Contextual Content Targeting

• US 20100306030A1
• Filed: 09/02/2009
• Published: 12/02/2010
• Est. Priority Date: 05/29/2009
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Mawani, Aleem R.
• Application Number:
  US12/552,527
• Publication Number:
  US 20100306030A1
• Time in Patent Office: Days
• US Class Current: 705/10
• 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 99/00 Subject matter not provided for in other groups of this subclass

Abstract

A first item and a second item placed with content in a first medium are identified, and first performance information associated with the placement of the first item in the first medium and second performance information associated with the placement of the second item in the first medium are received. The first performance information is compared to the second performance information, and using at least one processor and based on the comparison of the first performance information to the second performance information, one of the first item or the second item is selected for placement with the same content in a second medium, the second medium being different from the first medium. The selected one of the first item and the second item then is forwarded.

Claims

1. A method, comprising:

identifying a first item and a second item placed with content in a first medium;

receiving first performance information associated with the placement of the first item in the first medium;

receiving second performance information associated with the placement of the second item in the first medium;

comparing the first performance information to the second performance information;

selecting, using at least one processor and based on the comparison of the first performance information to the second performance information, one of the first item or the second item for placement with the same content in a second medium, the second medium being different from the first medium; and

forwarding, in response to the selection of the selection of one of the first item and the second item, the selected one of the first item and the second item.

2. The method of claim 1, wherein:

the first item is a first advertisement; and

the second item is a second advertisement that is different from the first advertisement.

3. The method of claim 1, wherein the first medium is online and the second medium is print.

4. The method of claim 1, wherein identifying the first item and the second item placed with the content in the first medium comprises identifying the first item and the second item as being placed on a web page including the content at the same time.

5. The method of claim 1, wherein identifying the first item and the second item placed with the content in the first medium comprises identifying the first item and the second item as being placed on a web page including the content at different times.

6. The method of claim 1, wherein:

receiving the first performance information associated with the placement of the first item in the first medium comprises receiving a number of times the first item was selected in the first medium; and

receiving the second performance information associated with the placement of the second item in the first medium comprises receiving a number of times the second item was selected in the first medium.

7. The method of claim 6, wherein:

comparing the first performance information to the second performance information comprises determining that the number of times the first item was selected in the first medium is greater than the number of times the second item was selected in the first medium; and

selecting one of the first item and the second item for placement with the same content in the second medium comprises selecting, based on the determination that the number of times the first item was selected in the first medium is greater than the number of times the second item was selected in the first medium, the first item for placement with the same content in the second medium.

8. The method of claim 1, further comprising determining that the first performance information associated with the placement of the first item in the first medium satisfies a threshold, wherein selecting one of the first item and the second item for placement with the same content in the second medium comprises selecting, based on the determination that the first performance information associated with the placement of the first item in the first medium satisfies a threshold, the first item for placement with the same content in the second medium.

9. The method of claim 8, wherein:

receiving the first performance information associated with the placement of the first item in the first medium comprises receiving a ratio of a number of times the first item was selected to a number of times the first item was placed in the first medium; and

determining that the first performance information associated with the placement of the first item in the first medium satisfies the threshold comprises determining that the ratio of the number of times the first item was selected to the number of times the first item was placed in the first medium is greater than a predetermined threshold.

10. The method of claim 1, wherein identifying the first item and the second item placed with the content in the first medium comprises determining that the first item and the second item are related to the content.

11. The method of claim 10, wherein determining that the first item and the second item are related to the content comprises:

determining a context of the content; and

determining that a context of the first item and a context of the second item are the same as the context of the content.

12. The method of claim 1, further comprising:

receiving requirements for placement of items with the content in the first medium, wherein identifying the first item and the second item placed with the content in the first medium comprises determining that the first item and the second item satisfy the received requirements for placement of items with the content in the first medium.

13. A system comprising at least one processor connected to at least one storage device, wherein the at least one processor is configured to:

identify a first item and a second item placed with content in a first medium;

receive first performance information associated with the placement of the first item in the first medium;

receive second performance information associated with the placement of the second item in the first medium;

compare the first performance information to the second performance information;

select, based on the comparison of the first performance information to the second performance information, one of the first item or the second item for placement with the same content in a second medium, the second medium being different from the first medium; and

forward, in response to the selection of the selection of one of the first item and the second item, the selected one of the first item and the second item.

14. The system of claim 13, wherein:

the first item is a first advertisement;

the second item is a second advertisement that is different from the first advertisement;

the first medium is online; and

the second medium is print.

15. The system of claim 13, wherein the processor is configured to identify the first item and the second item placed with the content in the first medium by determining that the first item and the second item are related to the content.

16. The system of claim 15, wherein the processor is configured to determine that the first item and the second item are related to the content by:

determining a context of the content; and

determining that a context of the first item and a context of the second item are the same as the context of the content.

17. A storage device storing a computer program, the computer program comprising one or more code segments that, when executed, cause at least one processor to:

identify a first item and a second item placed with content in a first medium;

receive first performance information associated with the placement of the first item in the first medium;

receive second performance information associated with the placement of the second item in the first medium;

compare the first performance information to the second performance information;

select, based on the comparison of the first performance information to the second performance information, one of the first item or the second item for placement with the same content in a second medium, the second medium being different from the first medium; and

forward, in response to the selection of the selection of one of the first item and the second item, the selected one of the first item and the second item.

18. The storage device of claim 17, wherein:

the first item is a first advertisement;

the second item is a second advertisement that is different from the first advertisement;

the first medium is online; and

the second medium is print.

19. The storage device of claim 17, wherein the code segments, when executed, cause the at least one processor to identify the first item and the second item placed with the content in the first medium by determining that the first item and the second item are related to the content.

20. The storage device of claim 19, wherein the code segments, when executed, cause the at least one processor to determine that the first item and the second item are related to the content by:

determining a context of the content; and

determining that a context of the first item and a context of the second item are the same as the context of the content.