System and method for generating an orchestrated advertising campaign

• US 20060069612A1
• Filed: 09/28/2004
• Published: 03/30/2006
• Est. Priority Date: 09/28/2004
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Chan, Kelvin, Norrington, Trevor, Horwat, Shawn, Hurt, Michael W., Tittle, Kenneth
• Application Number:
  US10/950,429
• Publication Number:
  US 20060069612A1
• Time in Patent Office: Days
• US Class Current: 705/14.640
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A system and related techniques host and serve selective, orchestrated advertising campaigns and other content to users depending on contributing advertisers'"'"' campaign strategies as well as use interests, prior history or experiences. According to embodiments, users may navigate to a Web or other network site which contains or invokes ads or other media or content. When ad or other content is called, according to the invention in one regard a user identifier may be checked, to determine whether the user has subscribed to or had a profile established with the orchestrated ad platform of the invention. If the user does have a unique identifier associated with them, an ad engine may perform a lookup of the identifier against potential ad campaigns or delivery modes, to deliver a more coherent or orchestrated stream of ads or other media to the user. Those selected campaigns may include for instance immersive delivery modes in which a number of ads related to an area of interest, such as cars and related services or foods and restaurants, may be delivered or streamed to the user'"'"'s browser or other application at a comparatively high frequency or intensity. The sequence of that content may in one regard be conditioned on the user'"'"'s browsing or other history, including topics of interest as expressed for example in prior search activity, in explicit questionnaires, or in prior purchase or shopping activity, as well as other behavioral patterns such as averaged length of browsing sessions, or other parameters. Because the experience which the user receives is targeted or tailored in nature, and in addition presents a set or series of content which is selected to reflect a meaningful relationship or theme, the effectiveness of the advertising or other content delivery campaign may be enhanced compared to undifferentiated delivery techniques.

Claims

1. A system for generating selectable orchestrated content for delivery via a network, comprising:

an interface to a client to receive an access request to a network site; and

a content engine, the content engine communicating with the interface, the content engine generating orchestrated content for delivery in connection with the network site based an identification of the network site and a user identifier.

2. A system according to claim 1, wherein the network site comprises a Web page.

3. A system according to claim 1, wherein the client comprises at least one of a computer, a network-enabled personal digital assistant and a network-enabled cellular telephone.

4. A system according to claim 1, wherein the orchestrated content comprises a set of advertising campaigns.

5. A system according to claim 4, wherein the set of advertising campaigns comprises at least one of a maximum exposure session, a synchronized advertising campaign and sequenced advertising formats.

6. A system according to claim 1, wherein the user identifier comprises at least one of a tracking object and a user-inputted profile.

7. A system according to claim 1, wherein the orchestrated content is stored in a content store.

8. A system according to claim 1, wherein the orchestrated content is selectively displayable in a browser.

9. A system according to claim 8, wherein the set of orchestrated content comprises a set of called advertisements related to associated products or services.

10. A system according to claim 1, wherein the set of called advertisements are contributed by a set of subscribing advertisers.

11. A method for generating selectable orchestrated content for delivery via a network, comprising:

receiving an access request to access a network site from a user; and

generating orchestrated content for delivery in connection with the network site based an identification of the network site and a user identifier.

12. A method according to claim 11, wherein the network site comprises a Web page.

13. A method according to claim 11, wherein the user accesses the network site via a client comprising at least one of a computer, a network-enabled personal digital assistant and a network-enabled cellular telephone.

14. A method according to claim 11, wherein the orchestrated content comprises a set of advertising campaigns.

15. A method according to claim 14, wherein the set of advertising campaigns comprises at least one of a maximum exposure session, a synchronized advertising campaign and sequenced advertising formats.

16. A method according to claim 11, wherein the user identifier comprises at least one of a tracking object and a user-inputted profile.

17. A method according to claim 11, wherein the orchestrated content is stored in a content store.

18. A method according to claim 11, wherein the orchestrated content is selectively displayable in a browser.

19. A method according to claim 18, wherein the set of orchestrated content comprises a set of called advertisements related to associated products or services.

20. A method according to claim 11, wherein the set of called advertisements are contributed by a set of subscribing advertisers.

21. A set of orchestrated content for delivery via a network, the orchestrated content being generated by a method comprising:

receiving an access request to access a network site from a user; and

generating orchestrated content for delivery in connection with the network site based an identification of the network site and a user identifier.

22. A set of orchestrated content according to claim 21, wherein the network site comprises a Web page.

23. A set of orchestrated content according to claim 21, wherein the user accesses the network site via a client comprising at least one of a computer, a network-enabled personal digital assistant and a network-enabled cellular telephone.

24. A set of orchestrated content according to claim 21, wherein the orchestrated content comprises a set of advertising campaigns.

25. A set of orchestrated content according to claim 24, wherein the set of advertising campaigns comprises at least one of a maximum exposure session, a synchronized advertising campaign and sequenced advertising formats.

26. A set of orchestrated content according to claim 21, wherein the user identifier comprises at least one of a tracking object and a user-inputted profile.

27. A set of orchestrated content according to claim 21, wherein the orchestrated content is stored in a content store.

28. A set of orchestrated content according to claim 21, wherein the orchestrated content is selectively displayable in a browser.

29. A set of orchestrated content according to claim 28, wherein the set of orchestrated content comprises a set of called advertisements related to associated products or services.

30. A set of orchestrated content according to claim 21, wherein the set of called advertisements are contributed by a set of subscribing advertisers.