METHOD AND SYSTEM FOR ELECTRONIC ADVERTISING
First Claim
Patent Images
1. A distributed computer system comprising:
- an e-commerce component adapted to determine a context of a user operating a client computer to interact with an e-commerce website;
a translation engine operable to translate the context into one or more context targets;
a hurdle rate engine operable to determine, based on the one or more context targets, a hurdle rate that identifies a threshold amount to be bid by an advertiser in order to display an advertisement to the user;
a decision engine operable to select, from a plurality of advertisements each having a respective bid, an optimal advertisement to be displayed to the user, the optimal advertisement having a respective bid that exceeds the hurdle rate; and
a delivery component adapted to display the optimal advertisement to the user.
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Abstract
A method of delivering advertising in an online environment includes determining an intent of a user interacting with an e-commerce website, and determining a hurdle rate that is based at least on the user intent and which identifies a threshold amount to be bid by an advertiser in order to display an advertisement to the user. The method further includes selecting, from a plurality of advertisements, an optimal advertisement having an advertiser bid that exceeds the hurdle rate, and displaying the optimal advertisement to the user in an interface of a client computer system.
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Citations
54 Claims
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1. A distributed computer system comprising:
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an e-commerce component adapted to determine a context of a user operating a client computer to interact with an e-commerce website; a translation engine operable to translate the context into one or more context targets; a hurdle rate engine operable to determine, based on the one or more context targets, a hurdle rate that identifies a threshold amount to be bid by an advertiser in order to display an advertisement to the user; a decision engine operable to select, from a plurality of advertisements each having a respective bid, an optimal advertisement to be displayed to the user, the optimal advertisement having a respective bid that exceeds the hurdle rate; and a delivery component adapted to display the optimal advertisement to the user. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15)
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16. A method of delivering advertising in an online environment comprising acts of:
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determining an intent of a user interacting with an e-commerce website; determining a hurdle rate, based at least on the intent of the user, that identifies a threshold amount to be bid by an advertiser in order to display an advertisement to the user interacting with the e-commerce website; selecting, from a plurality of advertisements, an optimal advertisement having an advertiser bid that exceeds the determined hurdle rate; and displaying the optimal advertisement to the user in an interface of a client computer system. - View Dependent Claims (17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34, 35, 36, 37, 38)
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39. A method of delivering advertising in an online environment comprising acts of:
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identifying a characteristic of a user interacting with an e-commerce website; determining a hurdle rate for displaying an advertisement to the user at the e-commerce website based at least on the determined characteristic of the user; determining whether to display an advertisement to the user based on the characteristic of the user, and, if so, selecting an advertisement from a plurality of advertisements based on an intent of the user, wherein the selected advertisement is offered by an advertiser for at least the hurdle rate; and delivering the selected advertisement to the user in an interface of a client computer system. - View Dependent Claims (40, 41, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51, 52)
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53. A computer readable medium having stored thereon sequences of instructions including instructions that will cause a processor to perform a method of delivering advertising comprising acts of:
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determining an intent of a user interacting with an e-commerce website; determining a hurdle rate, based at least on the intent of the user, that identifies a threshold amount to be bid by an advertiser in order to display an advertisement to the user interacting with the e-commerce website; selecting, from a plurality of advertisements, an optimal advertisement having an advertiser bid that exceeds the determined hurdle rate; and displaying the optimal advertisement to the user in an interface of a client computer system.
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54. A computer readable medium having stored thereon sequences of instructions including instructions that will cause a processor to perform a method of delivering advertising comprising acts of:
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identifying a characteristic of a user interacting with an e-commerce website; determining a hurdle rate for displaying an advertisement to the user at the e-commerce website based at least on the determined characteristic of the user; determining whether to display an advertisement to the user based on the characteristic of the user, and, if so, selecting an advertisement from a plurality of advertisements based on an intent of the user, wherein the selected advertisement is offered by an advertiser for at least the hurdle rate; and delivering the selected advertisement to the user in an interface of a client computer system.
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Specification