Universal advertisement services architecture

• US 20060282314A1
• Filed: 06/10/2005
• Published: 12/14/2006
• Est. Priority Date: 06/10/2005
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Zamanian, M.S. Kiumarse, Liu, Hongche
• Application Number:
  US11/150,556
• Publication Number:
  US 20060282314A1
• Time in Patent Office: Days
• US Class Current: 705/14.430
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

A universal advertisement services system provides a common framework for managing web-based advertisement campaigns associated with various kinds of advertisement formats and advertisement pricing mechanisms. A unified set of interfaces is provided for advertisement configuration, fetching, arbitration and optimization, and advertisement campaign validation, exposing services to external parties as well as internal users. The universal advertisement services system enables delivery of an optimal available guaranteed or performance-based advertisement for a specified position in a web page and based on given business rules and metrics.

Claims

1. A method for providing advertising content for display in at least one page over a network, comprising:

obtaining a configuration for a location in a page, wherein the configuration includes a type of advertisement for display at the location;

employing the configuration to determine at least one advertisement that is qualified for display at the location in the page; and

employing at least one rule to optimize a determination of an advertisement to be displayed at the location in the page, wherein the optimized advertisement is selected from the at least one qualified advertisement.

2. The method of claim 1, wherein the type of advertisement to be displayed includes at least one of a guaranteed impression advertisement, a performance-based advertisement, a banner advertisement, or a sponsored listing advertisement.

3. The method of claim 1, wherein the type includes the size of the location in the page.

4. The method of claim 1, wherein determining the at least one qualifying advertisement further comprises determining at least one qualifying advertisement based on information regarding a user that requests the page.

5. The method of claim 1, wherein the at least one optimization rule includes at least one of a profile-based rule, a time-based rule, or a rule applied to an effective cost per impression value associated with the at least one qualifying advertisement.

6. The method of claim 1, further comprising:

recording information relating to the at least one qualifying advertisement and the optimized advertisement for validating an advertisement campaign.

7. A server for providing advertising content for display in at least one page over a network, comprising:

a network interface for communicating with a remote device that requests the advertisement;

a processor in communication with the network interface; and

a memory in communication with the processor and for use in storing data and machine instructions that enable the processor to perform a plurality of operations, including;

obtaining a configuration for a location in a page, wherein the configuration includes a type of advertisement for display at the location;

employing the configuration to determine at least one advertisement that is qualified for display at the location in the page; and

employing at least one rule to optimize a determination of an advertisement to be displayed at the location in the page, wherein the optimized advertisement is selected from the at least one qualified advertisement.

8. The server of claim 7, wherein the type of advertisement to be displayed includes at least one of a guaranteed impression advertisement, a performance-based advertisement, a banner advertisement, size, or a sponsored listing advertisement.

9. The server of claim 7, wherein determining the at least one qualifying advertisement further comprises determining at least one qualifying advertisement based on information regarding a user that requests the page.

10. The server of claim 7, wherein the at least one optimization rule includes at least one of a profile-based rule, a time-based rule, or a rule applied to an effective cost per impression value associated with the at least one qualifying advertisement.

11. The server of claim 7, further comprising:

recording information relating to the at least one qualifying advertisement and the optimized advertisement for validating an advertisement campaign

12. The server of claim 7, further comprising an interface for specifying the configuration for the location in the page.

13. The server of claim 7, further comprising an interface for validating an advertisement campaign based on the at least one qualifying advertisement and the optimized advertisement.

14. A client for displaying advertising content in at least one page over a network, comprising:

a network interface for communicating with a remote device that provides at least one advertisement;

a processor in communication with the network interface; and

a memory in communication with the processor and for use in storing data and machine instructions that enable the processor to perform a plurality of operations, including;

requesting a page to be displayed;

obtaining a configuration for a location in the requested page, wherein the configuration includes a type of advertisement for display at the location;

employing the configuration to request at least one advertisement that is qualified for display at the location in the page; and

displaying an advertisement at the location in the page based on at least one rule, wherein the at least one rule enables the optimal selection of the displayed advertisement from the at least one qualified advertisement.

15. The client of claim 14, wherein the type of advertisement to be displayed includes at least one of a guaranteed impression advertisement, a performance-based advertisement, a banner advertisement, size, or a sponsored listing advertisement.

16. The client of claim 14, wherein determining the at least one qualifying advertisement further comprises determining at least one qualifying advertisement based on information regarding a user that requests the page.

17. The client of claim 14, wherein the at least one optimization rule includes at least one of a profile-based rule, a time-based rule, or a rule applied to an effective cost per impression value associated with the at least one qualifying advertisement.

18. The client of claim 14, further comprising:

recording information relating to the at least one qualifying advertisement and the optimized advertisement for validating an advertisement campaign

19. The client of claim 14, further comprising an interface for specifying the configuration for the location in the page.

20. The client of claim 14, further comprising an interface for validating an advertisement campaign based on the at least one qualifying advertisement and the optimized advertisement.

21. A mobile device for displaying advertising content in at least one page over a network, comprising:

a network interface for communicating with a remote device that provides at least one advertisement;

a processor in communication with the network interface; and

a memory in communication with the processor and for use in storing data and machine instructions that enable the processor to perform a plurality of operations, including;

requesting a page to be displayed;

obtaining a configuration for a location in the requested page, wherein the configuration includes a type of advertisement for display at the location;

employing the configuration to request at least one advertisement that is qualified for display at the location in the requested page; and

displaying an advertisement at the location in the page based on at least one rule, wherein the at least one rule enables the optimal selection of the displayed advertisement from the at least one qualified advertisement.

22. The mobile device of claim 21, wherein the network includes at least one of a wired network and a wireless network.

23. The mobile device of claim 21, wherein the type of advertisement to be displayed includes at least one of a guaranteed impression advertisement, a performance-based advertisement, a banner advertisement, size, or a sponsored listing advertisement.

24. The mobile device of claim 21, wherein determining the at least one qualifying advertisement further comprises determining at least one qualifying advertisement based on information regarding a user that requests the page.

25. The mobile device of claim 21, wherein the at least one optimization rule includes at least one of a profile-based rule, a time-based rule, or a rule applied to an effective cost per impression value associated with the at least one qualifying advertisement.

26. The mobile device of claim 21, further comprising:

recording information relating to the at least one qualifying advertisement and the optimized advertisement for validating an advertisement campaign

27. A system for displaying advertising content in at least one page over a network, comprising:

a first device that provides an interface for communicating a requested page over the network to a second device, wherein the first device performs actions including;

specifying a configuration for a location in a page for an advertisement, and wherein the configuration requirement includes at least one type; and

employing the configuration to determine at least one advertisement that is qualified for display at the location in the requested page; and

providing an advertisement for display by the second device based on at least one rule, wherein the at least one rule enables the optimal selection of the displayable advertisement from the at least one qualified advertisement; and

the second device enables the displaying of the provided advertisement at the location in the requested page.

28. A computer-readable medium storing computer-executable instructions for providing advertising content for display in at least one page over a network, comprising:

obtaining a configuration for a location in a page, wherein the configuration includes a type of advertisement for display at the location;

employing the configuration to determine at least one advertisement that is qualified for display at the location in the page; and

employing at least one rule to optimize a determination of an advertisement to be displayed at the location in the page, wherein the optimized advertisement is selected from the at least one qualified advertisement.

29. A modulated data signal for providing advertising content for display in at least one page over a network, the modulated data signal comprising instructions that enable a computing device to perform actions, including:

obtaining a configuration for a location in a page, wherein the configuration includes a type of advertisement for display at the location;

employing the configuration to determine at least one advertisement that is qualified for display at the location in the page; and

employing at least one rule to optimize a determination of an advertisement to be displayed at the location in the page, wherein the optimized advertisement is selected from the at least one qualified advertisement.