AD TARGETING BASED ON USER BEHAVIOR

• US 20090327076A1
• Filed: 06/27/2008
• Published: 12/31/2009
• Est. Priority Date: 06/27/2008
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: SINYAGIN, ALEKSEY, BAL, RISHI
• Application Number:
  US12/163,622
• Publication Number:
  US 20090327076A1
• Time in Patent Office: Days
• US Class Current: 705/14.53
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0255 based on user history

Abstract

In accordance with embodiments of the present invention, systems and methods for providing customized advertising content are provided. When a user is browsing a webpage, client script code embedded in the webpage monitors the user'"'"'s mouse and keyboard activity, for example, the time it takes the user to click on a link, the time between clicks, etc. This data may then be compiled and sent to an ad server, which responds in real time by placing advertisements suitable to the user at that moment. By comparing the user'"'"'s activity data to known behavioral data, one can estimate or predict the identity of the user and the user'"'"'s state of mind, and deliver the advertisements accordingly. As more data is collected, the ad server may act dynamically to present more advertisements.

Claims

1. One or more computer storage medium with computer-executable instructions embodied thereon for performing a method for providing targeted advertising to a user based on the behavior of the user, the method comprising:

providing an application of a content owner, wherein the application includes a script code capable of monitoring a user'"'"'s mouse and keyboard activity, compiling the activity data, and sending the compiled data to a server;

receiving the user'"'"'s activity data from the code; and

dynamically providing advertisements for presentation on the application based on the activity data.

2. The one or more computer storage medium of claim 1, wherein the server is an ad server.

3. The one or more computer storage medium of claim 2, wherein the script code is provided to the publisher by the ad server.

4. The one or more computer storage medium of claim 1, wherein dynamically providing advertisements comprises analyzing the correlation between the activity data and known behavioral data.

5. The one or more computer storage medium of claim 4, wherein dynamically providing advertisements further comprises determining an estimate of the user'"'"'s age based on the correlation between the activity data and the known behavioral data.

6. The one or more computer storage medium of claim 4, wherein dynamically providing advertisements further comprises determining an estimate of the user'"'"'s gender based on the correlation between the activity data and the known behavioral data.

7. The one or more computer storage medium of claim 4, wherein dynamically providing advertisements further comprises determining an estimate of the user'"'"'s mental state based on the correlation between the activity data and the known behavioral data.

8. A computer system for providing targeted advertising to a user based on the behavior of the user while browsing a webpage, wherein the webpage is embedded with a script code capable of monitoring the user'"'"'s activity, the computer system comprising:

a monitoring component configured to monitor the user'"'"'s mouse and keyboard activity data;

a compiling component configured to compile the activity data;

a delivering component configured to deliver the compiled activity data to a server; and

a presenting component configured to present targeted advertisements received from the server.

9. The computer system of claim 8, further comprising an advertising system.

10. The computer system of claim 8, wherein the server is an ad server.

11. The computer system of claim 10, wherein the script code is provided to the publisher by the ad server.

12. The computer system of claim 8, wherein the presenting component dynamically provides advertisements to the webpage by analyzing the correlation between the activity data and known behavioral data.

13. The computer system of claim 12, wherein the presenting component dynamically provides advertisements to the webpage by further determining an estimate of the user'"'"'s age based on the correlation between the activity data and the known behavioral data.

14. The computer system of claim 12, wherein the presenting component dynamically provides advertisements to the webpage by further determining an estimate of the user'"'"'s gender based on the correlation between the activity data and the known behavioral data.

15. One or more computer storage medium with computer-executable instructions embodied thereon for performing a method for presenting targeted advertising to a user based on the user'"'"'s behavior, the method comprising:

presenting a webpage to a user;

monitoring the user'"'"'s mouse and keyboard activity data;

compiling the activity data;

delivering compiled activity data to an ad server;

receiving one or more targeted advertisements from the ad server; and

presenting the one or more targeted advertisements on the webpage to the user.

16. The one or more computer storage medium of claim 15, wherein the mouse and keyboard activity monitored comprises the time it takes the user to click the mouse.

17. The one or more computer storage medium of claim 15, wherein the mouse and keyboard activity monitored comprises the number of keyword clicks per minute.

18. The one or more computer storage medium of claim 15, wherein the mouse and keyboard activity monitored comprises the amount of time that the user presses a keyboard key.

19. The one or more computer storage medium of claim 15, wherein the mouse and keyboard activity monitored comprises the average time between mouse clicks.

20. The one or more computer storage medium of claim 15, wherein the mouse and keyboard activity monitored comprises the average time between keyboard clicks.