Advertising Based on a Dynamic Ad Taxonomy

• US 20110015990A1
• Filed: 07/16/2009
• Published: 01/20/2011
• Est. Priority Date: 07/16/2009
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Oath Inc. (Verizon Communications Inc.)
• Inventors: Sanghavi, Mehul
• Application Number:
  US12/504,095
• Publication Number:
  US 20110015990A1
• Time in Patent Office: Days
• US Class Current: 705/14.43
• CPC Class Codes: G06Q 10/087 Inventory or stock management, e.g. order filling, procurement or balancing against orders
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0283 Price estimation or determination

Abstract

A method and a system are provided for advertising based on a dynamic ad taxonomy. In one example, the system receives a static ad taxonomy at a server. The static ad taxonomy is a static ad hierarchy for categorizing products and/or services. The system receives at the server dynamic consumer behavior data from one or more consumer devices. The dynamic consumer behavior data includes dynamic navigation data and dynamic search data. The system calculates one or more dynamic categories. The dynamic categories are based on occurrences of data in the dynamic navigation data and in the dynamic search data. The system generates a dynamic ad taxonomy by editing the static ad taxonomy according to the one or more dynamic categories. The system then delivers one or more ads to a consumer device based on the dynamic ad taxonomy.

Claims

1. A computer-implemented method comprising:

receiving a static ad taxonomy at a server, wherein the static ad taxonomy comprises a static ad hierarchy for categorizing at least one product or service;

receiving dynamic consumer behavior data from one or more consumer devices at said server, wherein the dynamic consumer behavior data comprises at least one of dynamic navigation data or dynamic search data;

generating a dynamic ad taxonomy at said server by;

calculating one or more dynamic categories, wherein the dynamic categories are based on occurrences of data in the dynamic navigation data or in the dynamic search data; and

editing the static ad taxonomy according to the one or more dynamic categories.

2. The method of claim 1, further comprising delivering one or more ads based on the dynamic ad taxonomy.

3. The method of claim 1, wherein the static ad hierarchy includes at least one of:

one or more static main categories; and

one or more static subcategories branching from the one or more static main categories.

4. The method of claim 1, wherein the static ad taxonomy is at least one of:

understandable by an advertiser;

usable for ad inventory management;

usable for computing minimum pricing for an ad placement; and

usable for computing maximum pricing for an ad placement.

5. The method of claim 1, wherein the dynamic ad taxonomy provides at least one of:

a wide range of ad placement opportunities; and

an enhanced capability of matching an ad to a given consumer.

6. The method of claim 1, wherein the receiving the static ad taxonomy occurs after sending a request for the static ad taxonomy to at least one of:

a static ad taxonomy database; and

a web server.

7. The method of claim 1, wherein the dynamic consumer behavior data includes at least one of:

one or more consumer searches at a web site; and

one or more hyperlink clicks at the web site.

8. The method of claim 1, wherein the dynamic ad taxonomy includes at least one of:

one or more tree paths that represent top consumer navigation paths as determined by the dynamic consumer behavior data; and

one or more categories that are not in the static ad taxonomy.

9. The method of claim 1, wherein the dynamic ad taxonomy includes one or more dynamic categories that are a result of merchandising at least one of:

a product; and

a service.

10. The method of claim 9, wherein the merchandising comprises at least one of:

adding one or more categories to the dynamic ad taxonomy that are not in the static ad taxonomy;

leaving out one or more categories from the dynamic ad taxonomy that are in the static ad taxonomy;

pricing one or more products;

pricing one or more services;

branding one or more products; and

branding one or more services.

11. A system comprising:

at least one server configured for;

receiving a static ad taxonomy, wherein the static ad taxonomy is a static ad hierarchy for categorizing at least one of products and services;

receiving dynamic consumer behavior data from at least one consumer device, wherein the dynamic consumer behavior data includes dynamic navigation data and dynamic search data;

generating a dynamic ad taxonomy at the at least one server by;

calculating one or more dynamic categories, wherein the dynamic categories are based on occurrences of data in the dynamic navigation data and in the dynamic search data; and

editing the static ad taxonomy according to the one or more dynamic categories.

12. The system of claim 11, wherein the at least one server is further configured for delivering one or more ads based on the dynamic ad taxonomy.

13. The system of claim 11, wherein the static ad hierarchy includes at least one of:

one or more static main categories; and

one or more static subcategories branching from the one or more static main categories.

14. The system of claim 11, wherein the static ad taxonomy is at least one of:

understandable by an advertiser;

usable for ad inventory management;

usable for computing minimum pricing for an ad placement; and

usable for computing maximum pricing for an ad placement.

15. The system of claim 11, wherein the dynamic ad taxonomy provides at least one of:

a wide range of ad placement opportunities; and

an enhanced capability of matching an ad to a given consumer.

16. The system of claim 11, wherein the receiving the static ad taxonomy is configured to occur after the system sends a request for the static ad taxonomy to at least one of:

a static ad taxonomy database; and

a web server.

17. The system of claim 11, wherein the dynamic consumer behavior data includes at least one of:

one or more consumer searches at a web site; and

one or more hyperlink clicks at the web site.

18. The system of claim 11, wherein the dynamic ad taxonomy includes at least one of:

one or more tree paths that represent top consumer navigation paths as determined by the dynamic consumer behavior data; and

one or more categories that are not in the static ad taxonomy.

19. The system of claim 11, wherein the dynamic ad taxonomy includes one or more dynamic categories that are a result of merchandising at least one of:

a product; and

a service.

20. The system of claim 19, wherein the merchandising comprises at least one of:

adding one or more categories to the dynamic ad taxonomy that are not in the static ad taxonomy;

leaving out one or more categories from the dynamic ad taxonomy that are in the static ad taxonomy;

pricing one or more products;

pricing one or more services;

branding one or more products; and

branding one or more services.

21. A computer readable medium carrying one or more instructions, when executed by one or more processors, cause the one or more processors to perform the steps of:

receiving a static ad taxonomy at a server, wherein the static ad taxonomy comprises a static ad hierarchy for categorizing at least one product or service;

receiving dynamic consumer behavior data from one or more consumer devices at said server, wherein the dynamic consumer behavior data comprises at least one of dynamic navigation data or dynamic search data;

generating a dynamic ad taxonomy at said server by;

calculating one or more dynamic categories, wherein the dynamic categories are based on occurrences of data in the dynamic navigation data or in the dynamic search data; and

editing the static ad taxonomy according to the one or more dynamic categories.