computer-readable storage media of claim 16, wherein the operations further comprise:

determining that a second communication channel satisfies the profit optimization based on the acquired data; and

publishing, in response to determining that the second communication channel satisfies the profit optimization, the digital advertisements via the second communication channel.

18. The one or more non-transitory computer-readable storage media of claim 12, wherein the operations further comprise:

acquiring data from a group of data consisting of;

sales data of the product that is based on sales derived from the digital advertisements; and

advertisement data associated with the digital advertisements; and

replacing the removed digital advertisements with modified digital advertisements based on the acquired data.

19. The one or more non-transitory computer-readable storage media of claim 12, wherein:

the advertising factors further include merchant preferences selected from a group of merchant preferences consisting of;

a merchant-centric preference of the merchant for advertisements focusing on the merchant'"'"'s identity and a product-centric preference of the merchant for advertisements focusing on the product; and

the operations further comprises generating the digital advertisements based on the merchant preferences.

20. An online commerce system comprising:

one or more processors; and

one or more non-transitory computer-readable storage media communicatively coupled to the one or more processors and configured to store instructions that, in response to being executed by the one or more processors, cause the online commerce system to perform operations, the operations comprising;

accessing product information associated with a plurality of products sold by a merchant;

accessing merchant information that includes advertising factors of the merchant;

generating digital advertisements for a product of the plurality of products based on the product information and the merchant information;

accessing channel information associated with a plurality of communication channels for publishing advertisements;

determining that a communication channel of the plurality of communication channels no longer satisfies one or more of the advertising factors, the determining that the communication channel no longer satisfies the one or more advertising factors being based on the product information, the merchant information, and the channel information; and

removing the digital advertisements from the communication channel in response to determining that the communication channel no longer satisfies one or more of the advertising factors, the digital advertisements being previously published in response to a determination that the communication channel satisfied the one or more advertising factors, the digital advertisements via the communication channel.