AD SYSTEM THAT INTERACTS WITH PLURAL AD ENGINES

• US 20090327331A1
• Filed: 06/30/2008
• Published: 12/31/2009
• Est. Priority Date: 06/30/2008
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Brixius, Nathan W., Li, Xiaoqiao, Mathew, Ashvin J., Arora, Amit
• Application Number:
  US12/164,441
• Publication Number:
  US 20090327331A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

An ad system allows a user to create and manage an ad campaign that is administered by two or more ad engines. The ad system interacts with the ad engines using a channel abstraction interface module. For each ad engine, the channel abstraction interface module translates ad information from an engine-agnostic format that is associated with the ad system to an engine-specific format that is associated with the ad engine.

Claims

1. An ad system for administering an ad campaign, comprising:

an ad service module configured to create and manage the ad campaign;

a client interface module configured to interact with at least one client module;

a channel abstraction interface module configured to interact with plural ad engines, each ad engine providing engine-specific administration of the ad campaign, the channel abstraction interface module comprising;

a common interface module for representing ad information processed by the ad service module in an engine-agnostic format; and

plural channel interface modules associated with the plural respective ad engines, each channel interface module converting the ad information between the engine-agnostic format and a format that is appropriate for a corresponding ad engine; and

a presentation module configured to present a collection of user interface presentations, the collection of user interface presentations allowing interaction with the ad service module and the plural ad engines via the client interface module.

2. The ad system of claim 1, wherein the ad service module is configured to process the ad information using one or more ad service action modules, each ad service action module receiving a request object and generating a response object.

3. The ad system of claim 2, wherein one type of ad service action module receives, as the request object, at least one ID associated with an ad information object, and provides, as the response object, at least one data transfer object.

4. The ad system of claim 2, wherein one type of ad service action module receives, as the request object, at least one data transfer object, and provides, as the response object, at least one ID associated with an ad information object on which an action has been performed.

5. The ad system of claim 1, wherein the client interface module is configured to convert ad information between a client-specific format and a client-agnostic format that can be interpreted by the ad system.

6. The ad system of claim 1, wherein at least one user interface presentation in the collection of user interface presentations allows a user to create a new ad campaign, wherein the new ad campaign includes at least one ad group, and wherein said at least one ad group includes at least one keyword and at least one ad object.

7. The ad system of claim 1, wherein at least one user interface presentation in the collection of user interface presentations allows a user to edit an identified ad campaign.

8. The ad system of claim 1, wherein at least one user interface presentation in the collection of user interface presentations presents a performance of an identified ad campaign.

9. The ad system of claim 8, wherein the performance reflects an estimated performance of the ad campaign as assessed by the plural ad engines.

10. The ad system of claim 8, wherein the performance reflects an actual performance of the ad campaign as assessed by the plural ad engines.

11. The ad system of claim 10, wherein the actual performance is also based on conversion information provided by a conversion-monitoring system.

12. The ad system of claim 1, further comprising a user interface platform module which serves as an interface between the collection of user interface presentations and the ad service module.

13. The ad system of claim 1, further comprising a data interface module for managing ad information based on an object model, wherein the object model manages ad information objects in both an engine-agnostic storage format and an engine-specific storage format.

14. A computer-readable medium for storing computer-readable instructions, the computer-readable instructions providing a presentation module when executed by one or more processing devices, the computer-readable instructions comprising:

logic configured to present at least one user interface presentation that allows a user to create an ad campaign that is administered on plural ad engines, the ad campaign including at least one ad group, said at least one ad group including at least one keyword and at least one ad object;

logic configured to present at least one user interface presentation that allows a user to edit the ad campaign; and

logic configured to present at least one user interface presentation that displays a performance of the ad campaign, ad information being represented by a data model that separates engine-agnostic ad information from engine-specific ad information.

15. The ad system of claim 14, wherein said at least one user interface presentation that displays the performance of the ad campaign is configured to display the performance of the ad campaign on a per-engine basis.

16. A method for interfacing between an ad service module and plural ad engines, comprising:

receiving an instruction to send a request to an ad engine;

translating request-related information from an engine-agnostic representation to an engine-specific representation that is associated with the ad engine;

sending the request to the ad engine that includes the engine-specific representation of the request-related information;

receiving a reply from the ad engine, in response to the request, that includes reply-related information; and

converting the reply-related information to an engine-agnostic representation of the reply-related information,

the translating and converting using a channel abstraction interface module that is configured to interact with the plural ad engines, the channel abstraction interface module including a common interface module and plural channel interface modules, the common interface module implementing a common set of methods.

17. The method of claim 16, further comprising performing the translating, sending, receiving of the reply, and converting with respect to at least one other ad engine having its own respective engine-specific representation.

18. The method of claim 16, wherein the translating, sending, receiving of the reply, and converting are performed to provide ad information to the ad engine for use by the ad engine in administering an ad campaign.

19. The method of claim 16, wherein translating, sending, receiving of the reply, and converting are performed to receive performance information from the ad engine which reflects a performance of an existing ad campaign.

20. The method of claim 16, wherein the plural ad engines are administered by plural different entities based on plural different respective protocols.