EVENT-BASED AD TARGETING
First Claim
Patent Images
1. One or more computer storage media having computer-executable instructions embodied thereon that, when executed, perform a method of targeting ads, the method comprising:
- receiving a first bid from a first advertiser for presenting a first ad to a user based on events external to the user, wherein the events include situations that potentially influence user purchases, and wherein the first bid includes a first price for the first ad when the first ad is presented to the user within a proximity to an event;
receiving a second bid from the first advertiser for presenting the first ad to the user, wherein the second bid includes a second price for the first ad when the first ad is presented to the user outside of the proximity to the event;
determining a location of the user;
based on the location of the user, determining whether the user is within the proximity to the event;
using the first bid for ad targeting purposes if the user is within the proximity to the event; and
using the second bid for ad targeting purposes if the user is outside of the proximity to the event.
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Abstract
Embodiments of the present invention enable an advertiser to target ads to users based on occurrences of events that may influence the purchasing behavior of the users. The advertiser may specify an event to be used in targeting an ad. The event'"'"'s region of influence is determined, and ads are targeted to users that are located within the region of influence.
43 Citations
22 Claims
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1. One or more computer storage media having computer-executable instructions embodied thereon that, when executed, perform a method of targeting ads, the method comprising:
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receiving a first bid from a first advertiser for presenting a first ad to a user based on events external to the user, wherein the events include situations that potentially influence user purchases, and wherein the first bid includes a first price for the first ad when the first ad is presented to the user within a proximity to an event; receiving a second bid from the first advertiser for presenting the first ad to the user, wherein the second bid includes a second price for the first ad when the first ad is presented to the user outside of the proximity to the event; determining a location of the user; based on the location of the user, determining whether the user is within the proximity to the event; using the first bid for ad targeting purposes if the user is within the proximity to the event; and using the second bid for ad targeting purposes if the user is outside of the proximity to the event. - View Dependent Claims (2, 3, 4, 5, 6)
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7. One or more computer storage media having computer-executable instructions embodied thereon that, when executed, perform a method of targeting ads, the method comprising:
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providing an interface for targeting ads, wherein the interface includes selectable event-based criteria, and wherein event-based criteria include events and situations that potentially influence consumer behavior; receiving a selection of an event-based criterion from an advertiser by way of the interface; associating the event-based criterion with an ad specified by the advertiser; identifying an event corresponding with the event-based criterion; identifying a region of influence of the event; identifying a potential consumer that is located within the region of influence; and presenting the ad to the potential consumer. - View Dependent Claims (8, 9, 10, 11, 14, 21, 22)
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12-13. -13. (canceled)
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15. One or more computer storage media having computer-executable instructions embodied thereon that, when executed, perform a method of targeting ads, the method comprising:
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determining a location of an event; identifying a regional scope of influence of the event based on queries from a plurality of users, wherein the queries are related to the event; identifying a user that is located within the regional scope of influence; selecting an ad that is associated with the event; and presenting the ad to the user. - View Dependent Claims (16, 17, 18, 19, 20)
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Specification