Site-Targeted Advertising

• US 20080294524A1
• Filed: 03/12/2008
• Published: 11/27/2008
• Est. Priority Date: 03/12/2007
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Axe, Brian, Jindal, Deepak, Agarwal, Sumit, Wiseman, Leora Ruth, Badros, Gregory Joseph
• Application Number:
  US12/047,239
• Publication Number:
  US 20080294524A1
• Time in Patent Office: Days
• US Class Current: 705/14.54
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A method is provided. The method includes receiving at a central system advertisement identifiers associated with one or more advertisements, receiving one or more identifiers of web locations to be targeted by the advertisements, receiving one or more non-keyword bids for a display of each of the advertisements, and generating a score associated with each of the one or more advertisements using the non-keyword bid in an advertising auction.

Claims

1. A method, comprising:

receiving at a central system advertisement identifiers associated with one or more advertisements;

receiving one or more identifiers of web locations to be targeted by the advertisements;

receiving one or more non-keyword bids for a display of each of the advertisements; and

generating a score associated with each of the one or more advertisements using the non-keyword bid in an advertising auction.

2. The method of claim 1, further comprising selecting the one or more advertisements to display at the web locations if the generated score exceeds a predetermined level.

3. The method of claim 1, wherein generating the score associated with an advertisement comprises converting a keywordless score associated with the advertisement to a keyword-based score for comparison with keyword-based advertisements.

4. The method of claim 1, wherein a score for an advertisement associated with a non-keyword bid is generated for one or more displays of content associated with the web locations.

5. The method of claim 1, wherein the one or more identifiers of web locations comprise a web domain.

6. The method of claim 1, wherein the one or more identifiers of web locations comprise a URI.

7. The method of claim 1, wherein the one or more advertisement identifiers, the one or more identifiers of web locations, and the non-keyword bid are received from a single device remote from the central system.

8. The method of claim 1, further comprising comparing the generated score to one or more scores for keyword-based bids for other advertisements.

9. A system for delivering targeted advertisements, comprising:

computer storage storing a plurality of advertisements including keyword-based advertisements and keywordless advertisements;

an auction module to identify advertisements relevant to a view displayed to a user and to select candidate advertisements for display to the user; and

an advertisement positioner programmed to generate and compare scores for the keyword-based advertisements and the keywordless advertisements and to provide a set of ranked advertisements for display to the user.

10. The system of claim 9, wherein the advertisement positioner is programmed to convert scores for keyword-based advertisements into a format for keywordless advertisements before comparing the scores.

11. The system of claim 9, wherein the advertisement positioner is programmed to convert scores for keywordless advertisements into a format for keyword-based advertisements before comparing the scores.

12. The system of claim 9, wherein the advertisements are site-targeted advertisements.

13. The system of claim 9, wherein the ad positioner is part of the auction module.

14. A computer program product, encoded on a tangible program carrier, operable to cause a data processing apparatus to perform operations comprising:

receiving at a central system advertisement identifiers associated with one or more advertisements;

receiving one or more identifiers of web locations to be targeted by the advertisements;

receiving one or more non-keyword bids for the a display of each of the advertisements; and

generating a score associated with each of the one or more advertisements using the non-keyword bid in an advertising auction.

15. A system, comprising:

means for receiving at a central system advertisement identifiers associated with one or more advertisements;

means for receiving one or more identifiers of web locations to be targeted by the advertisements;

means for receiving one or more non-keyword bids for the a display of each of the advertisements; and

means for generating a score associated with each of the one or more advertisements using the non-keyword bid in an advertising auction.