Methods and apparatus for a statistical system for targeting advertisements

• US 20060294084A1
• Filed: 06/28/2006
• Published: 12/28/2006
• Est. Priority Date: 06/28/2005
• Status: Abandoned Application

• Current Assignee: Choicestream Incorporated
• Original Assignee: Choicestream Incorporated
• Inventors: Gopinath, Dinesh, Patel, Jayendu S.
• Application Number:
  US11/477,163
• Publication Number:
  US 20060294084A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A system examines a user profile based on a knowledge associated with a user. The system examines a content context profile associated with a type of application and an application environment. The system examines an advertisement profile associated with a plurality of advertisements that include a plurality of attributes. The system then conditionally selects at least one preferred advertisement from the plurality of advertisements for presentation to the user. The at least one preferred advertisement is selected based on a statistical analysis of the user profile, the advertisement profile, and the content context profile.

Claims

1. A method of selecting at least one advertisement, the method comprising:

examining a user profile based on a knowledge associated with a user;

examining a content context profile associated with a type of application and an application environment;

examining an advertisement profile associated with a plurality of advertisements, the plurality of advertisements including a plurality of attributes; and

conditionally selecting at least one preferred advertisement from the plurality of advertisements for presentation to the user, the at least one preferred advertisement selected based on a statistical analysis of the user profile, the advertisement profile, and the content context profile.

2. The method of claim 1 comprising:

creating the user profile;

initializing a state of knowledge associated with the user profile;

re-profiling the user profile; and

after the re-profiling, updating the state of knowledge associated with the user profile.

3. The method of claim 1 comprising:

creating the content context profile;

initializing a state of knowledge associated with the content context profile;

re-profiling the content context profile; and

after the re-profiling, updating the state of knowledge associated with the content context profile.

4. The method of claim 1 comprising:

creating the advertisement profile;

initializing a state of knowledge associated with the advertisement profile;

re-profiling the advertisement profile; and

after the re-profiling, updating the state of knowledge associated with the advertisement profile.

5. The method of claim 1 further comprising:

assessing a reaction of the user to the at least one preferred advertisement; and

utilizing the reaction of the user to perform at least one of;

i) a re-evaluation of the user profile;

ii) a new update of the state of knowledge associated with the user profile, the state of knowledge associated with the content context profile, and the state of knowledge associated with the advertisement profile; and

iii) an evaluation of the step of conditionally selecting the at least one preferred advertisement.

6. The method of claim 1 wherein examining a user profile based on a knowledge associated with a user comprises:

assigning the user to at least one cohort, the at least one cohort including at least one of;

i) a demographic cohort;

ii) a geographic cohort;

iii) a latent cohort; and

iv) an advertisement preference cohort.

7. The method of claim 6 wherein assigning the user to at least one cohort comprises:

using a probabilistic cohort selection technique to assign the user to a latent cohort.

8. The method of claim 6 wherein assigning the user to at least one cohort comprises:

assigning the user to a default cohort; and

inheriting a default profile.

9. The method of claim 6 wherein assigning the user to at least one cohort comprises:

evaluating the knowledge associated with the user including at least one of;

i) at least one demographic of the user;

ii) at least one socioeconomic characteristic of the user;

iii) at least one location of the user;

iv) at least one user rating;

v) at least one web page hyperlink selection;

vi) at least one web page viewing;

vii) at least one advertisement impression selected by the user;

viii) at least one advertisement impression not selected by the user;

ix) at least one recent search query; and

x) at least one recent interest of the user.

10. The method of claim 9 wherein evaluating the knowledge associated with the user comprises:

evaluating at least one recent search query including at least one of;

i) at least one web search query;

ii) at least one product search query;

iii) at least one entertainment search query;

iv) at least one movie search query;

v) at least one music search query;

vi) at least one television search query;

vii) at least one video search query;

viii) at least one media search query; and

ix) at least one image search query.

11. The method of claim 9 wherein evaluating the knowledge associated with the user comprises:

evaluating the at least one recent interest of the user including at least one of;

i) at least one recent searched query;

ii) at least one page recently visited;

iii) at least one advertisement recently selected;

iv) at least one product recently purchased;

v) at least one product recently shopped for; and

vi) at least one current location associated with the user.

12. The method of claim 1 wherein examining an advertisement profile associated with a plurality of advertisements comprises:

examining at least one prospective advertisement within the plurality of advertisements, the at least one prospective advertisement including at least one of;

i) a text advertisement;

ii) a banner advertisement;

iii) a rich media advertisement;

iv) a marketing promotion;

v) a coupon; and

vi) a product recommendation.

13. The method of claim 1 wherein examining a content context profile associated with a type of application and an application environment comprises:

creating a content context profile including at least one of;

i) a web page on which the at least one prospective advertisement is presented;

ii) a portable device on which the at least one prospective advertisement is presented;

iii) a customer service platform on which the at least one prospective advertisement is presented;

iv) a call center in which the at least one prospective advertisement is presented;

v) a kiosk on which the at least one prospective advertisement is presented;

vi) a media platform on which the at least one prospective advertisement is presented;

vii) a campaign associated with an event at which the at least one prospective advertisement is presented;

viii) an intended locale where the at least one prospective advertisement will be presented to the at least one user;

ix) a plurality of web pages; and

x) a plurality of web pages resulting from a search.

14. The method of claim 13 wherein creating a content context profile comprises:

examining at least one attribute associated with the content context profile, the at least one attribute including at least one of;

i) at least one attribute of a web page on which the at least one prospective advertisement is presented;

ii) at least one attribute of a portable device on which the at least one prospective advertisement is presented;

iii) at least one attribute of a customer service platform on which the at least one prospective advertisement is presented;

iv) at least one attribute of a call center in which the at least one prospective advertisement is presented;

v) at least one attribute of a kiosk on which the at least one prospective advertisement is presented;

vi) at least one attribute of a media platform on which the at least one prospective advertisement is presented;

vii) at least one attribute of a campaign associated with an event at which the at least one prospective advertisement is presented;

viii) at least one attribute of an intended locale where the at least one prospective advertisement will be presented to the at least one user;

ix) at least one attribute of a plurality of web pages; and

x) at least one attribute of a plurality of web pages resulting from a search.

15. The method of claim 1 wherein examining an advertisement profile associated with a plurality of advertisements comprises:

examining at least one attribute, the at least one attribute including at least one of;

i) metadata associated with at least one prospective advertisement within the plurality of advertisements;

ii) at least one sound associated with at least one prospective advertisement within the plurality of advertisements;

iii) at least one image associated with at least one prospective advertisement within the plurality of advertisements;

iv) at least one color associated with at least one prospective advertisement within the plurality of advertisements;

v) a size associated with at least one prospective advertisement within the plurality of advertisements;

vi) at least one latent attribute associated at least one prospective advertisement within the plurality of advertisements;

vii) at least one advertiser specified tag associated at least one prospective advertisement within the plurality of advertisements; and

viii) at least one web page attribute associated with a web page to which the advertisement directs a user.

16. The method of claim 1 wherein conditionally selecting at least one preferred advertisement from the plurality of advertisements for presentation to the user comprises:

utilizing an optimization metric to condition the selection of the at least one preferred advertisement.

17. The method of claim 16 wherein utilizing an optimization metric to condition the selection of the at least one preferred advertisement comprises:

defining the optimization metric to include a click through rate defining a rate at which a prospective advertisement, displayed to a plurality of prospective users, is selected by the plurality of prospective users.

18. The method of claim 16 wherein utilizing an optimization metric to condition the selection of the at least one preferred advertisement comprises:

defining the optimization metric to include an expected advertisement revenue based on a rate at which a prospective advertisement is displayed to at least one prospective user, the expected advertisement revenue including at least one of;

i) advertisement serving engine revenue; and

ii) an advertiser revenue.

19. The method of claim 16 wherein utilizing an optimization metric to condition the selection of the at least one preferred advertisement comprises:

weighting at least one attribute associated with at least one prospective advertisement, the weighting resulting from an assessment of an amount to which the state of knowledge associated with the user profile, the state of knowledge associated with the content context profile, and the state of knowledge associated with the advertisement profile values the at least one attribute.

20. The method of claim 1 wherein conditionally selecting at least one preferred advertisement from the plurality of advertisements for presentation to the user comprises:

calculating a probability that the user will select the at least one preferred advertisement, the probability based on at least one of;

i) the user profile;

ii) the advertisement profile; and

iii) the content context profile.

21. The method of claim 20 wherein calculating a probability that the user will select the at least one preferred advertisement comprises:

formulating the probability based on at least one of;

i) a latent cohort click model; and

ii) a random coefficient click model.

22. The method of claim 21 wherein formulating the probability based at least one of a latent cohort model and a random coefficient click model comprises:

utilizing historical data to estimate at least one parameter used to compute the probability.

23. The method of claim 5 wherein assessing a reaction of the user to the at least one preferred advertisement comprises:

identifying a sub set of user selected advertisements including a plurality of advertisements selected by the user; and

identifying a sub set of non user selected advertisements including a plurality of advertisements not selected by the user.

24. The method of claim 5 wherein utilizing the reaction of the user to perform at least one of a re-evaluation of the user profile, a new update of the state of knowledge associated with the user profile, the state of knowledge associated with the content context profile, and the state of knowledge associated with the advertisement profile, and an evaluation of the step of conditionally selecting the at least one preferred advertisement comprises:

assessing a score for the at least one preferred advertisement, the score based on;

i) an interaction of the user with the preferred advertisement;

ii) an activity history of the user;

iii) at least one attribute of the content context profile;

iv) at least one attribute of the advertisement profile; and

v) at least one user profile associated with the user.

25. The method of claim 5 wherein utilizing the reaction of the user to perform at least one of a re-evaluation of the user profile, a new update of the state of knowledge associated with the user profile, the state of knowledge associated with the content context profile, and the state of knowledge associated with the advertisement profile, and an evaluation of the step of conditionally selecting the at least one preferred advertisement comprises:

assigning an attribute weight to at least one attribute associated with the at least one preferred advertisement;

compiling an activity history of the user associated with the at least one preferred advertisement; and

adjusting the attribute weight based on the activity history of the user.

26. The method of claim 2 wherein updating the state of knowledge associated with the user profile comprises:

compiling a cumulative history based on at least one of;

i) a history associated with a plurality of advertisements that are user selected;

ii) a history associated with a plurality of advertisements that are non user selected;

iii) a plurality of user profiles associated with a plurality of users assigned to a plurality of cohorts;

iv) a plurality of advertisement profiles; and

v) a plurality of content context profiles.

27. The method of claim 2 wherein updating the state of knowledge associated with the user profile comprises:

periodically updating the user profile based on at least one of;

i) a specified update frequency; and

ii) recent activities of the user that trigger a process of updating the user profile.

28. The method of claim 1 comprising:

receiving at least one query from the user; and

modifying the at least one query such that the modified query optimizes the selecting of the at least one preferred advertisement.

29. The method of claim 28 wherein modifying the at least one query such that the modified query optimizes the selecting of the at least one advertisement comprises:

examining a knowledge associated with the user to determine the modification necessary to the query that results in an optimization of the selecting of the at least one advertisement.

30. The method of claim 1 wherein examining an advertisement profile associated with a plurality of advertisements comprises:

examining a location to which at least one advertisement from the plurality of advertisements directs a user; and

attributizing at least one characteristic of the location.

31. The method of claim 30 comprising:

recommending a modification of the at least one characteristic of the location to which the at least one advertisement directs a user such that the at least one advertisement is attractive to the user.

32. The method of claim 12 wherein examining at least one prospective advertisement within the plurality of advertisements comprises:

examining a title of the at least one prospective advertisement; and

examining a universal resource locator associated with the at least one prospective advertisement.

33. The method of claim 12 wherein examining at least one prospective advertisement within the plurality of advertisements comprises:

recommending a modification of content of the at least one prospective advertisement such that the at least one prospective advertisement is attractive to the user.

36. The method of claim 9 wherein evaluating the knowledge associated with the user comprises:

evaluating the at least one user rating including at least one of;

i) at least one user rating of product;

ii) at least one user rating of entertainment;

iii) at least one user rating of movie;

iv) at least one user rating of music;

v) at least one user rating of television show; and

vi) at least one user rating of rich media.

37. The method of claim 1 wherein conditionally selecting at least one preferred advertisement from the plurality of advertisements for presentation to the user comprises:

selecting at least one subset of advertisements from the plurality of advertisements, the at least one subset of advertisements grouped as a portfolio selected to introduce variety and diversity, the at least one subset of advertisements grouped as a portfolio comprising at least one advertisements from a plurality of advertisements from a plurality of different groups that are determined by statistically analyzing the state of knowledge associated with the user profile, the state of knowledge associated with the content context profile and the state of knowledge associated with the advertisement profile.

34. A computerized device comprising:

a memory;

a processor;

a communications interface;

an interconnection mechanism coupling the memory, the processor and the communications interface;

wherein the memory is encoded with a advertisement selecting application that when executed on the processor is capable of selecting advertisements on the computerized device by performing the operations of;

examining a user profile based on a knowledge associated with a user;

examining a content context profile associated with a type of application and an application environment;

examining an advertisement profile associated with a plurality of advertisements, the plurality of advertisements including a plurality of attributes; and

conditionally selecting at least one preferred advertisement from the plurality of advertisements for presentation to the user, the at least one preferred advertisement selected based on a statistical analysis of the user profile, the advertisement profile, and the content context profile.

35. A computer readable medium encoded with computer programming logic that when executed on a process in a computerized device provides advertisement selection, the medium comprising:

means for examining a user profile based on a knowledge associated with a user;

means for examining a content context profile associated with a type of application and an application environment;

means for examining an advertisement profile associated with a plurality of advertisements, the plurality of advertisements including a plurality of attributes; and

means for conditionally selecting at least one preferred advertisement from the plurality of advertisements for presentation to the user, the at least one preferred advertisement selected based on a statistical analysis of the user profile, the advertisement profile, and the content context profile.