Systems and Methods To Manage Presentations of Advertisements

• US 20080313083A1
• Filed: 05/15/2008
• Published: 12/18/2008
• Est. Priority Date: 06/18/2007
• Status: Abandoned Application

• Current Assignee: YellowPages.com LLC (Mudrick Capital Management LP)
• Original Assignee: UTBK, Inc.
• Inventors: HIRSON, Ron, FABER, Scott, ALTBERG, Ebbe, MANCA, Paul G., VAN DER LINDEN, Sean
• Application Number:
  US12/121,668
• Publication Number:
  US 20080313083A1
• Time in Patent Office: Days
• US Class Current: 705/50
• CPC Class Codes: G06Q 10/0637 Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0264 based upon schedule

Abstract

Systems and methods to manage the presentation of advertisements. One embodiment includes: a data communication server to assign a reference of a connection server to an advertisement and to provide the reference of the connection server with the advertisement for presentation to customers; a connection server to receive from the customers requests made via the reference of the connection server for connections to an advertiser of the advertisement and to provide the connections for real time communications between the customers and the advertiser in response to the requests made via the reference; and a controller coupled with the data communication server and the connection server to compute a performance indicator of the advertisement based on tracking the provided connections via the reference assigned to the advertisement and to determine whether to pause delivery of the advertisement for presentation based on the computed performance indicator.

Claims

1. A system, comprising:

a data communication server to assign a reference of a connection server to an advertisement and to provide the reference of the connection server with the advertisement for presentation to customers;

a connection server to receive from the customers requests made via the reference of the connection server for connections to an advertiser of the advertisement and to provide the connections for real time communications between the customers and the advertiser in response to the requests made via the reference; and

a controller coupled with the data communication server and the connection server to compute a performance indicator of the advertisement based on tracking the provided connections via the reference assigned to the advertisement and to determine whether to pause delivery of the advertisement for presentation based on the computed performance indicator.

2. A method, comprising:

assigning a reference of a connection server to an advertisement;

providing the reference of the connection server with the advertisement for presentation to customers;

receiving, at the connection server and from the customers, requests made via the reference of the connection server for connections to an advertiser of the advertisement;

providing the connections for real time communications between the customers and the advertiser in response to the requests made via the reference;

computing a performance indicator of the advertisement based on tracking the provided connections via the reference assigned to the advertisement; and

determining whether to pause delivery of the advertisement for presentation based on the computed performance indicator.

3. The method of claim 2, wherein the reference of the connection server comprises a Session Initiation Protocol (SIP) Uniform Resource Identifier (URI), a telephone number without an extension, a telephone number with an extension, a Voice over Internet Protocol (VoIP) user identifier, an instant messaging user identifier, or a link to a server to the connection server for a telephonic callback.

4. The method of claim 3, wherein the reference of the connection server contains an encrypted telephonic reference of the advertiser.

5. The method of claim 2, wherein the providing of the connections for real time communications comprises:

the connection server establishing a first Voice over Internet Protocol (VoIP) connection to connect to a customer;

the connection server establishing a second Voice over Internet Protocol (VoIP) connection to connect to the advertiser; and

bridging the first and second VoIP connections to connect the customer and the advertiser.

6. The method of claim 5, wherein the bridging of the first and second VoIP connections comprises establishing a media connection that does not go through the connection server to connect the customer and the advertiser.

7. The method of claim 5, wherein the connection server calls back the customer via the first VoIP connection in response to a request received via the reference of the connection server.

8. The method of claim 7, wherein a telecommunication carrier bridges the first VoIP connection onto a public switched telephone network (PSTN) to the customer;

and the telecommunication carrier bridges the second VoIP connection onto a PSTN to the advertiser.

9. The method of claim 2, wherein the performance indicator represents a conversion rate.

10. The method of claim 2, wherein the performance indicator represents a ratio between a number of presentations of the advertisement and a number of connections established via the reference in response to the presentations.

11. The method of claim 10, wherein the presentations of the advertisement is through a specific media channel among a plurality of media channels in which the advertisement is presented.

12. The method of claim 11, wherein the determining of whether to pause delivery of the advertisement comprises determining whether to pause delivery of the advertisement for presentation through the media channel based on the computed performance indicator.

13. The method of claim 10, wherein the presentations of the advertisement is responsive to a specific keyword among a plurality of keywords of the advertisement matching to search terms submitted from the customers.

14. The method of claim 13, wherein the determining of whether to pause delivery of the advertisement comprises determining, based on the computed performance indicator, whether to pause delivery of the advertisement for presentation in response to a search term matching the specific keyword.

15. The method of claim 2, wherein the performance indicator represents a ratio between a number of presentations of the advertisement and an amount of revenue generated from the presentations.

16. The method of claim 15, wherein the amount of revenue includes advertisement fees and commission fees;

wherein the advertisement fees are charged per the provided connections; and

the commission fees are charged based on services rendered by the advertiser over the connections provided for real time communications between the customers and the advertiser.

17. The method of claim 2, wherein the performance indicator represents an amount of revenue generated from presentations of the advertisement in a predetermined period of time.

18. The method of claim 2, further comprising:

alerting the advertiser in response to a decision to pause the delivery of the advertisement based on the performance indicator.

19. The method of claim 2, wherein the performance indicator represents a frequency of the advertiser being connected to customers via the advertisement.

20. A machine readable media embodying instructions, the instructions causing a machine to perform a method, the method comprising:

assigning a reference of a connection server to an advertisement;

providing the reference of the connection server with the advertisement for presentation to customers;

receiving, at the connection server and from the customers, requests made via the reference of the connection server for connections to an advertiser of the advertisement;

providing the connections for real time communications between the customers and the advertiser in response to the requests made via the reference;

computing a performance indicator of the advertisement based on tracking the provided connections via the reference assigned to the advertisement; and

determining whether to pause delivery of the advertisement for presentation based on the computed performance indicator.