Method and System for Displaying Correlated Advertisements to Internet Users

• US 20090216616A1
• Filed: 02/26/2008
• Published: 08/27/2009
• Est. Priority Date: 02/26/2008
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Oath Inc. (Verizon Communications Inc.)
• Inventors: Hamilton, Sam Peter, Wang, Yang
• Application Number:
  US12/037,685
• Publication Number:
  US 20090216616A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0255 based on user history

Abstract

Broadly speaking, the present invention fills the need of selecting correlated advertisements for displaying to users by utilizing the advertisement-viewing data collected on users of a web site. The advertisement-viewing (ad-viewing) data of users of a web site can be correlated to extract similarities and patterns of ads being viewed by users of the web site. The correlated ad-viewing data of all users of the web site, along with URLs (Uniform Resource Locators) of ads viewed by a particular user, can be used to select advertisements that are likely to be interests to the particular user. Ad-viewing data correlation allows the web site to select ads to display to users in real-time based on users'"'"' latest ad-viewing data. Since selection of ads to display is based on mathematical calculation using a correlation table of ad-viewing that has been generated ahead of time, the method can be scaled to meet demands of a large amount of users, such as millions. In addition to ad-viewing correlation table and users'"'"' latest ad-viewing data, advertisement pool of advertisements paid by advertisers is also taken into consideration during the ad-selection process.

Claims

1. A method of selecting at least one advertisement to display in a web page of a user of a web site, comprising:

receiving the user'"'"'s request to open the web page of the web site;

sending an identity of the user to identify a Uniform Resource Locator (URL) of at least one advertisement recently viewed by the user;

selecting a correlated URL of the at least one advertisement to display in the web site, wherein the correlated URL of the at least one advertisement correlates to the identified URL of the at least one advertisement recently viewed by the user using an ad correlation table of advertisements viewed by users of the web site; and

displaying the at least one advertisement of the correlated URL being selected in the web page of the user of the web site.

2. The method of claim 1, wherein selecting the correlated URL is performed in real time when the user'"'"'s request to open the web page is received.

3. The method of claim 1, wherein ad pool created by advertisers is also used in selecting the correlated URL of the at least one advertisement to display in the web page.

4. The method of claim 3, wherein there are more than one correlated URLs of advertisements being selected to display in the web page, the priority of the selected advertisements in the ad pool affecting the location of the selected advertisements being displayed.

5. The method of claim 1, wherein there are more than one identified URLs of advertisements recently viewed by the user.

6. The method of claim 5, wherein the more than one identified URLs of advertisements recently viewed by the user are weighted by the sequence the advertisements being viewed.

7. The method of claim 1, wherein the ad correlation table uses the number of visits by users of the web site to each advertisement to correlate URLs of advertisements viewed by users of the web site.

8. The method of claim 7, wherein the correlation between two advertisements is represented by a correlation factor, with the correlation factor close to 1 being very correlated and the correlation factor close to zero being least correlated.

9. The method of claim 1, wherein the at least one advertisement recently viewed by the user is viewed within last few minutes.

10. A system for selecting advertisements to display in a web page of a user of a web site, comprising:

a user profile server for identifying the user;

a user ad-viewing history server for storing ad-viewing histories of users to the web site, wherein the user ad-viewing history server provide Uniform Resource Locators (URLs) of advertisements recently viewed by the user;

an instant advertisement suggestion server having an ad correlation table that correlates advertisements viewed by users of the web site, wherein the instant advertisement suggestion server takes URLs of advertisements recently viewed by the user as inputs and uses the ad correlation table to select correlated URLs of advertisements to be displayed in the web page correlating with URLs of advertisements recently viewed by the user; and

an ad server using the correlated URLs of advertisements being selected to prepare advertisements to display in the web page of the user.

11. The system of claim 10, further comprising:

an advertisement management server managing advertisement pool created by advertisers, wherein the advertisement management server supply the ad server advertisements to be displayed.

12. The system of claim 11, wherein the instant advertisement suggestion server takes advertisements and priorities of advertisements in the advertisement pool as inputs in selecting correlated URLs of advertisements to be displayed in the web page.

13. The system of claim 11, further comprising:

an advertisement demand application, wherein advertisers can enter their advertisement campaign, the advertisement demand application preparing contracts with the advertisers and storing advertisements sent by the advertisers.

14. The system of claim 10, further comprising:

a content server, wherein the content server prepares contents appearing in the web page along with the advertisements displayed in the web site.

15. The system of claim 10, wherein the instant advertisement suggestion server is configured to select correlated URLs of advertisements correlating with URLs of advertisements recently viewed by the user in real time.

16. The system of claim 10, wherein the ad correlation table is created ahead of time.

17. Computer readable media including program instructions for selecting at least one advertisement to display in a web page of a user of a web site, comprising:

program instructions for receiving the user'"'"'s request to open the web page of the web site;

program instructions for sending an identity of the user to identify a Uniform Resource Locator (URL) of at least one advertisement recently viewed by the user;

program instructions for selecting a correlated URL of the at least one advertisement to display in the web site, wherein the correlated URL of the at least one advertisement correlates to the identified URL of the at least one advertisement recently viewed by the user using an ad correlation table of advertisements viewed by users of the web site; and

program instructions for displaying the at least one advertisement of the correlated URL being selected in the web page of the user of the web site.

18. The computer readable media of claim 17, wherein ad pool created by advertisers is also used in selecting the correlated URL of the at least one advertisement to display in the web page.

19. The computer readable media of claim 18, wherein there are more than one correlated URLs of advertisements selected to display in the web page, the priority of the selected advertisements in the ad pool affecting the location of the selected advertisements being displayed.

20. The computer readable media of claim 17, wherein the ad correlation table uses the number of visits by users of the web site to each advertisement to correlate URLs of advertisements viewed by users of the web site, and wherein the correlation between two advertisements is represented by a correlation factor, with the correlation factor close to 1 being very correlated and the correlation factor close to zero being least correlated.