Method and apparatus for dynamic ad creation

• US 20070100688A1
• Filed: 10/28/2005
• Published: 05/03/2007
• Est. Priority Date: 10/28/2005
• Status: Active Grant

• Current Assignee: Joyce Book
• Original Assignee: Joyce Book
• Inventors: Book, Joyce
• Granted Patent: US 8,914,301 B2
• Time in Patent Office: Days
• US Class Current: 705/14.520
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0271 Personalized advertisement

Abstract

The present invention provides methods and apparatus for selecting relating to content selection. In one aspect, the invention provides methods and apparatus for determining appropriate content based upon various other input data, particularly for individuals on whom personal data is already known. In another aspect of the invention provides method and apparatus for analyzing feedback statistics obtained from previously delivered content in order to update new content for delivery. Another aspect of the invention is combinations of content determination with the analysis of feedback statistics, preferably in real-time, to take into account not only individual preferences, but environmental and other factors. An embodiment of the present invention is directed toward personalized advertisements, with particularly preferred embodiments described that are implemented with an Internet media platform, an interactive digital television platform, as well as cross-platform implementations.

Claims

1. A method of creating a personalized advertisement for a user in real-time using a computer system comprising the steps of:

providing a plurality of display elements into a real-time selectable database, certain display elements being alternatively selectable, such that selection of one display element prohibits selection of another display element;

providing a plurality of advertising rules for usage with a rules engine, the advertising rules associating environmental attributes, user state attributes and user personal attributes with different ones of the plurality of display elements, wherein;

a first advertising rule associates a first combination of a user state attribute, a user personal attribute, and an environmental attribute to a first plurality of different display elements each intended for inclusion within a first location of a template; and

a second advertising rule associates a second combination of a user state attribute, a user personal attribute, and an environmental attribute to a second plurality of different display elements each intended for inclusion within a second location of a template;

providing the template, the template having first and second locations that are each automatically fillable with one of the first plurality of different display elements and one of the second plurality of different display elements, respectively;

determining, using attribute data associated with the user state attributes, the user personal attributes, and the environmental attributes, the plurality of advertising rules, and the rules engine, which one of the first and second plurality of different display elements to include within the respective first and second locations of the template when creating the personal advertisement; and

forwarding the personalized advertisement for display.

2. The method according to claim 1 wherein the environmental attributes includes a current state environmental attribute and a current event environmental attribute, the user state attributes include a location attribute and an online attribute and the user personal attributes include gender, residence by zipcode and an income characteristic.

3. The method according to claim 2 wherein the current state environmental attribute includes one of time-of-day, time of year and weather.

4. The method according to claim 2 wherein the current event environmental attribute is used to create a rule that, depending on the attribute data associated therewith, will result in a selection of different rules in the step of providing the plurality of advertising rules.

5. The method according to claim 4 wherein the attribute data is obtained from a plurality of different sources, including a client that has purchased the personalized advertisement, a purchased source of data, and a publisher of the advertisement.

6. The method according to claim 5 wherein the display elements are obtained from a plurality of different sources, including a client that has purchased the personalized advertisement.

7. The method according to claim 1 wherein associated with each display element is a plurality of types, and the plurality of types are mapped to different ranges of attribute data.

8. The method according to claim 1 wherein the step of determining which one of the first and second plurality of different display elements to include within the respective first and second locations of the template is performed automatically when the user is online.

9. The method according to claim 8 wherein the environmental attributes includes a current state environmental attribute and a current event environmental attribute, the user state attributes include a location attribute and an online attribute and the user personal attributes include gender, residence by zipcode and an income characteristic.

10. The method according to claim 9 wherein the current state environmental attribute includes one of time-of-day, time of year and weather.

11. The method according to claim 9 wherein the current event environmental attribute is used to create a rule that, depending on the attribute data associated therewith, will result in a selection of different rules in the step of providing the plurality of advertising rules.

12. The method according to claim 8 wherein the attribute data is obtained from a plurality of different sources, including a client that has purchased the personalized advertisement, a purchased source of data, and a publisher of the advertisement.

13. The method according to claim 8 wherein the display elements are obtained from a plurality of different sources, including a client that has purchased the personalized advertisement.

14. The method according to claim 8 wherein associated with each display element is a plurality of types, and the plurality of types are mapped to different ranges of attribute data.

15. The method according to claim 1 wherein the step of forwarding forwards the personalized advertisement to the user using the Internet.

16. The method according to claim 1 wherein the step of forwarding forwards the personalized advertisement to a personalized catalog adapted for receipt by the user.

17. The method according to claim 1 wherein the step of forwarding forwards the personalized advertisement to the user using an interactive television network.

18. The method according to claim 1 wherein certain of the display elements are pictures, and others of the display elements are text.

19. The method according to claim 18 wherein further ones of the display elements are one of audio segments and video segments.

35. The method according to claim 3 wherein the updated personal user attribute data is used during a subsequently initiated ad campaign for another product when determining personal advertisements to forward to that user in that subsequent ad campaign.

36. The method according to claim 35 wherein the subsequently initiated ad campaign has another period that overlaps with the period of the ad campaign.

37. The method according to claim 35 wherein statistical feedback is provided for both the ad campaign and the subsequently initiated ad campaign for a period of time, and is used concurrently to analyze both the ad campaign and the subsequently initiated ad campaign.

20. A method of creating an ad campaign implemented over a period with a plurality of personalized advertisements for each of a plurality of identified users using a computer system comprising the steps of:

providing a plurality of display elements into a real-time selectable database, certain display elements being alternatively selectable, such that selection of one display element prohibits selection of another display element;

providing a plurality of advertising rules for usage with a rules engine, the advertising rules associating environmental attributes, user state attributes and user personal attributes with different ones of the plurality of display elements

determining, using attribute data associated with the user state attributes, the user personal attributes, and the environmental attributes, the plurality of advertising rules, and the rules engine, personalized advertisements to send to each of the plurality of users, the personalized advertisements having certain display elements that are one of identical and similar, and other display elements that are different;

forwarding each of the personalized advertisements for display;

receiving feedback statistics from certain ones of the plurality of identified users; and

analyzing the feedback statistics to [automatically] update the plurality of advertising rules based on the feedback statistics;

wherein the steps of forwarding, receiving and analyzing occur throughout the period of the ad campaign, so that the plurality of advertising rules used to determine the personalized advertisements to send are periodically updated during the period.

21. The method according to claim 20 wherein the periodically updating takes place a plurality of times per day.

22. The method according to claim 21 wherein the periodically updating takes place throughout the period.

23. The method according to claim 20 wherein the periodically updating takes place throughout the period.

24. The method according to claim 20 wherein the periodically updating takes place after a determined current event, the determined current event being identified by environmental attribute data associated with one of the environmental attributes.

25. The method according to claim 20 wherein the step of forwarding forwards the personalized advertisement to the user using the Internet as a media platform.

26. The method according to claim 25 further including the step of using analyzed feedback statistics to alter another advertising campaign on another media platform than the Internet.

27. The method according to claim 26 wherein display elements determined as effective by the feedback statistics for the ad campaign using the Internet as the media platform are used by another advertising campaign on the another media platform.

28. The method according to claim 20 wherein the step of providing the plurality of advertising rules uses:

a first advertising rule associates a first combination of a user state attribute, a user personal attribute, and an environmental attribute to a first plurality of different display elements each intended for inclusion within a first location of a template; and

a second advertising rule associates a second combination of a user state attribute, a user personal attribute, and an environmental attribute to a second plurality of different display elements each intended for inclusion within a second location of a template.

29. The method according to claim 20, wherein the step of analyzing causes the update of the plurality of rules to occur in a manner that ensure that subsequent statistical feedback is statistically meaningful when compared the statistical feedback.

30. The method according to claim 29 wherein the update of the plurality of rules ensures that for a given set of rules that is used to create a personalized ad, that only one of the display elements is varied in a subsequently forwarded ad as compared to the originally forwarded ad during a split-testing period.

31. The method according to claim 20 wherein certain of the display elements are pictures, and others of the display elements are text.

32. The method according to claim 31 wherein further ones of the display elements are one of audio segments and video segments.

33. The method according to claim 20 wherein the feedback statistics of a particular user are used to update personal user attribute data for that particular user.

34. The method according to claim 33 wherein the updated personal user attribute data is used during a remainder of the ad campaign when determining subsequent personal advertisements to forward to that user.