ASSESSING AD VALUE

• US 20090106058A1
• Filed: 10/17/2007
• Published: 04/23/2009
• Est. Priority Date: 10/17/2007
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Broder, Andrei Zary, McAfee, Randolph Preston
• Application Number:
  US11/874,120
• Publication Number:
  US 20090106058A1
• Time in Patent Office: Days
• US Class Current: 705/7
• CPC Class Codes: G06Q 10/00 Administration; Management
• CPC Class Codes: G06Q 10/06393 Score-carding, benchmarking or key performance indicator [KPI] analysis
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

A system is provided for assessing an effectiveness of online advertising by recording the context in which each advertisement is provided and tracking whether each advertisement resulted in a consumer response. When a request for an online advertisement is received, a unique code, which can be utilized to redeem a coupon, is generated and provided with an advertisement. Contextual information associated with providing the online advertisement is recorded for the unique code. Contextual information can include, for example, information about the provided advertisement, information about how the advertisement will be presented, information about the potential viewer for the advertisement, and the like. If the unique code is later utilized to redeem the coupon, the redemption is recorded for the unique code so that an online advertiser can assess the effectiveness of their online advertisements in relation to various contexts in which their advertisements are provided.

Claims

1. A server for assessing an effectiveness of online advertising, comprising:

a memory for storing processor executable instructions; and

a processor for executing the stored instructions to enable actions, including;

receiving an advertisement request including at least one contextual datum;

generating a unique code for the request, wherein the unique code can be used to redeem a coupon;

providing an online advertisement with the unique code in response to the request;

receiving the unique code in association with the redemption of the coupon; and

storing an indication that the unique code was redeemed, thereby indicating that the online advertisement provided in association with the at least one contextual datum was effective in generating a consumer response.

2. The server of claim 1, wherein the actions further comprise:

adding a record for the request to a plurality of records, wherein each record is associated with a particular request, each record including at least one contextual datum of the particular request, a unique code generated for the particular request, information identifying the online advertisement provided for the particular request, and an indication of whether the unique code for the particular request was redeemed; and

determining at least one statistical datum based on the plurality of records.

3. The server of claim 2, wherein the action of determining includes:

for a set of records associated with a particular online advertisement in the plurality of records, calculating a ratio based on the number of records in the set that are indicated as being redeemed over the total number of records in the set.

4. The server of claim 2, wherein the actions further comprise:

selecting the online advertisement based at least in part on the at least one contextual datum and the at least one statistical datum.

5. The server of claim 1, wherein the actions further comprise:

providing an online click-through advertisement, wherein clicking of the online click-through advertisement results in the advertisement request; and

storing an indication that the advertisement request resulted from a click-through.

6. The server of claim 1, wherein the at least one contextual datum includes at least one placement datum that provides information about how the online advertisement will be presented and at least one viewer datum that provides information about a potential viewer of the online advertisement.

7. The server of claim 6, wherein the at least one placement datum includes a universal resource locator (URL), a description indicating how or where the online advertisement will be displayed, a description of the application or device presenting the online advertisement, or a description of a content presented along with the online advertisement.

8. The server of claim 6, wherein the at least one viewer datum includes an identifier of the potential viewer, a demographic information about the potential viewer, or historical data associated with the potential viewer.

9. A system for assessing an effectiveness of online advertising, comprising:

a client; and

a server executing stored instructions to enable actions, including;

receiving an advertisement request including at least one contextual datum;

generating a unique code for the request, wherein the unique code can be used to redeem a coupon;

providing an online advertisement with the unique code in response to the request;

receiving the unique code in association with the redemption of the coupon; and

storing an indication that the unique code was redeemed, thereby indicating that the online advertisement provided in association with the at least one contextual datum was effective in generating a consumer response.

10. The system of claim 9, wherein the actions further comprise:

adding a record for the request to a plurality of records, wherein each record is associated with a particular request, each record including at least one contextual datum of the particular request, a unique code generated for the particular request, information identifying the online advertisement provided for the particular request, and an indication of whether the unique code for the particular request was redeemed; and

determining at least one statistical datum based on the plurality of records.

11. The system of claim 10, wherein the actions further comprise:

selecting the online advertisement based at least in part on the at least one contextual datum and the at least one statistical datum.

12. The system of claim 9, wherein the actions further comprise:

providing an online click-through advertisement, wherein clicking of the online click-through advertisement results in the advertisement request; and

storing an indication that the advertisement request resulted from a click-through.

13. A processor-readable medium having processor-executable instructions stored therein, which when executed by one or more processors, enables actions, comprising:

receiving an advertisement request including at least one contextual datum;

generating a unique code for the request, wherein the unique code can be used to redeem a coupon;

providing an online advertisement with the unique code in response to the request;

receiving the unique code in association with the redemption of the coupon; and

storing an indication that the unique code was redeemed, thereby indicating that the online advertisement provided in association with the at least one contextual datum was effective in generating a consumer response.

14. The processor-readable medium of claim 13, wherein the actions further comprise:

adding a record for the request to a plurality of records, wherein each record is associated with a particular request, each record including at least one contextual datum of the particular request, a unique code generated for the particular request, information identifying the online advertisement provided for the particular request, and an indication of whether the unique code for the particular request was redeemed; and

determining at least one statistical datum based on the plurality of records.

15. The processor-readable medium of claim 14, wherein the actions further comprise:

selecting the online advertisement based at least in part on the at least one contextual datum and the at least one statistical datum.

16. The processor-readable medium of claim 13, wherein the actions further comprise:

providing an online click-through advertisement, wherein clicking of the online click-through advertisement results in the advertisement request; and

storing an indication that the advertisement request resulted from a click-through.

17. A method for assessing an effectiveness of online advertising, comprising:

receiving an advertisement request including at least one contextual datum;

generating a unique code for the request, wherein the unique code can be used to redeem a coupon;

providing an online advertisement with the unique code in response to the request;

receiving the unique code in association with the redemption of the coupon; and

storing an indication that the unique code was redeemed, thereby indicating that the online advertisement provided in association with the at least one contextual datum was effective in generating a consumer response.

18. The method of claim 17, further comprising:

adding a record for the request to a plurality of records, wherein each record is associated with a particular request, each record including at least one contextual datum of the particular request, a unique code generated for the particular request, information identifying the online advertisement provided for the particular request, and an indication of whether the unique code for the particular request was redeemed; and

determining at least one statistical datum based on the plurality of records.

19. The method of claim 18, further comprising:

selecting the online advertisement based at least in part on the at least one contextual datum and the at least one statistical datum.

20. The method of claim 17, further comprising:

providing an online click-through advertisement, wherein clicking of the online click-through advertisement results in the advertisement request; and

storing an indication that the advertisement request resulted from a click-through.