PROXIMITY-BASED WEB PAGE CONTENT PLACEMENT MECHANISM

• US 20080065721A1
• Filed: 09/12/2006
• Published: 03/13/2008
• Est. Priority Date: 09/12/2006
• Status: Abandoned Application

• Current Assignee: International Business Machines Corporation
• Original Assignee: International Business Machines Corporation
• Inventors: Cragun, Brian John
• Application Number:
  US11/531,060
• Publication Number:
  US 20080065721A1
• Time in Patent Office: Days
• US Class Current: 709/203
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

A web page server places content-based selections at locations on a web page based on proximity of a content-based selection location to content that influenced selection of the content-based selection. The content is analyzed according to its location, and is assigned a corresponding content-based selection location or is shared by multiple content-based selection locations. Content for a given content-based selection location is then selected based on the content that corresponds to the content-based selection location. In this manner content-based selections are placed closer to the content that influenced their inclusion on the web page, thereby increasing the likelihood of the user seeing the ad and purchasing the advertised goods or services.

Claims

1. An apparatus comprising:

at least one processor;

a memory coupled to the at least one processor;

a web page residing in the memory that includes a plurality of content regions and a plurality of ad locations; and

a proximity-based ad placement mechanism that analyzes the plurality of content regions on the web page, and for each ad location on the web page, the proximity-based ad placement mechanism determines which of the plurality of content regions on the web page correspond to the ad location according to proximity of the plurality of content regions to the plurality of ad locations, analyzes content in at least one corresponding content region, and places an ad at the ad location based on the content in the at least one corresponding content region.

2. The apparatus of claim 1 further comprising a web server application that serves to a user the web page with a plurality of ads in each of the plurality of ad locations.

3. The apparatus of claim 1 wherein a selected content region on the web page corresponds to a selected ad location if the selected content region is closer in proximity to the selected ad location than to at least one other ad location.

4. The apparatus of claim 1 wherein a selected content region on the web page is identified as either corresponding to one ad location or being shared by a plurality of ad locations.

5. The apparatus of claim 4 wherein a content region that is shared by a plurality of ad locations is allocated to the plurality of ad locations by counting words in the content, dividing the content into N parts according to word count in the content, where N equals the number of the plurality of ad locations, and allocating each of the N parts to one of the plurality of ad locations.

6. The apparatus of claim 4 wherein a content region that is shared by a selected plurality of ad locations is allocated to all of the selected plurality of ad locations.

7. The apparatus of claim 1 wherein the web page includes a table and the plurality of content region in the web page include a plurality of cells in the table.

8. A method for placing a plurality of ads in a plurality of ad locations in a web page that includes a plurality of content locations, the method comprising the steps of:

for each ad location on the web page;

determining which of the plurality of content regions on the web page correspond to the ad location according to proximity of the plurality of content regions to the plurality of ad locations;

analyzing content in at least one corresponding content region; and

placing an ad at the ad location based on the content in the at least one corresponding content region.

9. The method of claim 8 further comprising the step of serving to a user the web page with a plurality of ads in each of the plurality of ad locations.

10. The method of claim 8 wherein a selected content region on the web page corresponds to a selected ad location if the selected content region is closer in proximity to the selected ad location than to at least one other ad location.

11. The method of claim 8 wherein a selected content region on the web page is identified as either corresponding to one ad location or being shared by a plurality of ad locations.

12. The method of claim 11 wherein a content region that is shared by a plurality of ad locations is allocated to the plurality of ad locations by counting words in the content, dividing the content into N parts according to word count in the content, where N equals the number of the plurality of ad locations, and allocating each of the N parts to one of the plurality of ad locations.

13. The method of claim 11 wherein a content region that is shared by a selected plurality of ad locations is allocated to all of the selected plurality of ad locations.

14. The method of claim 8 wherein the web page includes a table and the plurality of content region in the web page include a plurality of cells in the table.

15. A method for deploying computing infrastructure, comprising integrating computer readable code into a computing system, wherein the code in combination with the computing system perform the method of claim 8.

16. A computer-readable program product comprising:

a proximity-based ad placement mechanism that analyzes a plurality of content regions on a web page that includes a plurality of ad locations, and for each ad location on the web page, the proximity-based ad placement mechanism determines which of the plurality of content regions on the web page correspond to the ad location according to proximity of the plurality of content regions to the plurality of ad locations, analyzes content in at least one corresponding content region, and places an ad at the ad location based on the content in the at least one corresponding content region; and

recordable media bearing the proximity-based ad placement mechanism.

17. The program product of claim 16 wherein a selected content region on the web page corresponds to a selected ad location if the selected content region is closer in proximity to the selected ad location than to at least one other ad location.

18. The program product of claim 16 wherein a selected content region on the web page is identified as either corresponding to one ad location or being shared by a plurality of ad locations.

19. The program product of claim 18 wherein a content region that is shared by a plurality of ad locations is allocated to the plurality of ad locations by counting words in the content, dividing the content into N parts according to word count in the content, where N equals the number of the plurality of ad locations, and allocating each of the N parts to one of the plurality of ad locations.

20. The program product of claim 18 wherein a content region that is shared by a selected plurality of ad locations is allocated to all of the selected plurality of ad locations.