Advertising database system and method

• US 10,482,474 B1
• Filed: 01/12/2006
• Issued: 11/19/2019
• Est. Priority Date: 01/19/2005
• Status: Active Grant

• Current Assignee: A9.com Incorporated (Amazon.com, Inc.)
• Original Assignee: A9.com Incorporated (Amazon.com, Inc.)
• Inventors: Manber, Udi
• Primary Examiner(s): Bramer, John Van
• Assistant Examiner(s): Pouncil, Darnell A
• Application Number:
  US11/330,754
• Time in Patent Office: 5,059 Days
• Field of Search: 705 14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search

Abstract

An advertising database method and system provides an advertisement database service which is accessible to website publishers. Advertisement selection information may be received from a publisher of a website, and advertisements may be selected from an advertisement database in accordance with the selection information. The advertisement is provided to the website publisher for display on the website of the publisher. An endorsement of the advertisement by the publisher or by another user may be retrieved from the database and published with the advertisement.

Claims

1. A computer-implemented method of accessing an advertisement database that stores multiple advertisements and multiple endorsements, the computer-implemented method comprising:

under control of one or more computer systems configured with executable instructions,

receiving, from a website publisher, at least one selection of an advertiser entity, the advertiser entity providing at least one advertisement for selection and display on a website of the website publisher;

receiving, from the website publisher, a rule to apply to advertisements in the advertisement database, wherein the rule is generated by the website publisher and comprises a minimum criterion for an advertisement;

automatically selecting, based at least in part on the rule, a first advertisement from the advertisement database, the first advertisement to be displayed on the website of the website publisher and the first advertisement being associated with the advertiser entity;

providing the first advertisement for publication with a web page on the website published by the web site publisher, wherein the web site publisher publishes the web page to a visitor;

receiving a second advertisement from the advertiser entity, wherein the second advertisement is received based at least in part on the at least one selection of the advertiser entity;

receiving a plurality of endorsements associated with the first advertisement or the second advertisement, the plurality of endorsements supplementing the first advertisement or the second advertisement;

determining a performance metric associated with an endorsement of the plurality of endorsements, the performance metric based at least in part on at least one of;

an increased likelihood of selection of the first advertisement based at least in part on the endorsement being displayed near the first advertisement;

or

an increased likelihood of selection of the second advertisement based at least in part on the endorsement being displayed near the second advertisement;

selecting, from the advertisement database, the endorsement of the plurality endorsements based at least in part on the performance metric associated with the endorsement; and

providing the endorsement and the first advertisement or the second advertisement to be published together on the webpage.

2. The method of claim 1,

wherein the method further comprises storing information in the advertisement database concerning the endorsement, including information concerning a user that made the endorsement;

and

wherein the endorsement is selected based on a comparison of the information concerning the user that made the endorsement and the visitor of the web page to whom the endorsement is to be displayed.

3. The method of claim 2, wherein:

the visitor is a first visitor,

the user that made the endorsement is a second visitor, the second visitor having previously viewed the first advertisement, and

selecting the endorsement further comprises determining that the first visitor and the second visitor are members of a common social network.

4. The method of claim 2, wherein:

the visitor is a first visitor,

the user that made the endorsement is a second visitor, the second visitor having previously viewed the first advertisement, and

selecting the endorsement further comprises determining that the first visitor and the second visitor are from similar geographic locations.

5. The method of claim 1, further comprising utilizing an aggregation service to:

store advertisement identifying information;

store user identifying information;

store endorsement information;

store keywords associated with particular advertisements and advertisers; and

store member network information.

19. The method of claim 1, wherein the visitor of the web page includes the entity other than the entity that made the endorsement.

21. The method of claim 1, further comprising:

implementing a scoring algorithm by using selection information as an input to the scoring algorithm; and

using output of the scoring algorithm to select the advertisement from the advertisement database.

6. One or more computer-readable devices storing computer-executable instructions that, when executed on one or more processors, configure the one or more processors to:

receive advertisements from advertisers, individual advertisements having an associated bid indicative of a remuneration provided to a website publisher from an advertiser associated with the individual advertisements based at least in part on a specified response to the individual advertisement;

aggregate the advertisements in an advertisement database that is accessible to website publishers via a network;

receive advertisement selection information from a publisher of a website, wherein the advertisement selection information includes one or more of an advertisement format, geographic information, one or more advertisement performance metrics, or a bid taxonomy;

store the selection information;

select an advertisement from the advertisement database in accordance with the selection information and a score for the advertisement in the advertisement database, the score being generated based at least in part on similarity in taxonomy of the advertisement to other ads selected by the publisher of the website;

receive a plurality of endorsements associated with the advertisement, the plurality of endorsements supplementing the advertisement;

determining a performance metric associated with an endorsement of the plurality of endorsements, the performance metric being based at least in part on an increased likelihood of selection of the advertisement based at least in part on the endorsement being displayed near the advertisement;

select, based at least in part on the performance metric, the endorsement of the plurality of endorsements; and

cause the endorsement to be displayed with the advertisement on the website of the web site publisher.

7. The one or more computer-readable devices of claim 6, further storing computer-executable instructions that, when executed by the one or more processors, configure the one or more processors to:

receive an indication that a visitor selects the advertisement on the website; and

control a flow of the remuneration between the advertiser and the publisher of the website based on the indication.

8. The one or more computer-readable devices of claim 6, further storing computer-executable instructions that, when executed by the one or more processors, configure the one or more processors to collect and store advertisement related data including:

advertisement identifying information;

user identifying information;

endorsement information;

keywords associated with particular advertisements and advertisers; and

member network information.

9. The one or more computer-readable devices of claim 8, further storing computer-executable instructions that, when executed by the one or more processors, configure the one or more processors to enable publishers to navigate the advertisement database and review the advertisement related data.

10. The one or more computer-readable devices of claim 6, further storing computer-executable instructions that, when executed by the one or more processors, configure the one or more processors to store rules provided by the website publishers for selection of advertisements from the advertisement database.

18. The one or more computer-readable devices of claim 6, further storing computer-executable instructions that, when executed by the one or more processors, configure the one or more processors to perform an operation comprising maintaining the endorsement in the advertisement database.

20. The one or more computer-readable devices of claim 6, wherein the endorsement and the advertisement are displayed on the website to a plurality of entities including an additional entity other than an entity that made the endorsement.

11. A computer-implemented method comprising:

under control of one or more computer systems configured with executable instructions,

providing an advertisement database service including an advertisement database having a plurality of advertisements stored therein, the advertisement database service being accessible to website publishers;

receiving a plurality of endorsements, the plurality of endorsements supplementing the plurality of advertisements;

storing, in the advertisement database, the endorsements and information concerning the endorsements, including information concerning entities that made the endorsements;

receiving advertisement selection information from a publisher of a web site,

determining, based at least in part on the advertisement selection information, a score for at least one advertisement of the plurality of advertisements with a scoring engine comprising a scoring algorithm;

selecting an advertisement of the plurality of advertisements from the advertisement database based at least in part on the score generated by the scoring engine;

determining a performance metric associated with an endorsement of the plurality of endorsements, the performance metric being based at least in part on an increased likelihood of selection of the advertisement based at least min part on the endorsement being displayed near the advertisement;

selecting, based at least in part on the plurality of performance metrics, the endorsement; and

causing the advertisement and the endorsement to be displayed on the website of the publisher to an entity other than an entity that made the endorsement.

12. The method of claim 11, further comprising:

receiving a group of advertisements from advertisers, each individual advertisement of the group of advertisements having at least one associated keyword and an associated bid indicative of a remuneration that an advertiser associated with the individual advertisement is to compensate a website publisher for a specified response to the individual advertisement; and

organizing the group of advertisements in the advertisement database according to a predetermined hierarchy, and wherein;

the advertisement database is accessible to the website publishers, the website publishers being provided with the ability to navigate the plurality of advertisements in the advertisement database; and

the advertisement selection information is manual selection information received from the publisher as the publisher navigates the plurality of advertisements in the advertisement database.

13. The method of claim 11, wherein the advertisement selection information is received in the form of advertisement selection rules programmed by the publisher into a rules logic, and wherein the advertisement is selected at least in part by the rules logic in accordance with the advertisement selection rules.

14. The method of claim 13, wherein the one or more advertisements selected by the rules logic are presented to the publisher for review, and the advertisement is also selected based on inputs received from the publisher during the review of the one or more advertisements selected by the rules logic.

15. The method of claim 11, wherein the advertisement database comprises advertisement entries, each advertisement entry comprising:

an indication of an individual advertisement;

bid information indicative of a remuneration that an advertiser associated with the individual advertisement is to compensate a website publisher for a specified response to the individual advertisement; and

one or more keywords associated with the individual advertisement, the keywords being words provided by the advertiser as terms that the advertiser associates with the plurality of advertisements.

16. The method of claim 11, further comprising providing advertisement recommendations to the website publishers based on at least one of:

a keyword associated with content of a website on which at least one advertisement is to appear;

historical data related to advertisement selections of a website publisher; and

information matching the website publisher with a particular group of users based on information in the advertisement database.

17. The method of claim 11, wherein selecting the endorsement is further based on a comparison of the information concerning the entity that made the endorsement and a visitor of the website to whom the endorsement is to be displayed, the method further comprising:

delivering the endorsement with the advertisement.

22. The method of claim 11, wherein the scoring algorithm accepts input including:

a first vector of the advertisement selection information; and

a second vector comprising a set of weighting coefficients for the advertisement selection information.