System and Method for Retargeting Advertisements Based on Previously Captured Relevance Data

• US 20100161378A1
• Filed: 12/23/2008
• Published: 06/24/2010
• Est. Priority Date: 12/23/2008
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Hu, George, Mohazzab, Majid, Josifovski, Vanja, Broder, Andrei, Mao, Jianchang (JC)
• Application Number:
  US12/342,566
• Publication Number:
  US 20100161378A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/0243 Comparative campaigns

Abstract

Methods for selecting one or more advertisements based on previously captured relevance data to serve to a client system requesting a primary webpage is provided. The client displays a referring webpage having a hyperlink to the primary webpage. Upon selection of the hyperlink, the client sends a request to a content server storing the primary webpage. The content server classifies the primary webpage for content and retrieves persistent relevance information, possibly including a referrer of the primary webpage comprising a URL address of the referring webpage, a listing of other recently visited webpages, a listing of any bid phrases from previously displayed advertisements, and a listing of recent click data. The content server sends the primary webpage to the client, which includes an advertisement server request. The transaction between the content server and the advertisement server includes persistence relevance information to select advertisements to serve to the client.

Claims

1. A method for selecting one or more advertisements based on previously captured relevance data to serve to a client system, the method comprising:

selecting advertisements for presenting on a first webpage;

capturing relevance data; and

selecting advertisements, using said relevance data for presenting on a second webpage.

2. The method of claim 1, further comprising

classifying the second webpage for extent of content;

retrieving said previously captured relevance data;

evaluating said relevance data for a relevance correspondence to said second webpage; and

selecting advertisements for presenting on said second webpage wherein said selecting includes using said relevance correspondence.

3. The method of claim 2, wherein said classifying the second webpage for extent of content includes classifying based on at least one of, referrer query data, second webpage keyword data, click history data.

4. The method of claim 2, wherein said retrieving previously captured relevance data includes retrieving at least one of, referrer query data, second webpage keyword data, click history data.

5. The method of claim 2, wherein said evaluating relevance data for a relevance correspondence to the second webpage includes at least one of, heuristic analysis, qualitative analysis, quantitative analysis.

6. The method of claim 2 wherein said selecting advertisements for presenting on said second webpage includes selecting at least one of, a previously presented advertisement, an advertisement based at least in part on a previously presented advertisement, an advertisement based on characteristics of said second webpage.

7. The method of claim 2, wherein said selecting advertisements for presenting on said second webpage includes selecting based on at least one of, characteristics of said second webpage keywords, characteristics of click data, characteristics of a second webpage query.

8. A system for implementing a method for selecting one or more advertisements based on previously captured relevance data to serve to a client system requesting a primary webpage, the method comprising:

capturing relevance data;

receiving previously captured relevance data;

classifying said primary webpage based on content;

evaluating said relevance data for a relevance correspondence to said classified primary webpage; and

selecting advertisements for presenting on said primary webpage wherein said selecting includes using said relevance correspondence.

9. The system of claim 8, wherein said classifying the primary webpage for extent of content includes classifying based on at least one of, referrer query data, primary webpage keyword data, click history data.

10. The system of claim 8, wherein said receiving previously captured relevance data includes receiving at least one of, referrer query data, primary webpage keyword data, and/or click history data.

11. The system of claim 8, wherein said evaluating said relevance data for a relevance correspondence to the primary webpage includes at least one of, heuristic analysis, qualitative analysis, quantitative analysis.

12. The system of claim 8, wherein said selecting advertisements for presenting on said primary webpage includes selecting at least one of, a previously presented advertisement, an advertisement based at least in part on a previously presented advertisement, an advertisement based on characteristics of said primary webpage.

13. The system of claim 8, wherein said selecting advertisements for presenting on said primary webpage includes selecting based on at least one of, characteristics of said primary webpage keywords, characteristics of click data, characteristics of a primary webpage query.

14. The system of claim 8, wherein said selecting advertisements for presenting on said primary webpage includes selecting based on the results of a cluster analysis.

15. A system for implementing a method for selecting one or more advertisements based on previously captured relevance data to serve to a client system requesting a primary webpage, the method comprising:

capturing relevance data;

evaluating said relevance data for a relevance correspondence to said primary webpage sending relevance data; and

sending said primary webpage to a client system.

16. The system of claim 15, wherein said capturing relevance data includes capturing at least one of, referrer query data, primary webpage keyword data, click history data.

17. The system of claim 15, wherein said evaluating said relevance data for a relevance correspondence to the primary webpage includes at least one of, heuristic analysis, qualitative analysis quantitative analysis.

18. The system of claim 15, wherein said sending relevance data includes sending at least one of, a referrer uniform resource locator, a search term, click data.

19. The system of claim 15, wherein said sending said primary webpage to a client system includes sending at least one of, a previously presented advertisement, an advertisement based at least in part on a previously presented advertisement, an advertisement based on characteristics of said primary webpage.

20. The system of claim 15, wherein said evaluating said relevance data for said relevance correspondence includes evaluating based on the results of a cluster analysis.