SYSTEM, METHOD AND COMPUTER READABLE MEDIUM FOR PLACING ADVERTISEMENTS INTO WEB PAGES
First Claim
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1. A method for placing an advertisement into a web page comprising a plurality of content elements, the method comprising:
- determining a plurality of candidate advertisements;
retrieving attention data in respect of the content elements of the web page;
using the attention data to select an advertisement from the candidate advertisements; and
placing the selected advertisement into the web page.
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Abstract
Selection of web page advertisements for placement into a web page may use attention data that ranks the elements of the web page according to the attention the elements receive from users during interactions with the web page. The content of ads can be matched to the content of the most highly ranked elements of the web page rather than the web page as a whole. Alternatively, ads can be selected that historically produce a preferred pattern of behavior such as an attention shift from a highly ranked element of the web page to the ad.
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Citations
20 Claims
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1. A method for placing an advertisement into a web page comprising a plurality of content elements, the method comprising:
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determining a plurality of candidate advertisements; retrieving attention data in respect of the content elements of the web page; using the attention data to select an advertisement from the candidate advertisements; and placing the selected advertisement into the web page. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 15)
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- 13. The method according 12 wherein the attention data comprises an attention rank of the source elements and wherein the relevance score is dependent on the attention rank.
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16. An ad server for placing advertisements into a web page, the ad server comprising:
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an ad data store that stores a plurality of ads; and an ad server processing module configured to; receive an ad request in respect of a URL; determine a set of candidate advertisements from the ad store; retrieve ad performance statistics from the ad data store for the candidate advertisements; and select an advertisement for the ad request using the ad performance statistics; wherein the ad performance statistics comprise a plurality of attention events, each attention event indicating an element of a web page corresponding to the URL as a source element and a candidate advertisement as a destination element. - View Dependent Claims (17, 18)
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19. A computer-readable medium comprising computer-executable instructions for execution by a processor, that, when executed, cause the processor to:
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receive an advertisement placement request in respect of a URL; determine a document object model of a web page corresponding to the URL; determine a plurality of document object model elements of the URL; retrieve an attention ranking of the document object model elements; determine a plurality of candidate advertisements; determine a relevance score for each candidate advertisement; select an advertisement from the plurality of candidate advertisements dependent on the relevance scores; wherein determining the relevance score comprises; determining a content matching factor dependent on a match of the content of the advertisement to the content of a document object model element; and weighting the content matching factor dependent on the rank of the respective document object model element. - View Dependent Claims (20)
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Specification