SEARCH ENGINE OUTPUT-ASSOCIATED BIDDING IN ONLINE ADVERTISING

• US 20110191171A1
• Filed: 02/03/2010
• Published: 08/04/2011
• Est. Priority Date: 02/03/2010
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Dasdan, Ali
• Application Number:
  US12/699,226
• Publication Number:
  US 20110191171A1
• 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 30/08 Auctions

Abstract

Methods and systems are provided for search engine output-associated bidding in online advertising. Techniques are provided in which an advertiser may specify, as part of a bid, one or more requirements relating to search engine output. The one or more requirements may need to be met for an advertisement to be served in connection with the bid.

Claims

1. A method for use in association with an online advertising auction, comprising:

using one or more computers, in association with an anticipated serving opportunity, obtaining a bid associated with an advertiser;

wherein the bid comprises at least one requirement required for display of an advertisement; and

wherein the at least one requirement relates to search engine output; and

using one or more computers, after determining that the bid is a winning bid, facilitating serving of an advertisement in association with the bid, wherein the serving of the advertisement fulfills the at least one requirement.

2. The method of claim 1, comprising storing the bid in at least one database.

3. The method of claim 1, comprising serving of the advertisement.

4. The method of claim 1, comprising serving of the advertisement to a targeted user.

5. The method of claim 1, wherein the at least one requirement specifies that an organic result listing relate in a specified way to the advertisement.

6. The method of claim 1, wherein the at least one requirement specifies that an organic result listing be similar in a specified way to the advertisement.

7. The method of claim 1, wherein the at least one requirement specifies that an organic result listing be of a topic associated with the advertisement.

8. The method of claim 1, wherein the at least one requirement specifies that an organic result listing be associated with a company with which the advertisement is also associated.

9. The method of claim 1, wherein the at least one requirement specifies that an organic result listing be associated with a Web site or Web page with which the advertisement is also associated.

10. The method of claim 1, wherein the at least one requirement relates to organic result content.

11. The method of claim 1, wherein the at least one requirement relates to content reachable from organic result content.

12. The method of claim 1, wherein the at least one requirement relates to content of Web pages associated with organic search result listings.

13. The method of claim 1, wherein the advertisement is displayed in association with an organic search result listing with which the advertisement is associated.

14. A system comprising:

one or more server computers coupled to a network; and

one or more databases coupled to the one or more servers;

wherein the one or more server computers are for;

in association with an anticipated serving opportunity, obtaining a bid associated with an advertiser;

wherein the bid comprises at least one requirement required for display of an advertisement; and

wherein the at least one requirement relates to search engine output; and

after determining that the bid is a winning bid, facilitating serving of an advertisement in association with the bid, wherein the serving of the advertisement fulfills the at least one requirement.

15. The system of claim 14, wherein the one or more server computers are coupled to the Internet.

16. The system of claim 14, comprising storing the bid in at least one of the one or more databases.

17. The system of claim 14, comprising serving the advertisement.

18. The system of claim 14, wherein the at least one requirement relates to inclusion or non-inclusion of an organic search result listing of a specified type, and wherein the specified type is specified with regard to a relationship of the type to the advertisement.

19. The system of claim 14, wherein the bid is in connection with an online advertising auction that is associated with an online advertising exchange.

20. A computer readable medium or media containing instructions for executing a method for use in association with an online advertising auction, the method comprising:

using one or more computers, in association with an anticipated serving opportunity, obtaining a bid associated with an advertiser;

wherein the bid comprises at least one requirement required for display of an advertisement; and

wherein the at least one requirement relates to search engine output; and

using one or more computers, after determining that the bid is a winning bid, facilitating serving of an advertisement in association with the bid, wherein the serving of the advertisement fulfills the at least one requirement.