Selection of Advertisements for Placement with Content

• US 20090006375A1
• Filed: 09/05/2007
• Published: 01/01/2009
• Est. Priority Date: 06/27/2007
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Samadi, Shamim, Arankalle, Poorva, Lax, Reuven, Moonka, Rajas
• Granted Patent: US 8,433,611 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: H04N 21/435 Processing of additional data, e.g. decrypting of additional data, reconstructing software from modules extracted from the transport stream

Abstract

Methods, systems, and apparatus, including computer program products, for selecting advertisements. A request for sponsored content for presentation with a content item in a document is received. One or more candidate sponsored content items are identified based on one or more criteria. The criteria includes information related to the content item independent of the document, and information related to the document. One or more of the candidate sponsored content items are selected. The selected sponsored content items are transmitted for presentation with the content item.

Claims

1. A method comprising:

receiving a request for sponsored content for presentation with a content item, wherein the content item is included in a document;

identifying one or more candidate sponsored content items based on a plurality of criteria, the plurality of criteria comprising information related to the content item independent of the document and information related to the document;

selecting one or more of the candidate sponsored content items; and

transmitting the selected sponsored content items for presentation with the content item.

2. The method of claim 1, wherein the sponsored content items comprise one or more advertisements.

3. The method of claim 1, wherein the content item comprises a video file or stream.

4. The method of claim 1, wherein the information related to the document comprises a user profile of an owner of the document.

5. The method of claim 1, wherein the information related to the document comprises a user profile of a user accessing the document or the content item.

6. The method of claim 1, wherein the information related to the document comprises content within the document.

7. The method of claim 1, wherein the information related to the content item comprises metadata associated with the content item.

8. The method of claim 1, wherein the plurality of criteria further comprises content related to a hyperlink to the content item.

9. The method of claim 8, wherein the content related to a hyperlink to the content item comprises anchor text of the hyperlink.

10. The method of claim 1, wherein the plurality of criteria further comprises information related to interactions by users with respect to the content item and to one or more search queries, wherein the content item is a search result to the search queries.

11. The method of claim 1, wherein the information related to the content item comprises information determined by an analysis of the content item.

12. The method of claim 11, wherein:

the content item includes audio data, and

the analysis of the content item comprises a speech recognition analysis of the audio data.

13. The method of claim 12, wherein the speech recognition analysis of the audio data comprises a determination of a confidence level for each of one or more terms in the audio data.

14. The method of claim 11, wherein:

the content item includes visual data; and

the analysis of the content item comprises an image recognition analysis of the visual data.

15. The method of claim 1, wherein identifying one or more candidate sponsored content items based on a plurality of criteria comprises determining one or more sponsored content items relevant to the document and to the content item.

16. The method of claim 1, wherein identifying one or more candidate sponsored content items based on a plurality of criteria comprises:

identifying a sponsored content item;

comparing the sponsored content item to at least one of the content item and the document with respect to each of the plurality of criteria, including determining a score for each respective comparison;

determining a weighted combination score of the respective scores; and

if the weighted combination score exceeds a threshold, identifying the sponsored content item as a candidate sponsored content item.

17. The method of claim 16, wherein comparing the sponsored content item to at least one of the content item and the document with respect to each of the plurality of criteria comprises:

comparing content of the sponsored content item to the information related to the content item; and

comparing the content of the sponsored content item to the information related to the document.

18. The method of claim 1, wherein selecting one or more of the candidate sponsored content items comprises selecting one or more of the candidate sponsored content items based on respective bids associated with the candidate sponsored content items.

19. The method of claim 1, wherein:

the request for sponsored content comprises specifications of one or more preferences associated with a provider of the content item; and

the plurality of criteria further comprises the provider preferences.

20. The method of claim 1, wherein the plurality of criteria further comprises preferences of sponsors associated with the respective sponsored content items.

21. The method of claim 1, wherein the content item comprises a plurality of content items in a playlist.

22. A system comprising:

one or more processors; and

instructions configured for execution by the one or more processors, the instructions comprising instructions to;

receive a request for sponsored content for presentation with a content item, wherein the content item is included in a document;

identify one or more candidate sponsored content items based on a plurality of criteria, the plurality of criteria comprising information related to the content item independent of the document and information related to the document;

select one or more of the candidate sponsored content items;

transmit the selected sponsored content items for presentation with the content item.

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

receiving a request for sponsored content for presentation with a content item, wherein the content item is included in a document;

identifying one or more candidate sponsored content items based on a plurality of criteria, the plurality of criteria comprising information related to the content item independent of the document and information related to the document;

selecting one or more of the candidate sponsored content items;

transmitting the selected sponsored content items for presentation with the content item.

24. The computer program product of claim 23, further comprising:

determining whether at least one of the content item and metadata associated with the content item reference other content items to be played,

determining information related to the other content items and including the information related to the other content items in the plurality of criteria.

25. A method comprising:

receiving a request for sponsored content for presentation with a content item, wherein the content item is included in a presentation environment;

identifying one or more candidate sponsored content items based on a plurality of criteria, the plurality of criteria comprising information related to the content item and information related to the presentation environment;

selecting one or more of the candidate sponsored content items; and

transmitting the selected sponsored content items for presentation with the content item in the presentation environment.