Feature-value attachment, reranking and filtering for advertisements

• US 10,346,854 B2
• Filed: 11/30/2007
• Issued: 07/09/2019
• Est. Priority Date: 11/30/2007
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Inventors: Dominowska, Ewa, Ragno, Robert J.
• Primary Examiner(s): Dagnew, Saba
• Application Number:
  US11/948,721
• Publication Number:
  US 20090144141A1
• Time in Patent Office: 4,239 Days
• Field of Search: 705 14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

An approach is provided for associating structured information as feature-value pairs with advertisements at an advertisement system that provides advertisements for presentation with primary content. Feature-value pairs corresponding with advertisements describe features of the products or services associated with the advertisements. The feature-value pairs may be used by the advertisement system in a number of different manners, including, among other things: using the feature-value pairs during selection of advertisements for presentation with primary content: allowing users to sort and/or filter advertisements during presentation with primary content based on the associated feature-value pairs; exposing additional information with the advertisements; facilitating fraud detection for the advertisement system; and enabling a hybrid pricing model.

Claims

1. One or more computer-storage media embodying computer-useable instructions for performing a method comprising:

storing an advertisement corresponding with a product or service and one or more feature-value pairs for the advertisement for use in an advertisement system that provides advertisements for presentation in conjunction with presentation of separate primary content, each feature-value pair for the advertisement being separate from the content of the advertisement and comprising a feature of the product or service and a value defining the feature of the product or service;

receiving a request for advertisements from a user device; and

providing, for delivery to the user device in response to the request, a plurality of advertisements and one or more feature-value pairs for each advertisement separate from the content of each advertisement for use in a user interface that presents at least a portion of the advertisements in conjunction with separate primary content and one or more user interface elements that allow a user to sort or filter the advertisements based on the feature-value pairs associated with the advertisements while maintaining the presentation of the separate primary content, the one or more user interface elements being generated based on the feature-value pairs associated with the advertisements.

2. The one or more computer-storage media of claim 1, wherein the one or more feature-value pairs for the advertisement are received from an advertiser by:

providing a plurality of domain-specific feature sets, wherein each domain-specific feature set comprises a set of features that are relevant to a given domain;

selecting one of the domain-specific feature sets as a selected domain-specific feature set; and

receiving values for at least a portion of the features within the selected domain-specific feature set.

3. The one or more computer-storage media of claim 2, wherein selecting one of the domain-specific feature sets comprises at least one of:

receiving an advertiser selection of one of the domain-specific feature sets; and

automatically selecting one of the domain-specific feature sets by determining a domain for the advertisement.

4. The one or more computer-storage media of claim 2, wherein at least a portion of the features within the selected domain-specific feature set each have pre-defined values available for selection.

5. The one or more computer-storage media of claim 1, wherein the one or more feature-value pairs for the advertisement are received from an advertiser.

6. The one or more computer-storage media of claim 1, wherein the one or more feature-value pairs for the advertisement are automatically determined.

7. The one or more computer-storage media of claim 1, wherein the plurality of advertisements are selected based at least in part on the one or more feature-value pairs associated with the advertisements.

8. The one or more computer-storage media of claim 1, wherein the primary content comprises at least one of:

search results; and

a web page content.

9. A method comprising:

presenting a plurality of advertisements in conjunction with presentation of separate primary content, wherein at least a portion of the advertisements have associated feature-value pairs separate from the content of the advertisements, wherein each feature-value pair comprises a feature of a product or service corresponding with one of the advertisements and a value defining the feature of the product or service;

generating one or more user interface elements based on the feature-value pairs associated with the at least a portion of the advertisements;

presenting the one or more user interface elements with the advertisements, wherein the one or more user interface elements allow a user to sort or filter the advertisements based on the feature-value pairs associated with the at least a portion of the advertisements;

receiving a user command via at least one of the user interface elements to sort or filter the advertisements; and

sorting or filtering the advertisements based on the user command while maintaining the presentation of the separate primary content.

10. The method of claim 9, wherein the method further comprises selecting the plurality of advertisements for presentation to the user in conjunction with the primary content.

11. The method of claim 10, wherein the plurality of advertisements are selected based at least in part on the feature-value pairs associated with at least a portion of the advertisements.

12. The method of claim 9, wherein the one or more user interface elements include a list of one or more features associated with the plurality of advertisements for sorting or filtering the advertisements.

13. The method of claim 12, wherein the list of one or more features includes a domain feature for filtering the plurality of advertisements by domain.

14. The method of claim 13, wherein receiving a user command to sort or filter the advertisements comprises receiving a user command to filter the advertisements for a user-selected domain, and wherein sorting or filtering the advertisements comprises filtering the advertisements such that a subset of advertisements corresponding with the user-selected domain is presented.

15. The method of claim 9, wherein the primary content comprises at least one of:

search results; and

a web page content.

16. A computerized system comprising:

one or more processors; and

one or more computer storage media storing instructions that, when used by the one or more processors, cause the one or more processors to;

receive a request for advertisements for presentation in conjunction with separate primary content;

select the advertisements for presentation in conjunction with the separate primary content based at least in part on the primary content and feature-value pairs associated with at least a portion of the advertisements and separate from the content of the advertisements, wherein each feature-value pair comprises a feature of a product or service corresponding with one of the advertisements and a value defining the feature of the product or service;

generate a user interface with a first portion of the user interface for presenting the primary content and a second portion of the user interface for presenting the advertisements and one or more user interface elements that allow a user to sort or filter the advertisements based on the feature-value pairs associated with the advertisements while maintaining the presentation of the separate primary content, wherein the user interface is generated at least in part by selecting the one or more user interface elements based on the feature-value pairs associated with the advertisements; and

communicate the user interface, the advertisements for presentation in conjunction with the separate primary content, and one or more feature-value pairs for each advertisement separate from the content of each advertisement for use in the user interface that includes one or more user interface elements that allow the user to sort or filter the advertisements based on the feature-value pairs associated with the advertisements while maintaining the presentation of the separate primary content.

17. The system of claim 16, wherein the advertisements for presentation are selected by ranking the advertisements based at least in part on the feature-value pairs.

18. The system of claim 16, wherein the advertisements for presentation are selected by determining relevance of the advertisements to the primary content by comparing the feature-value pairs against the context of the primary content.

19. The system of claim 18, wherein the advertisements are ranked based on the relevance of the advertisements to the primary content.

20. The system of claim 16, wherein the advertisements for presentation are selected based at least in part on user information for the user in conjunction with the feature-value pairs.