FEATURE-VALUE ATTACHMENT, RERANKING AND FILTERING FOR ADVERTISEMENTS

• US 20090144141A1
• Filed: 11/30/2007
• Published: 06/04/2009
• Est. Priority Date: 11/30/2007
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: RAGNO, ROBERT J., DOMINOWSKA, EWA
• Granted Patent: US 10,346,854 B2
• Time in Patent Office: Days
• US Class Current: 705/14.410
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

An approach is provided for associating structured information as feature-value pairs with advertisements at an advertisement system that provides advertisements for presentation with primary content. Feature-value pairs corresponding with advertisements describe features of the products or services associated with the advertisements. The feature-value pairs may be used by the advertisement system in a number of different manners, including, among other things: using the feature-value pairs during selection of advertisements for presentation with primary content: allowing users to sort and/or filter advertisements during presentation with primary content based on the associated feature-value pairs; exposing additional information with the advertisements; facilitating fraud detection for the advertisement system; and enabling a hybrid pricing model.

Claims

1. One or more computer-storage media embodying computer-useable instructions for performing a method comprising:

receiving an advertisement from an advertiser;

receiving one or more feature-value pairs;

associating the one or more feature-value pairs with the advertisement; and

storing the advertisement and the one or more feature-value pairs for use in an advertisement system that provides advertisements for presentation in conjunction with primary content.

2. The one or more computer-storage media of claim 1, wherein receiving one or more feature-value pairs from the advertiser comprises:

providing a plurality of domain-specific feature sets, wherein each domain-specific feature set comprises a set of features that are relevant to a given domain;

selecting one of the domain-specific feature sets as a selected domain-specific feature set; and

receiving values for at least a portion of the features within the selected domain-specific feature set.

3. The one or more computer-storage media of claim 2, wherein selecting one of the domain-specific feature sets comprises at least one of:

receiving an advertiser selection of one of the domain-specific feature sets; and

automatic selecting one of the domain-specific features sets by determining a domain for the advertisement.

4. The one or more computer-storage media of claim 2, wherein at least a portion of the features within the selected domain-specific feature set each have pre-defined values available for selection.

5. The one or more computer-storage media of claim 1, wherein receiving the one or more feature-value pairs comprises receiving the one or more feature-value pairs from the advertiser.

6. The one or more computer-storage media of claim 1, wherein receiving the one or more feature-value pairs comprises automatically determining the one or more feature-value pairs.

7. The one or more computer-storage media of claim 1, wherein the method further comprises:

receiving a request for a plurality of advertisements; and

selecting the plurality of advertisements based at least in part on the one or more feature-value pairs associated with the advertisement.

8. The one or more computer-storage media of claim 1, wherein the primary content comprises at least one of:

search results; and

a web page content.

9. One or more computer-storage media embodying computer-useable instructions for performing a method comprising:

presenting a plurality of advertisements with primary content, wherein at least a portion of the advertisements each have associated feature-value pairs;

presenting one or more user interface elements with the advertisements, wherein the one or more user interface elements allow the advertisements to be sorted or filtered based on the feature-value pairs associated with the at least a portion of the advertisements;

receiving a user command via at least one of the user interface elements to sort or filter the advertisements; and

sorting or filtering the advertisements based on the user command.

10. The one or more computer-storage media of claim 9, wherein the method further comprises selecting the plurality of advertisements for presentation to a user in conjunction with the primary content.

11. The one or more compute-storage media of claim 10, wherein the plurality of advertisements are selected based at least in part on the feature-value pairs associated with at associated with the at least a portion of the advertisements.

12. The one or more computer-storage media of claim 9, wherein the one or more user-interface elements include a list of one or more features associated with the plurality of advertisements for sorting or filtering the advertisements.

13. The one or more computer-storage media of claim 12, wherein the list of one or more features includes a domain feature for filtering the plurality of advertisements by domain.

14. The one or more computer-storage media of claim 13, wherein receiving a user command to sort or filter the advertisements comprises receiving a user command to filter the advertisements for a user-selected domain, and wherein sorting or filtering the advertisements comprises filtering the advertisements such that a subset of advertisements corresponding with the user-selected domain is presented.

15. The one or more computer-storage media of claim 9, wherein the primary content comprises at least one of:

search results; and

a web page content.

16. One or more computer-storage media comprising computer-useable instructions for performing a method comprising:

receiving a request for advertisements for presentation with primary content;

selecting the advertisements for presentation with the primary content based at least in part on feature-value pairs associated with at least a portion of the advertisements; and

communicating the advertisements for presentation with the primary content.

17. The one or more computer-storage media of claim 16, wherein selecting the advertisements for presentation comprises ranking the advertisements based at least in part on the feature-value pairs.

18. The one or more computer-storage media of claim 16, wherein selecting the advertisements for presentation comprises determining relevance of the advertisements to the primary content by comparing the feature-value pairs against the context of the primary content.

19. The one or more computer-storage media of claim 18, wherein the advertisements are ranked based on the relevance of the advertisements to the primary content.

20. The one or more computer-storage media of claim 16, wherein the method further comprises accessing user information for a user, and wherein selecting the advertisements for presentation comprises selecting the advertisements based on the user information in conjunction with the feature-value pairs.