Optimization of Targeted Advertisements Based on User Profile Information
First Claim
1. A method of targeting based on user information, the method comprising:
- identifying a set of keywords associated with content information requested by a user over a network;
retrieving user profile keywords for said user;
generating a set of modified keywords from said set of keywords associated with content information and said user profile keywords;
retrieving advertising information corresponding to said set of modified keywords;
retrieving user profile information associated with said user, said user profile information comprising at least one matrix that comprises, for said set of modified keywords and said advertising information, click-through-rates (“
CTR”
) associated with said user and a bid price for said advertising information;
filtering said advertising information to select advertisements based on said bid price for said advertising information and said corresponding CTR identified in said matrix for said set of modified keywords; and
providing said advertising information selected to be displayed for said user in connection with said content information.
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Accused Products
Abstract
A system and method to facilitate optimization of targeted advertisements based on user profile information are described. A set of event keywords associated with an event or action performed by the user or an agent of the user is identified in a data storage module. User profile information, if available, is further retrieved from the data storage module. A set of profile keywords is further identified from the retrieved user profile information and the set of profile keywords is compared to the set of event keywords based on predetermined business rules to determine a set of resulting keywords. Advertising information related to the set of resulting keywords is further retrieved from an advertising storage module. The retrieved advertisements are ranked based on one or more parameters within one or more keyword/advertisement matrices based on user, segment, or time parameters, and, finally, top ranked advertisements are transmitted to the user or the agent of the user for further display in connection with the requested content.
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Citations
21 Claims
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1. A method of targeting based on user information, the method comprising:
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identifying a set of keywords associated with content information requested by a user over a network; retrieving user profile keywords for said user; generating a set of modified keywords from said set of keywords associated with content information and said user profile keywords; retrieving advertising information corresponding to said set of modified keywords; retrieving user profile information associated with said user, said user profile information comprising at least one matrix that comprises, for said set of modified keywords and said advertising information, click-through-rates (“
CTR”
) associated with said user and a bid price for said advertising information;filtering said advertising information to select advertisements based on said bid price for said advertising information and said corresponding CTR identified in said matrix for said set of modified keywords; and providing said advertising information selected to be displayed for said user in connection with said content information. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A system for targeting based on user information, the system comprising:
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at least one processing server, comprising a processor and memory, to identify a set of keywords associated with content information requested by a user over a network, to retrieve user profile keywords for said user, to generate a set of modified keywords from said set of keywords associated with content information and said user profile keywords, to retrieve advertising information corresponding to said set of keywords, and to retrieve user profile information associated with said user, said user profile information comprising at least one matrix that comprises, for said set of modified keywords and said advertising information, click-through-rates (“
CTR”
) associated with said user and a bid price for said advertising information; andat least one advertising server, comprising a processor and memory, coupled to said at least one processing server to filter said advertising information to select advertisements based on said bid price for said advertising information and said corresponding CTR identified in said matrix for said set of modified keywords and to provide advertising information selected to be displayed for said user in connection with said content information. - View Dependent Claims (9, 10, 11, 12, 13, 14)
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15. A computer readable medium for storing executable instructions, which, when executed in a processing system, cause said processing system to perform targeting, the instructions for:
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identifying a set of keywords associated with content information requested by a user over a network; retrieving user profile keywords for said user; generating a set of modified keywords from said set of keywords associated with content information and said user profile keywords; retrieving advertising information corresponding to said set of modified keywords; retrieving user profile information associated with said user, said user profile information comprising at least one matrix that comprises, for said set of modified keywords and said advertising information, click-through-rates (“
CTR”
) associated with said user and a bid price for said advertising information;filtering said advertising information to select advertisements based on said bid price for said advertising information and said corresponding CTR identified in said matrix for said set of modified keywords; and providing said advertising information selected to be displayed for said user in connection with said content information. - View Dependent Claims (16, 17, 18, 19, 20, 21)
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Specification