Methods of dynamically creating personalized internet advertisements based on advertiser input

• US 20080201220A1
• Filed: 02/20/2007
• Published: 08/21/2008
• Est. Priority Date: 02/20/2007
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Josifovski, Vanja, Broder, Andrei Zary, Fontoura, Marcus Felipe
• Granted Patent: US 8,650,265 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 30/0258 Registration
• CPC Class Codes: G06Q 30/0264 based upon schedule

Abstract

The World Wide Web portion of the Internet is largely supported by advertising. To deliver the most effective advertising, a system for dynamically creating customized advertisements is introduced. The behavior and any demographic information known about web viewers is used to select an advertising template that will be used to create an advertisement. The advertisement template comprises an incomplete advertisement with certain missing information along with identifiers for functions that may be used to complete the advertisement. In one embodiment, the functions may specify how the advertiser associated with the advertisement template may be contacted with the demographic information known about the user in order to fill in the missing portions of advertisement template. For example, the advertisement may concern flights to Hawaii and the advertiser may fill in the price of a flight to Hawaii based upon being provided with the user'"'"'s location. The complete advertisement may then be displayed to the user.

Claims

8. A method of performing electronic advertising to a user of an electronic device, said method comprising:

extracting a set of features describing said user'"'"'s use of said electronic device;

extracting a set of demographic information about said user;

selecting an advertisement template based upon said set of features and said set of demographic information;

requesting customized information for said advertisement template from an external source by providing a subset of said features and demographic information to said external source; and

displaying a customized advertisement to said user based upon said advertisement template and said customized information obtained from said external source.

1. A method of advertising on the World Wide Web, said method comprising:

extracting a set of features from a first Web page;

extracting a set of demographic information about a Web viewer;

selecting an advertisement template based upon said set of features and said set of demographic information;

requesting customized information for said advertisement template from an external source by providing a subset of said features and demographic information; and

creating an advertisement based upon said advertisement template using said customized information.

2. The method of advertising on the World Wide Web as set forth in claim 1 wherein said set of features comprises keywords.

3. The method of advertising on the World Wide Web as set forth in claim 1 wherein said set of features comprises a category assigned to said web page.

4. The method of advertising on the World Wide Web as set forth in claim 1 wherein said demographic information comprises an IP address.

5. The method of advertising on the World Wide Web as set forth in claim 1 wherein said extracting said set of features from said first Web page is perform off-line such that a detailed extraction can be performed without time constraints.

6. The method of advertising on the World Wide Web as set forth in claim 1 wherein said extracting said set of features from said first Web page is performed in real-time when a request is made for said web page.

7. The method of advertising on the World Wide Web as set forth in claim 1 wherein said external source comprises an advertiser'"'"'s server.

9. The method of performing electronic advertising as set forth in claim 8 wherein said electronic device comprises a videogame console and said demographic information comprises information about said user stored on said console.

10. The method of performing electronic advertising as set forth in claim 8 wherein said electronic device comprises a web viewer.

11. The method of performing electronic advertising as set forth in claim 10 wherein said set of features comprises keywords from a web page said user is accessing.

12. The method of performing electronic advertising as set forth in claim 10 wherein said set of features comprises keywords from a web page said user is accessing.

13. The method of performing electronic advertising as set forth in claim 8 wherein said external source comprises an advertiser'"'"'s server.

15. The system of performing electronic advertising as set forth in claim 8 wherein said electronic device comprises a videogame console and said demographic information comprises information about said user stored on said console.

16. The system of performing electronic advertising as set forth in claim 8 wherein said module monitoring said user'"'"'s use of said electronic device comprises a web server noting said user'"'"'s selection of a web page with said electronic device.

17. The system of performing electronic advertising as set forth in claim 16 wherein a set of keywords are extracted from a web page said user is accessing.

18. The system of performing electronic advertising as set forth in claim 16 wherein a category is assigned to a web page said user is accessing.

19. The system of performing electronic advertising as set forth in claim 16 wherein said demographic information comprises an IP address.

12-1. The system of performing electronic advertising as set forth in claim 10 wherein said set of features comprises keywords from a web page said user is accessing.

14. A system of performing electronic advertising to a user of an electronic device, said electronic device comprising a set of demographic information about said user, said system comprising:

a module monitoring said user'"'"'s use of said electronic device;

a module for selecting an advertisement template based upon said user'"'"'s use of said electronic device and said set of demographic information;

an external module for providing customized information for said advertisement template when provided with a subset of said user'"'"'s use of said electronic device and demographic information to said external source; and

display module for displaying a customized advertisement comprised from said advertisement template and said customized information.

20. The system of performing electronic advertising as set forth in claim 14 wherein said external module comprises an advertiser'"'"'s server.