Method and apparatus for generating advertisement information for performing a marketing campaign
First Claim
1. A method for generating advertisement information for performing a marketing campaign on behalf of an advertiser having an associated computer in communication with a data network using a plurality of electronic publishers in communication with the data network, the method comprising:
- receiving at an advertising platform, which platform is configured to manage advertising for the yield benefit of an advertiser across multiple publishers, over the data network, information describing subject matter of the marketing campaign;
generating advertisement information based on the received information describing the marketing campaign subject matter managed by the advertising platform;
automatically, though a publisher interface engine of the advertising platform, without an advertiser having to learn the complexities of a plurality of publishers'"'"' advertising techniques or keyword bidding systems, or without an advertiser having to establish individual advertising accounts with a plurality of publishers, generating via the advertising platform a plurality of instantiations of the advertisement information, using publisher parameters associated with the electronic publishers, wherein at least two publisher parameters are distinct and specific to the publishers, each instantiation in a format appropriate for a respective one of the electronic publishers;
providing plural, different generated instantiations via a publisher interface engine to plural respective electronic publisher over the data network, including at least two of search publishers, display publishers and directory publishers; and
at a reporting and optimization engine, using data received from two or more of publishers, proxy activity, consumer history, link tracking and phone call tracking to produce regular optimal refinement of selection of publishers, bids, keyword selection and prices and budget or other marketing activity for the yield benefit of the advertiser across the multiple publishers and publisher types to optimize leads.
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Accused Products
Abstract
Disclosed are methods and apparatus, including computer program products, implementing and using techniques for generating advertisement information for performing a marketing campaign on behalf of an advertiser. The advertiser has an associated computer in communication with a data network. A plurality of electronic publishers in communication with the data network are used. In one aspect, the method includes receiving, over the data network, information describing subject matter of the marketing campaign. Advertisement information is generated based on the received information describing the marketing campaign subject matter. A plurality of instantiations of the advertisement information are generated using publisher parameters associated with the electronic publishers. Each instantiation is in a format appropriate for a respective one of the electronic publishers. At least one of the generated instantiations is provided to the respective electronic publisher over the data network.
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Citations
54 Claims
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1. A method for generating advertisement information for performing a marketing campaign on behalf of an advertiser having an associated computer in communication with a data network using a plurality of electronic publishers in communication with the data network, the method comprising:
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receiving at an advertising platform, which platform is configured to manage advertising for the yield benefit of an advertiser across multiple publishers, over the data network, information describing subject matter of the marketing campaign; generating advertisement information based on the received information describing the marketing campaign subject matter managed by the advertising platform; automatically, though a publisher interface engine of the advertising platform, without an advertiser having to learn the complexities of a plurality of publishers'"'"' advertising techniques or keyword bidding systems, or without an advertiser having to establish individual advertising accounts with a plurality of publishers, generating via the advertising platform a plurality of instantiations of the advertisement information, using publisher parameters associated with the electronic publishers, wherein at least two publisher parameters are distinct and specific to the publishers, each instantiation in a format appropriate for a respective one of the electronic publishers; providing plural, different generated instantiations via a publisher interface engine to plural respective electronic publisher over the data network, including at least two of search publishers, display publishers and directory publishers; and at a reporting and optimization engine, using data received from two or more of publishers, proxy activity, consumer history, link tracking and phone call tracking to produce regular optimal refinement of selection of publishers, bids, keyword selection and prices and budget or other marketing activity for the yield benefit of the advertiser across the multiple publishers and publisher types to optimize leads. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51, 52, 54)
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53. A computer program product, stored on a processor readable medium, comprising instructions operable to cause a data processing apparatus to perform a method for generating advertisement information for performing a marketing campaign on behalf of an advertiser having an associated computer in communication with a data network using a plurality of electronic publishers in communication with the data network, the method comprising the steps of:
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receiving at an advertising platform, which platform is configured to manage advertising for the yield benefit of an advertiser across multiple publishers, over the data network, information describing subject matter of the marketing campaign; generating advertisement information based on the received information describing the marketing campaign subject matter managed by the advertising platform; automatically, without an advertiser having to learn the complexities of a plurality of publishers'"'"' advertising techniques or keyword bidding systems, or without an advertiser having to establish individual advertising accounts with a plurality of publishers, generating via the advertising platform a plurality of instantiations of the advertisement information, using publisher parameters associated with the electronic publishers, wherein at least two publisher parameters are distinct and specific to the publishers, each instantiation in a format appropriate for a respective one of the electronic publishers; and providing plural, different generated instantiations via a publisher interface engine to plural respective electronic publisher over the data network, including at least two of search publishers, display publishers and directory publishers; and at a reporting and optimization engine, using data received from two or more of publishers, proxy activity, consumer history, link tracking and phone call tracking to produce regular optimal refinement of selection of publishers, bids, keyword selection and prices and budget or other marketing activity for the yield benefit of the advertiser across the multiple publishers and publisher types to optimize leads.
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Specification