Blending Advertiser Data With Ad Network Data In Order To Serve Finely Targeted Ads

• US 20120158505A1
• Filed: 12/20/2010
• Published: 06/21/2012
• Est. Priority Date: 12/20/2010
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Jaladanki, Sreenivasulu
• Granted Patent: US 9,536,250 B2
• Time in Patent Office: Days
• US Class Current: 705/14.53
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A method and a system are provided for blending advertiser data with ad network data in order to serve finely targeted ads. In one example, the system receives campaign information from one or more advertisers. The campaign information includes at least one of a budget, criteria, and a creative. The system receives a notification from a user device about an available ad spot on a webpage for display at a browser running on the user device. The system receives data from an advertiser. The data from the advertiser pertains to managing an ad to be sent to the user device to fill the ad spot on the webpage. Then, the system combines the data from the advertiser with data from an ad network to obtain combined data. The ad network is configured for managing at least part of an ad campaign. The advertiser is also configured for managing at least part of the ad campaign.

Claims

1. A computer-implemented method for delivering targeted items, the method comprising:

receiving, at a computer, campaign information from one or more messengers, wherein the campaign information includes at least one of a budget, criteria, and a creative;

receiving, at a computer, a notification from a user device about an available item spot on a webpage for display at a browser running on the user device;

receiving, at a computer, data from an outside entity, wherein the data from the outside entity pertains to managing an item to be sent to the user device to fill the item spot on the webpage; and

combining, at a computer, the data from the outside entity with data from an inside entity to obtain combined data, wherein the inside entity is configured for managing at least part of an item campaign, and wherein the outside entity is also configured for managing at least part of the item campaign.

2. The method of claim 1, wherein the inside entity is an item network, and wherein the outside entity is at least one of:

a messenger;

a third party data provider; and

another item network.

3. The method of claim 1, further comprising at least one of:

receiving, at a computer, consumer data from the user device;

sending, from a computer, an item template to the browser on behalf of the outside entity, wherein the item template includes a script configured for forcing an interaction between the inside entity and the outside entity;

4. The method of claim 1, further comprising at least one of:

dividing the item spot into at least two parts, including an item network page and a messenger page, wherein the messenger page is substantially blank before the item network selects the particular outside entity that will advertise at the item spot; and

sending a bridge to the user device, wherein the bridge is a script that facilitates communication between the outside entity and the inside entity, and wherein the bridge allows the outside entity to influence the item that is to be displayed at the browser.

5. The method of claim 4, wherein the bridge includes a JavaScript™

that is configured for facilitating communication between the outside entity and the inside entity.

6. The method of claim 4, wherein the messenger page is configured for receiving a script from the outside entity for communicating with the bridge and for influencing a selection of an item that is to be displayed at the browser, and wherein the script from the outside entity is configured for at one of:

reading messenger-specific cookies;

making decisions based on cookie availability; and

making decisions based on cookie value.

7. The method of claim 4, wherein the bridge is further configured to send instructions back to the item network page to influence item targeting.

8. The method of claim 4, further comprising receiving instructions from the item network page about the appropriate item to send to the browser for display.

9. The method of claim 4, wherein the advertiser page is configured for instructing the browser to load a third party page, including a third party script, and wherein the third party page is configured for receiving from a third party a script configured for influencing item targeting.

10. The method of claim 1, wherein the outside entity and the inside entity do not share proprietary data related to their customers.

11. A system for delivering targeted items, the system comprising:

a computer system configured for;

receiving campaign information from one or more messengers, wherein the campaign information includes at least one of a budget, criteria, and a creative;

receiving a notification from a user device about an available item spot on a webpage for display at a browser running on the user device;

receiving data from an outside entity, wherein the data from the outside entity pertains to managing an item to be sent to the user device to fill the item spot on the webpage; and

combining the data from the outside entity with data from an inside entity to obtain combined data, wherein the inside entity is configured for managing at least part of an item campaign, and wherein the outside entity is also configured for managing at least part of the item campaign.

12. The system of claim 11, wherein the inside entity is an item network, and wherein the outside entity is at least one of:

a messenger;

a third party data provider; and

another item network.

13. The system of claim 11, wherein the system is further configured for at least one of:

receiving, at a computer, consumer data from the user device;

sending, from a computer, an item template to the browser on behalf of the outside entity, wherein the item template includes a script configured for forcing an interaction between the inside entity and the outside entity;

14. The system of claim 11, wherein the system is further configured for at least one of:

dividing the item spot into at least two parts, including an item network page and a messenger page, wherein the messenger page is substantially blank before the item network selects the particular outside entity that will advertise at the item spot; and

sending a bridge to the user device, wherein the bridge is a script that facilitates communication between the outside entity and the inside entity, and wherein the bridge allows the outside entity to influence the item that is to be displayed at the browser.

15. The system of claim 14, wherein the bridge includes a JavaScript™

that is configured for facilitating communication between the outside entity and the inside entity.

16. The system of claim 14, wherein the messenger page is configured for receiving a script from the outside entity for communicating with the bridge and for influencing a selection of an item that is to be displayed at the browser, and wherein the script from the outside entity is configured for at one of:

reading messenger-specific cookies;

making decisions based on cookie availability; and

making decisions based on cookie value.

17. The system of claim 14, wherein the bridge is further configured to send instructions back to the item network page to influence item targeting.

18. The system of claim 14, wherein the system is further configured for receiving instructions from the item network page about the appropriate item to send to the browser for display.

19. The system of claim 14, wherein the advertiser page is configured for instructing the browser to load a third party page, including a third party script, and wherein the third party page is configured for receiving from a third party a script configured for influencing item targeting.

20. The system of claim 11, wherein the outside entity and the inside entity do not share proprietary data related to their customers.

21. A computer readable medium comprising one or more instructions for delivering targeted items, wherein the one or more instructions are configured for causing one or more processors to perform the steps of:

receiving campaign information from one or more messengers, wherein the campaign information includes at least one of a budget, criteria, and a creative;

receiving a notification from a user device about an available item spot on a webpage for display at a browser running on the user device;

receiving data from an outside entity, wherein the data from the outside entity pertains to managing an item to be sent to the user device to fill the item spot on the webpage; and

combining the data from the outside entity with data from an inside entity to obtain combined data, wherein the inside entity is configured for managing at least part of an item campaign, and wherein the outside entity is also configured for managing at least part of the item campaign.