ONLINE ADVERTISING TECHNIQUES UTILIZING TAXONOMICAL MAPPING
First Claim
Patent Images
1. A method comprising:
- using one or more computers, in connection with a first advertisement displayed to a user, facilitating providing the user with a graphical user interface allowing the user to cause the first advertisement to be at least partially replaced by an alternative advertisement;
wherein the graphical user interface includes display of multiple user-selectable alternative advertisement topics or topical categories, and wherein the advertisement topics or topical categories are derived at least in part based on an advertisement taxonomy, and wherein the advertisement taxonomy relates at least in part to topics or topical categories of advertisements;
using one or morc computers, obtaining information relating to a selection, by the user, of a first alternative advertisement topic or topical category of the ultiple user-selectable alternative advertisement topics or topical categories; and
using one or more computers, based at least in part on the selected first alternative advertisement topic of topical category, selecting the alternative advertisement for display to the user.
3 Assignments
0 Petitions
Accused Products
Abstract
Techniques arc provided for allowing a user to cause a displayed advertisement to be replaced by an alternative advertisement. The user is provided with a graphical user interface that includes display of multiple user-selectable alternative advertisement topics or topical categories. The alternative advertisement topics or topical categories may be derived based on an advertisement taxonomy which relates to topics or topical categories of advertisements, and may be topically related to the displayed advertisement. Based at least in part on a selected alternative advertisement topic of topical category, an alternative advertisement is selected for display to the user.
15 Citations
20 Claims
-
1. A method comprising:
-
using one or more computers, in connection with a first advertisement displayed to a user, facilitating providing the user with a graphical user interface allowing the user to cause the first advertisement to be at least partially replaced by an alternative advertisement; wherein the graphical user interface includes display of multiple user-selectable alternative advertisement topics or topical categories, and wherein the advertisement topics or topical categories are derived at least in part based on an advertisement taxonomy, and wherein the advertisement taxonomy relates at least in part to topics or topical categories of advertisements; using one or morc computers, obtaining information relating to a selection, by the user, of a first alternative advertisement topic or topical category of the ultiple user-selectable alternative advertisement topics or topical categories; and using one or more computers, based at least in part on the selected first alternative advertisement topic of topical category, selecting the alternative advertisement for display to the user. - View Dependent Claims (2, 3, 4, 5, 6, 7, 9, 10, 11, 12)
-
-
8. The method of claim, cnroprisiug utilizing the advertisement taxonomy, wherein the advertisement taxonomy comprises multiple tiers, wherein each of the multiple tiers is of a differing degree of topical or topical category specificity, and comprising utilizing a presently displayed advertisement in determining a pivot point within the advertisement taxonomy, wherein the pivot point relates to a tier or facet in the advertisement taxonomy,
-
13. A system comprising:
-
one or more server computers coupled to a network; and one or more databases coupled to the one or more server computers; wherein the one or more server computers are for; in connection with a first advertisement displayed to a user, facilitating providing the user with a graphical user interface allowing the user to cause the first advertisement to be at least partially replaced by an alternative advertisement; wherein the graphical user intcrface includes display of multiple user-selectable alt rnativc advertisement topics or topical categories, and wherein the advertisement topics or topical categories are derived at least in part based on an advertisement taxonomy, and wherein the advertisement taxonomy relates at least in part to topics or topical categories of advertisements; obtaining information relating to a selection, by the user, of a first alternative advertisement topic or topical category of thc iple user-selectable alternative advertisement topics or topical categories; and based at least in part on the selected first alternative advertisement topic of topical category, selecting the alternative advertisement for display to the user. - View Dependent Claims (14, 15, 16, 17, 18, 19)
-
-
20. A co p e readable medium or media containing instructions for executing a method comprising:
-
using one or more computers, in connection with a first advertisciTient displayed to a user, facilitating providing the user with a graphical user interface alio ing the user to cause the first advertisement to be at least partially replaced by an alternative advertisement; wherein the graphical user interface includes display of multiple user-selectable alternative advertisement topics or topical categories, and wherein the advertisement topics or topical categories are derived at least in part based on an advertisement taxonomy, and wherein the advertisement taxonomy relates at least in part to topics or topical categories of advertisements; using one or more computers, obtaining information relating to a selection, by the user, of a first alternative advertisement topic or topical category of the multiple user-selectable alternative advertisement topics or topical categories; and using one or more coolputcos, based at least in part on the selected first alternative advertisement topic of topical category, selecting the alternative advertisement for display to thc user; wherein the advertisement taxonomy comprises multiple tiers, herein each of the multiple tiers is of a differing degree of topical or topical category specificity, and comprising utilizing a presently displayed advertisement in determining a pivot point within the advertisement taxonomy, wherein the pivot point relates to a tier or facet in the advertisement taxonomy, and wherein the alternative advertisement topics or topical categories arc derived based at least in part on the pivot point, and wherein advertisement inventory forecasting is not impacted by selection or display of the alternative advertisement.
-
Specification