System and method for delivery pay for performance advertising with enhanced effectiveness

• US 20070130002A1
• Filed: 11/22/2005
• Published: 06/07/2007
• Est. Priority Date: 11/22/2005
• Status: Abandoned Application

• Current Assignee: Apple Inc.
• Original Assignee: Miva Incorporated
• Inventors: Moran, John, Protheroe, Robert
• Application Number:
  US11/284,571
• Publication Number:
  US 20070130002A1
• Time in Patent Office: Days
• US Class Current: 705/14.540
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0257 User requested

Abstract

An advertising system provides content relevant advertisements to a client. The system comprises an advertisement object, an auto rendering object, and a distribution object. The advertisement object defined an instance of advertisement content in a placement database and defined, in association with the instance, each of a financial parameter and redirect data. The auto rendering object generates associated advertisement content. The associated advertisement content being associated advertisement content selected from a group of associated advertisement content consisting of: i) an alternative rendering of the instance of advertisement content; and ii) an alternative rendering of content obtained in response to linking to the redirect URL. The distribution object receives advertisement requests and, in response to receiving an advertisement request: i) obtains from the placement database, an instance of advertisement content; ii) obtains from the placement database, the associated advertisement content that is associated with the instance of advertisement content in the placement database, and iii) returns an advertisement impression comprising both the instance of advertisement content and the associated advertisement content.

Claims

1. An advertisement system for providing enhanced pay for performance advertising in conjunction with content, the system comprising:

an advertisement object for;

defining, in a placement database, an instance of advertisement content; and

defining a financial parameter in the placement database in association with the instance of advertisement content;

defining redirect data in the placement database in association with the instance of advertisement content, the redirect data useful for determining a redirect URL to which a client system is to be directed upon user response to the advertisement content or associated advertisement content;

an auto rendering object for generating the associated advertisement content;

a distribution object receiving advertisement requests and, in response to receiving an advertisement request;

obtaining from the placement database, an instance of advertisement content;

obtaining from the placement database, the associated advertisement content that is associated with the instance of advertisement content in the placement database, and

returning an advertisement impression comprising both the instance of advertisement content and the associated advertisement content.

2. The advertisement system of claim 1, wherein:

the associated advertisement content is an audio rendering of a portion of the instance of advertisement content; and

the auto rendering object includes a text to speech rendering object which, in response to input of a text string portion of the instance of advertisement content, renders a spoken representation of the text string as an audio file.

3. The advertisement system of claim 2, wherein the text to speech rendering object:

includes a database of pronunciation instructions for a plurality of words;

renders a spoken representation of each word in the text string for which the pronunciation instructions are available in a known good word database;

prompts user entry of a pronunciation instruction for each word within the text string for which a pronunciation instructions is not available in the known good word database;

stores each pronunciation instruction provided by user entry in the known good word database.

4. The advertisement system of claim 2, wherein the auto rendering object compares the audio file to review rules and prompts user review of audio file before defining the audio file in the placement database as associated advertisement content if the audio file matches review rules indicating that user review is required.

5. The advertisement system of claim 1, wherein:

the associated advertisement content is a pre-view image comprising a graphic representation of a portion of the content obtained in response to linking to the redirect URL; and

the auto rendering object includes a preview image rendering object which captures content from a web page obtained in response to linking to the redirect URL and renders such captured content as a preview image file.

6. The advertisement system of claims 5, wherein the preview image rendering object captures content from the web page by capturing an image of a rendering of the web page including:

determining whether redirects are received in response to establishing a connection to the URL to which the client is directed upon user responding to the advertisement;

establishing a connection to the redirect to a redirect web page and capturing an image of a rendering of the redirect web page.

7. The advertisement system of claims 5, wherein the preview image rendering object captures content from the web page by capturing an image of a rendering of the web page including:

determining whether the web page includes a display of dynamic content; and

capturing an image of a rendering of the web page after initiating a delay to enable the dynamic content to stabilize.

8. The advertisement system of claim 5, wherein the auto rendering object compares the preview image to review rules and prompts user review of preview image before defining the preview image in the placement database as associated advertisement content if the preview image matches review rules indicating that user review is required.

9. The advertisement system of claim 1, wherein:

the associated advertisement content is a motion video rendering of a portion of the instance of advertisement content; and

the auto rendering object includes a text to motion video rendering object which, in response to input of a text string portion of the instance of advertisement content, renders motion video of a character speaking the text string as a compressed video file.

10. The advertisement system of claim 9, wherein the text to motion video rendering object:

includes a database of pronunciation instructions for a plurality of words;

renders an audio representation of each word in the text string for which the pronunciation instructions are available in a known good word database;

prompts user entry of a pronunciation instruction for each word within the text string for which a pronunciation instructions is not available in the known good word database;

stores each pronunciation instruction provided by user entry in the known good word database.

11. The advertisement system of claim 9, wherein the auto rendering object compares the motion video file to review rules and prompts user review of the motion video file before defining the motion video file in the placement database as associated advertisement content if the motion video file matches review rules indicating that user review is required.

12. The advertisement system of claim 1, wherein the distribution object further returns instructions for driving the rendering of the associated advertisement content on a client system in response to mouse hover over the instance of advertisement content.

13. The advertisement system of claim 12, wherein:

the associated advertisement content is an audio rendering of a portion of the instance of advertisement content; and

the auto rendering object includes a text to speech rendering object which, in response to input of a text string portion of the instance of advertisement content, renders a spoken representation of the text string as an audio file.

14. The advertisement system of claim 13, wherein the text to speech rendering object:

includes a database of pronunciation instructions for a plurality of words;

renders a spoken representation of each word in the text string for which the pronunciation instructions are available in a known good word database;

prompts user entry of a pronunciation instruction for each word within the text string for which a pronunciation instructions is not available in the known good word database;

stores each pronunciation instruction provided by user entry in the known good word database.

15. The advertisement system of claim 13, wherein the auto rendering object compares the audio file to review rules and prompts user review of audio file before defining the audio file in the placement database as associated advertisement content if the audio file matches review rules indicating that user review is required.

16. The advertisement system of claim 12, wherein:

the associated advertisement content is a pre-view image comprising a graphic representation of a portion of the content obtained in response to linking to the redirect URL; and

the auto rendering object includes a preview image rendering object which captures content from a web page obtained in response to linking to the redirect URL and renders such captured content as a preview image file.

17. The advertisement system of claims 16, wherein the preview image rendering object captures content from the web page by capturing an image of a rendering of the web page including:

determining whether redirects are received in response to establishing a connection to the URL to which the client is directed upon user responding to the advertisement;

establishing a connection to the redirect to a redirect web page and capturing an image of a rendering of the redirect web page.

18. The advertisement system of claims 16, wherein the preview image rendering object captures content from the web page by capturing an image of a rendering of the web page including:

determining whether the web page includes a display of dynamic content; and

capturing an image of a rendering of the web page after initiating a delay to enable the dynamic content to stabilize.

19. The advertisement system of claim 16, wherein the auto rendering object compares the preview image to review rules and prompts user review of preview image before defining the preview image in the placement database as associated advertisement content if the preview image matches review rules indicating that user review is required.

20. The advertisement system of claim 12, wherein:

the associated advertisement content is a motion video rendering of a portion of the instance of advertisement content; and

the auto rendering object includes a text to motion video rendering object which, in response to input of a text string portion of the instance of advertisement content, renders motion video of a character speaking the text string as a compressed video file.

21. The advertisement system of claim 20, wherein the text to motion video rendering object:

includes a database of pronunciation instructions for a plurality of words;

renders an audio representation of each word in the text string for which the pronunciation instructions are available in a known good word database;

prompts User entry of a pronunciation instruction for each word within the text string for which a pronunciation instructions is not available in the known good word database;

stores each pronunciation instruction provided by user entry in the known good word database.

22. The advertisement system of claim 20, wherein the auto rendering object compares the motion video file to review rules and prompts user review of the motion video file before defining the motion video file in the placement database as associated advertisement content if the motion video file matches review rules indicating that user review is required.

23. A method for operating an advertisement system for providing enhanced pay for performance advertising in conjunction with content, the method comprising:

defining, in a placement database, an instance of advertisement content; and

defining a financial parameter in the placement database in association with the instance of advertisement content;

defining redirect data in the placement database in association with the instance of advertisement content, the redirect data useful for determining a redirect URL to which a client system is to be directed upon user response to the advertisement content or associated advertisement content;

generating the associated advertisement content;

receiving an advertisement requests and, in response to receiving an advertisement request;

obtaining from the placement database, an instance of advertisement content;

obtaining from the placement database, the associated advertisement content that is associated with the instance of advertisement content in the placement database, and

returning an advertisement impression comprising both the instance of advertisement content and the associated advertisement content.

24. The method of claim 23, wherein:

the associated advertisement content is an audio rendering of a portion of the instance of advertisement content; and

the method comprises operating a text to speech rendering object which, in response to input of a text string portion of the instance of advertisement content, renders a spoken representation of the text string as an audio file.

25. The method of claim 24, wherein the text to speech rendering object:

includes a database of pronunciation instructions for a plurality of words;

renders a spoken representation of each word in the text string for which the pronunciation instructions are available in a known good word database;

prompts user entry of a pronunciation instruction for each word within the text string for which a pronunciation instructions is not available in the known good word database;

stores each pronunciation instruction provided by user entry in the known good word database.

26. The method of claim 24, further comprising:

comparing the audio file to review rules; and

prompting user review of audio file before defining the audio file in the placement database as associated advertisement content if the audio file matches review rules indicating that user review is required.

27. The advertisement system of claim 23, wherein:

the associated advertisement content is a pre-view image comprising a graphic representation of a portion of the content obtained in response to linking to the redirect URL; and

the method comprises operating a preview image rendering object which captures content from a web page obtained in response to linking to the redirect URL and renders such captured content as a preview image file.

28. The method of claims 27, wherein the preview image rendering object captures content from the web page by capturing an image of a rendering of the web page including:

determining whether redirects are received in response to establishing a connection to the URL to which the client is directed upon user responding to the advertisement;

establishing a connection to the redirect to a redirect web page and capturing an image of a rendering of the redirect web page.

29. The method of claims 27, wherein the preview image rendering object captures content from the web page by capturing an image of a rendering of the web page including:

determining whether the web page includes a display of dynamic content; and

capturing an image of a rendering of the web page after initiating a delay to enable the dynamic content to stabilize.

30. The method of claim 27, further comprising:

comparing the preview image to review rules; and

prompting user review of preview image before defining the preview image in the placement database as associated advertisement content if the preview image matches review rules indicating that user review is required.

31. The method of claim 23, wherein:

the associated advertisement content is a motion video rendering of a portion of the instance of advertisement content; and

the method comprises operating a text to motion video rendering object which, in response to input of a text string portion of the instance of advertisement content, renders motion video of a character speaking the text string as a compressed video file.

32. The method of claim 31, wherein the text to motion video rendering object:

includes a database of pronunciation instructions for a plurality of words;

renders an audio representation of each word in the text string for which the pronunciation instructions are available in a known good word database;

prompts user entry of a pronunciation instruction for each word within the text string for which a pronunciation instructions is not available in the known good word database;

stores each pronunciation instruction provided by user entry in the known good word database.

33. The method of claim 31, further comprising:

comparing the motion video file to review rules; and

prompting user review of the motion video file before defining the motion video file in the placement database as associated advertisement content if the motion video file matches review rules indicating that user review is required.

34. The method of claim 23, further comprising, in response to receiving an advertisement request;

returning, in conjunction with the advertisement impression, instructions for driving the rendering of the associated advertisement content on a client system in response to mouse hover over the instance of advertisement content.

35. The method of claim 34, wherein:

the associated advertisement content is an audio rendering of a portion of the instance of advertisement content; and

the method comprises operating a text to speech rendering object which, in response to input of a text string portion of the instance of advertisement content, renders a spoken representation of the text string as an audio file.

36. The method of claim 35, wherein the text to speech rendering object:

includes a database of pronunciation instructions for a plurality of words;

renders a spoken representation of each word in the text string for which the pronunciation instructions are available in a known good word database;

prompts user entry of a pronunciation instruction for each word within the text string for which a pronunciation instructions is not available in the known good word database;

stores each pronunciation instruction provided by user entry in the known good word database.

37. The method of claim 35, further comprising:

comparing the audio file to review rules; and

prompting user review of audio file before defining the audio file in the placement database as associated advertisement content if the audio file matches review rules indicating that user review is required.

38. The method of claim 34, wherein:

the associated advertisement content is a pre-view image comprising a graphic representation of a portion of the content obtained in response to linking to the redirect URL; and

the method comprises operating a preview image rendering object which captures content from a web page obtained in response to linking to the redirect URL and renders such captured content as a preview image file.

39. The method of claims 38, wherein the preview image rendering object captures content from the web page by capturing an image of a rendering of the web page including:

determining whether redirects are received in response to establishing a connection to the URL to which the client is directed upon user responding to the advertisement;

establishing a connection to the redirect to a redirect web page and capturing an image of a rendering of the redirect web page.

40. The method of claims 38, wherein the preview image rendering object captures content from the web page by capturing an image of a rendering of the web page including:

determining whether the web page includes a display of dynamic content; and

capturing an image of a rendering of the web page after initiating a delay to enable the dynamic content to stabilize.

41. The method of claim 38, further comprising:

comparing the preview image to review rules; and

prompting user review of preview image before defining the preview image in the placement database as associated advertisement content if the preview image matches review rules indicating that user review is required.

42. The method of claim 34, wherein:

the associated advertisement content is a motion video rendering of a portion of the instance of advertisement content; and

the method comprises operating a text to motion video rendering object which, in response to input of a text string portion of the instance of advertisement content, renders motion video of a character speaking the text string as a compressed video file.

43. The method of claim 42, wherein the text to motion video rendering object:

includes a database of pronunciation instructions for a plurality of words;

renders an audio representation of each word in the text string for which the pronunciation instructions are available in a known good word database;

prompts user entry of a pronunciation instruction for each word within the text string for which a pronunciation instructions is not available in the known good word database;

stores each pronunciation instruction provided by user entry in the known good word database.

44. The method of claim 42, further comprising:

comparing the motion video file to review rules; and

and prompting user review of the motion video file before defining the motion video file in the placement database as associated advertisement content if the motion video file matches review rules indicating that user review is required.

45. An advertisement system for providing enhanced pay for performance advertising in conjunction with content, the system comprising:

an advertisement object for;

defining, in a placement database, an instance of advertisement content; and

defining a financial parameter in the placement database in association with the instance of advertisement content;

defining redirect data in the placement database in association with the instance of advertisement content, the redirect data useful for determining a redirect URL to which a client system is to be directed upon user response to the advertisement content or associated advertisement content;

an auto rendering object for generating the associated advertisement content;

the associated advertisement content being associated advertisement content selected from a group of associated advertisement content consisting of;

an alternative rendering of the instance of advertisement content; and

an alternative rendering of content obtained in response to linking to the redirect URL;

a distribution object receiving advertisement requests and, in response to receiving an advertisement request;

obtaining from the placement database, an instance of advertisement content;

obtaining from the placement database, the associated advertisement content that is associated with the instance of advertisement content in the placement database, and

returning an advertisement impression comprising both the instance of advertisement content and the associated advertisement content.