Targeting of Advertisements to Users of an Online Service

• US 20110010242A1
• Filed: 09/20/2010
• Published: 01/13/2011
• Est. Priority Date: 04/07/2000
• Status: Active Grant

• Current Assignee: NetZero Incorporated (B. Riley Financial, Inc.)
• Original Assignee: NetZero Incorporated (B. Riley Financial, Inc.)
• Inventors: Kannan, Namakal, Ng, Paul, Agnew, Sean, Blaser, Shane
• Granted Patent: US 8,738,439 B2
• Time in Patent Office: Days
• US Class Current: 705/14.49
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

There is disclosed a server and local device that interface for selecting advertisements to be viewed by users of an online service based upon user activity. The local device preferably maintains a targeted activity list of activity identifiers and associated advertisements. The local device monitors the activity on the local device and compares the activity to the identifiers in the targeted activity list. If the activity matches one of the identifiers, the local device plays one or more advertisements.

Claims

1. A method of selecting advertisements to be presented to a user of a local device comprising:

receiving from an advertiser at least one advertiser activity object and a corresponding advertiser advertisement identifier, the advertiser activity object corresponding to an advertiser related online activity;

storing the at least one advertiser activity object and the corresponding advertiser advertisement identifier as an advertiser match list;

receiving a user online activity identifier when the user has performed an online activity;

evaluating whether the user online activity identifier matches one of the advertiser activity objects in the advertiser match list;

sending the corresponding advertiser advertisement identifier to the local device if the user online activity identifier matches one of the advertiser activity objects in the advertiser match list, precluding a competitor advertisement identifier from being sent to the user, the sending causing an advertisement associated with the corresponding advertiser advertisement identifier to be displayed on the local device of the user.

2. The method of claim 1, wherein

the online activity comprises performing an Internet key word search, and

the advertiser activity object comprises at least one of a product name of an advertiser product, a service name of an advertiser provided service, a product description of the advertiser product, and a service description of an advertiser provided service.

3. The method of claim 1, wherein

the online activity comprises requesting a uniform resource locator, and

the advertiser activity object comprises an advertiser uniform resource locator.

4. The method of claim 1, wherein the advertiser advertisement identifier comprises an advertiser uniform resource locator.

5. A server having software which when executed causes the server to perform operations comprising:

receiving from an advertiser at least one advertiser activity object and a corresponding advertiser advertisement identifier, the advertiser activity object corresponding to an advertiser related online activity;

storing the at least one advertiser activity object and the corresponding advertiser advertisement identifier as an advertiser match list;

receiving a user online activity identifier when the user has performed an online activity;

evaluating whether the user online activity identifier matches one of the advertiser activity objects in the advertiser match list;

precluding a competitor advertisement identifier from being sent to the user by sending the corresponding advertiser advertisement identifier to the local device if the user online activity identifier matches one of the advertiser activity objects in the advertiser match list, the sending causing an advertisement associated with the corresponding advertiser advertisement identifier to be displayed on the local device of the user.

6. The server of claim 5, wherein:

the online activity comprises performing an Internet key word search; and

the advertiser activity object comprises at least one of a product name of an advertiser product, a service name of an advertiser provided service, a product description of the advertiser product, and a service description of an advertiser provided service.

7. The server of claim 5, wherein:

the online activity comprises requesting a uniform resource locator; and

the advertiser activity object comprises an advertiser uniform resource locator.

8. The server of claim 5, wherein the advertiser advertisement identifier comprises an advertiser uniform resource locator.