SERVING CONTENT BASED ON CONVERSATIONS

• US 20110320273A1
• Filed: 06/24/2010
• Published: 12/29/2011
• Est. Priority Date: 06/24/2010
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Miranda-Steiner, Jose Emmanuel
• Application Number:
  US12/823,096
• Publication Number:
  US 20110320273A1
• 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: H04L 51/04 Real-time or near real-time messaging, e.g. instant messaging [IM]
• CPC Class Codes: H04L 51/08 Annexed information, e.g. attachments

Abstract

Keywords may be extracted from conversations, such as Instant Messaging (IM) conversations, and content may be served based on the extracted keywords. In one example, an analysis component runs on a machine alongside a conversation application, such as an IM client. The analysis component compares words in the conversation with a dictionary of keywords. When keywords are detected, the keywords are sent to a server. Analysis components also run on other machines that participate in the conversation and, likewise, send keywords to the server. The server selects ads based on the detected keywords, and provides the ads to the machines that the participants are using to participate in the conversation, so that the ads can be displayed to the participants. The ads may be synchronized, so that all of the participants see the same ad impressions (or similar or related ad impressions).

Claims

1. One or more computer-readable storage media that store executable instructions to present ad impressions with content, wherein the executable instructions, when executed by a computer, cause the computer to perform acts comprising:

receiving content from a conversation;

analyzing said content to identify a keyword in said content, by comparing said content with dictionary of keywords that is stored on said computer on which said executable instructions execute;

sending said keyword to an advertising server, said advertising server being distinct from said computer and being remote to said computer;

receiving, from said advertising server, a first ad to be displayed to a user of said computer, and sending, to participants in said conversation, data that allows ads to be synchronized among said participants; and

displaying said first ad to said user together with said content from said conversation.

2. The one or more computer-readable storage media of claim 1, wherein said conversation comprises an instant messaging (IM) conversation, and wherein said acts further comprise:

displaying said conversation in an IM window, wherein said IM window includes an area in which advertising is displayed; and

displaying said first ad in said area.

3. The one or more computer-readable storage media of claim 2, wherein said keyword relates to weather or to a location, and wherein said acts further comprise:

based on having detected in said content a keyword that relates to weather or to a location, displaying, in said area, a weather report for said location.

4. The one or more computer-readable storage media of claim 2, wherein said keyword relates to a movie, and wherein said acts further comprise:

based on having detected in said content a keyword that relates to said movie, displaying, in said area, a time at which said movie is showing.

5. The one or more computer-readable storage media of claim 1, wherein said conversation comprises an e-mail conversation.

6. The one or more computer-readable storage media of claim 1, wherein said acts further comprise:

receiving, from said advertising server, a second ad that is distinct from said first ad; and

storing said second ad in an ad queue;

wherein said displaying comprises displaying said first ad and said second ad in an order in which said first ad and said second ad are in said queue.

7. A method of presenting ads to users, wherein the method comprises:

using a processor to perform acts comprising;

receiving, from a first machine, a first keyword that has been detected in an instant messaging (IM) conversation in which a first person participates using said first machine, wherein said first keyword is detected by comparing said content with dictionary of keywords that is stored on said first machine;

selecting a first content item based on said first keyword by identifying content that corresponds to said first keyword; and

sending said first content item to said first machine to be displayed to said first person in a window in which said conversation appears, wherein said first machine is configured to send, to participants in said conversation, data that allows said first content to be synchronized among participants in said conversation.

8. The method of claim 7, wherein said first content item comprises an ad, and wherein said selecting comprises:

comparing said first keyword with an ad database; and

identifying said ad in said ad database by determining that said ad corresponds to said first keyword.

9. The method of claim 7, wherein said first keyword relates to weather or to a location, and wherein said first content item comprises a weather report for said location.

10. The method of claim 7, wherein said first keyword relates to a movie, and wherein said first content item comprises a time at which said movie is showing.

11. The method of claim 7, wherein said acts further comprise:

receiving, from a second machine that is distinct from said first machine, a second keyword that has been detected in said instant messaging conversation;

selecting a second content item based on said second keyword, said second content item being distinct from said first content item; and

synchronizing impressions of said first content item and said second content item so that said first machine displays said first content item and said second content item to said first person, and so that said second machine displays said first content item and said second content item to a second person.

12. The method of claim 7, wherein said instant messaging conversation is part of an audio chat session.

13. The method of claim 7, wherein said instant messaging conversation is part of a video chat session.

14. A device for presenting ads to a user, the device comprising:

a processor;

a memory;

a display;

an conversation component through which a user of said device sends and receives messages with one or more participants, wherein said ad impression component sends and receives data with said one or more participants that allows ads to be synchronized between said user and said one or more participants; and

an ad impression component that is stored in said memory and that executes on said processor, wherein said ad impression component detects a first keyword in said messages and sends said first keyword to a server, wherein said ad impression component receives, from said server, a first content item, wherein said ad impression component displays said first content item in a window in which said conversation is displayed.

15. The device of claim 14, wherein said first content item comprises an ad.

16. The device of claim 14, wherein said first keyword relates to weather or to a location, and wherein said first content item comprises a weather report for said location.

17. The device of claim 14, wherein said first keyword relates to a movie, and wherein said first content item comprises a time at which said movie is showing.

18. The device of claim 14, further comprising:

a queue;

wherein said ad impression component receives, from said server, a second content item that is distinct from said first content item, wherein said ad impression component stores said first content item and said second content item in an order in said queue, and displays said first content and said second content item in said window in said order.

19. The device of claim 14, wherein said conversation comprises an audio chat session.

20. The device of claim 14, wherein said conversation comprises a video chat session.