METHOD AND A SYSTEM FOR SELECTING ADVERTISING SPOTS

• US 20090171948A1
• Filed: 12/31/2008
• Published: 07/02/2009
• Est. Priority Date: 12/31/2007
• Status: Active Grant

• Current Assignee: Sizmek Technologies Inc (Sizmek, Inc.)
• Original Assignee: PEER 39 Incorporated
• Inventors: KOPPEL, Moshe, SOLOMON, Amiad
• Granted Patent: US 9,117,219 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06F 16/435 Filtering based on additional data, e.g. user or group profiles
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A method for selecting advertisement spots that comprises providing parameters, each associated with one or more references to web documents which are retrieved by it, receiving a description of a product, identifying a match between the received description and at least one of the parameters, and generating a list of references which are associated with the at least one parameter.

Claims

1. A method for selecting advertisement spots, comprising:

providing a plurality of parameters each being associated with at least one reference to an advertising spot associated with a web document retrieved by it;

receiving a description of a product;

identifying a match between said description and at least one of said plurality of parameters; and

generating a list of references according to said match, each member of said list being associated with said at least one parameter.

2. The method of claim 1, wherein said plurality of parameters comprises a plurality of search parameters.

3. The method of claim 1, wherein said product is selected from a group consisting of:

a product, a service, a website, a movie, and a show.

4. The method of claim 1, wherein said at least one reference comprises at least one member of a group consisting of:

a reference to a web document linking to said web document and a reference to a web document linked from said web document.

5. The method of claim 1, wherein said providing comprises, for each said parameter, estimating a relevancy weight of each said at least one reference, said generating comprising generating said list of references according to respective said relevancy weights.

6. The method of claim 5, wherein said providing further comprises:

tracing a plurality of referrers to a plurality of web documents; and

weighting each said web document according to said tracing;

wherein said estimating is performed according to said weighting.

7. The method of claim 5, wherein said providing further comprises analyzing the content of a plurality of web documents, wherein said estimating is performed according to said analyzing.

8. The method of claim 1, wherein said providing further comprises:

tracing a plurality of referrers to a plurality of web documents; and

selecting said plurality of parameters according to said tracing.

9. The method of claim 1, wherein said web document is selected from a group consisting of:

a webpage, a video file, an audio file, a podcast, a word processor document, a portable document format (PDF) document, an excel spreadsheet document, an extensible markup language (XML) page, a hypertext markup language (HTML) page, and a content file being accessible via a communication network.

10. The method of claim 1, wherein said providing comprises clustering a plurality of websites in a plurality of clusters each associated with at least one of said plurality of parameters, said cluster being identified from said plurality of clusters according to a match between said description and said at least one associated parameter.

11. The method of claim 10, wherein each said cluster indicating a product type, each said reference being clustered according to a match between said respective at least one parameter and a respective said product type, said selecting being perform from said plurality of clusters.

12. The method of claim 1, wherein said providing further comprises providing a list of a plurality of undesirable content elements, said identifying comprises identifying a match between said plurality of undesirable content elements and at least one content element of each said web document.

13. The method of claim 12, wherein said undesirable content element is selected from a group consisting of:

an objectionable word, an objectionable paragraph, an objectionable image, an objectionable phrase, and an objectionable word combination.

14. The method of claim 12, further comprising identifying at least one additional undesirable content element in each said web document by analyzing a sub-group of each said web document, each member of said sub-group having at least one of the said plurality of undesirable content elements, said identifying being performed according to a match between said at least one additional undesirable content and at least one content element of each said web document.

15. A method for selecting advertisement spots, comprising:

providing a plurality of references of a plurality of web documents, each said web document being retrieved in response to at least one parameter;

receiving a description of a product;

selecting a cluster of said plurality of references each according to a match between said description and respective said at least one parameter; and

outputting said cluster to allow advertising said product in at least one member thereof.

16. A system for selecting advertisement spots, comprising:

a repository comprising a plurality of search parameters each being associated with at least one reference to a web document retrieved by it;

a receiving unit configured for receiving a description of a product;

a matching unit configured for identifying a match between said description and at least one of said plurality of search parameters; and

an output unit configured for generating a list of references according to said match, each member of said list being associated with said at least one search parameter.

17. The system of claim 16, further comprising at least one tracing module configured for tracing a plurality of referrers to a plurality of web documents and weighting each said web document according to said tracing, wherein said list of references is generated according to said weighting.

18. The system of claim 16, further comprising a content analysis module configured for analyzing a content of said web document, said matching unit being configured for identifying a match between at least one of said description and said at least one search parameter and said analyzed content.

19. The system of claim 16, further comprising a reputation protection module configured for probing a plurality of undesirable content elements in said web document, said output module being configured for filtering said list of references according to said probing.

20. The system of claim 16, wherein said repository maps an ad exchange network.

21. The system of claim 16, wherein said output unit being configured for forwarding said list of references to an advertising server for allowing the advertising of said product in at least one web document referred to by said list of references.

22. A method for advertising according to the content of communication content messages, comprising:

providing a plurality of content identifiers;

receiving a description of a product;

identifying a match between said description and at least one of said plurality of content identifiers; and

sending promotional content pertaining to said product to at least one of a sender and a receiver of a communication content message including said at least one matched content identifier.

23. The method of claim 22, wherein said communication content message comprises a member of a group consisting of a short message service (SMS) message, a instant messaging (IM) message, a multimedia messaging service (MMS) message, and a wireless application protocol (WAP) message.

24. The method of claim 22, wherein said plurality of content identifiers comprises at least one member of a group consisting of a word, a paragraph, a link, a combination of paragraphs and a combination of words.

25. The method of claim 22, wherein said sending is performed substantially concurrently to at least one of a sending of said communication content message and a receiving of said communication content message.

26. The method of claim 22, wherein said sending comprises personalizing said promotional content according to at least one characteristic of said at least one sender and receiver.