Per-User Predictive Profiles for Personalized Advertising
First Claim
1. In a computing environment, a method performed on at least one processor comprising, receiving per-user profile data and current context information at a content provider, selecting content based upon the per-user profile data and the current context information or user interaction, or based upon the per-user profile data, the current context information and user interaction, and updating the per-user profile data based upon the current context information.
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Accused Products
Abstract
Described is using per-user profile data (e.g., maintained in a browser cookie) as a factor in selecting advertisements to be presented to a user for a current context such as containing query keywords. For example, an advertiser may be willing to bid more if the current context'"'"'s keywords match the user profile data that indicates a particular area of interest to the user and advertiser. Also described is updating the per-user profile data with the current context if doing so increases the expected utility of the per-user profile data, e.g., increases the predicted amount of revenue from advertisement clicking. Also described is other advertisement personalization based upon the per-user profile data, e.g., the ranking and/or appearance of the advertisements.
41 Citations
20 Claims
- 1. In a computing environment, a method performed on at least one processor comprising, receiving per-user profile data and current context information at a content provider, selecting content based upon the per-user profile data and the current context information or user interaction, or based upon the per-user profile data, the current context information and user interaction, and updating the per-user profile data based upon the current context information.
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12. In a computing environment, a system comprising, an advertisement selection mechanism that receives context information and profile data representative of a user, and processes the context information and profile data to select advertisements;
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a profile update mechanism configured to update the profile data based upon the context information. - View Dependent Claims (13, 14, 15, 16, 17)
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18. One or more computer-readable media having computer-executable instructions, which when executed perform steps, comprising:
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receiving per-user profile data and current context information at a advertising platform; and selecting advertisements based upon advertiser bid data, the per-user profile data and current context information or user interaction, or based upon advertiser bid data, the per-user profile data and current context information and user interaction. - View Dependent Claims (19, 20)
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Specification