USER CENTRIC REAL-TIME ADVERTISEMENT BIDDING

• US 20110313857A1
• Filed: 06/18/2010
• Published: 12/22/2011
• Est. Priority Date: 06/18/2010
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: NICE, NIR, LI, YING, GOLDBACH, MICHAEL J., BARASH, URI, GATES, WILLIAM H. III
• Granted Patent: US 8,983,859 B2
• Time in Patent Office: Days
• US Class Current: 705/14.53
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

A client-based ad agent dynamically determines whether an advertisement campaign should bid on an impression for an end user and/or sets the bid price of the advertisement campaign for the impression. When an opportunity for an impression on a web page is identified, the ad agent accesses user data associated with an end user. The ad agent analyzes the user data to identify the relevance and/or value of serving an impression to the end user to the advertisement campaign. Based on the analysis, the ad agent controls whether the advertisement campaign bids on the impression for the end user and/or sets the bid price of the advertisement campaign for the impression.

Claims

1. One or more computer storage media storing computer-useable instructions that, when used by a computing device, cause the computing device to perform a method comprising:

identifying, at a client device, an opportunity for an advertisement impression;

accessing user data associated with an end user;

analyzing the user data to determine whether to instruct an advertisement campaign to bid on the advertisement impression;

determining to instruct the advertisement campaign to bid on the advertisement impression based on the user data; and

communicating, from the client device, an instruction for the advertisement campaign to bid on the advertisement impression.

2. The one or more computer storage media of claim 1, wherein the opportunity for the advertisement impression is identified by identifying a redirect to an advertisement server within a web page accessed by the client device.

3. The one or more computer storage media of claim 1, wherein the opportunity for the advertisement impression is identified based on a domain of a web page requested by the client device.

4. The one or more computer storage media of claim 1, wherein the user data is accessed from a user profile stored on the client device.

5. The one or more computer storage media of claim 1, wherein the user data is accessed from a user profile stored on a server device.

6. The one or more computer storage media of claim 1, wherein the user data comprises at least one selected from the following:

information regarding the end user'"'"'s web browsing history, information regarding the end user'"'"'s web search history, and information regarding the end user'"'"'s spending habits.

7. The one or more computer storage media of claim 1, wherein analyzing the user data to determine whether to instruct the advertisement campaign to bid on the advertisement impression comprises calculating a score based on the user data and determining whether the score exceeds a predetermined threshold.

8. The one or more computer storage media of claim 7, wherein the score comprises a bid value for the end user and the predetermined threshold comprises a bid price associated with the advertisement campaign.

9. The one or more computer storage media of claim 1, wherein analyzing the user data to determine whether to instruct the advertisement campaign to bid on the advertisement impression comprises analyzing the user data in conjunction with at least one selected from the following:

information regarding the advertisement campaign, and information regarding a web page providing the opportunity for the advertisement impression.

10. The one or more computer storage media of claim 1, wherein communicating the instruction for the advertisement campaign to bid on the advertisement impression comprises firing code that sends an http request to an advertisement server the conducts an advertisement selection process to select an advertisement for the advertisement impression.

11. The one or more computer storage media of claim 1, wherein the method further comprises determining a bid value for the end user for the advertisement impression and setting a bid price on the advertisement campaign corresponding with the bid value.

12. The one or more computer storage media of claim 1, wherein the advertisement campaign is associated with a third party advertising system provider.

13. One or more computer storage media storing a client-based ad agent, the ad agent including a plurality of components comprising:

a user data accessing component that accesses user data associated with an end user in response to identifying an opportunity for an advertisement impression;

a bid decision component that determines a bid value for the end user for the advertisement impression based on the user data; and

a tagging component that communicates to an advertisement server an instruction to set a bid price for an advertisement campaign to bid for the advertisement impression corresponding with the bid value.

14. The one or more computer storage media of claim 13, wherein the user data accessing component access the user data from a user profile stored on a server device.

15. The one or more computer storage media of claim 13, wherein the bid decision component determines the bid value for the end user based on the user data in conjunction with at least one selected from the following:

information regarding the advertisement campaign, and information regarding a web page providing the opportunity for the advertisement impression.

16. The one or more computer storage media of claim 13, wherein the advertisement campaign is associated with a third party advertising system provider.

17. One or more computer storage media storing computer-useable instructions that, when used by a computing device, cause the computing device to perform a method comprising:

identifying, at a client device, an opportunity for an advertisement impression;

accessing user data associated with an end user;

calculating a bid value for the end user for the advertisement impression based on the user data;

comparing the bid value to bid prices associated with a plurality of advertisement campaigns;

selecting, from the plurality of advertisement campaigns, an advertisement campaign based on the bid value and a bid price associated with the advertisement campaign; and

communicating, from the client device, an instruction for the advertisement campaign to bid on the advertisement impression.

18. The one or more computer storage media of claim 17, wherein the opportunity for the advertisement impression is identified by at least one of the following:

identifying a redirect to an advertisement server within a web page accessed by the client device; and

identifying the opportunity based on a domain of a web page requested by the client device.

19. The one or more computer storage media of claim 17, wherein the bid value for the end user is calculated based on the user data in conjunction with at least one selected from the following:

information regarding the plurality of advertisement campaigns, and information regarding a web page providing the opportunity for the advertisement impression.

20. The one or more computer storage media of claim 17, wherein the plurality of advertisement campaigns are associated with a third party advertising system provider.