DYNAMIC ADVERTISING PLATFORM

• US 20100241498A1
• Filed: 03/19/2009
• Published: 09/23/2010
• Est. Priority Date: 03/19/2009
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: CHUNG, Wook Jin, LORITSCH, Michael Lee, BAL, Hrishikesh Mohan
• Application Number:
  US12/407,640
• Publication Number:
  US 20100241498A1
• Time in Patent Office: Days
• US Class Current: 705/14.500
• CPC Class Codes: G06F 16/972 Access to data in other repository systems, e.g. legacy data or dynamic Web page generation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0252 based on events or environment, e.g. weather or festivals

Abstract

Computer-readable media and computer systems for managing an ad campaign based on foreseeable, but not necessarily certain future events. An advertiser can configure a campaign trigger definition corresponding to an advertising campaign such that upon occurrence of a trigger event defined therein, an operation is performed corresponding to the campaign. A crawler references the campaign trigger definition and identifies information sources from which to retrieve information about a specified trigger event. Upon retrieving event information, an analysis module determines whether the information indicates an occurrence of the trigger event. Incident to identifying an occurrence of a trigger event, an ad campaign can be initiated or modified.

Claims

1. One or more computer-readable media having computer-executable instructions embodied thereon for performing a method of managing an advertising campaign, the method comprising:

receiving a campaign trigger definition corresponding to an advertising campaign, the campaign trigger definition comprising an identification of a trigger event and identification of an operation to be performed incident to identifying the occurrence of the trigger event, wherein the operation to be performed corresponds to the advertising campaign;

referencing the campaign trigger definition;

identifying at least one information source;

referencing the at least one information source;

determining that the at least one information source comprises event information associated with the trigger event;

retrieving the event information;

analyzing the event information, wherein analyzing the event information comprises identifying an occurrence of the trigger event; and

performing the operation corresponding to the advertising campaign incident to identifying the occurrence of the trigger event.

2. The one or more computer-readable media of claim 1, wherein the at least one information source comprises a network site.

3. The one or more computer-readable media of claim 1, wherein the at least one information source comprises a database.

4. The one or more computer-readable media of claim 1, wherein the trigger event comprises at least one of an increase in spending power associated with a consumer population, a natural disaster, and a change in a value of shares of stock of a company.

5. The one or more computer-readable media of claim 1, wherein the event information comprises an event occurrence vote retrieved from the at least one information source, wherein the event occurrence vote comprises data associated with identifying an occurrence of the trigger event.

6. The one or more computer-readable media of claim 5, further comprising:

referencing a weighting factor corresponding to the at least one information source;

creating at least one weighted vote by associating the at least one weighting factor with the event occurrence vote retrieved from the at least one information source; and

analyzing the at least one weighted vote to determine whether the at least one weighted vote identifies an occurrence of the trigger event.

7. The one or more computer-readable media of claim 1, wherein performing the operation comprises at least one of initiating the advertising campaign and modifying a trigger element associated with the advertising campaign.

8. The one or more computer-readable media of claim 7, wherein initiating the advertising campaign comprises referencing the campaign trigger definition to determine a duration associated with the advertising campaign.

9. The one or more computer-readable media of claim 7, wherein modifying a trigger element associated with the advertising campaign comprises modifying the identification of the trigger event.

10. One or more computer-readable media having computer-executable instructions embodied thereon for performing a method of managing an advertising campaign, the method comprising:

referencing a campaign trigger definition corresponding to an advertising campaign, the campaign trigger definition comprising an identification of a trigger event, wherein the campaign trigger definition further comprises identification of an operation associated with the advertising campaign to be performed incident to identifying an occurrence of the trigger event;

retrieving an event occurrence vote from each of one or more information sources, wherein the event occurrence vote comprises data associated with identifying an occurrence of the trigger event;

referencing a weighting factor corresponding to each of the one or more information sources;

creating one or more weighted votes by associating each weighting factor with the event occurrence vote retrieved from the information source corresponding to the weighting factor;

analyzing the one or more weighted votes to determine whether the one or more weighted votes identify an occurrence of the trigger event; and

performing the operation incident to determining that the one or more weighted votes identify an occurrence of the trigger event.

11. The one or more computer-readable media of claim 10, wherein the weighting factor corresponding to each of the one or more information sources is established based on a source classification associated with each of the one or more information sources.

12. The one or more computer-readable media of claim 11, wherein a first information source is associated with a first source classification, the first source classification comprising an indication that the first source comprises an authoritative source, wherein an authoritative source is a source from which an event occurrence vote identifies an occurrence of the event.

13. The one or more computer-readable media of claim 12, wherein analyzing a first weighted vote corresponding to the first source comprises determining that the first weighted vote identifies an occurrence of the trigger event.

14. The one or more computer-readable media of claim 13, wherein a second information source is associated with a second source classification, the second source classification comprising an indication that an event occurrence vote retrieved from the second source comprises a user-generated event occurrence vote.

15. The one or more computer-readable media of claim 14, wherein analyzing a second weighted vote corresponding to the second source comprises determining that the second weighted vote does not identify an occurrence of the trigger event.

16. The one or more computer-readable media of claim 15, further comprising:

retrieving an event occurrence vote from a third information source incident to determining that the second weighted vote does not identify an occurrence of the trigger event;

referencing a weighting factor corresponding to the third information source;

creating a third weighted vote by associating a third weighting factor with the event occurrence vote retrieved from the third information source; and

analyzing the second and third weighted votes to determine whether the second and third weighted votes identify an occurrence of the trigger event.

17. The one or more computer-readable media of claim 10, wherein performing the operation comprises at least one of initiating the advertising campaign and modifying the advertising campaign.

18. A computer system capable of causing an advertisement to be provided to a presentation device, the computer system comprising a computer storage medium having a plurality of computer software modules embodied thereon, the computer software modules being executed by a processor and comprising:

a graphical interface that allows an advertiser to configure a campaign trigger definition associated with an advertising campaign, the campaign trigger definition comprising an identification of a trigger event, wherein the campaign trigger definition further comprises identification of an operation associated with the advertising campaign to be performed incident to identifying an occurrence of the trigger event;

a crawler that retrieves event information associated with the trigger event from one or more information sources;

an analysis module that analyzes the event information to determine whether an occurrence of the trigger event is identified by the event information; and

a delivery engine that causes an advertisement corresponding to the advertising campaign to be displayed via the presentation device.

19. The computer system of claim 18, wherein the event information comprises an event occurrence vote retrieved from each of one or more information sources, wherein the event occurrence vote comprises data associated with identifying an occurrence of the trigger event.

20. The computer system of claim 19, wherein the analysis module comprises:

a weighting component that creates one or more weighted votes by associating a weighting factor corresponding to each information source with an event occurrence vote retrieved from the information source corresponding to the weighting factor; and

an event detection component that analyzes the one or more weighted votes to determine whether the one or more weighted votes identify an occurrence of the trigger event.