Personalizing Selection of Advertisements Utilizing Digital Image Analysis

• US 20100312609A1
• Filed: 06/09/2009
• Published: 12/09/2010
• Est. Priority Date: 06/09/2009
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Ofek, Eyal, Epshtein, Boris
• Application Number:
  US12/481,290
• Publication Number:
  US 20100312609A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

Computer-readable media and computerized methods for automatically building a user profile from personal characteristics of a user and for leveraging the user profile to select advertisements that focus on interests of the user are provided. Building the user profile from the personal characteristics of the user involves analyzing content of media files that are directly or indirectly associated with the user. Analyzing content includes accessing a gallery of media files and scanning the media files to detect and identify features expressed by the content. These features are analyzed to abstract personal characteristics, which are aggregated to form the user profile. The type of advertisements that are selected and presented to the user are guided by the user profile. Accordingly, the selected advertisements are very relevant to the user at the time they are presented and reflect the current interests of the user.

Claims

1. One or more computer-readable media having computer-executable instructions embodied thereon that, when executed, perform a method for automatically building and maintaining a user profile by analyzing content of one or more media files, the method comprising:

accessing a gallery of the one or more media files associated with the user;

scanning the one or more media files to detect features expressed by the content of each of the one or more media files;

abstracting personal characteristics of the user from the one or more media files by analyzing the detected features; and

writing the personal characteristics to a user profile that is associated with the user, wherein the personal characteristics of the user profile are employed to select information that targets interests of the user.

2. The one or more computer-readable media of claim 1, wherein the method further comprises:

becoming aware of an existence of additional media files;

ascertaining that the additional media files are associated with the user;

abstracting recent personal characteristics of the user from the additional media files by analyzing features detected therein; and

updating the user profile by writing the recent personal characteristics thereto.

3. The one or more computer-readable media of claim 1, wherein accessing a gallery of the one or more media files comprises at least one of inspecting the one or more media files persisted in an online space of a web server, or reviewing the one or more media files persisted in a storage location accommodated by a client device.

4. The one or more computer-readable media of claim 1, wherein scanning the one or more media files to detect features expressed by each of the one or more media files comprises applying a set of classifiers to detect the features that exhibited within the content of a digital image, wherein each classifier in the set of classifiers is configured to recognize a distinct type of feature.

5. The one or more computer-readable media of claim 1, wherein the gallery of the one or more media files comprises an online photo album constructed by the user, and wherein the method further comprises:

automatically soliciting permission from the user to access the online photo album; and

upon the user granting authorization to access the online photo album, commencing processing of the online photo album.

6. The one or more computer-readable media of claim 1, wherein the gallery of the one or more media files further comprises a plurality of streetside images that are publicly available, and wherein the method further comprises:

inferring location data from the plurality of streetside images, wherein the location data is inferred from at least one of an address attached to a structure, a global positioning system (GPS) location embedded in a streetside image, or a landmark within a streetside image that is recognized as having a particular global location; and

associating the user with features detected from at least one of the plurality of streetside images based on the location data.

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

associating the location data with the user;

periodically aggregating the location data to develop a travel profile; and

persisting the travel profile in cooperation with the user profile associated with the user.

8. The one or more computer-readable media of claim 1, the method further comprising:

ascertaining that a group of the one or more media files were generated within a predefined time frame; and

associating the group of media files with an event.

9. The one or more computer-readable media of claim 8, wherein the method further comprises:

applying a set of classifiers to enumerate those subjects that appear in the group of media files with the highest level of frequency;

linking the event to user profiles associated with each of the subjects;

applying the set of classifiers to identify a member of the subjects that appears most often in the group of media files; and

designating the identified member as an owner of the event.

10. The one or more computer-readable media of claim 9, wherein the method further comprises:

detecting features expressed by each of the group of media files;

abstracting a topic of the event by analyzing the detected features;

based on the topic of the event, deducing a frequency at which the event occurs; and

aligning selection of advertisements that are relevant to the event with the frequency at which the event occurs.

11. The one or more computer-readable media of claim 1, wherein the method further comprises:

providing a first set of media files that is preassociated with a subject thereof;

inspecting a second set of media files to enumerate those subjects that are expressed by each of the second set of media files;

interrogating the subject of the first set of media files against the enumerated subjects to determine whether a match occurs; and

when a match occurs, establishing an equivalence relation between the subject of the first set of media files and a portion of the second set of media files in which the subject appears.

12. The one or more computer-readable media of claim 1, wherein the method further comprises:

exposing the personal characteristics written to the user profile to the user associated with the user profile;

receiving feedback from the user that pertains to the accuracy of the personal characteristics; and

updating the user profile by incorporating the feedback thereto.

13. A computerized method, implemented at a processing unit, for employing a user profile to select one or more advertisements that target interests of a user who is associated with the user profile;

the method comprising;

identifying an opportunity to present one or more advertisements to the user who is actively computing at a client device;

capturing an identity of the user from the client device;

accessing the user profile associated with the identity of the user, wherein the user profile is constructed by a process comprising;

(a) scanning content of a plurality of digital images to detect features embodied therein;

(b) deducing personal characteristics of the user that are suggested by the detected features; and

(c) generating the user profile, which is associated with the user, that is reflective of personal characteristics;

applying the personal characteristics of the user to select the one or more advertisements that target interests of the user; and

rendering the one or more selected advertisements on a presentation device operably coupled to the client device.

14. The computerized method of claim 13, further comprising utilizing a selection scheme to ascertain which of the one or more advertisements are selected, wherein the personal characteristics of the user are a first criteria considered by the selection scheme.

15. The computerized method of claim 14, wherein a second criteria considered by the selection scheme comprises a user-influenced filter that is configured to preference advertisements based on the user interests supplied by the user;

and wherein a third criteria considered by the selection scheme comprises a level of relevance between a query submitted by the user and advertisements.

16. The computerized method of claim 13, wherein applying the personal characteristics of the user to select the one or more advertisements that target interests of the user further comprises conveying a representation of the user profile to an ad-selection service, wherein the ad-selection is configured to refrain from posting advertisements that are deemed inappropriate based on the representation of the user profile.

17. The computerized method of claim 13, wherein the processing unit that performs the computerized method of employing the user profile to select the one or more advertisements that target interests of the user resides on at least one of the client devices or a web server within a distributed computing environment.

18. One or more computer-readable media having computer-executable instructions embodied thereon that, when executed, perform a method for utilizing personal characteristics to facilitate selection of one or more advertisements, the method comprising:

providing one or more digital images in a collection that is linked to a user, wherein the user is responsible for managing the collection;

abstracting the personal characteristics that reflect interests of the user from the one or more digital images in the collection, wherein the process of abstracting comprises;

(a) mining features from the one or more digital images;

(b) gathering indirect evidence of features from the one or more digital images, wherein the indirect evidence of features indicates that a specific feature is associated with a particular digital image even when the specific feature does not explicitly appear within a frame of the particular digital image; and

(c) deducing the personal characteristics from a combination of the mined features and the gathered indirect evidence of features;

utilizing the abstracted personal characteristics to influence which of the one or more advertisements are selected for presentation to the user; and

communicating instructions to publish the one or more selected advertisements at a user interface (UI) display rendered by a web browser.

19. The one or more computer-readable media of claim 18, wherein the method further comprises receiving from the user a uniform resource locator (URL) link that navigates to the collection of the one or more digital images that are managed by the user.

20. The one or more computer-readable media of claim 18, wherein the gathered indirect evidence of features comprises GPS data in an exchangeable image file format, wherein the GPS data indicates that the specific feature of a geographic location is associated with a particular digital image, and wherein the personal characteristic of a travel profile is deduced, in part, from the geographic location.