CONTEXT BASED ADVERTISEMENT BIDDING MECHANISM
First Claim
Patent Images
1. A method for managing online advertisement bidding processes, comprising:
- receiving multiple advertisements;
receiving multiple bids, wherein each bid of the multiple bids corresponds to one advertisement of the multiple advertisements, and wherein each bid of the multiple bids includes a bid price and at least one of a mobile device targeting characteristic or a user targeting characteristic;
calculating a score for each of the multiple advertisements as a function of the bid price and at least one of the mobile device targeting characteristic or the user targeting characteristic;
receiving a mobile device characteristic based on a mobile device context of a mobile device;
receiving a user characteristic based on a user context; and
selectively presenting one or more advertisements of the multiple advertisements based on the calculated score, the received mobile device characteristic, and the received user characteristic.
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Abstract
A software and/or hardware facility for managing online advertisement bidding processes is described. The facility selects advertisements for delivery to mobile device users based on advertiser bids. The advertisers may bid for presentation of their advertisements to users having certain spatio-temporal, user segment, and/or other characteristics. The facility may also select advertisements for delivery based on an estimated likelihood of a mobile device user'"'"'s positive response to the advertisement. Advertiser and user feedback may also be employed to refine the process of selecting advertisements for delivery.
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Citations
20 Claims
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1. A method for managing online advertisement bidding processes, comprising:
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receiving multiple advertisements; receiving multiple bids, wherein each bid of the multiple bids corresponds to one advertisement of the multiple advertisements, and wherein each bid of the multiple bids includes a bid price and at least one of a mobile device targeting characteristic or a user targeting characteristic; calculating a score for each of the multiple advertisements as a function of the bid price and at least one of the mobile device targeting characteristic or the user targeting characteristic; receiving a mobile device characteristic based on a mobile device context of a mobile device; receiving a user characteristic based on a user context; and selectively presenting one or more advertisements of the multiple advertisements based on the calculated score, the received mobile device characteristic, and the received user characteristic. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11)
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12. A processor-readable medium containing instructions for executing a method of managing online advertisement bidding processes, wherein the method comprises:
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receiving multiple advertisements; receiving multiple bids, wherein each bid of the multiple bids corresponds to one advertisement of the multiple advertisements, and wherein each bid of the multiple bids includes a bid price, a category characteristic, a mobile device targeting characteristic, and a user targeting characteristic; calculating a score for each of the multiple advertisements as a function of the bid price, the mobile device targeting characteristic, the category characteristic, the user targeting characteristic, and an advertisement effectiveness characteristic; receiving a mobile device characteristic based on a mobile device context of a mobile device; receiving a user characteristic based on a user context, including; receiving user speech data; and extracting at least one of natural language information or sentiment information from the received user speech data; and selectively presenting one or more advertisements of the multiple advertisements based on the calculated score, the received mobile device characteristic, and the received user characteristic. - View Dependent Claims (13, 14, 15, 16)
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17. A computing system configured to manage online advertisement bidding processes, comprising:
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a memory; a first module configured, when executed in the memory, to receive multiple advertisements; a second module configured, when executed in the memory, to receive multiple bids, wherein each bid of the multiple bids corresponds to one advertisement of the multiple advertisements, and wherein each bid of the multiple bids includes a bid price and at least one of a mobile device targeting characteristic or a user targeting characteristic; a third module configured, when executed in the memory, to calculate a score for each of the multiple advertisements as a function of the bid price and at least one of the mobile device targeting characteristic or the user targeting characteristic; a fourth module configured, when executed in the memory, to receive a mobile device characteristic based on a mobile device context of a mobile device; a fifth module configured, when executed in the memory, to receive a user characteristic based on a user context; and a sixth module configured, when executed in the memory, to selectively present one or more advertisements of the multiple advertisements based on the calculated score, the received mobile device characteristic, and the received user characteristic. - View Dependent Claims (18, 19, 20)
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Specification