SERVING LOCALLY RELEVANT ADVERTISEMENTS

• US 20080052413A1
• Filed: 08/28/2006
• Published: 02/28/2008
• Est. Priority Date: 08/28/2006
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Wang, Xianfang, Ma, Wei-Ying, Xie, Xing, Li, Ying, Wang, Lee
• Granted Patent: US 7,650,431 B2
• Time in Patent Office: Days
• US Class Current: 709/246
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06F 16/9537 Spatial or temporal dependent retrieval, e.g. spatiotemporal queries
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0267 Wireless devices

Abstract

A method and system for providing location-based advertisements to requesting devices is provided. An advertisement system aggregates advertisements by collecting advertisements from multiple advertisement sources, extracting data from the collected advertisements, and storing the extracted data in a common format. After aggregating the advertisements, the advertisement system transforms each advertisement into multiple advertisement formats that are specific to protocols supported by the various device types. When the advertisement system receives queries for advertisements, it identifies matching advertisements and ranks them based on a location. The advertisement system then selects an advertisement format that is appropriate for the requesting device.

Claims

1. A computer system for providing location-based advertisements to requesting devices, comprising:

an aggregation component that collects advertisements from multiple advertisement sources, extracts data from the collected advertisements, and stores the extracted data of the advertisements in a common format;

a transformation component that transforms the extracted data of an advertisement into multiple advertisement formats that are specific to device types; and

a search component that identifies advertisements that match a query and a query location associated with a requesting device, ranks the advertisements based on a location associated with the advertisements, and selects advertisement formats for the advertisements based on device type of the requesting device.

2. The computer system of claim 1 wherein the aggregation component extracts business name, business location, keywords, and business category for the advertisements.

3. The computer system of claim 1 wherein the aggregation component stores the extracted data using a hybrid index based on location and keyword.

4. The computer system of claim 1 wherein the device types are based on data protocols supported by the devices.

5. The computer system of claim 4 wherein a data protocol is selected from a group consisting of SMS, WAP, XML, MMS, and HTML.

6. The computer system of claim 1 including a content component that searches for content that matches a query received from a requesting device.

7. The computer system of claim 1 wherein the search component ranks advertisements based on serving area associated with the advertisements.

8. The computer system of claim 7 wherein advertisements whose serving areas encompass the location of the requesting device are ranked higher than other advertisements.

9. The computer system of claim 8 wherein advertisements whose serving areas do not encompass the location of the requesting device are ranked based on distance between the location of the requesting device and the serving area.

10. The computer system of claim 1 wherein the aggregation component extracts business name, business location, keywords, and business category for each advertisement;

wherein the aggregation component stores the extracted data using a hybrid index based on location and keyword;

wherein the device types are based on data protocols supported by the devices; and

wherein the search component ranks advertisements based on serving area associated with the advertisements.

11. A computer-readable medium containing instructions for controlling a computing system to select advertisements for requesting devices, by a method comprising:

providing advertisements from multiple advertisement sources;

extracting a common set of data from the collected advertisements;

transforming the extracted data of each advertisement into multiple advertisement formats that are specific to device types;

receiving a query from a requesting device;

identifying a location associated with the query;

identifying candidate advertisements that match the query and identified location;

ranking the candidate advertisements based on the identified location and a location associated with the advertisements; and

selecting, for each advertisement, an advertisement format based on device type of the requesting device.

12. The computer-readable medium of claim 11 wherein the identified location is derived from the query.

13. The computer-readable medium of claim 11 wherein the identified location is based on the location of the requesting device.

14. The computer-readable medium of claim 11 wherein the ranking of advertisements is based on serving areas associated with the advertisements.

15. The computer-readable medium of claim 11 wherein the ranking is based on a map area being displayed on the requesting device.

16. The computer-readable medium of claim 11 including storing the extracted data using a hybrid index based on location and keyword.

17. The computer-readable medium of claim 11 wherein the identified location is derived from the query, wherein the ranking of advertisements is based on serving areas associated with the advertisements, and wherein the extracted data is stored using a hybrid index based on location and keyword.

18. A computer system for providing advertisements to requesting devices, comprising:

an aggregation component that extracts data from advertisements and that generates an index of the advertisements based on location and keyword;

a transformation component that transforms the extracted data of an advertisement into multiple advertisement formats that are specific to device types; and

a search component that identifies from the index advertisements that match a query and a location, ranks the identified advertisements based on a location associated with the advertisements, and selects for each identified advertisement an advertisement format based on device type of the requesting device.

19. The computer system of claim 18 wherein the generated index is a hybrid index.

20. The computer system of claim 18 wherein the search component ranks advertisements based on serving area associated with the advertisements.