TECHNIQUES FOR RENDERING ADVERTISEMENTS WITH RICH MEDIA

• US 20120278169A1
• Filed: 02/29/2012
• Published: 11/01/2012
• Est. Priority Date: 11/07/2005
• Status: Active Grant

• Current Assignee: Tremor International Ltd.
• Original Assignee: Tremor Media Incorporated (Magnite, Inc.)
• Inventors: Lee, Steven, Martin, Pete, Lau, Wai Kit
• Granted Patent: US 9,563,826 B2
• Time in Patent Office: Days
• US Class Current: 705/14.53
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0252 based on events or environment, e.g. weather or festivals
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06V 10/768 using context analysis, e.g. recognition aided by known co-occurring patterns
• CPC Class Codes: G10L 15/06 Creation of reference templates; Training of speech recognition systems, e.g. adaptation to the characteristics of the speaker's voice G10L15/14 takes precedence

Abstract

In one embodiment, an advertisement is matched to subject matter in a portion of rich media content, such as a digital video, Flash™ animation, etc. For example, during the playing of rich media content, it may be determined by audio recognition techniques that the content'"'"'s subject matter matches or correlates with an advertisement. Rendering preferences associated with the advertisement are then determined. The rendering preferences may be used to determine how the advertisement should be rendered (i.e., displayed in association with the content). The advertisement is then served to a device. The advertisement is served such that it can be rendered relative to a time that the portion of media is being displayed on the device.

Claims

1-39. -39. (canceled)

40. A non-transitory processor-readable medium storing code representing instructions for correlating advertisements to rich media content, the instructions configured to cause a processor to:

determine a subject matter contained in each of a plurality of segments of an item of rich media content using one or more recognition techniques selected from a group consisting of audio recognition, image recognition, and semantic analysis;

select an advertisement from among a plurality of advertisements to associate with each of the plurality of segments of the item of rich media content based at least in part on, at least one of, a probability of a concept match within the plurality of segments, a concentration of one or more concept matches within the plurality of segments, or a first position within a segment from the plurality of segments of a first concept match relative to a second position within that segment of a second concept match; and

serve the advertisement for each of the plurality of segments to a device for rendering in conjunction with playing each of the plurality of segments of the item of rich media content on the device.

41. The non-transitory processor-readable medium of claim 40, wherein the code representing instructions configured to cause the processor to select includes code representing instructions configured to cause the processor to:

determine match information associated with an advertisement in the plurality of advertisements;

determine if the match information is found in one of the plurality of segments of the item of rich media content; and

select the advertisement if the match information is found in the one of the plurality of segments of the item of rich media content.

42. The non-transitory processor-readable medium of claim 40, wherein the code representing instructions configured to cause the processor to select includes code representing instructions configured to cause the processor to:

determine scores for one or more criteria for each of the plurality of advertisements; and

select the advertisement based at least in part on the determined scores.

43. The non-transitory processor-readable medium of claim 42, wherein the one or more criteria includes a bid price for the advertisement, an amount of the bid price affects the score given to the advertisement.

44. The non-transitory processor-readable medium of claim 43, wherein the code representing instructions configured to cause the processor to select includes code representing instructions configured to cause the processor select such that revenue from bids associated with the plurality of advertisements is maximized.

45. The non-transitory processor-readable medium of claim 40, wherein the code representing instructions configured to cause the processor to select the advertisement is configured to select the advertisement based in part on an occurrence of an anti-keyword within the rich media content.

46. The non-transitory processor-readable medium of claim 40, wherein the code representing instructions configured to cause the processor to determine includes code representing instructions configured to cause the processor to determine the subject matter contained in a segment from the plurality of segments based on a concept associated with at least one keyword within the segment, the at least one keyword being different from the concept.

47. The non-transitory processor-readable medium of claim 40, wherein the code representing instructions configured to cause the processor to select the advertisement includes code representing instructions configured to cause the processor to select the advertisement based in part on an occurrence of an anti-concept associated with the rich media content.

48. The non-transitory processor-readable medium of claim 40, wherein the code representing instructions configured to cause the processor to determine includes code representing instructions configured to cause the processor to determine the subject matter contained in a segment from the plurality of segments based on a concept associated with an image within the segment.

49. The non-transitory processor-readable medium of claim 40, wherein the advertisement associated with a segment from the plurality of segments includes a coupon associated with the rich media content.

50. The non-transitory processor-readable medium of claim 40, wherein the advertisement for a segment from the plurality of segments includes a graphical image, the code representing instructions configured to cause the processor to serve includes code representing instructions configured to cause the processor to serve the advertisement within the rich media content.

51. An apparatus for correlating advertisements to rich media content, comprising:

a recognition engine implemented in at least one of a memory or a processing device, the recognition engine configured to determine a concept associated with a segment from a plurality of segments of an item of rich media content based on at least one keyword in the segment, the concept associated with the segment being different than the at least one keyword; and

a correlation engine operatively coupled to the recognition engine, the correlation engine configured to select an advertisement from a plurality of advertisements to associate with the segment based at least in part on, at least one of, a probability of a concept match between the concept associated with the segment and a concept of the advertisement, a concentration of one or more concept matches between the concept associated with the segment and the concept of the advertisement, or a first position within the segment of a first concept match between the concept associated with the segment and the concept of the advertisement relative to a second position within the segment of a second concept match between the concept associated with the segment and the concept of the advertisement,

the correlation engine configured to send a signal associated with the advertisement to a device such that the device renders the advertisement in conjunction with presenting the segment.

52. The apparatus of claim 51, wherein the correlation engine is configured to select the advertisement from the plurality of advertisements based at least in part on, at least one of, whether the advertisement has previously been selected when displayed to a user, a price for placement of the advertisement, a geographic area where the rich media content will be displayed on the device, or a demographic classification of the user of the device.

53. The apparatus of claim 51, wherein the correlation engine is configured to select the advertisement based in part on an occurrence of an anti-concept associated with the rich media content.

54. The apparatus of claim 51, wherein the advertisement includes a graphical image, the correlation engine configured to send the signal such that the device renders the advertisement within the rich media content.

55. The apparatus of claim 51, wherein the correlation engine is configured to select the advertisement based in part on an occurrence of an anti-keyword within the rich media content.

56. A method for correlating advertisements to rich media content, comprising:

receiving, from a recognition engine, an identifier of a concept associated with a segment from a plurality of segments of an item of rich media content;

selecting, in response to the receiving, an advertisement from a plurality of advertisements to associate with the segment based at least in part on a probability of a concept match between the concept associated with the segment and a concept of the advertisement, whether the advertisement has previously been selected when displayed to a user, and a geographic area where the rich media content will be displayed on the device; and

sending a signal associated with the advertisement to a device such that the device renders the advertisement in conjunction with presenting the segment.

57. The method of claim 56, wherein the selecting is based in part on an occurrence of an anti-concept associated with the rich media content.

58. The method of claim 56, wherein the advertisement includes a graphical image, the sending includes sending the signal such that the device renders the advertisement within the rich media content.

59. The method of claim 56, wherein the advertisement includes a coupon associated with the concept.