Attention estimation through incremental impression interaction for precise advertisement monetization

• US 20080243610A1
• Filed: 03/28/2007
• Published: 10/02/2008
• Est. Priority Date: 03/28/2007
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Ragno, Robert J., Bal, Rishi
• Application Number:
  US11/729,059
• Publication Number:
  US 20080243610A1
• 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 30/0277 Online advertisement

Abstract

An advertising package can contain multiple levels of advertisements ranging from small, unobtrusive ads at initial levels, to larger, more complex and more informative ads at subsequent levels. Viewers of a web page, or users of an ad-sponsored program, can initially be presented with a first level advertisement. User triggering actions can cause the display of a subsequent level advertisements that can provide further information without leaving the context of the web page or ad-sponsored program. The levels of advertisements displayed to a user can offer a more precise measure of user interest, and can be the basis by which future ad packages are tuned, and can be the basis of more tiered financial agreements between the advertiser and the publisher.

Claims

1. One or more computer-readable media comprising a multi-level advertising package associated with an advertiser and directed to an advertised element, the multi-level advertising package comprising:

a first level advertisement comprising a first display data for presentation within an application-generated context directed to a user-initiated, non-advertising task, and an indication of a first triggering event; and

a subsequent level advertisement for presentation in response to the first triggering event, the subsequent level advertisement comprising a subsequent display data for presentation within the same application-generated context and providing more information regarding the advertised element than the first display data, and an indication of a subsequent triggering event.

2. The computer-readable media of claim 1, wherein the application-generated context is a web browser context generated by displaying a web page unaffiliated with the advertiser.

3. The computer-readable media of claim 1, wherein the application generated context is an advertisement-sponsored application context, wherein the advertisement-sponsored application is directed to non-advertising tasks.

4. The computer-readable media of claim 1, wherein the first triggering event is a cursor hover over a first display area comprising presentation of the first display data.

5. The computer-readable media of claim 1, wherein the subsequent triggering event is a click in a second display area comprising presentation of the subsequent display data.

6. The computer-readable media of claim 1, wherein the subsequent triggering event causes the application-generated context directed to the user-initiated, non-advertising task to be superceded by an advertiser-generated context.

7. One or more computer-readable media comprising computer-executable instructions providing for the display of at least one level of a multi-level advertising package associated with an advertiser and directed to an advertised element, the computer-executable instructions directed to steps comprising:

displaying a first level advertisement within an application-generated context directed to a user-initiated, non-advertising task;

detecting a first triggering event associated with the first level advertisement;

displaying a subsequent level advertisement in response to the first triggering event within the same application-generated context and providing more information regarding the advertised element than the first level advertisement;

and detecting a subsequent triggering event.

8. The computer-readable media of claim 7 comprising further computer-executable instructions directed to recording a highest level advertisement of the multi-level advertising package displayed to a user.

9. The computer-readable media of claim 8 comprising further computer-executable instructions directed to recording a user identification associated with the highest level advertisement displayed to the user.

10. The computer-readable media of claim 7, wherein the application-generated context is a web browser context generated by displaying a web page unaffiliated with the advertiser.

11. The computer-readable media of claim 7, wherein the application generated context is an advertisement-sponsored application context, wherein the advertisement-sponsored application is directed to non-advertising tasks.

12. The computer-readable media of claim 7, wherein the first triggering event is a cursor hover over the displayed first level advertisement.

13. The computer-readable media of claim 7, wherein the subsequent triggering event is a click in a second display area comprising presentation of the subsequent display data.

14. The computer-readable media of claim 7, wherein the subsequent triggering event causes the application-generated context to be superceded by an advertiser-generated context.

15. One or more computer-readable media comprising computer-executable instructions for recording the display of at least one level of a multi-level advertising package associated with an advertiser and directed to an advertised element, the computer-executable instructions directed to steps comprising:

transmitting the multi-level advertising package to a web browser displaying a publisher'"'"'s web page;

receiving information regarding a highest level advertisement of the multi-level advertising package displayed to a visitor of the publisher'"'"'s web page;

receiving at least one of;

a publisher identifier for the publisher;

a web page identifier for the web page; and

a visitor identifier for the visitor;

associating the at least one of the publisher identifier, the web page identifier and the user identifier with the highest level advertisement displayed to the visitor; and

receiving a request from the visitor regarding the highest level advertisement displayed to the visitor.

16. The computer-readable media of claim 15, wherein the request comprises an identification of the advertised element, and wherein the web page identifier is provided in a response.

17. The computer-readable media of claim 15, wherein the request comprises the web page identifier, and wherein the information regarding the highest level advertisement displayed to the visitor is provided in a response.

18. The computer-readable media of claim 15 comprising further computer-executable instructions directed to providing, to the advertiser, information regarding the highest level advertisement displayed to the visitor.

19. The computer-readable media of claim 15, wherein the multi-level advertising package comprises a first level advertisement displayed as part of the web browser'"'"'s display of the publisher'"'"'s web page and a subsequent level advertisement displayed, in response to the first triggering event, as part of the web browser'"'"'s display of the publisher'"'"'s web page.

20. The computer-readable media of claim 19, wherein the first triggering event is a cursor hover over the displayed first level advertisement.