Enabling Advertisers to Bid on Abstract Objects

• US 20120150657A1
• Filed: 12/14/2010
• Published: 06/14/2012
• Est. Priority Date: 12/14/2010
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Chandra, Ashok, Gemmell, David James, Rubinstein, Benjamin, Dabrowski, Olivier, Lee, Min-John
• Application Number:
  US12/967,855
• Publication Number:
  US 20120150657A1
• Time in Patent Office: Days
• US Class Current: 705/14.66
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

Computer-readable media, computer systems, and computing methods are provided for employing abstract objects to solicit bids from advertisers and to present ads submitted by the advertisers upon a user invoking the abstract objects while conducting an online search. The abstract objects include entities, entity classes, actions, and tasks, which are mined by crawling storage locations on the Internet. These abstract objects are monetized by building an index with entries referencing the abstract objects and maintaining the index in a location accessible to advertisers. Via the index, the advertisers target the abstract objects and place bids thereon. During a user-initiated online search, the abstract objects that are relevant to a task being carried out by the user are identified. Further, ads submitted by advertisers that placed bids upon the identified abstract objects are selected for presentation. Based on the bids, the winning advertiser'"'"'s ad is presented to the user.

Claims

1. One or more computer-readable media having embodied thereon computer-executable instructions that, when executed, perform a method for allowing a first advertiser to bid on an abstract object targeted thereby, the method comprising:

providing an index in a location accessible to advertisers, thereby allowing the first advertiser to view the entries of the index, wherein the index includes entries referencing one or more abstract objects, wherein the one or more abstract objects each describe a specific intent of a user when implementing a search event, and wherein the specific intent is distilled from a compilation of related user interactions with a search engine;

receiving from the first advertiser a campaign specification targeting at least one abstract object from the index and placing a bid for the at least one targeted abstract object; and

storing the bid from the first advertiser in association with the at least one targeted abstract object.

2. The media of claim 1, wherein the one or more abstract objects include at least one of entities, entity classes, entity actions, and tasks.

3. The media of claim 2, wherein the entities each relate to a person, place or thing represented by a particular online description.

4. The media of claim 3, wherein the entity classes each relate to a set of the entities that share a common property.

5. The media of claim 4, wherein the entity actions each relate to one or more online actions the user performs via the user interactions with a search engine, and wherein the one or more online actions address an entity or an entity class.

6. The media of claim 5, wherein each of the tasks relate to a sequence of entity actions that are related by addressing the same entity or entity class.

7. The media of claim 1, the method further comprising:

receiving from a second advertiser a campaign specification targeting the at least one abstract object from the index and submitting a bid for the at least one targeted abstract object; and

storing the bid of the second advertiser in association with the at least one targeted abstract object.

8. The media of claim 7, the method further comprising:

receiving user-interaction information while the user is implementing the search event at the search engine, wherein the user-interaction information comprises at least one of a query string, a selection-action within a UI, a user-profile capturing historic search behavior of the user, or a query log capturing historic search behavior of a plurality of users; and

matching the user-interaction information against the at least one abstract object.

9. The media of claim 8, the method further comprising conducting a spot auction to select an ad to be displayed to the user.

10. The media of claim 9, wherein conducting the spot auction comprises:

accessing the bids that are stored in association with the at least one matched abstract object targeted by the first advertiser and the second advertiser; and

selecting an ad submitted by either the first advertiser or the second advertiser as a function of the bids received therefrom.

11. The media of claim 10, wherein selecting an ad submitted by either the first advertiser or the second advertiser as a function of the bids received therefrom comprises:

comparing a value of the bid received from the first advertiser and a value of the bid received from the second advertiser;

comparing a likelihood of click-through of a link received from the first advertiser and a likelihood of click-through of a link received from the second advertiser; and

comparing a quality of an ad received from the first advertiser and a quality of an ad received from the second advertiser.

12. A computer system for selecting an ad by employing and monetizing abstract objects, the computer system comprising a processing unit coupled to a computer-storage medium, the computer-storage medium having stored thereon a plurality of computer software components executable by the processing unit, the computer software components comprising:

a publishing component to publish an index at an online location, to allow advertisers to navigate the index and to bid upon one or more of the abstract objects therein, to receive bids in association with at least one ad submitted for display, and to temporarily store the bids in association with the at least one ad;

an entity-matching component to compile user interactions during a search event and to compare one or more of the compiled user interactions with the one or more abstract objects referenced by the index; and

a spot-auctioning component to select an ad associated with a bid received at the publishing component, wherein selecting the ad comprises;

(a) identifying an abstract object from the index that matches the one or more compiled user interactions upon comparison using the entity-matching component;

(b) identifying bids placed by one or more of the advertisers targeting the identified abstract object; and

(c) selecting the ad from a plurality of ads associated with the identified bids.

13. The system of claim 12, further comprising an input-receiving component to detect interactions of users when implementing search events at a search engine.

14. The system of claim 13, further comprising a web-crawling component to mine the abstract objects from a record of the user interactions with the input-receiving component, wherein the abstract objects each relate to a person, place, or thing represented by a particular online description, and to construct and maintain the index listing the mined abstract objects.

15. The system of claim 14, further comprising a rendering component for presenting the selected ad within a UI display based upon a visual arrangement of related abstract objects presented within the UI display.

16. A computerized method carried out by a search engine running on a processor for monetizing abstract objects during an online search event, the method comprising:

providing an index referencing one or more abstract objects, wherein the one or more abstract objects each describe a specific intent of a user when implementing a search event, and wherein the specific intent is distilled from a compilation of related user interactions with the search engine;

receiving a selection of at least one abstract object from the index;

receiving a bid for the at least one selected abstract object;

receiving user-interaction information upon the user conducting the search event at the search engine, wherein the user-interaction information comprises at least one of a query string, a selection-action within a UI, a user-profile capturing historic search behavior of the user, or a query log capturing historic search behavior of a plurality of users;

matching the user-interaction information against the at least one selected abstract object; and

recording a charge of an amount of the bid for the matched at least one selected abstract object.

17. The method of claim 16, wherein the one or more abstract objects include at least one of entities, entity classes, entity actions, and tasks.

18. The method of claim 16, further comprising:

accessing an ad for the at least one selected abstract object; and

facilitating presenting the ad to the user within the UI upon matching the user-interaction information against the at least one selected abstract object.

19. The method of claim 18, further comprising conducting a spot auction to select the ad to be displayed to the user.

20. The method of claim 18, further comprising storing the at least one selected object, the bid, and the ad in association with one another in a physical storage location accessible to the processor.