System and method for generating an advertisement effectiveness performance score

• US 10,380,623 B2
• Filed: 02/13/2015
• Issued: 08/13/2019
• Est. Priority Date: 10/26/2005
• Status: Active Grant

• Current Assignee: Cortica Ltd.
• Original Assignee: Cortica Ltd.
• Inventors: Raichelgauz, Igal, Odinaev, Karina, Zeevi, Yehoshua Y.
• Primary Examiner(s): Misir, Dave
• Application Number:
  US14/621,661
• Publication Number:
  US 20150161653A1
• Time in Patent Office: 1,642 Days
• Field of Search: 706 46
• CPC Class Codes: G06F 16/957 Browsing optimisation, e.g. caching or content distillation
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: H04N 21/25891 being end-user preferences retrieval of video data in a video database based on user preferences G06F16/739; arrangements for recognizing users' preferences H04H60/46; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18
• CPC Class Codes: H04N 21/2668 Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063
• CPC Class Codes: H04N 21/466 Learning process for intelligent management, e.g. learning user preferences for recommending movies services using the results of monitoring in broadcast systems H04H60/61
• CPC Class Codes: H04N 21/8106 involving special audio data, e.g. different tracks for different languages
• CPC Class Codes: H04N 7/17318 Direct or substantially direct transmission and handling of requests

Abstract

A system and method for generating an advertisement effectiveness performance score of a multimedia content element displayed in a webpage are provided. The method includes determining an advertisement context of an advertisement; analyzing metadata associated with at least one prior advertisement to determine a prior advertisement success score; determining a multimedia context of the multimedia content element displayed in the webpage; matching the advertisement context to the multimedia context to determine a context matching score; and generating an advertisement effectiveness score at least based on the prior advertisement success score and the context matching score.

Claims

1. A method for generating an advertisement effectiveness score of a multimedia content element displayed in a webpage, comprising:

determining an advertisement context of an advertisement;

analyzing metadata associated with at least one prior advertisement to determine a prior advertisement success score;

determining a multimedia context of the multimedia content element displayed in the webpage, wherein the multimedia context is determined based on at least one signature generated for the multimedia content element displayed in the webpage;

matching the advertisement context to the multimedia context to determine a context matching score; and

generating the advertisement effectiveness score at least based on the prior advertisement success score and the context matching score; and

generating, by a signature generator system, signatures for a plurality of multimedia content elements that are clustered to determine context of the webpage utilized to search for a matching advertisement, wherein upon identification of a user gesture and determining the advertisement effective score is above a predefined threshold, the matching advertisement is generated and overlaid on the multimedia content element displayed in the webpage, wherein the user gesture is any one of;

a scroll on the multimedia content element, a press on the multimedia content element, and a response to the multimedia content elements.

2. The method of claim 1, wherein the analyzed metadata is any one of:

a number of interactions of users with a prior advertisement, a duration of overlay of a prior advertisement, and a type of interaction of users interacting with a prior advertisement.

3. The method of claim 1, wherein analyzing the metadata associated with the at least one prior advertisement to determine a prior advertisement success score further comprises:

determining a plurality of prior advertisement contexts of the at least one prior advertisement;

matching each prior advertisement context of the plurality of prior advertisement contexts to the advertisement context;

upon determining that at least one prior advertisement matches the advertisement context above a predefined threshold, analyzing metadata associated with the at least one matching prior advertisement.

4. The method of claim 3, further comprising:

upon determining that at least one prior advertisement does not match the advertisement context above the predefined threshold, reducing the prior advertisement success score.

5. The method of claim 1, wherein the advertisement effectiveness score is a value representing the likelihood that the advertisement will capture a particular user'"'"'s attention when overlaid on the multimedia content element, wherein the value is any one of:

a numerical value, a grade value, and a categorical value.

6. The method of claim 1, wherein the multimedia content element is at least one of:

an image, a graphic, a video stream, a video clip, an audio stream, an audio clip, a video frame, a photograph, and an image of signals.

7. A non-transitory computer readable medium having stored thereon instructions for causing one or more processing units to execute the method according to claim 1.

8. A system for generating an advertisement effectiveness score of a multimedia content element displayed in a webpage, comprising:

a processing unit; and

a memory, the memory containing instructions that when, executed by the processing unit, configured the system to;

determine an advertisement context of an advertisement;

analyze metadata associated with at least one prior advertisement to determine a prior advertisement success score;

determine a multimedia context of the multimedia content element displayed in the webpage, wherein the multimedia context is determined based on at least one signature generated for the multimedia content element displayed in the webpage;

match the advertisement context to the multimedia context to determine a context matching score; and

generate the advertisement effectiveness score at least based on the prior advertisement success score and the context matching score;

generate, by a signature generator system, signatures for a plurality of multimedia content elements that are clustered to determine context of the webpage utilized to search for a matching advertisement, wherein upon identification of a user gesture and determining the advertisement effective score is above a predefined threshold, the matching advertisement is generated and overlaid on the multimedia content element displayed in the webpage, wherein the user gesture is any one of;

a scroll on the multimedia content element, a press on the multimedia content element, and a response to the multimedia content elements.

9. The system of claim 8, wherein the analyzed metadata is any one of:

a number of interactions of users with a prior advertisement, a duration of overlay of a prior advertisement, and a type of interaction of users interacting with a prior advertisement.

10. The system of claim 8, wherein the system is further configured to:

determine a plurality of prior advertisement contexts of the at least one prior advertisement;

match each prior advertisement context of the plurality of prior advertisement contexts to the advertisement context;

upon determining that at least one prior advertisement matches the advertisement context above a predefined threshold, analyze metadata associated with the at least one matching prior advertisement.

11. The system of claim 10, wherein the system is further configured to:

upon determining that at least one prior advertisement does not match the advertisement context above the predefined threshold, reduce the prior advertisement success score.

12. The system of claim 8, wherein the advertisement effectiveness score is a value representing the likelihood that the advertisement will capture a particular user'"'"'s attention when overlaid on the multimedia content element, wherein the value is any one of:

a numerical value, a grade value, and a categorical value.

13. The system of claim 8, wherein the multimedia content element is at least one of:

an image, a graphic, a video stream, a video clip, an audio stream, an audio clip, a video frame, a photograph, and an image of signals.