Targeted advertising for playlists based upon search queries

• US 20080033806A1
• Filed: 07/20/2006
• Published: 02/07/2008
• Est. Priority Date: 07/20/2006
• Status: Active Grant

• Current Assignee: Yahoo AD Tech LLC
• Original Assignee: Oath Inc. (Verizon Communications Inc.)
• Inventors: Howe, Karen N., Sudanagunta, Srinivasan, Kolar, Jennifer L.
• Granted Patent: US 9,633,356 B2
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure

Abstract

A facility for selecting targeted advertising messages for presentation with sets of media sequences forming playlists is described. The facility stores search queries that are used by a user to locate pre-existing playlists, to generate new playlists, or to modify existing playlists. Prior to the use of a stored playlist, or contemporaneously with the use of a stored playlist, the facility uses the stored search queries to select one or more advertising messages to be presented with the media sequences in the playlist. The advertising messages that are presented may be updated each time the playlist is accessed in order to remove advertising messages from expired campaigns, to remove advertising messages that are not having a desired marketing effect, or to add new advertising messages.

Claims

1. A method in a computing system for presenting advertising messages associated with a set of media sequences, the set of media sequences being identified as a result of one or more search queries, the method comprising:

receiving one or more search queries associated with a set of media sequences;

identifying a plurality of advertising messages associated with the set of media sequences based in part on terms used in the one or more of the received search queries; and

presenting the identified plurality of advertising messages in conjunction with the set of media sequences.

2. The method of claim 1, wherein the one or more search queries are search queries used to locate individual media sequences that are contained in the set of media sequences.

3. The method of claim 1, wherein the one or more search queries are search queries used to locate the set of media sequences.

4. The method of claim 1, wherein the plurality of advertising messages are identified by matching the terms used in the one or more search queries with metadata terms associated with a catalog of advertising messages.

5. The method of claim 1, wherein the plurality of advertising messages are identified by comparing the terms used in the one or more search queries with keywords associated with a catalog of advertising messages.

6. The method of claim 1, wherein the plurality of advertising messages are identified at the time that the set of media sequences are presented.

7. The method of claim 6, further comprising updating the plurality of advertising messages prior to presenting the set of media sequences by deleting those advertising messages that have expired in the plurality of advertising messages.

8. The method of claim 6, further comprising updating the plurality of advertising messages prior to presenting the set of media sequences by replacing those advertising messages that have expired in the plurality of advertising messages with new advertising messages.

9. The method of claim 1, wherein the plurality of advertising messages are identified at the time that the one or more search queries associated with the set of media sequences are received.

10. The method of claim 9, further comprising updating the plurality of advertising messages after presenting the plurality of advertising messages so that a different plurality of advertising messages are associated with the set of media sequences.

11. The method of claim 1, further comprising updating the plurality of advertising messages after presenting the plurality of advertising messages so that a different plurality of advertising messages are associated with the set of media sequences.

12. The method of claim 11, wherein the plurality of advertising messages are updated by deleting those advertising messages that have expired in the plurality of advertising messages.

13. The method of claim 11, wherein the plurality of advertising messages are updated by replacing those advertising messages that have expired in the plurality of advertising messages with new advertising messages.

14. The method of claim 1, wherein two or more of the plurality of advertising messages are presented to a user in conjunction with a media sequence in the set of media sequences.

15. The method of claim 14, wherein the presentation to the user is a presentation of a portion of the contents of the two or more of the plurality of advertising messages.

16. The method of claim 15, further comprising presenting the complete contents of an advertising message selected by the user from the two or more of the plurality of advertising messages.

17. A system for presenting advertising messages in conjunction with two or more media sequences, the system comprising:

a catalog of advertising messages;

a navigation component for identifying two or more media sequences from a catalog of media sequences in response to user input in a manner that produces one or more keywords associated with the two or more media sequences; and

an advertising component for identifying from the catalog of advertising messages a plurality of advertising messages for presentation with the two or more media sequences, the identification determined in part by the one or more keywords associated with the two or more media sequences.

18. The system of claim 17, wherein the one or more keywords are search queries used to locate individual media sequences.

19. The system of claim 17, wherein the one or more keywords are search queries used to locate sets of media sequences.

20. The system of claim 17, wherein the one or more keywords are derived from a navigation path through a browse structure.

21. The system of claim 17, wherein the plurality of advertising messages are identified by matching the one or more keywords with metadata terms associated with the catalog of advertising messages.

22. The system of claim 17, wherein the plurality of advertising messages are identified by comparing the one or more keywords with other keywords associated with the catalog of advertising messages.

23. The system of claim 17, wherein the plurality of advertising messages are identified at the time that the one or more keywords are produced.

24. The system of claim 17, wherein the plurality of advertising messages are identified prior to the time that the two or more media sequences are presented.

25. The system of claim 17, wherein the plurality of advertising messages are identified at the time that the two or more media sequences are presented.

26. The system of claim 17, wherein the advertising component further presents to a user two or more of the plurality of advertising messages with a media sequence.

27. The system of claim 26, wherein only a portion of the two or more of the plurality of advertising messages are presented.

28. The system of claim 27, further comprising a user interface for receiving a selection from a user, wherein one of the two or more of the plurality of advertising messages is presented in its entirety to the user based on a received selection from the user.

29. A method in a computing system for presenting advertising content with a set of media sequences, the method comprising:

analyzing a set of media sequences selected by a user;

identifying a plurality of advertising messages to associate with the set of media sequences based on the analysis of the set of media sequences;

presenting the plurality of advertising messages to the user in conjunction with the set of media sequences; and

after presenting the set of media sequences, updating the plurality of advertising messages so that a different plurality of advertising messages are associated with the set of media sequences when the set of media sequences is next presented.

30. The method of claim 29, wherein analyzing a set of media sequences includes analyzing a search query used by the user to identify the set of media sequences.

31. The method of claim 30, wherein identifying a plurality of advertising messages includes matching terms in the search query with metadata terms associated with a catalog of advertising messages.

32. The method of claim 30, wherein identifying a plurality of advertising messages includes comparing terms in the search query with keywords associated with a catalog of advertising messages.

33. The method of claim 29, wherein analyzing a set of media sequences includes analyzing a search query used by the user to identify at least one media sequence in the set of media sequences.

34. The method of claim 33, wherein identifying a plurality of advertising messages includes matching terms in the search query with metadata terms associated with a catalog of advertising messages.

35. The method of claim 33, wherein identifying a plurality of advertising messages includes comparing terms in the search query with keywords associated with a catalog of advertising messages.

36. The method of claim 29, wherein the plurality of advertising messages are updated by deleting those advertising messages that have expired in the plurality of advertising messages.

37. The method of claim 29, wherein the plurality of advertising messages are updated by replacing those advertising messages that have expired in the plurality of advertising messages with new advertising messages.

38. The method of claim 29, wherein the plurality of advertising messages are updated by replacing advertising messages in the plurality of advertising messages with different advertising messages.

39. The method of claim 29, wherein the plurality of advertising messages are identified at the time that the set of media sequences are presented.

40. The method of claim 29, wherein the plurality of advertising messages are identified at the time that the user selects a set of media sequences.

41. A system for presenting targeted advertising messages in conjunction with two or more media sequences, the system comprising:

a catalog of advertising messages;

a playlist manager that stores pointers to a plurality of media sequences, the playlist manager facilitating access to the plurality of media sequences when requested by a user;

an advertising manager for identifying from the catalog of advertising messages a plurality of targeted advertising messages for presentation with the plurality of media sequences, the advertising manager coordinating the presentation of the plurality of targeted advertising messages in conjunction with access to the plurality of media sequences by a particular user, wherein at least some of the plurality of targeted advertising messages presented to the particular user are varied on subsequent presentations of the plurality of media sequences to the particular user.

42. The system of claim 41, wherein the plurality of targeted advertising messages are varied by deleting those advertising messages that have expired in the plurality of targeted advertising.

43. The system of claim 41, wherein the plurality of targeted advertising messages are varied by replacing those advertising messages that have expired with new advertising messages.

44. The system of claim 41, wherein the plurality of targeted advertising messages are varied by replacing advertising messages with different advertising messages.

45. The system of claim 41, wherein the plurality of advertising messages are identified at the time that plurality of media are accessed by a particular user.

46. They system of claim 41, wherein the plurality of advertising messages are identified prior to the time that the plurality of media are accessed by a particular user.

47. One or more propagated data signals collectively conveying a data structure of media resources with associated advertising messages, the one or more propagated data signals comprising:

a playlist segment comprising an identification of a plurality of media sequences that were identified in response to one or more search queries; and

an advertising segment comprising an identification of a plurality of advertising messages, wherein the identity of the plurality of advertising messages is determined in part by the one or more search queries.

48. The one or more propagated data signals of claim 47, wherein the search queries are search queries used to locate individual media sequences in the plurality of media sequences.

49. The one or more propagated data signals of claim 47, wherein the search queries are search queries used to locate the plurality of media sequences as a group.

50. The one or more propagated data signals of claim 47, wherein the identify of the plurality of advertising messages is determined by matching the terms used in the search queries with metadata terms associated with a catalog of advertising messages.

51. The one or more propagated data signals of claim 47, wherein the identify of the plurality of advertising messages is determined by comparing the terms used in the search queries with keywords associated with a catalog of advertising messages.