Architecture for an advertisement delivery system

• US 20070027765A1
• Filed: 07/18/2006
• Published: 02/01/2007
• Est. Priority Date: 07/29/2005
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Collins, Robert, Apodaca, Paul, Harvester, Scott
• Application Number:
  US11/489,386
• Publication Number:
  US 20070027765A1
• Time in Patent Office: Days
• US Class Current: 705/14.530
• CPC Class Codes: G06Q 10/0631 Resource planning, allocation, distributing or scheduling for enterprises or organisations
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0212 Chance discounts or incentives
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions
• 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 30/0263 based upon Internet or website rating
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

A system comprises an advertiser coupled to a network and having a web property to advertise; an advertisement campaign management system coupled to the network, the advertising campaign management system having a geographically distributed set of servers for storing an advertisement for the web property, criteria indicating when presentation of the advertisement is desired by the advertiser, and a bid for the presentation of the advertisement when the criteria are met; and an advertising channel coupled to the network for requesting ad content from the advertisement campaign management system and for receiving the advertisement from the advertisement campaign management system in response to the request for ad content.

Claims

1. A system comprising:

an advertiser coupled to a network and having a web property to advertise;

an advertisement campaign management system coupled to the network, the advertising campaign management system having a geographically distributed set of servers for storing an advertisement for the web property, criteria indicating when presentation of the advertisement is desired by the advertiser, and a bid for the presentation of the advertisement when the criteria are met; and

an advertising channel coupled to the network for requesting ad content from the advertisement campaign management system and for receiving the advertisement from the advertisement campaign management system in response to the request for ad content.

2. The system of claim 1, further comprising a user interface for receiving the advertisement, the criteria and the bid.

3. The system of claim 1, further comprising an application program interface for receiving the advertisement, the criteria and the bid.

4. The system of claim 1, wherein the bid specifies payment terms based on an advertisement tactic.

5. The system of claim 4, wherein the advertisement tactic includes at least one of sponsored search, content match and banner advertisement.

6. The system of claim 1, wherein the advertiser has a plurality of web properties to advertise, and the advertisement campaign management system is capable of storing an advertisement for each web property, dedicated criteria for each web property, and a dedicated bid for each web property.

7. The system of claim 1,

further comprising a second advertiser coupled to a network and having a second web property to advertise;

wherein the advertisement campaign management system is capable of storing a second advertisement for the second web property, second criteria indicating when presentation of the advertisement is desired by the second advertiser, and a second bid for presentation of the advertisement when the second criteria are met; and

wherein the advertisement campaign system prioritizes one of the web property or the second web property based on a comparison of the bid and the second bid, when the criteria and the second criteria are met.

8. The system of claim 1, wherein the advertisement campaign management system further has a tool for monitoring visitor behavior.

9. The system of claim 8, wherein the tool includes at least one of tagging, data tracking, program code, navigation code, a cookie, and a redirection server.

10. The system of claim 8, wherein the tool is capable of generating performance information from the monitored visitor behavior.

11. The system of claim 10, wherein the advertisement campaign management system enables modification of the criteria or the bid based on the performance information.

12. The system of claim 1, wherein the set of servers includes geographically distributed pods, at least one pod storing account information of the advertiser.

13. The system of claim 1, wherein the set of servers includes geographically distributed ad serving systems, at least one ad serving system being configured to serve the advertisement for the web property of the advertiser.

14. A method comprising:

storing in a first server a first advertisement for a first web property to advertise, first criteria indicating when presentation of the first advertisement is desired by a first advertiser, and a first bid for the presentation of the advertisement when the first criteria are met;

storing in a second server remote from the first server a second advertisement for a second web property to advertise, second criteria indicating when presentation of the second advertisement is desired by a second advertiser, and a second bid for the presentation of the advertisement when the second criteria are met;

receiving a request for ad content from an advertising channel;

determining whether the request satisfies the first criteria;

determining whether the request satisfies the second criteria; and

when both the first criteria and the second criteria are met, prioritizing one of the first web property or the second web property based on a comparison of the first bid and the second bid.

15. The method of claim 14, wherein the first bid specifies payment terms based on an advertisement tactic.

16. The method of claim 15, wherein the advertisement tactic includes at least one of sponsored search, content match and banner advertisement.

17. The method of claim 14, further comprising storing a third advertisement for a third web property to advertise, third criteria indicating when presentation of the third advertisement is desired by the first advertiser, and a third bid for the presentation of the advertisement when the third criteria are met.

18. The method of claim 17, wherein the first criteria and the third criteria are the same.

19. The method of claim 17, wherein the first bid and the third bid are the same.

20. The method of claim 14, further comprising monitoring visitor behavior.

21. The method of claim 20, wherein the monitoring uses at least one of tagging, data tracking, program code, navigation code, a cookie, and a redirection server.

22. The method of claim 20, further comprising generating performance information from the monitored visitor behavior.

23. The method of claim 22, further comprising enabling the first advertiser to modify its first criteria and first bid based on the performance information.

24. A system, comprising:

means for storing in a first server a first advertisement for a first web property to advertise, first criteria indicating when presentation of the first advertisement is desired by a first advertiser, and a first bid for the presentation of the advertisement when the first criteria are met;

means for storing in a second server remote from the first server a second advertisement for a second web property to advertise, second criteria indicating when presentation of the second advertisement is desired by a second advertiser, and a second bid for the presentation of the advertisement when the second criteria are met;

means for receiving a request for ad content from an advertising channel;

means for determining whether the request satisfies the first criteria;

means for determining whether the request satisfies the second criteria; and

means for prioritizing one of the first web property or the second web property based on a comparison of the first bid and the second bid, when both the first criteria and the second criteria are met.