METHOD AND SYSTEM FOR IMPROVING TARGETING OF ADVERTISING

• US 20100250370A1
• Filed: 03/25/2010
• Published: 09/30/2010
• Est. Priority Date: 03/26/2009
• Status: Abandoned Application

• Current Assignee: ChaCha Search, Inc.
• Original Assignee: ChaCha Search, Inc.
• Inventors: Burroughs, Michael, Gamache, Mark, Lenzo, Christopher, Doran, Andrew, Jones, Scott A.
• Application Number:
  US12/731,718
• Publication Number:
  US 20100250370A1
• Time in Patent Office: Days
• US Class Current: 705/14.660
• CPC Class Codes: G06Q 10/06 Resources, workflows, human or project management; Enterprise or organisation planning; Enterprise or organisation modelling
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A method and system for improving targeting of advertisements allows guides to provide opinion information regarding advertisements responsive to targeting information associated with the advertisements. An advertiser selects a category, keyword and/or profile associated with an advertisement which may be used to select a guide who may express an opinion. Rating of an advertisement based on guide opinions are used to adjust a ranking of advertisements which may be used to determine if an advertisement will be provided to a user.

Claims

1. A method of selecting an advertisement, comprising:

receiving an opinion regarding an advertisement from a human searcher; and

delivering the advertisement to a user when determining that information of the user meets a target indicator of the opinion.

2. The method of claim 1, wherein the user is selected based on a determination of characteristics of the user using the human searcher.

3. The method of claim 1, comprising:

receiving information of the advertisement;

selecting the human searcher based on a characteristic relative to the information of the advertisement;

providing the advertisement to the human searcher for the opinion; and

determining whether to provide the advertisement to the user who is associated with the characteristic based on the opinion of the human searcher.

4. The method of claim 3, wherein the characteristic is demographic information,

said selecting of the human searcher includes determining a number of human searchers available to provide the opinion, and

calculating a cost associated with the opinion.

5. The method of claim 3, comprising:

receiving a keyword associated with the advertisement;

associating the human searcher with a category; and

establishing the characteristic from an association of the keyword and the category.

6. The method of claim 3, comprising:

assigning a node of a first index to the advertisement;

assigning a node of a second index to the human searcher;

associating a query of the user with the human searcher; and

providing the advertisement to the user based on a mapping of the first index to the second index.

7. The method of claim 3, comprising:

receiving a bid associated with the advertisement;

ranking the advertisement based on the bid; and

determining whether to obtain the opinion based on the ranking.

8. The method of claim 3, wherein the advertisement is partitioned into a plurality of elements, and

an operation is executed including:

synthesizing a plurality of sequences of the elements; and

delivering a sequence of the elements to the human searcher.

9. The method of claim 3, comprising:

receiving a query;

associating the query with a first index which is used to select the human searcher;

associating the query with a second index which is used to select the advertisement;

selecting by the searcher the advertisement from among a plurality of advertisements automatically provided to the searcher; and

recording the opinion of the searcher based on the selecting.

10. The method of claim 3, comprising:

assigning a keyword to the advertisement; and

selecting the characteristic disjoined from the keyword.

11. The method of claim 3, comprising;

receiving the opinion of the human searcher in a blind test.

12. A system, comprising:

a search system receiving information of an advertisement, selecting a searcher, and providing the advertisement to a user;

a searcher device sending and receiving information from the searcher; and

an advertiser device sending and receiving information of the advertisement.

13. The system of claim 12, comprising:

a user device submitting a request and receiving a search result; and

a database including recorded information of the searcher device and the advertiser device.

17. The computer readable medium of claim 13, comprising:

associating a profile with the advertisement; and

choosing the guide based on the profile.

18. The computer readable medium of claim 17, comprising:

associating geographic information with the profile;

associating an affiliation with the profile;

associating a keyword with the advertisement; and

choosing the guide based on the affiliation.

14. A persistent computer readable medium storing therein a program for causing a computer to execute an operation including selection of an advertisement, comprising:

choosing a guide;

selecting an advertisement;

receiving an evaluation of the advertisement by the guide; and

calculating an expected value of the advertisement including the evaluation.

15. The computer readable medium of claim 14, comprising:

ranking the advertisement based on the expected value.

16. The computer readable medium of claim 14, comprising:

determining whether the guide is available based on a monetary value associated with the advertisement.

19. The computer readable medium of claim 14, comprising:

providing the advertisement to the guide in a training exercise.

20. The computer readable medium of claim 14, comprising:

ranking the advertisement based on the expected value;

determining whether the guide is available based on a monetary value associated with the advertisement;

associating a profile with the advertisement;

choosing the guide based on the profile;

associating geographic information with the profile;

associating an affiliation with the profile;

associating a keyword with the advertisement;

choosing the guide based on the affiliation;

receiving a query from a user;

associating a category associated with the guide with the query;

determining that the keyword is associated with the category; and

delivering the advertisement to the user responsive to the query based on the category and the ranking.

21. A persistent computer readable medium storing therein a program for causing a computer to execute an operation including determination of profile information for targeting, comprising:

receiving a characteristic of a reference user;

associating the characteristic with a plurality of human guides;

analyzing query information associated with plurality of human guides;

predicting the characteristic of the reference user from query information of the reference user based on said analyzing; and

adjusting the analysis based on the prediction.