METHOD AND SYSTEM FOR ONE TAG TRAFFICKING IN DISPLAY ADVERTISING TO ACHIEVE PERSONALIZED AD EXPERIENCES AT SCALE
First Claim
1. A dynamic ad server comprising at least one computational device and a plurality of modules executing thereon, the modules comprising:
- at least one module for constructing an ad experience dynamically by assembling subcomponents of an ad on the fly;
at least one module for selecting said subcomponents at the time an ad impression is to be served, based on at least one of;
publisher, user and media parameters submitted to the ad server;
at least one business rules engine for processing natural-language marketing rules specifying said parameters; and
at least one module for designing and implementing a campaign wherein association of placements to creative tags is limited to a single tag per size per campaign for an entire media plan.
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Accused Products
Abstract
A method and system for trafficking one-to-one display ad campaigns centers around a Dynamic Ad Server that generates an advertising creative experience dynamically by assembling different ad subcomponents on the fly, selecting subcomponents based on publisher, user or media parameters submitted to the Ad Server at the time an ad impression is to be served. A business rules engine allows a marketer to author natural-language business rules. Using such system, campaigns can be designed and implemented wherein association of placements to creative tags is only per-size per-campaign, necessitating set-up of only one placement per distinct site in a media plan. By accommodating the rules via dynamic ad placement, a marketer'"'"'s intent may be fully satisfied. Time required for set-up and launch is dramatically reduced and maintenance and optimization is infinitely scalable.
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Citations
18 Claims
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1. A dynamic ad server comprising at least one computational device and a plurality of modules executing thereon, the modules comprising:
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at least one module for constructing an ad experience dynamically by assembling subcomponents of an ad on the fly; at least one module for selecting said subcomponents at the time an ad impression is to be served, based on at least one of;
publisher, user and media parameters submitted to the ad server;at least one business rules engine for processing natural-language marketing rules specifying said parameters; and at least one module for designing and implementing a campaign wherein association of placements to creative tags is limited to a single tag per size per campaign for an entire media plan. - View Dependent Claims (2, 3, 4)
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5. A dynamic ad serving platform comprising at least one computational device and at least one module executing thereon, the at least one module comprising at least one of:
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a content acquisition module for acquiring content from outside the serving environment; at least one ad server, the ad serving comprising a matching engine module for accepting incoming media and audience parameter, applying business rules and selecting listing and creative sub-components that form the elements of the ad experience; at least one ad construction module for assembling ad experiences on-the-fly and laying them out to conform to campaign specifications for rendering on a user'"'"'s web browser; at least one optimization module for selecting a set of components likely to product best performance for a given ad campaign; at least one analytics module for computing relative performance of each subcomponents and providing data to said matching engine and said optimization module to achieve performance improvements; a least one listing platform module for preparing acquired content for dynamic ad serving by injecting said acquired content into said matching engine module; and at least one module for enabling scalable operation of said dynamic ad serving platform. - View Dependent Claims (6, 7, 8, 9, 10, 11, 12)
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13. A computer program product comprising:
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at least one computer-readable storage medium having embodied thereon computer-readable instructions which, when executed, implement a dynamic ad server comprising; at least one module for constructing an ad experience dynamically by assembling subcomponents of an ad on the fly; at least one module for selecting said subcomponents at the time an ad impression is to be served, based on at least one of;
publisher, user and media parameters submitted to the ad server; andat least one business rules engine for processing natural-language marketing rules specifying said parameters; and at least one module for designing and implementing a campaign wherein association of placements to creative tags is limited to a single tag per size per campaign for an entire media plan.
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14. A computer program product comprising:
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at least one computer-readable storage medium having embodied thereon computer-readable instructions which, when executed, implement a dynamic ad serving platform comprising; a content acquisition module for acquiring content from outside the serving environment; at least one ad server, the ad serving comprising a matching engine module for accepting incoming media and audience parameter, applying business rules and selecting listing and creative sub-components that form the elements of the ad experience; at least one ad construction module for assembling ad experiences on-the-fly and laying them out to conform to campaign specifications for rendering on a user'"'"'s web browser; at least one optimization module for selecting a set of components likely to product best performance for a given ad campaign; at least one analytics module for computing relative performance of each subcomponents and providing data to said matching engine and said optimization module to achieve performance improvements; a least one listing platform module for preparing acquired content for dynamic ad serving by injecting said acquired content into said matching engine module; and at least one module for enabling scalable operation of said dynamic ad serving platform.
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15. A computer-implemented method for dynamically generating an advertising creative experience by an ad server comprising the steps of:
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via a computational device, assembling different subcomponents of an ad on-the-fly to dynamically construct said ad experience; via a computational device, selecting said subcomponents that need to be assembled based on any of publisher, user and media parameters submitted to the ad server at the time an ad impression is to be served; via a computational device, processing natural-language marketing rules specifying said parameters; and via a computational device, designing and implementing a campaign wherein association of placements to creative tags is limited to a single tag per size per campaign for an entire media plan.
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16. A computer-implemented method for designing an online ad campaign comprising the steps of:
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via a computational device, creating data and asset feeds; via a computational device, submitting said data and asset feeds to an ad delivery platform; via a computational device, authoring marketing rules; via a computational device, submitting said marketing rules to said ad delivery platform; via a computational device, receiving a single ad tag per size per campaign from said ad delivery platform; via a computational device, set up a plurality of ad tags as smart creative tags in an ad server within said ad delivery platform; and via a computational device, associating a single ad tag per size per campaign.
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17. A computer program product comprising at least one computer-readable storage device having computer-readable code embodied thereon for performing the steps of a method for dynamically generating an advertising creative experience by an ad server, the method comprising the steps of:
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assembling different subcomponents of an ad on-the-fly to dynamically construct said ad experience; selecting said subcomponents that need to be assembled based on any of publisher, user and media parameters submitted to the ad server at the time an ad impression is to be served; processing natural-language marketing rules specifying said parameters; and designing and implementing a campaign wherein association of placements to creative tags is limited to a single tag per size per campaign for an entire media plan.
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18. A computer program product comprising at least one computer-readable storage medium having embodied thereon computer-readable instructions for performing steps of a method for designing an online ad campaign, the method comprising the steps of:
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creating data and asset feeds; submitting said data and asset feeds to an ad delivery platform; authoring marketing rules; submitting said marketing rules to said ad delivery platform; receiving a single ad tag per size per campaign from said ad delivery platform; set up a plurality of ad tags as smart creative tags in an ad server within said ad delivery platform; and associating a single ad tag per size per campaign.
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Specification