Targeted Online Advertising

• US 20100211464A1
• Filed: 11/06/2008
• Published: 08/19/2010
• Est. Priority Date: 11/07/2007
• Status: Abandoned Application

• Current Assignee: Alibaba Group Holding Ltd.
• Original Assignee: Alibaba Group Holding Ltd.
• Inventors: Wang, Hai, Zhang, Qing, Zhu, Baojin
• Application Number:
  US12/598,875
• Publication Number:
  US 20100211464A1
• Time in Patent Office: Days
• US Class Current: 705/14.530
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0255 based on user history

Abstract

A method of targeted online advertising provides to a user advertisements that meet the user preferences. The method stores user information of users, organize the users into user layers, identifies the stored user information of a visiting user based on a user identifier, and identify a target user layer associated with the visiting user. The method then determines a targeted advertisement type for the visiting user based on the favorite advertisement type of the target user layer and the user information of the current visiting user, and accordingly selects a targeted advertisement to be presented to the visiting user. The user information of the visiting user and the related user layer(s) are updated with the new user information including the records of the user'"'"'s visit activities. The method provides targeted ads to users, and improves the click rates and the efficiency of the online advertisements.

Claims

1. A method of targeted online advertising, the method comprising:

providing stored user information of a plurality of users, the stored user information of each user including at least one of a user identifier, personal information and behavioral information of the user, the behavioral information of each user including the user'"'"'s activities of selecting and viewing advertisements or webpages;

layering the plurality of users into a plurality of user layers each including at least one user, each user layer being defined by a set of delimiting conditions with respect to values of a set of properties related to the stored user information;

determining a favorite advertisement type of each user layer;

receiving a current user information of a current visiting user;

identifying from the plurality of user layers a target user layer to which the current visiting user belongs according to the current user information of the visiting user;

selecting a targeted advertisement at least partially based on one or more of the favorite advertisement type of the target user layer, the current user information of the current visiting user, and the stored user information associated with the current visiting user; and

presenting the targeted advertisement to the current visiting user.

2. The method as recited in claim 1, wherein selecting the targeted advertisement comprises:

randomly selecting an advertisement from multiple advertisements of the favorite advertisement type of the target user layer to be the targeted advertisement.

3. The method as recited in claim 1, wherein selecting the target advertisement comprises:

selecting a user-favored advertisement from multiple advertisements of the favorite advertisement type of the target user layer to be the targeted advertisement.

4. The method as recited in claim 1, further comprising:

determining a user identifier from the current user information of the current visiting user; and

identifying the current visiting user among the plurality of users according to the user identifier of the current visiting user.

5. The method as recited in claim 4, further comprising:

updating the stored user information of the current visiting user using the current user information of the current visiting user; and

updating the favorite advertisement type of the target user layer using the current user information of the current visiting user.

6. The method as recited in claim 1, further comprising:

recording information of the current visiting user'"'"'s present visit, the information including user activities of browsing webpages during the present visit;

updating the stored user information of the current visiting user using the recorded information of the current visiting user'"'"'s present visit; and

updating the favorite advertisement type of the target user layer using the recorded information of the current visiting user'"'"'s present visit.

7. The method as recited in claim 6, wherein the recorded information of the current visiting user'"'"'s present visit includes time of the present visit and contents of the webpages visited by the current visiting user during the present visit.

8. The method as recited in claim 1, the method further comprising:

recording information of the current visiting user'"'"'s activities of selecting and viewing the targeted advertisement; and

updating or establishing user information of the current visiting user using the recorded information.

9. The method as recited in claim 1, wherein, if there is no stored user information associated with the current visiting user, the method further comprises:

saving the current user information of the current visiting user, the current user information of the current visiting user including at least one of a user identifier, personal information and behavioral information of the current visiting user.

10. The method as recited in claim 1, wherein, if the current user information is insufficient to identify the current visiting user, the method further comprises:

sending a default advertisement to the current visiting user.

11. The method as recited in claim 1, wherein the stored user information of the plurality of users is a result of recording user information of the plurality of users over a period of time.

12. The method as recited in claim 1, wherein the sets of delimiting conditions of the plurality of user layers are determined based on ranges of the values of the set of properties derived from the stored user information.

13. The method as recited in claim 1, wherein the sets of delimiting conditions of the plurality of user layers are determined based on ranges of the values of the set of properties derived from data provided by a third party, wherein the data provided by the third party includes information of population statistics, consumer habits and characteristics of Internet users.

14. The method as recited in claim 1, wherein each user layer is identified with a user layer ID, and the favorite advertisement type of each user layer is characterized by an advertisement type identifier and URLs and contents of one or more advertisements of the favorite advertisement type.

15. The method as recited in claim 1, wherein the plurality of user layers has a plurality of granularity levels.

16. The method as recited in claim 15, wherein the target user layer of the current visiting user has the finest granularity identifiable based on the stored user information and the current user information of the current visiting user.

17. A system of targeted online advertising, the system comprising:

a storage device for storing stored user information of a plurality of users, the stored user information of each user including at least one of a user identifier, personal information and behavioral information of the user, the behavioral information of each user including the user'"'"'s activities of selecting and viewing advertisements;

a user layering module for layering the plurality of users into a plurality of user layers each including at least one user, each user layer being defined by a set of delimiting conditions regarding values of a set of properties related to the stored user information;

a user interface for receiving a current user information of a current visiting user; and

a user behavior mining module for identifying from the plurality of user layers a target user layer to which the current visiting user belongs according to the current user information of the visiting user, determining a favorite advertisement type of the target user layer, and selecting a targeted advertisement type for the current visiting user at least partially based on one or a combination of the favorite advertisement type of the target user layer, the current user information of the current visiting user, and stored user information associated with the current visiting user,

wherein the user interface is further used for presenting the targeted advertisement to the current visiting user.

18. The system as recited in claim 17, further comprising:

a recording module for recording information of the current visiting user'"'"'s present visit and the current visiting user'"'"'s activities of selecting and viewing the targeted advertisement.

19. A system of targeted online advertising, the system comprising a processor and one or more computer readable media, wherein the one or more computer readable media have stored thereon stored user information of a plurality of users, the stored user information of each user including at least one of a user identifier, personal information and behavioral information of the user, the behavioral information of each user including the user'"'"'s activities of selecting and viewing advertisements or webpages, and wherein the one or more computer readable media have further stored thereupon a plurality of instructions that, when executed by the processor, causes the processor to:

layer the plurality of users into a plurality of user layers each including at least one user, each user layer being defined by a set of delimiting conditions regarding values of a set of properties related to the user information;

determine a favorite advertisement type of each user layer;

receive a current user information of a current visiting user;

identify from the plurality of user layers a target user layer to which the current visiting user belongs according to the current user information of the visiting user;

select a targeted advertisement at least partially based on one or a combination of the favorite advertisement type of the target user layer, the current user information of the current visiting user, and the stored user information associated with the current visiting user; and

present the targeted advertisement to the current visiting user.