COMBINATION CREATIVE ADVERTISEMENT TARGETING SYSTEM

• US 20120124466A1
• Filed: 11/15/2010
• Published: 05/17/2012
• Est. Priority Date: 11/15/2010
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Sinn, Richard, Tse, Takchun
• Granted Patent: US 8,510,653 B2
• Time in Patent Office: Days
• US Class Current: 715/255
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A system and method for serving ad creatives to a user includes steps of: monitoring open conversation windows of a client during a login session, wherein each open conversation window is a conversation between the client and a correspondent; receiving client state information associated with each open conversation window; sending the client state information to client state information store; responsive to initiation of a new client session, retrieving the client state information; dynamically computing a template for a combination ad creative customized for each open conversation window associated with the new client session; generating the combination ad creative from the template; and serving the combination ad creative to the client.

Claims

1. A method for serving ad creatives to a client, said method comprising steps of:

using a processor device configured to perform;

monitoring open conversation windows of the client during a login session, wherein each open conversation window comprises a conversation between said client and a correspondent;

receiving client state information associated with each open conversation window;

sending the client state information to a client state information store;

responsive to initiation of a new client session, retrieving the client state information;

dynamically computing a template for a combination ad creative customized for each open conversation window associated with the new client session;

generating the combination ad creative from the template; and

serving the combination ad creative to the client.

2. The method of claim 1 wherein receiving the client state information comprises receiving configuration information and session information.

3. The method of claim 2 wherein dynamically computing the template comprises:

combining a plurality of conversation windows from previous conversations with the correspondent into a conversation history window for said correspondent; and

configuring the template in a form factor to accommodate an advertisement adjacent to the conversation history windows.

4. The method of claim 3 wherein generating the combination ad creative comprises:

retrieving advertisements related to each open conversation window using the session information, wherein the advertisements are selected to correspond to at least one parameter in the session information; and

incorporating the retrieved advertisements such that each retrieved advertisement is positioned adjacent to the conversation history window to which it is associated, using the configuration information.

5. The method of claim 1 further comprising filtering the client state information to remove any information not required for generating the ad creative.

6. The method of claim 4 wherein receiving the session information comprises receiving a time-of-day parameter.

7. The method of claim 6 wherein the advertisements are retrieved based on the time-of-day parameter.

8. The method of claim 1 wherein serving the combination ad creative comprises serving the ads in a vertical path form factor.

9. The method of claim 1 wherein serving the combination ad creative comprises serving the ads in a storyboard form factor.

10. The method of claim 1 wherein sending the client state information comprises sending a tuple comprising:

a number of open conversation windows, identifiers of correspondents in each open conversation window, and keywords identifying content of each open conversation window.

11. A system comprising:

a client state information store storing client state information from open conversation windows of a client during a login session, wherein each open conversation window comprises a conversation between said client and a correspondent;

a server device in operative communication with the client, said server device comprising;

a monitor engine configured to perform;

monitoring the open conversation windows of the client during the login session;

receiving client state information associated with each open conversation window; and

sending the client state information to the client state information store;

a customization engine that, in response to a state event, retrieves the client state information to dynamically compute a template for a customized ad creative customized for each open conversation window associated with a new client session;

an ad generator engine generating the combination ad creative from the template; and

a communication interface serving the combination ad creative to the client.

12. The system of claim 11 wherein the client state information comprises configuration information and session information.

13. The system of claim 11 further comprising a filter filtering the client state information to remove any information not required for generating the ad creative.

14. The system of claim 11 wherein the template comprises:

at least one conversation history window combining a plurality of conversation windows from previous conversations with the correspondent; and

a form factor to accommodate an advertisement adjacent to each conversation history window.

15. The system of claim 11 wherein the session information comprises receiving a time-of-day parameter used to retrieve the advertisements.

16. A computer program product within a non-transitory computer readable storage medium comprising program code that when executed, causes a computer to perform steps of:

monitoring open conversation windows of a client during a login session, wherein each open conversation window comprises a conversation between said client and a correspondent;

receiving client state information associated with each open conversation window;

sending the client state information to a client state information store;

responsive to initiation of a new client session, retrieving the client state information;

dynamically computing a template for a combination ad creative customized for each open conversation window associated with the new client session;

generating the combination ad creative from the template; and

serving the combination ad creative to the client.

17. The computer program product of claim 16 wherein receiving the client state information comprises receiving configuration information and session information.

18. The computer program product of claim 17 wherein dynamically computing the template comprises:

combining a plurality of conversation windows from previous conversations with the correspondent into a conversation history window for said correspondent; and

configuring the template in a form factor to accommodate an advertisement adjacent to the conversation history windows.

19. The computer program product of claim 18 wherein generating the combination ad creative comprises:

retrieving advertisements related to each open conversation window using the session information, wherein the advertisements are selected to correspond to at least one parameter in the session information; and

incorporating the retrieved advertisements such that each retrieved advertisement is positioned adjacent to the conversation history window to which it is associated, using the configuration information.

20. The computer program product of claim 16 further comprising filtering the client state information to remove any information not required for generating the ad creative.