RECEPTIVE OPPORTUNITY PRESENTATION OF ACTIVITY-BASED ADVERTISING

• US 20090222344A1
• Filed: 04/04/2008
• Published: 09/03/2009
• Est. Priority Date: 02/28/2008
• Status: Abandoned Application

• Current Assignee: Palo Alto Research Center, Inc. (Xerox Holdings Corp.)
• Original Assignee: Palo Alto Research Center, Inc. (Xerox Holdings Corp.)
• Inventors: Partridge, Kurt E., Greene, Daniel H., Begole, James M.A.
• Application Number:
  US12/062,812
• Publication Number:
  US 20090222344A1
• Time in Patent Office: Days
• US Class Current: 705/14.490
• CPC Class Codes: G06Q 10/04 Forecasting or optimisation specially adapted for administrative or management purposes, e.g. linear programming or "cutting stock problem" market predictions or forecasting for commercial activities G06Q30/0202
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

One embodiment of the present invention provides a system that facilitates presentation of activity-based advertising based on receptive opportunities. During operation, the system identifies a number of topics. The system then receives a number of advertisements from advertisers, wherein a respective advertisement is associated with a topic. For a respective topic, the system determines a number of candidate advertisements associated with that topic to be pending presentations. The system further analyzes an activity in which a customer is engaged. Next, the system identifies a receptive opportunity to present one or more advertisements to the customer based on the activity analysis. The system then determines among the pending presentations one or more advertisements to present to the customer during the identified receptive opportunity. Subsequently, the system presents the determined advertisements to the customer during the opportunity period.

Claims

1. A computer implemented method for facilitating presentation of activity-based advertising based on receptive opportunities, the method comprising:

identifying a number of topics;

receiving a number of advertisements from advertisers, wherein a respective advertisement is associated with a topic;

for a respective topic, determining a number of candidate advertisements associated with that topic to be pending presentations;

analyzing an activity in which a customer is engaged;

identifying a receptive opportunity to present one or more advertisements to the customer based on the activity analysis;

determining among the pending presentations one or more advertisements to present to the customer during the identified receptive opportunity; and

presenting the determined advertisements to the customer during the opportunity period.

2. The method of claim 1, wherein determining the candidate advertisements to be pending presentations comprises receiving a number of bids from corresponding advertisers and selecting a predetermined number of top-ranking bids.

3. The method of claim 1, wherein identifying the receptive opportunity comprises evaluating one or more of the following:

time of day;

day of week;

weather condition;

the customer'"'"'s location;

speed of the customer'"'"'s motion;

content of the customer'"'"'s calendar, messages, and emails;

history of the customer'"'"'s activities; and

the customer'"'"'s previous response to advertisements.

4. The method of claim 1, wherein determining the advertisements to be presented to the customer during the receptive opportunity comprises evaluating one or more of the following factors:

the bid amount offered by the advertiser who provides a respective advertisement;

time of the receptive opportunity relative to the time associated with the topic corresponding to a respective advertisement;

the mix of different topics corresponding to the advertisements to be presented; and

the customer'"'"'s past experience with a respective advertisement.

5. The method of claim 1, wherein presenting the determined advertisements to the customer comprises presenting an advertisement in audio, visual, or textual format on one or more of:

a mobile phone;

a personal digital assistant (PDA);

a computer;

a public display;

a navigation system; and

an audio system.

6. The method of claim 1, further comprising charging an advertiser whose advertisement is presented during the receptive opportunity based on the quality of that receptive opportunity.

7. The method of claim 1, further comprising downloading the advertisements to be presented from a server.

8. A computer-readable medium storing instructions which when executed by a computer cause the computer to perform a method for facilitating presentation of activity-based advertising based on receptive opportunities, the method comprising:

identifying a number of topics;

receiving a number of advertisements from advertisers, wherein a respective advertisement is associated with a topic;

for a respective topic, determining a number of candidate advertisements associated with that topic to be pending presentations;

analyzing an activity in which a customer is engaged;

identifying a receptive opportunity to present one or more advertisements to the customer based on the activity analysis;

determining among the pending presentations one or more advertisements to present to the customer during the identified receptive opportunity; and

presenting the determined advertisements to the customer during the opportunity period.

9. The computer-readable medium of claim 8, wherein determining the candidate advertisements to be pending presentations comprises receiving a number of bids from corresponding advertisers and selecting a predetermined number of top-ranking bids.

10. The computer-readable medium of claim 8, wherein identifying the receptive opportunity comprises evaluating one or more of the following:

time of day;

day of week;

weather condition;

the customer'"'"'s location;

speed of the customer'"'"'s motion;

content of the customer'"'"'s calendar, messages, and emails;

history of the customer'"'"'s activities; and

the customer'"'"'s previous response to advertisements.

11. The computer-readable medium of claim 8, wherein determining the advertisements to be presented to the customer during the receptive opportunity comprises evaluating one or more of the following factors:

the bid amount offered by the advertiser who provides a respective advertisement;

time of the receptive opportunity relative to the time associated with the topic corresponding to a respective advertisement;

the mix of different topics corresponding to the advertisements to be presented; and

the customer'"'"'s past experience with a respective advertisement.

12. The computer-readable medium of claim 8, wherein presenting the determined advertisements to the customer comprises presenting an advertisement in audio, visual, or textual format on one or more of:

a mobile phone;

a personal digital assistant (PDA);

a computer;

a public display;

a navigation system; and

an audio system.

13. The computer-readable medium of claim 8, further comprising charging an advertiser whose advertisement is presented during the receptive opportunity based on the quality of that receptive opportunity.

14. The computer-readable medium of claim 8, wherein the method further comprises downloading the advertisements to be presented from a server.

15. A computer system that facilitates presentation of activity-based advertising based on receptive opportunities, the computer system comprising:

a processor;

a memory coupled to the processor;

a topic-identification mechanism configured to identify a number of topics;

a receiving mechanism configured to receive a number of advertisements from advertisers, wherein a respective advertisement is associated with a topic;

a determination mechanism configured to determine, for a respective topic, a number of candidate advertisements associated with that topic to be pending presentations;

an activity-analysis mechanism configured to analyze an activity in which a customer is engaged;

an opportunity-identification mechanism configured to identify a receptive opportunity to present one or more advertisements to the customer based on the activity analysis;

a presentation-selection mechanism configured to determine among the pending presentations one or more advertisements to present to the customer during the identified receptive opportunity; and

a communication mechanism configured to communicate the advertisements to present to the customer during the receptive opportunity to a presentation mechanism.

16. The computer system of claim 15, wherein while determining the candidate advertisements to be pending presentations, the determination mechanism is configured to receive a number of bids from corresponding advertisers and select a predetermined number of top-ranking bids.

17. The computer system of claim 15, wherein while identifying the receptive opportunity, the opportunity-identification mechanism is configured to evaluate one or more of the following:

time of day;

day of week;

weather condition;

the customer'"'"'s location;

speed of the customer'"'"'s motion;

content of the customer'"'"'s calendar, messages, and emails;

history of the customer'"'"'s activities; and

the customer'"'"'s previous response to advertisements.

18. The computer system of claim 15, wherein while determining the advertisements to be presented to the customer during the receptive opportunity, the presentation selection mechanism is configured to evaluate one or more of the following factors:

the bid amount offered by the advertiser who provides a respective advertisement;

time of the receptive opportunity relative to the time associated with the topic corresponding to a respective advertisement;

the mix of different topics corresponding to the advertisements to be presented; and

the customer'"'"'s past experience with a respective advertisement.

19. The computer system of claim 15, wherein the presentation mechanism is:

a mobile phone;

a personal digital assistant (PDA);

a computer;

a public display;

a navigation system;

or

an audio system.

20. The computer system of claim 15, further comprising a payment-collection mechanism configured to charge an advertiser whose advertisement is presented during the receptive opportunity based on the quality of that receptive opportunity.