EMPLOYMENT OF OFFLINE BEHAVIOR TO DISPLAY ONLINE CONTENT

• US 20080004884A1
• Filed: 06/29/2006
• Published: 01/03/2008
• Est. Priority Date: 06/29/2006
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Dumais, Susan T., Flake, Gary W., Platt, John C., Huang, Xuedong D., Goodman, Joshua T., Hurst-Hiller, Oliver, Griffin, Trenholme J., Horvitz, Eric J., Moss, Kenneth A., Gounares, Alexander G., Brunell, Bradly A., Peltonen, Kyle G., Gates, William H.
• Application Number:
  US11/427,680
• Publication Number:
  US 20080004884A1
• Time in Patent Office: Days
• US Class Current: 705/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

Architecture for targeted advertising using offline user behavior information. Information relating to offline behavior can be collected from cell phones, geolocation systems, credit card information, restaurants, grocery stores, etc., and this information is aggregated and employed in connection with selecting and displaying targeted advertising to a user when online. Machine learning and reasoning can be employed to make inferences and dynamically tune advertisement processing. Offline user information can also be employed to enhance context-based searching when the user goes online. The ranking of search results and content for display can be modified as a function of offline behavior. A system is provided that facilitates online advertising based on at least offline activity using a profile component for aggregating offline behavior information of a user and generating a related user profile. An advertising component employs the user profile in connection with delivery of an advertisement to the user when online.

Claims

1. A computer-implemented system that facilitates online advertising, comprising:

a profile component that aggregates offline behavior information of a user and generates a related user profile; and

an advertising component that employs the user profile in connection with delivery of an advertisement to the user when the user is online.

2. The system of claim 1, further comprising an offline component that retrieves offline data associated with other system interaction data, which is cellular telephone interaction data.

3. The system of claim 1, further comprising an offline component that retrieves offline data related to user transactions of the user for purchasing an article of commerce.

4. The system of claim 1, further comprising an offline component that retrieves offline data related to physical location of the user.

5. The system of claim 1, wherein the advertising component facilitates delivery of the online advertisements in realtime.

6. The system of claim 1, further comprising a selection component that selects the advertisement for delivery to the user when online.

7. The system of claim 1, further comprising a selection component that selects advertisement content based a particular subset of profile data of the offline behavior information.

8. The system of claim 1, further comprising a search component that utilizes the offline behavior information for performing a search when the user is online.

9. The system of claim 1, further comprising a machine learning and reasoning component that employs a probabilistic and/or statistical-based analysis to prognose or infer an action that a user desires to be automatically performed.

10. The system of claim 1, further comprising a machine learning and reasoning component that makes an inference about selection of an advertisement to present based on temporal information related to online and offline activity.

11. A computer-implemented method of advertising online, comprising:

monitoring offline activity of a user;

storing offline data related to the offline activity in a user profile;

selecting an advertisement based on the user profile; and

presenting the advertisement to the user when the user is online.

12. The method of claim 11, wherein presenting is performed in realtime.

13. The method of claim 11, further comprising correlating the offline activity with online activity of the user.

14. The method of claim 13, further comprising dynamically adjusting advertisement processing by presenting an advertisement with a high probability of click-through rate.

15. The method of claim 11, further comprising modeling what the user knows based on the offline activity.

16. The method of claim 11, further comprising generating multiple user profiles each tailored to a different category of interest of the user.

17. The method of claim 11, further comprising downloading a bundle of related advertisements to a client system of the user based on the user profile and selectively presenting one of the advertisements based on online activity.

18. The method of claim 11, further comprising monitoring feedback from the user based on demeanor information and changing the advertisement based on the demeanor information.

19. The method of claim 11, further comprising brokering information of the user profile to another entity.

20. A computer-executable system, comprising:

computer-implemented means for sensing offline activity data of a user;

computer-implemented means for receiving and storing the offline activity data in a user profile;

computer-implemented means for selecting one or more advertisements based on portions of information accessed from the user profile; and

computer-implemented means for presenting the one or more advertisements to the user when the user is online.