INTEREST-BASED RANKING SYSTEM FOR TARGETED MARKETING

• US 20100185509A1
• Filed: 01/21/2009
• Published: 07/22/2010
• Est. Priority Date: 01/21/2009
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Paretti, Christopher Todd, King, Simon P., Davis, Marc Eliot, Higgins, Christopher William, Nair, Rahul, Burgener, Carrie
• Application Number:
  US12/357,285
• Publication Number:
  US 20100185509A1
• Time in Patent Office: Days
• US Class Current: 705/14.490
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

A method for ranking entities with respect to a tag for targeted advertisement is provided. For each entity to be ranked, a first score is calculated, which indicates the level of uniqueness the tag is to the entity. For each entity to be ranked, a second score is calculated, which indicates the number of people connected with the entity. For each entity to be ranked, a final score is calculated, which combines the first score and the second score. The entities are ranked based on their respective final scores. Optionally, the entity rankings may be used to determine the cost of advertisement for each entity and to recommend entities with respect to an advertisement.

Claims

1. A method, comprising:

accessing a plurality of entities, wherein selected ones of the plurality of entities is associated with at least one tag;

for each of the plurality of entities, calculating a first score with respect to a tag, wherein the first score indicates a level of uniqueness the tag is to the entity among the plurality of entities;

for each of the plurality of entities, calculating a second score, wherein the second score indicates a number of people connected with the entity;

for each of the plurality of entities, calculating a final score by combining the first score and the second score of the entity; and

ranking the plurality of entities for the tag based on each entity'"'"'s final score.

2. A method as recited in claim 1, wherein the tag is relatively more unique to an entity when the entity is one of a relatively few number of entities among the plurality of entities with which the tag is associated.

3. A method as recited in claim 2, wherein for each of the plurality of entities, the relatively more unique the tag is to the entity among the plurality of entities, the relatively higher the first score.

4. A method as recited in claim 1, wherein for each of the plurality of entities, the relatively more people are connected with the entity, the relatively higher the second score.

5. A method as recited in claim 1, wherein the plurality of entities belong to a same category, such that

if each of the plurality of entities represents a location, then the second score indicates the number of people who have visited the location,

if each of the plurality of entities represents an event, then the second score indicates the number of people who have participated in the event, and

if each of the plurality of entities represents an object, then the second score indicates the number of people who have interacted with the object.

6. A method as recited in claim 1, wherein combining the first score and the second score to calculate the final score for each the plurality of entities comprises one selected from the group consisting of multiplying the first score and the second score, adding the first score and the second score, and averaging the first score and the second score.

7. A method, comprising:

accessing at least one tag relating to an advertisement, wherein the at least one tag is among a plurality of tags;

ranking a plurality of entities for the at least one tag based on a level of representativeness each of the plurality of entities provides the at least one tag; and

determining an advertising cost for each of the plurality of entities for the advertisement base at least in part on the ranking of the entity.

8. A method as recited in 7, wherein ranking the plurality of entities for the at least one tag comprises:

for each of a plurality of entities with respect to each of the at least one tag, calculating a first score, wherein the first score indicates a level of uniqueness the tag is to the entity among the plurality of entities;

for each of the plurality of entities, calculating a second score, wherein the second score indicates a number of people connected with the entity;

for each of the plurality of entities with respect to each of the at least one tag, calculating a third score by combining the first score and the second score of the entity;

for each of the plurality of entities, calculating a final score by combining the individual third scores calculated with respect to each of the at least one tag;

ranking the plurality of entities for the at least one tag based on each entity'"'"'s final score.

9. A method as recited in 7, wherein the advertising cost for each of the plurality of entities for the advertisement is determined such that relatively higher ranked entities have relatively higher adverting costs for the advertisement.

10. A method as recited in 9, wherein the advertising cost for each of the plurality of entities is an actual cost for the advertisement.

11. A method as recited in 9, wherein the advertising cost for each of the plurality of entities is an forecast cost for the advertisement.

12. A method as recited in 7, further comprising:

recommending selected ones of the plurality of entities to an advertiser associated with the advertisement base at least in part on the ranking of the entity.

13. A method as recited in 12, wherein the entities are recommended to the advertiser in an order of their respective rankings, such that relatively higher ranked entities are recommended before relatively lower ranked entities.

14. A method as recited in 12, further comprising:

receiving a selection of the recommended entities from the advertiser; and

delivering the advertisement to the selection of the recommended entities.

15. A computer program product comprising a computer-readable medium having a plurality of computer program instructions stored therein, wherein the plurality of computer program instructions are operable to cause at least one computing device to:

access a plurality of entities, wherein selected ones of the plurality of entities is associated with at least one tag;

for each of the plurality of entities, calculate a first score with respect to a tag, wherein the first score indicates a level of uniqueness the tag is to the entity among the plurality of entities;

for each of the plurality of entities, calculate a second score, wherein the second score indicates a number of people connected with the entity;

for each of the plurality of entities, calculate a final score by combining the first score and the second score of the entity; and

rank the plurality of entities for the tag based on each entity'"'"'s final score.

16. A computer program product as recited in claim 15, wherein the tag is relatively more unique to an entity when the entity is one of a relatively few number of entities among the plurality of entities with which the tag is associated.

17. A computer program product as recited in claim 16, wherein for each of the plurality of entities, the relatively more unique the tag is to the entity among the plurality of entities, the relatively higher the first score.

18. A computer program product as recited in claim 15, wherein for each of the plurality of entities, the relatively more people are connected with the entity, the relatively higher the second score.

19. A computer program product as recited in claim 15, wherein the plurality of entities belong to a same category, such that

if each of the plurality of entities represents a location, then the second score indicates the number of people who have visited the location,

if each of the plurality of entities represents an event, then the second score indicates the number of people who have participated in the event, and

if each of the plurality of entities represents an object, then the second score indicates the number of people who have interacted with the object.

20. A computer program product as recited in claim 15, wherein combining the first score and the second score to calculate the final score for each the plurality of entities comprises one selected from the group consisting of multiplying the first score and the second score, adding the first score and the second score, and averaging the first score and the second score.