CONDUCTING AN AUCTION OF SERVICES RESPONSIVE TO POSITIONAL SELECTION

• US 20120278162A1
• Filed: 04/29/2011
• Published: 11/01/2012
• Est. Priority Date: 04/29/2011
• Status: Active Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Yan, Jun, Ji, Lei, Liu, Ning, Huang, Xuedong, Ni, Xiaochuan, Chen, Zheng, Sun, Jiantao, Bai, Peng, Zhang, Zhimin
• Application Number:
  US13/097,081
• Publication Number:
  US 20120278162A1
• Time in Patent Office: Days
• US Class Current: 705/14.49
• CPC Class Codes: G06Q 30/0261 based on user location

Abstract

Various technologies pertaining to provision of graphical data to a client computing device responsive to receipt of a positional selection on a web page by a user of a client computing device are described herein. A computer-executable application executing on the client computing device detects that the user has selected a certain position on the web page, wherein this application is not called by code of the web page. The position is transmitted to an ad server, which conducts an auction for display space on the client computing device based at least in part upon the detection of the certain position.

Claims

1. A method that facilitates provision of content to a user, the method comprising:

receiving positional information from a client computing device, wherein the positional information indicates a position on a web page that has been selected by the user at the client computing device, and wherein the positional information is received from an entity other than the web page; and

causing graphical data pertaining to content corresponding to the position on the web page to be transmitted to the client computing device for display thereon based at least in part upon the positional information received from the client computing device.

2. The method of claim 1, wherein the graphical data pertaining to content corresponding to the position on the web page is an advertisement.

3. The method of claim 2, further comprising:

prior to causing the graphical data pertaining to the content corresponding to the position on the web page to be transmitted to the client computing device, receiving a plurality of bids from a plurality of advertisers based at least in part upon the positional information; and

selecting the advertisement for transmittal to the client computing device based at least in part upon amounts of bids received from the plurality of advertisers.

4. The method of claim 3, further comprising:

subsequent to receipt of the positional information, computing a relevancy score that indicates a relevance of the advertisement to the content corresponding to the position on the web page, and wherein the advertisement is selected for transmittal to the client computing device based at least in part upon the relevancy score.

5. The method of claim 4, further comprising:

accessing a template that defines a structure/layout of the web page;

inferring the content corresponding to the position on the web page based at least in part upon the structure/layout of the web page as defined by the template; and

computing the relevancy score based at least in part upon the content that is inferred based at least in part upon the structure/layout of the web page defined by the template.

6. The method of claim 4, further comprising:

accessing a search engine index to locate an indexed version of the web page;

determining the content corresponding to the position on the web page in the indexed version of the web page; and

computing the relevancy score based at least in part upon the corresponding to the position on the web page in the stored version of the web page.

7. The method of claim 1 configured for execution in an advertisement server.

8. The method of claim 1, wherein the graphical data pertaining to the content corresponding to the position on the web page comprises a hyperlink to another web page.

9. The method of claim 1, wherein the graphical data pertaining to the content corresponding to the position on the web page is caused to be displayed at the client computing device as an in-line popup.

10. The method of claim 1, further comprising:

prior to causing the graphical data pertaining to the content corresponding to the position on the web page to be transmitted to the client computing device, normalizing the positional information to account for a type of the client computing device to generate normalized positional information; and

causing the data pertaining to the content corresponding to the position on the web page to be transmitted to the client computing device for display thereon based at least in part upon the normalized positional information.

11. The method of claim 1, wherein the entity other than the web page is a computer-executable program executing in a web browser that is displaying the web page at the client computing device.

12. The method of claim 1, wherein the entity other than the web page is an operating system that is executing on the client computing device.

13. A system comprising a plurality of components that are executable by a processor, the components comprising:

a receiver component that receives positional information from a client computing device, wherein the positional information is indicative of a position selected by a user on a web page being viewed at the client computing device, and wherein the positional information is received from an entity other than the web page; and

a content provider component that causes graphical data to be transmitted to the client computing device for display in graphical relation to the position selected by the user on the web page, wherein the content provider selects the graphical data for transmittal to the client computing device based at least in part upon the positional information received from the client computing device.

14. The system of claim 13, wherein the entity other than the web page is a computer-executable application executing in a web browser utilized to display the web page at the client computing device, wherein the web page lacks code that calls the computer-executable application.

15. The system of claim 13, wherein the entity other than the web page is an operating system executing on the client computing device.

16. The system of claim 13, wherein the graphical data comprises an advertisement.

17. The system of claim 16, further comprising an auction component that receives bids from a plurality of prospective advertisers, and wherein the content provider component selects the advertisement from amongst a plurality of prospective advertisements based at least in part upon an amount of the bids.

18. The system of claim 16, further comprising a relevancy calculator component that computes a measure of relevancy between the advertisement and content on the web page at the position selected by the user, wherein the content provider component selects the advertisement from amongst a plurality of advertisements based at least in part upon measure of relevancy.

19. The system of claim 18, wherein responsive to the receiver component receiving the positional information, the relevancy calculator component retrieves a template corresponding to the web page from a data store, wherein the template defines a structure/layout of the web page, and wherein the relevancy calculator component computes the measure of relevancy between the advertisement and the content on the web page based at least in part upon the structure/layout of the web page defined by the template.

20. A non-transitory computer-readable medium comprising instructions that, when executed by a processor, cause the processor to perform acts comprising:

receiving positional information from an application executing on a client computing device, wherein the positional information identifies a position on a web page selected by a user of the client computing device, wherein the positional information is received by an application executing on the client computing device other than a web browser that is employed to load the web page on the client computing device;

subsequent to receiving the positional information, receiving a plurality of bids from a respective plurality of advertisers that desire to cause at least one advertisement to be displayed in graphical relation to the position on the web page selected by the user of the client computing device;

responsive to receiving the positional information, inferring content on the web page that corresponds to the position on the web page selected by the user;

subsequent to receiving the plurality of bids and inferring the content on the web page, computing a relevancy score that, for each prospective advertisement, is indicative of relevance of an advertisement to the content that is inferred to be on the web page;

selecting an advertisement from amongst a plurality of advertisements based at least in part upon amounts of the bids and the relevancy score; and

transmitting the advertisement to the client computing device for display thereon.