System & Method of Delivering Content Based Advertising

• US 20080010270A1
• Filed: 11/30/2006
• Published: 01/10/2008
• Est. Priority Date: 11/30/2005
• Status: Active Grant

• Current Assignee: John Nicholas and Kristin Gross Trust U/A/D April 13 2010
• Original Assignee: John Nicholas and Kristin Gross Trust U/A/D April 13 2010
• Inventors: GROSS, JOHN
• Granted Patent: US 9,202,241 B2
• Time in Patent Office: Days
• US Class Current: 707/005
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]

Abstract

A system and method is disclosed for presenting relevant advertising to user search queries. The ads can be selected by reference to an underlying content presented in organic search results. The ads can be combined and supplemented with conventional keyword/pay for placement type services to improve ad performance. The system can also be used for testing content related ads in advance of their presentation to potential third party partners in an advertising campaign.

Claims

1. A method of determining advertising information comprising:

identifying search results corresponding to a search query;

wherein said search results include data associated with one or more electronic documents from one or more webpages;

analyzing at least a first one of the one or more electronic documents to identify a set of one or more topics associated therewith;

identifying an advertisement relevant to the at least first one of the one or more electronic documents based on said set of one or more topics.

2. The method of claim 1, wherein said search query is generated automatically based on content of an RSS feed.

3. The method of claim 1, wherein said search query is generated automatically based on content and/or links of a webpage.

4. The method of claim 1 wherein said search query is initiated by a user within a search interface.

5. The method of claim 4, wherein said search results are presented with said advertisement along with keyword ads and/or pay for placement ads within said search interface.

6. The method of claim 1, wherein said search query is adapted for locating relevant data in web logs (Blogs).

7. The method of claim 1, wherein said search query is adapted for locating relevant data in RSS feeds.

8. The method of claim 1, further including a step:

presenting said advertisement within a search interface.

9. The method of claim 8, further including a step:

measuring a performance of said advertisement based at least in part on user interaction with said advertisement.

10. The method of claim 8, further including a step:

measuring a performance of said one or more webpages based at least in part on user interaction with said advertisement.

11. The method of claim 1, wherein a set of advertisements associated with a particular webpage is tested to determine a performance and/or ranking for individual ones of said advertisements.

12. The method of claim 11, wherein said set of advertisements associated with a particular webpage are presented within a search interface without the presence of other advertisements.

13. The method of claim 11, wherein said set of advertisements associated with a particular webpage are presented on a query-by-query basis as part of an advertising test campaign, including by considering at least one or more of:

a) an identity of a user;

b) a time of day;

c) a duration period of the advertising test campaign;

d) user demographics;

e) a topic of said query;

f) other advertisements presented within a search interface.

14. The method of claim 1, further including a step:

matching said one or more topics to one or more keywords, and presenting an advertisement associated with said keywords.

15. A method of presenting advertising information within an electronic interface comprising:

identifying search results corresponding to a search query;

wherein said search results include references to one or more electronic documents from one or more webpages;

analyzing the one or more electronic documents to identify a set of one or more topics associated with an aggregated content of a selected set of such documents;

presenting one or more advertisements within the electronic interface which is/are relevant to the set of one or more topics.

16. The method of claim 15, wherein said aggregated content is based on a term vector computed across said selected set of documents.

17. A method of presenting advertising information within an electronic interface comprising:

providing search results in response to a search query within a search webpage;

wherein said search results include references to one or more separate webpages, and said webpages are maintained by one or more content site operators;

determining whether an advertising relationship exists between an advertising system operator providing said search results and at least one of said one or more content site operators;

presenting at least one first advertisement based on said advertising relationship within the search webpage along with said search results, which at least first one ad is based on content of at least a first one of said one or more webpages.

18. The method of claim 17 further including a step:

presenting a second advertisement based on a second advertising relationship between an advertising system operator and a second one of said content site operators.

19. The method of claim 17 further including a step:

presenting a keyword or pay for placement ad within said search webpage at the same time.

20. A method of presenting advertising information to an electronic interface comprising:

providing search results in response to a search query within a search webpage;

wherein said search results include references to one or more separate webpages;

processing content extracted from selected ones of said one or more separate webpages to compile a separate pseudo web page;

identifying one or more topics for said pseudo web page;

presenting at least one first advertisement within said search page along with said search results based on said one or more topics.

21. The method of claim 20 wherein said selected ones of said one or more separate webpages are determined by based on an existing advertising relationship between an advertising system operator and operators of said separate webpages.

22. A method of presenting advertising information to an electronic interface comprising:

interacting with an online user within a first webpage;

selecting a set of second webpages based on one more predefined criteria, and which predefined criteria use data derived at a time when said online user is interacting with said first webpage;

presenting advertisements to the online user within said first webpage, which advertisements are determined by examining content derived from said second set of webpages.

23. A system for identifying electronic advertising, the system comprising:

a first software module executing on a first computing device, said first software module being configured to;

identify search results corresponding to a search query;

wherein said search results include data associated with one or more electronic documents from one or more webpages;

analyze at least a first one of the one or more electronic documents to identify a set of one or more topics associated therewith;

identify an advertisement relevant to the at least first one of the one or more electronic documents based on said set of one or more topics.

24. A system for presenting advertising information within an electronic interface comprising:

one or more software modules executing on a first computing device, said software modules being configured to;

identify search results corresponding to a search query;

wherein said search results include references to one or more electronic documents from one or more webpages;

analyze the one or more electronic documents to identify a set of one or more topics associated with an aggregate content of a selected set of such documents;

present one or more advertisements within the electronic interface which is/are relevant to the set of one or more topics.

25. A system for presenting advertising information within an electronic interface comprising:

means for providing search results in response to a search query within a search webpage;

wherein said search results include references to one or more separate webpages, and said webpages are maintained by one or more content site operators;

means for determining whether an advertising relationship exists between an advertising system operator providing said search results and at least one of said one or more content site operators;

means for presenting at least one first advertisement based on said advertising relationship within the search webpage along with said search results, which at least first one ad is based on content of at least a first one of said one or more webpages.

26. A system for presenting advertising information to an electronic interface comprising:

means for providing search results in response to a search query within a search webpage;

wherein said search results include references to one or more separate webpages;

a web page compiler adapted to process content extracted from selected ones of said one or more separate webpages to compile a separate pseudo web page;

means for identifying one or more topics for said pseudo web page;

means for presenting at least one first advertisement within said search page along with said search results based on said one or more topics.

27. A system for presenting advertising information to an electronic interface comprising:

means for interacting with an online user within a first webpage;

a first computing routine adapted to select a set of second webpages based on one more predefined criteria, and which predefined criteria use data derived at a time when said online user is interacting with said first webpage;

a second computing routine adapted to present advertisements to the online user within said first webpage, which advertisements are determined by examining content derived from said second set of webpages.