Determining Advertising Placement on Preprocessed Content

• US 20070162396A1
• Filed: 01/02/2007
• Published: 07/12/2007
• Est. Priority Date: 06/13/2005
• Status: Abandoned Application

• Current Assignee: RPX Corporation
• Original Assignee: Inform Technologies, LLC
• Inventors: Einhorn, Joseph, Goldman, Neal
• Application Number:
  US11/619,158
• Publication Number:
  US 20070162396A1
• Time in Patent Office: Days
• US Class Current: 705/51
• CPC Class Codes: G06F 16/34 Browsing; Visualisation therefor
• CPC Class Codes: G06F 16/954 Navigation, e.g. using categorised browsing
• CPC Class Codes: G06Q 30/0241 Advertisements

Abstract

Advertising placement is determined based on preprocessed content. A first content available over a network is retrieved. One or more first-type elements associated with the first content using a rule-based algorithm is selected. The one or more first-type elements are selected from a plurality of predefined elements associated with a topic and/or industry. A corresponding score is assigned to the one or more first-type elements based on relevancy. A narrower scope of an ad related topic is provided based on the corresponding scores of the one or more first-type elements to increase the value of an ad placement.

Claims

1. A method of determining advertising placement based on preprocessed content comprising:

retrieving a first content available over a network;

identifying one or more first-type elements associated with the first content using a rule-based algorithm, the one or more first-type elements being selected from a plurality of predefined elements associated with a topic, industry, or any combination thereof;

assigning a corresponding score to the one or more first-type elements based on relevancy; and

providing a narrower scope of an ad related topic based on the corresponding scores of the one or more first-type elements to increase the value of an ad placement.

2. The method of claim 1 wherein providing a narrower scope comprises mapping the one or more first-type elements with one or more ad related topics.

3. The method of claim 2 wherein the one or more ad related topics comprise one or more topics defined by a content provider.

4. The method of claim 1 further comprising providing ad placement related services to a plurality of content providers.

5. The method of claim 4 further comprising generating increased advertising revenues based on access to aggregated page views of the plurality of content providers.

6. The method of claim 5 wherein the plurality of content providers are unrelated organizations.

7. The method of claim 4 further comprising tracking user interests across the plurality of content providers.

8. The method of claim 7 wherein providing a narrower scope of an ad related topic comprises selecting an ad based on tracked user interests.

9. The method of claim 7 further comprising maintaining tracked user interests in a database.

10. The method of claim 7 wherein tracking comprises tracking user interests across the plurality of content providers using a cookie.

11. The method of claim 7 further comprising weighting a first user interest higher if an associated user selects such first user interest when presented with such user interest.

12. The method of claim 1 further comprising selecting an ad for ad placement from a plurality of ad sources.

13. The method of claim 11 wherein selecting an ad comprises selecting an ad for ad placement based on maximizing revenue from that ad placement.

14. The method of claim 11 wherein the plurality of ad sources comprises one or more external ad networks, internal inventory, an ad network associated with a service provider providing the ad placement service, or any combination thereof.

15. The method of claim 1 further comprising saving associations between the first content and the one or more first-type elements in a database table.

16. The method of claim 1 further comprising:

identifying a top scored first-type element from the one or more first-type elements; and

associating the first content with the top scored first-type element.

17. The method of claim 1 wherein the first content comprises an electronic document associated with the content provider'"'"'s web site, a syndicated news feed, an electronic document associated with a third-party web site, an electronic document associated with a weblog, or any combination thereof.

18. A system for determining advertising placement based on preprocessed content comprising one or more computing devices configured to:

retrieve a first content available over a network;

identify one or more first-type elements associated with the first content using a rule-based algorithm, the one or more first-type elements being selected from a plurality of predefined elements associated with a topic, industry, or any combination thereof;

assign a corresponding score to the one or more first-type elements based on relevancy; and

provide a narrower scope of an ad related topic based on the corresponding scores of the one or more first-type elements to increase the value of an ad placement.

19. A computer program product, tangibly embodied in an information carrier, the computer program product including instructions being operable to cause a data processing apparatus to:

retrieve a first content available over a network;

identify one or more first-type elements associated with the first content using a rule-based algorithm, the one or more first-type elements being selected from a plurality of predefined elements associated with a topic, industry, or any combination thereof;

assign a corresponding score to the one or more first-type elements based on relevancy; and

provide a narrower scope of an ad related topic based on the corresponding scores of the one or more first-type elements to increase the value of an ad placement.