ADVERTISEMENTS DRIVEN BY USER

• US 20090271254A1
• Filed: 04/24/2008
• Published: 10/29/2009
• Est. Priority Date: 04/24/2008
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Shetty, Rohan, Li, Li
• Granted Patent: US 8,571,923 B2
• Time in Patent Office: Days
• US Class Current: 705/14.260
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

Systems, methods and computer-storage media are provided for distributing advertising content with improved accessibility for users and with a reduced-cost architecture for the web site provider. An advertising service directory (ASD) intercepts advertising requests containing registered words and phrases so that their location can be determined in a data structure. Through user profile, web site preference or additional information in the reference data structure, the delivery format of the content can also be detected. The request is then forwarded to the provider, removing the need for the first web site provider to actually serve the advertising content. Users can use a phrase or format in order to “push” for advertising content. Thus, brand names and products can be accessible without the need to bid for ad placement. The effectiveness of advertising across many platforms can be increased by offering users an easier-to-remember retrieval method.

Claims

1. A system for displaying online advertising, wherein an advertising service directory 210 coordinates delivery of an advertisement to a user through translation of an advertising request, the system comprising:

a reception module 212 that receives the advertising request;

a reference module 214 that determines an address of a provider to which users are to be directed for the requested advertisement; and

a direction module 216 that sends the advertising request to a provider-level address associated with the advertisement.

2. The system of claim 1, wherein the advertising request is for a registered word or phrase.

3. The system of claim 2, wherein the reference module includes a data structure associating registered words and phrases with respective provider addresses.

4. The system of claim 3, wherein the request is specifically formatted according to a format required by the advertising directory server.

5. The system of claim 4, wherein the specifically formatted request includes a predetermined term to denote the format.

6. One or more computer-storage media having computer-executable instructions embodied thereon for performing a method for directing requests to online advertising, the method comprising:

establishing a data structure 214 in an advertising service directory (ASD) 210, wherein the data structure 214 in the ASD 210 associates registered words and phrases with respective provider addresses;

receiving an advertising request, wherein the advertising request contains one or more of the registered words and phrases; and

directing the advertising request to its associated provider address.

7. The method of claim 6, wherein the registered words or phrases are directly indicative of at least one of the product and producer in the advertising request.

8. The media of claim 6, further comprising:

detecting an advertisement delivery method; and

further associating requests and addresses according to the delivery method.

9. The media of claim 8, wherein the advertisement delivery method is determined from one of:

hypertext markup language (html), extensible markup language (XML), and a scripting language.

10. The method of claim 6, wherein fixed prices are charged for associating registered words and phrases rather than bid prices.

11. The media of claim 6, wherein the advertising request is specifically formatted.

12. The media of claim 11, wherein the specific format of the advertising request is generated by beginning the request with a predetermined term.

13. The media of claim 11, wherein the specific format of the request is generated by user selection of an option at a web site from which the advertising request is made.

14. The media of claim 13, wherein the option is at least one of:

a check box, a radio button, a designated submit button, and a designated field from which the term or phrase is submitted.

15. The media of claim 11, wherein the specific format of the request is generated according to a web site from which the request was sent.

16. The media of claim 15, wherein the specific format of the request is generated from a user profile saved in connection to the web site.

17. The media of claim 16, wherein the advertising request is received from a search engine web site.

18. The method of claim 16, wherein the specific format of the request allows a first user with a first profile to send the advertising request to a second user with a second profile, whereby the second user sends the advertising request to the ASD.

19. The method of claim 18, wherein the first user send the advertising request to the second user on a social-networking web site.

20. One or more computer-storage media having computer-executable instructions embodied thereon for de-centralized delivery of online advertising content, the method comprising:

from a user, receiving a specifically formatted advertisement request containing a registered keyword or phrase;

detecting a delivery format in which the advertisement should be delivered, wherein the delivery format is one of html, xml, and a scripting language;

contacting an advertising service directory (ASD) that associates an advertising provider address to which the user should be directed to retrieve the requested advertisement, an advertisement, and a delivery format, wherein the ASD associates the address, advertisement, and format without a bidding process; and

redirecting the advertising request to the provider address.