System and method for optimizing the delivery of advertisements

• US 20070027753A1
• Filed: 12/28/2005
• Published: 02/01/2007
• Est. Priority Date: 07/29/2005
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Collins, Robert
• Granted Patent: US 7,685,019 B2
• Time in Patent Office: Days
• US Class Current: 705/14.540
• CPC Class Codes: G06F 16/374 Thesaurus
• CPC Class Codes: G06F 40/30 Semantic analysis
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0271 Personalized advertisement
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

The present invention relates to systems and methods for the optimized delivery of one or more advertisements from a group of advertisements. The method of the present invention comprises receiving a request for one or more advertisements and retrieving advertisements responsive to the request received. Click through data associated with the one or more advertisements is retrieved and is normalized using a normalization algorithm. The normalized click through data is used to assign weights to the one or more advertisements. Tracking codes are generated for the one or more advertisements to track user interactions with a given advertisement. Advertisements are distributed according to the one or more advertisements'"'"' associated weights with associated tracking codes in one or more formats to one or more locations through which advertising may be conducted.

Claims

1. A method for selecting advertisements for delivery, the method comprising:

retrieving click through rates associated with one or more advertisements within a group of advertisements;

normalizing the click through rates associated with the one or more advertisements within the group of advertisements;

assigning weights to the one or more advertisements within the group of advertisements based upon the normalized click through rates; and

distributing advertisements according to the one or more advertisements'"'"' associated weights in response to one or more requests for advertisements.

2. The method of claim 1 comprising:

generating a tracking code for a given advertisement;

retrieving user interaction data associated with the given advertisement through use of the tracking code; and

delivering the user interaction data to a data store as specified by the tracking codes.

3. The method of claim 1 wherein normalizing the click through rates comprises normalizing according to time.

4. The method of claim 1 wherein normalizing the click through rates comprises normalizing according to placement of the advertisement within a ranked list of advertisements.

5. The method of claim 1 wherein normalizing the click through rates comprises normalizing according to user characteristics as specified in a user profile.

6. The method of claim 1 wherein normalizing the click through rates comprises normalizing according to demographic information.

7. The method of claim 1 wherein assigning weights to the one or more advertisements within the group of advertisements comprises selecting an algorithm to compare normalized click through rates of the one or more advertisements within the group of advertisements.

8. The method of claim 7 wherein selecting the algorithm comprises selecting based upon a quantity of advertisements in the group of advertisements.

9. The method of claim 7 wherein selecting the algorithm comprises selecting based upon a quantity of click through data available for the one or more advertisements within the group of advertisements.

10. The method of claim 1 wherein assigning weights to the one or more advertisements within the group of advertisements comprises:

assigning equal weights to the one or more advertisements within the group of advertisements;

calculating an average normalized click through rate for the one or more advertisements within the group of advertisements;

comparing a normalized click through rate for a given advertisement with the average normalized click through rate; and

updating the weight of the given advertisement based upon the comparison.

11. The method of claim 10 wherein updating comprises decreasing the weight of the given advertisement where the average normalized click through rate exceeds the normalized click through rate for the given advertisement.

12. The method of claim 10 wherein updating comprises increasing the weight of the given advertisement where the normalized click through rate exceeds the average normalized click through rate for the given advertisement.

13. The method of claim 1 wherein assigning weights to the one or more advertisements within the group of advertisements comprises:

calculating an average normalized click through rate for the one or more advertisements within the group of advertisements;

comparing a normalized click through rate for a given advertisement with the average normalized click through rate; and

updating the weight of the given advertisement based upon the comparison.

14. The method of claim 1 wherein assigning weights to the one or more advertisements comprising the group of advertisements comprises

selecting a first advertisement from the one or advertisements within the group of advertisements;

selecting a second advertisement from the one or more advertisements within the group of advertisements;

comparing the normalized click through rate of the first advertisement with the normalized click through rate of the second advertisement; and

assigning the advertisement with the lesser normalized click through rate a weight of zero.

15. The method of claim 1 wherein distributing advertisements comprises distributing to a website.

16. The method of claim 1 wherein distributing advertisements comprises distributing in response to a user search query.

17. The method of claim 1 wherein distributing advertisements comprises distributing as one or more pop-up advertisements.

18. The method of claim 1 wherein distributing advertisements comprises distributing as one or more banner advertisements.

19. The method of claim 1 wherein distributing advertisements according to the one or more advertisements'"'"' associated weights comprises distributing advertisements with the greatest associated weights in response to one or more requests for advertisements.

20. The method of claim 1 wherein distributing advertisements according to the one or more advertisements'"'"' associated weights comprises:

identifying two or more advertisements from a given advertiser within the group of advertisements;

generating a random number;

comparing the random number generated with the weights associated with the two or more advertisements from a given advertiser within the group of advertisements; and

selecting an advertisement from among the two or more advertisements from a given advertiser for distribution based upon the comparison.

21. A system for delivering advertisements, the system comprising:

a content data store operative to store one or more advertisements as a group of advertisements;

an analytics data store operative to store click through rates associated with the one or more advertisements stored in the content data store;

a weight optimizer operative to normalize click through rates associated with the one or more advertisements within the group of advertisements and assign weights to the one or more advertisements based upon the normalized click through rates; and

a search-serving component operative to;

receive one or more requests for advertisements,

generate tracking codes for tracking user interactions with one or more advertisements, and

distribute the one or more advertisements and associated tracking codes according to the one or more advertisements'"'"' associated weights in response to the one or more requests.

22. The system of claim 21 wherein the analytics data store is operative to receive and store data indicating user interactions with one or more advertisements.

23. The system of claim 21 wherein the weight optimizer is operative to retrieve click through data for one or more advertisements within a group of advertisements from the analytics data store.

24. The system of claim 21 wherein the weight optimizer is operative to select an algorithm to assign weights to the plurality of advertisements within the group of advertisements.

25. The system of claim 24 wherein the weight optimizer is operative to select an algorithm based upon the number of advertisements within the group of advertisements.

26. The system of claim 24 wherein the weight optimizer is operative to select an algorithm based upon the quantity of click through data associated with the one or more advertisements within the group of advertisements.

27. The system of claim 21 wherein the search-serving component is operative to receive one or more requests for advertisements from one or more client devices.

28. The system of claim 21 wherein the tracking codes provide information regarding user interactions with a given advertisement to the analytics data store.

29. The system of claim 21 wherein the search-serving component is operative to traverse a group of advertisements and select advertisements with the greatest associated weights for distribution.

30. The system of claim 21 wherein the search-serving component is operative to:

traverse a group of advertisements to identify two or more advertisements from a given advertiser within the group;

generate a random number;

compare the random number generated with the weights associated with the two or more advertisements from a given advertiser within the group of advertisements; and

select an advertisement from among the two or more advertisements from a given advertiser for distribution based upon the comparison with the random number generated.

31. The system of claim 21 wherein the search-serving component is operative to distribute one or more advertisements to a web site.

32. The system of claim 21 wherein the search-serving component is operative to distribute one or more advertisements in response to a request from a client device.

33. The system of claim 21 wherein the search-serving component is operative to distribute one or more advertisements as pop-up advertisements.

34. The system of claim 21 wherein the search-serving component is operative to distribute one or more advertisements as banner advertisements.