DYNAMIC GENERATION OF ADVERTISEMENT TEXT

• US 20080082410A1
• Filed: 10/03/2006
• Published: 04/03/2008
• Est. Priority Date: 10/03/2006
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Niu, Cheng, Li, Li, Zhou, Ming, Li, Ying, Tang, Zhaohui, Lin, Chin-Yew, Burdick, Brian
• Granted Patent: US 9,852,430 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 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0276 Advertisement creation

Abstract

Systems, methods, and computer-readable media for dynamically generating text associated with an advertisement are provided. Core text associated with an advertisement is received from an advertiser, as is at least one attribute relevant to the advertiser and/or a user. Based upon the received attribute(s), it is determined whether customization of the core text is desired. If customization is desired, the core text is modified and presented in association with the advertisement. If customization is not desired, the core text is presented in association with the advertisement. In one embodiment, target advertisement placement information may also be utilized to determine whether customization of the core text is desired.

Claims

1. One or more computer-readable media having computer-executable instructions for performing a method for dynamically generating text associated with an advertisement, the method comprising:

receiving core text associated with the advertisement;

receiving at least one attribute relevant to one of a user and an advertiser associated with the advertisement; and

determining, based on the at least one attribute, whether customization of the core text is desirable.

2. The computer-readable media of claim 1, wherein if it is determined that customization of the core text is desirable, the method further comprises:

dynamically generating modified text utilizing the at least one attribute; and

presenting the modified text in association with the advertisement.

3. The computer-readable media of claim 1, wherein if it is determined that customization of the core text is not desirable, the method further comprises presenting the core text in association with the advertisement.

4. The computer-readable media of claim 1, wherein the at least one attribute relevant to one of the user and the advertiser associated with the advertisement comprises one of a user behavior attribute, an environmental attribute, a user demographic attribute, and an advertiser attribute.

5. The computer-readable media of claim 4, wherein the at least one attribute relevant to one of the user and the advertiser associated with the advertisement comprises a user behavior attribute, and wherein the user behavior attribute comprises one of the user'"'"'s Internet browsing history, the user'"'"'s Internet search history, the user'"'"'s online purchasing history, the user'"'"'s online publishing history, the user'"'"'s online investment history, and the user'"'"'s online membership activities.

6. The computer-readable media of claim 4, wherein the at least one attribute relevant to one of the user and the advertiser associated with the advertisement comprises an environmental attribute, and wherein the environmental attribute comprises one of a time of day, a day of week, a day of month, a month of year, a season, content of one or more active websites, and the user'"'"'s geographic location.

7. The computer-readable media of claim 4, wherein the at least one attribute relevant to one of the user and the advertiser associated with the advertisement comprises a user demographic attribute, and wherein the user demographic attribute comprises one of the user'"'"'s age, the user'"'"'s gender, the user'"'"'s income, the user'"'"'s marital status, the user'"'"'s race, the user'"'"'s nationality, the user'"'"'s primary spoken language, the user'"'"'s interests, and the user'"'"'s occupation.

8. The computer-readable media of claim 1, wherein the at least one attribute relevant to one of the user and the advertiser associated with the advertisement comprises an advertiser attribute, and wherein the advertiser attribute comprises one of the advertiser'"'"'s industry, the advertiser'"'"'s geographic location, and the advertiser'"'"'s target demographic associated with the advertisement.

9. The computer-readable media of claim 1, further comprising receiving information associated with target placement of the advertisement, wherein determining whether customization of the core text is desirable comprises determining, based on the at least one attribute and the information associated with target placement of the advertisement, whether customization of the core text is desirable.

10. The computer-readable media of claim 2, further comprising:

determining the user'"'"'s response to the presented modified text and advertisement; and

storing the user'"'"'s response as a user behavior attribute.

11. The computer-readable media of claim 3, further comprising:

determining the user'"'"'s response to the presented core text and advertisement; and

storing the user'"'"'s response as a user behavior attribute.

12. A method for dynamically generating text associated with an advertisement, the method comprising:

receiving core text and an advertiser profile associated with the advertisement;

determining attributes associated with an active user in accordance with the advertiser profile;

generating to-be-presented text utilizing the core text and the determined user attributes; and

presenting the to-be-presented text in association with the advertisement.

13. The method of claim 12, wherein the to-be-presented text is the core text.

14. The method of claim 12, wherein the to-be-presented text is modified text.

15. The method of claim 12, further comprising receiving information associated with target placement of the advertisement, wherein generating the to-be-presented text comprises generating the to-be-presented text utilizing the core text, the determined user attributes, and the information associated with target placement of the advertisement.

16. A system for dynamically generating text associated with an advertisement, the system comprising:

at least one database configured to store information associated with at least one of a user and an advertiser; and

a text authoring engine configured to dynamically generate text associated with the advertisement utilizing at least a portion of the stored information.

17. The system of claim 16, wherein the text authoring engine is further configured to dynamically generate text associated with the advertisement utilizing at least one natural language model.

18. The system of claim 16, wherein the text authoring engine is further configured to determine whether customization of core text associated with the advertisement is desirable.

19. The system of claim 16, further comprising a presentation module configured to present the dynamically generated text in association with the advertisement.

20. The system of claim 19, wherein the presentation module is further configured to display the dynamically generated text in association with the advertisement in accordance with target placement information.