Method and system for serving advertisements

• US 20050144073A1
• Filed: 08/26/2004
• Published: 06/30/2005
• Est. Priority Date: 06/05/2002
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Shen, David, Wong, Stanley, Milano, Steven, Connelly, John, Lu, Qi, Morrisroe, Lawrence, Everett-Church, Justin
• Application Number:
  US10/928,532
• Publication Number:
  US 20050144073A1
• Time in Patent Office: Days
• US Class Current: 705/14.500
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0252 based on events or environment, e.g. weather or festivals
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0271 Personalized advertisement

Abstract

An embodiment comprises a method and system for serving an advertisement. The method comprises identifying generic advertisement content to be provided to the user, identifying additional personalized advertisement content which is personalized to the user based on user information, and combining the personalized advertisement content with the generic advertisement content to create a personalized advertisement.

Claims

1. A method for providing a personalized advertisement to a user at a computing device, the method comprising:

reading user information related to the user, the user information being electronically stored;

identifying generic advertisement content to be provided to the user;

identifying additional personalized advertisement content personalized to the user based on the user information; and

combining the personalized advertisement content with the generic advertisement content to create the personalized advertisement.

2. The method of claim 1, wherein the generic advertisement content is an advertisement file, and the personalized advertisement is created by inserting the personalized advertisement content into the advertisement file.

3. The method of claim 2, further comprising:

selecting the advertisement file from multiple advertisement files based on user information;

then

selecting personalized advertisement content based on user information; and

inserting the personalized advertisement content into the advertisement file.

4. The method of claim 1, further comprising:

causing the personalized advertisement to be provided to the computing device.

5. The method of claim 4, wherein the computing device comprises one or more of a computer, a cell phone, a PDA, and a Web tablet.

6. The method of claim 1, wherein the user information is electronically stored in memory at the computing device.

7. The method of claim 1, wherein the user information is electronically stored in a database remote from the computing device.

8. The method of claim 7, wherein data stored at the computing device identifies the user information in the database.

9. The method of claim 1, wherein user information comprises demographic information.

10. The method of claim 9, wherein demographic information comprises information related to one or more of age, gender, residence address, educational background, religion, nationality and ethnicity.

11. The method of claim 1, wherein user information comprises the user'"'"'s Web surfing history.

12. The method of claim 1, wherein user information comprises search queries entered by the user.

13. The method of claim 7, wherein the user information is electronically stored in a user sub-database that comprises a subset of information related to the user.

14. The method of claim 8, wherein the data is stored in the form of a cookie.

15. The method of claim 1, further comprising:

receiving a request for a Web page from the computing device, serving the requested Web page to the computing device, the requested Web page calling the personalized advertisement.

16. The method of claim 1, wherein the user information comprises ZIP Code information.

17. The method of claim 1, wherein the generic advertisement content comprises content related to a movie and the additional personalized advertisement content comprises times the movie is playing local to the user.

18. The method of claim 1, wherein the additional personalized advertisement content comprises local movie times.

19. The method of claim 1, wherein the generic advertisement content comprises information related to a product and the additional personalized advertisement content comprises information related to vendors selling the product local to the user.

20. The method of claim 1, wherein the additional personalized advertisement content comprises local movie theater names.

21. The method of claim 1, wherein the additional personalized advertisement content comprises local automobile dealership names.

22. The method of claim 1, wherein the generic advertisement content comprises information related to a product and the additional personalized advertisement content comprises links to Web sites of vendors selling the product local to the user.

23. The method of claim 1, wherein the additional personalized advertisement content comprises links to additional Web sites.

24. The method of claim 1, further comprising providing a coupon to the computing device, the coupon being based on the user information.

25. The method of claim 1, wherein the user information includes first data, the method further comprising:

identifying second data, wherein the personalized advertisement content is identified based on a difference between the first data and the second data.

26. The method of claim 25, wherein the first data is the current date that the user is using the computing device, and the second data is the date of an upcoming event.

27. The method of claim 26, wherein the upcoming event is the release date of a movie.

28. A method for providing a personalized advertisement to a user at a computing device, the method comprising:

reading user information related to the user, the user information being electronically stored;

identifying generic advertisement content to be provided to the user;

receiving search queries from multiple searchers;

filtering the search queries based on filtering criteria, the filtering criteria comprising user information; and

combining the filtered search queries with the generic advertisement content to create the personalized advertisement.

29. The method of claim 28, wherein the personalized advertisement is on behalf of an advertiser, the method further comprising receiving filtering criteria from the advertiser.

30. The method of claim 28, wherein the personalized advertisement is for a product and the filtering criteria include an association between the product and the search queries.

31. The method of claim 28, wherein the personalized advertisement is for a product, the search queries have associated searcher information related to the searchers from which the search queries are received and the filtering criteria comprises demographic criteria, the demographic criteria describing potential purchasers of the product, wherein filtering the search queries comprises identifying search queries having associated searcher information matching the demographic criteria.

32. The method of claim 28, wherein the personalized advertisement comprises a scrolling list of filtered search queries.

33. The method of claim 32, wherein the personalized advertisement comprises a FLASH movie.

34. The method of claim 28, wherein the personalized advertisement comprises a filtered search query link corresponding to one of the filtered search queries, activation of which initiates display of search results corresponding to the one search query.

35. The method of claim 34, wherein the activation of the link further includes display of additional advertising content.

36. A method of providing a personalized advertisement to a user, the method comprising:

receiving one or more search queries from one or more searchers;

selecting personalized advertisement content based on information related to the user to provide as part of the personalized advertisement, the personalized advertisement content comprising one or more of the search queries; and

providing a personalized advertisement to the user, the personalized advertisement including the personalized advertisement content.

37. The method of claim 36, wherein each search query is associated searcher information related to the searcher providing the search query and wherein the selecting of personalized advertisement content comprises matching searcher information related to a searcher with information related to the user.

38. The method of claim 37, wherein the information related to the searcher is stored at a cookie at a computing device used by the searcher.

39. The method of claim 38, wherein the information related to the user is stored at a cookie at a computing device used by the user.

40. The method of claim 37, wherein the information related to the searcher is stored at a user database, and is referenced by way of a searcher ID.

41. The method of claim 38, wherein the information related to the user is stored at a user database, and is referenced by way of a user ID.

42. The method of claim 40, wherein the searcher ID is stored in a cookie at the computing device used by the searcher.

43. The method of claim 41, wherein the user ID is stored in a cookie at the computing device used by the user.

44. The method of claim 36, the display of one or more of the search queries including a scrolling display of the search queries.

45. The method of claim 44, wherein the scrolling display is implemented using a FLASH movie.

46. A system for providing a personalized advertisement to a user at a computing device, the system comprising:

one or more servers configured to;

read user information related to the user, the user information being electronically stored;

identify generic advertisement content to be provided to the user;

identify additional personalized advertisement content personalized to the user based on the user information; and

combine the personalized advertisement content with the generic advertisement content to create the personalized advertisement.

47. The system of claim 46, wherein the generic advertisement content is an advertisement file, and the personalized advertisement is created by inserting the personalized advertisement content into the advertisement file.

48. The system of claim 47, the servers being further configured to:

select the advertisement file from multiple advertisement files based on user information;

then

select personalized advertisement content based on user information; and

insert the personalized advertisement content into the advertisement file.

49. The system of claim 46, the servers being further configured to:

cause the personalized advertisement to be provided to the computing device.

50. The system of claim 49, wherein the computing device comprises one or more of a computer, a cell phone, a PDA, and a Web tablet.

51. The system of claim 46, wherein the user information is electronically stored in memory at the computing device.

52. The system of claim 46, wherein the user information is electronically stored in a database remote from the computing device.

53. The system of claim 52, wherein data stored at the computing device identifies the user information in the database.

54. The system of claim 46, wherein user information comprises demographic information.

55. The system of claim 54, wherein demographic information comprises information related to one or more of age, gender, residence address, educational background, religion, nationality and ethnicity.

56. The system of claim 46, wherein user information comprises the user'"'"'s Web surfing history.

57. The system of claim 46, wherein user information comprises search queries entered by the user.

58. The system of claim 52, wherein the servers are further configured such that user information is electronically stored in a user sub-database that comprises a subset of information related to the user.

59. The system of claim 53, wherein the data is stored in the form of a cookie.

60. The system of claim 46, wherein the servers are further configured to:

receive a request for a Web page from the computing device; and

serve the requested Web page to the computing device, the requested Web page calling the personalized advertisement.

61. The system of claim 46, wherein the user information comprises ZIP Code information.

62. The system of claim 46, wherein the generic advertisement content comprises content related to a movie and the additional personalized advertisement content comprises times the movie is playing local to the user.

63. The system of claim 46, wherein the generic advertisement content comprises content related to a movie and the additional personalized advertisement content comprises information related to theaters playing the movie local to the user.

64. The system of claim 46, wherein the generic advertisement content comprises content related to a product and the additional personalized advertisement content comprises information related to vendors selling the product local to the user.

65. The system of claim 46, wherein the generic advertisement content comprises content related to a product and the additional personalized advertisement content comprises links to additional Web sites of vendors selling the product local to the user.

66. The system of claim 46, wherein the servers are further configured to provide a coupon to the computing device, the coupon based on the user information.

68. The method of claim 60, wherein the first data is a date and the second data is a date the user received the personalized advertisement.

69. The method of claim 61, wherein the first date is a future date.

70. The method of claim 61, wherein the first date is a past date.

71. The method of claim 61, wherein the current date is retrieved from the computing device.

72. The method of claim 60, wherein the current date is retrieved from a remote site.

73. The method of claim 60, wherein the first data is stored in a cookie on the computing device.

74. The method of claim 60, wherein the first data is information related to Web sites the user has visited.

67. A method of providing to a user at a computing device a personalized advertisement that is personalized to the user with reference to first data, the method comprising:

identifying second data;

identifying generic advertisement content to be provided to the user;

identifying additional personalized advertisement content personalized to

the user based on a difference between the first data and the second data; and

combining the personalized advertisement content with the generic

advertisement content to create the personalized advertisement.

75. A method for providing a personalized advertisement to a user at a computing device, the method comprising:

making a first selection, based on user information, of a selected advertisement file from multiple advertisement files;

making a second selection, based on user information, of a selected personalized advertisement content from multiple items of personalized advertisement content, the selected personalized advertisement content being personalized to the user; and

creating the personalized advertisement by combining the selected personalized advertisement content with the advertisement file.

76. The method of claim 75, further comprising reading user information from electronic storage.

77. The method of claim 76, wherein the electronic storage comprises memory on the computing device.

78. The method of claim 76, wherein the electronic storage comprises an electronic database.

79. The method of claim 75, wherein the first selection is based on user information different from user information on which the second selection is based.