Targeted Content Request

• US 20080154684A1
• Filed: 11/30/2007
• Published: 06/26/2008
• Est. Priority Date: 11/30/2006
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Drobintsev, Maxim, Chen, Kai, Sharma, Abhinay, Kniaz, Rob
• Granted Patent: US 8,249,908 B2
• Time in Patent Office: Days
• US Class Current: 705/8
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Advertisements are selected from a plurality of advertisements and associated with an advertisement environment in a document. Document advertisement request code that is configured to issue an advertisement request for one of the selected advertisements for presentation in the advertisement environment is stored in the document.

Claims

1. A method comprising:

defining an environment in a document;

defining at least one targeting criterion for the environment; and

storing in the document a request code that is configured to request content for placement in the environment based on the targeting criterion;

wherein the environment in the document and the at least one targeting criterion are defined by a publisher of the document.

2. The method of claim 1, wherein defining at least one targeting criterion for the environment comprises:

selecting one or more sets of one or more advertisements from a plurality of advertisements; and

associating the selected sets of advertisements with the advertisement environment.

3. The method of claim 2, wherein defining at least one targeting criterion for the environment further comprises:

defining an advertisement selection sequence for a selection of advertisements from the selected sets of advertisements.

4. The method of claim 3, wherein defining an advertisement selection sequence comprises:

defining a time-based advertisement selection sequence.

5. The method of claim 3, wherein defining an advertisement selection sequence comprises:

defining a distribution-based selection sequence.

6. The method of claim 2, wherein defining at least one targeting criterion for the environment comprises:

selecting a predefined key term to facilitate a selection of one or more sets of advertisements based on the key term.

7. The method of claim 2, wherein defining at least one targeting criterion for the environment further comprises:

selecting an override criterion for overriding a selection of at least a subset of a selected set of advertisements in response to an advertisement request.

8. The method of claim 7, wherein the override criterion comprises a revenue metric.

9. The method of claim 1, wherein defining at least one targeting criterion for the environment comprises:

selecting a predefined key term to facilitate a selection of one or more sets of advertisements based on the key term.

10. The method of claim 9, wherein the key term comprises key words.

11. The method of claim 9, wherein the key term comprises a vertical category.

12. The method of claim 1, wherein defining at least one targeting criterion for the environment comprises:

selecting a document context-based request mode for the environment.

13. A method comprising:

defining an advertisement environment in a document;

selecting advertisements from a plurality of advertisements;

associating the selected advertisements with the advertisement environment; and

storing in the document advertisement request code that is configured to issue an advertisement request to select from one of the selected advertisements an advertisement for presentation in the advertisement environment.

14. The method of claim 13, further comprising:

defining an advertisement selection sequence for the selection of advertisements from the selected advertisements.

15. The method of claim 14, wherein defining an advertisement selection sequence comprises:

defining a time-based advertisement selection sequence.

16. The method of claim 14, wherein defining an advertisement selection sequence comprises:

defining a distribution-based selection sequence.

17. A method comprising:

receiving publisher selections of advertisements from a plurality of advertisements;

associating the selected advertisements with an advertisement environment in a document; and

generating advertisement request code for inclusion in the document, the advertisement request code configured to issue an advertisement request for selection of an advertisement from the selected advertisements for presentation in the advertisement environment.

18. The method of claim 17, further comprising:

evaluating performance metrics for the selected advertisements presented in the advertisement environment; and

optimizing the selection of selected advertisements based on the performance metric.

19. The method of claim 18, wherein optimizing the selection of selected advertisements based on the performance metric comprises:

overriding a publisher selection of an advertisement if the selected advertisement does not meet a performance threshold.

20. The method of claim 18, wherein optimizing the selection of selected advertisements based on the performance metric comprises:

substituting an unselected advertisement for a selected advertisement if the selected advertisement does not meet a performance threshold.

21. The method of claim 18, wherein optimizing the selection of selected advertisements based on the performance metric comprises:

estimating a performance of an unselected advertisement;

determining if the estimated performance of the unselected advertisement exceeds a performance threshold; and

substituting an unselected advertisement for a selected advertisement if the selected advertisement does not meet the performance threshold.

22. A method comprising:

providing a content definition including one or more slots for content items to be delivered to a user upon receipt of a request from a user for the content associated with the content definition; and

defining two or more content items to be associated with a slot.

23. The method of claim 22, wherein the content items are advertisements.

24. The method of claim 22, further comprising:

upon request, presenting the two or more content items in the slot over a time period in accordance with a rotation schedule.

25. The method of claim 24, wherein the rotation schedule is predetermined.

26. The method of claim 24, further comprising:

receiving user input defining at least one aspect of the rotation schedule; and

presenting the two or more content items in accordance with the rotation schedule.

27. The method of claim 24, further comprising:

optimizing the rotation schedule.

28. The method of claim 27, wherein optimizing the rotation schedule comprises:

optimizing projected revenue received for a producer of the content.

29. The method of claim 28 wherein optimizing projected revenue comprises:

determining a candidate content item and a performance parameter associated therewith;

determining a performance of one or more existing content items;

comparing a performance of the candidate content item and the one more of the existing content items; and

substituting the candidate content item if the performance is better than that of the one or more existing content items.

30. A method comprising:

identifying a content page, the content page including a slot for indeterminate content; and

defining a number of different content elements to be presented in the slot over a time period such that at each request of the content page only one of the different content elements is presented in the slot.

31. A method comprising:

identifying a content page, the content page including a slot for indeterminate content;

defining a number of different content elements to be presented in the slot over a time period such that at each request of the content page only one of the different content elements is presented in the slot;

explicitly selecting at least one content element to be presented in the slot;

implicitly selecting at least one content element to be presented in the slot; and

incorporating code that includes the number and data associated with the explicit and implicit selections into the content page, such that at the time the page is rendered, the slot is filled with one of the different content elements.

32. A method comprising:

defining a number of different content elements to be presented in the slot over a time period, the slot associated with a content page, such that at each request of the content page only one of the different content elements is presented in the slot;

defining one or more parameters for use in selecting content elements in the slot;

determining a performance of one or more content elements, including determining if the performance is above a threshold;

selecting new content elements if the performance is less than the threshold.

33. A system comprising:

a storage medium;

one or more processors; and

instructions stored in the storage medium and configured for execution by the one or more processors, the instructions comprising instructions to;

define an advertisement environment in a document;

define at least one advertisement targeting criterion for the advertisement environment; and

store in the document advertisement request code that is configured to request an advertisement for the advertisement environment based on the advertisement targeting criterion.

34. A computer program product, encoded on a computer-readable medium, operable to cause a data processing apparatus to perform operations comprising:

defining an advertisement environment in a document;

defining at least one advertisement targeting criterion for the advertisement environment; and

storing in the document advertisement request code that is configured to request an advertisement for the advertisement environment based on the advertisement targeting criterion.

35. A system, comprising:

means for defining an advertisement environment in a document;

means for defining at least one advertisement targeting criterion for the advertisement environment; and

means for storing in the document advertisement request code that is configured to request an advertisement for the advertisement environment based on the advertisement targeting criterion.