PRIORITIZING ADVERTISEMENTS BASED ON USER ENGAGEMENT

• US 20120158502A1
• Filed: 12/17/2010
• Published: 06/21/2012
• Est. Priority Date: 12/17/2010
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: CHUNG, WOOK JIN, PATWA, PRITESH, MARKOV, MARTIN MIROSLAVOV
• Application Number:
  US12/971,400
• Publication Number:
  US 20120158502A1
• Time in Patent Office: Days
• US Class Current: 705/14.53
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

An advertisement engine, a computer-implemented method, and computer-readable media to select advertisements are provided. The advertisement engine is connected to an advertisement database and user database. The advertisement engine selects advertisements from the advertisement database based on user engagement data associated with a user. The user engagement data is stored in the user database. The user engagement data includes the length of time a user focused on content displayed by a client device.

Claims

1. A computer-implemented method to deliver advertisements to a user'"'"'s client device, the method comprising:

providing one or more advertisements and a time period associated with the one or more advertisements;

receiving user engagement data, wherein the user engagement data specifies a length of time a user has interacted with a type of content previously rendered by a client device similar to content currently rendered by the client device;

selecting one or more advertisements for delivery based on the length of time the user has interacted with the type of content previously rendered by the client device;

prioritizing the one or more selected advertisements that match the content currently rendered by the client device; and

transmitting the one or more prioritized advertisements to the client device for rendering.

2. The computer-implemented method of claim 1, wherein selecting one or more advertisements further comprises matching the time period associated with the one or more advertisements with the length of time the user has interacted with the type of content previously rendered similar to the content currently rendered by the client device.

3. The computer-implemented method of claim 1, wherein selecting one or more advertisements further comprises matching the time period associated with the one or more advertisements with a length of time the user has interacted with a region of the content previously rendered having a type similar to a region of content currently rendered by the client device.

4. The computer-implemented method of claim 1, wherein the user engagement data further comprises a region of the content currently rendering those interests the user determined by measurements of one or more cameras that monitor eye movements of the user.

5. The computer-implemented method of claim 4, wherein the user engagement data comprises keywords extracted from the region.

6. The computer-implemented method of claim 4, further comprising extracting keywords from the region.

7. The computer-implemented method of claim 6, further comprising storing the keywords in a profile associated with the user.

8. A computer system, the system comprising:

a user database configured to store user profiles that include interests of users that interact with content;

an advertisement database configured to store advertisements and targeting information provided by advertisers; and

an advertisement engine configured to deliver advertisements to users interacting with content, wherein the advertisement engine;

receives user engagement data from client devices that render the content that users interact with,

updates the user profiles with keywords included in the user engagement data,

selects advertisements from the advertisement database based on the interests of the users that interact with the content and the keywords,

prioritizes the selected advertisements, and

transmits the prioritized advertisements for rendering on the client device.

9. The computer system of claim 8, wherein the advertisements are prioritized based on advertiser bid amount.

10. The computer system of claim 9, wherein the advertisement database also stores for each advertisement, multiple advertiser bid amounts that vary as a function of the length of time that users interact with the content.

11. The computer system of claim 8, wherein the advertisement database stores advertisements that are assigned a display period.

12. The computer system of claim 8, wherein the keywords included in the user engagement data are extracted from a region of the content that was focused on by the user.

13. The computer system of claim 12, wherein the user focus is determined by one of:

cameras tracking a user'"'"'s eyes, gestures, zoom-in actions, highlight actions, pointer movements, scrolling actions, or voice commands.

14. The computer system of claim 8, wherein the user profiles specify a level of interest for topics included in the profiles.

15. The computer system of claim 14, wherein the level of interest is one of:

subject matter expert, professional, amateur, or beginner.

16. A computer-readable media storing computer-usable instructions for performing a method to deliver advertisements to client devices, the method comprising:

receiving user engagement data, wherein the user engagement data comprises a region of content identified by a gesture;

selecting one or more advertisements for delivery based on keywords included in the region identified by the gesture;

prioritizing the one or more selected advertisements; and

transmitting the one or more prioritized advertisements to the client device for rendering with the content.

17. The computer readable media of claim 16, wherein the user engagement data further comprises a length of time a user has interacted with the region, the length of time is determined from measurements of one or more cameras that monitor eye movements of the user.

18. The computer-readable media of claim 17, wherein selecting one or more advertisements further comprises matching a time period associated with one or more advertisements stored in an advertisement database with the length of time the user has interacted with the region of the content.

19. The computer-readable media of claim 17, wherein the advertisements are prioritized based on advertiser bids that vary as a function of the length of time.

20. The computer-readable media of claim 16, wherein the gesture is one of:

a zoom-in, select, or highlight of a region of the content action received by the client devices.