CONTEXT-CONTINGENT TARGETING IN ONLINE ADVERTISING

• US 20130085865A1
• Filed: 10/04/2011
• Published: 04/04/2013
• Est. Priority Date: 10/04/2011
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Zhou, Yang, Zhang, Ruofei
• Application Number:
  US13/252,382
• Publication Number:
  US 20130085865A1
• Time in Patent Office: Days
• US Class Current: 705/14.66
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

An advertising exchange server for context-contingent targeting of online advertisements may include a processor, memory, a communication interface, and a database saved in system storage to store advertisements saved in relation to advertising attributes. The processor may be configured to work with the communication interface to provide an option for an advertiser to express a targeting profile using a freeform mixture of logical operations including a plurality of targeting attributes, the freeform mixture of logical operations excluding solely a series of conjunctive combinations. The processor may receive, and store in memory, the expressed targeting profile and at least one associated advertisement from the advertiser. The processor may receive and match an advertising opportunity with one or more targeting attributes of the targeting profile. The processor may deliver the advertisement associated with the targeting profile that substantially matches the advertising opportunity to fill the advertising opportunity.

Claims

1. A computer-implemented method for context-contingent targeting of online advertisements, the method executable by a computer having a processor and memory, comprising:

providing, by the processor through an advertiser interface of the computer, an option for an advertiser to express a targeting profile using a freeform mixture of logical operations comprising a plurality of targeting attributes, the freeform mixture of logical operations excluding solely a series of conjunctive combinations;

receiving, with the computer, the expressed targeting profile and at least one associated advertisement from the advertiser;

receiving, with the computer, an advertising opportunity generated by a user;

matching, by the processor, the advertising opportunity with one or more targeting attributes of the targeting profile; and

delivering, with the computer, the advertisement associated with the targeting profile that substantially matches the advertising opportunity to a browser of a computing device of the user to fill the advertising opportunity.

2. The method of claim 1, where the plurality of targeting attributes comprise respective molecular attributes, and where the logical operations comprise a disjunctive of at least some the plurality of molecular attributes.

3. The method of claim 2, where each molecular attribute comprises a series of literals combined with a logical AND or with a combination of logical operators.

4. The method of claim 3, where the literals comprise an allowed value or a disallowed value.

5. The method of claim 2, where the plurality of molecular attributes are combined at least in part with logical ORs, the method further comprising:

tuning the targeting profile by adding or deleting one or more of the molecular attributes.

6. The method of claim 1, where the logical operations comprise a disjunctive of the plurality of attributes including a disjunctive normal form where the targeting profile comprises a disjunctive of conjunctive targeting attributes.

7. The method of claim 6, where the attributes comprise constraints including an allowed or a disallowed value, the method further comprising:

tuning the targeting profile by adding or deleting the targeting attributes.

8. The method of claim 1, where matching comprises searching through an indexed database of targeting profiles saved in the memory in relation to associated advertisements.

9. An advertising exchange server for context-contingent targeting of online advertisements, comprising:

a processor and memory;

a communication interface coupled with the processor;

a database saved in system storage coupled with the processor, the database configured to store advertisements saved in relation to advertising attributes;

where the processor, in conjunction with the communication interface, is configured to;

provide an option for an advertiser to express a targeting profile using a freeform mixture of logical operations comprising a plurality of targeting attributes, the freeform mixture of logical operations excluding solely a series of conjunctive combinations;

receive, and store in memory, the expressed targeting profile and at least one associated advertisement from the advertiser;

receive and match an advertising opportunity with one or more targeting attributes of the targeting profile; and

deliver the advertisement associated with the targeting profile that substantially matches the advertising opportunity to fill the advertising opportunity.

10. The server of claim 9, where the plurality of targeting attributes comprise respective molecular attributes, and where the logical operations comprise a disjunctive of at least some the plurality of molecular attributes.

11. The server of claim 10, where each molecular attribute comprises a series of literals combined with a logical AND or with a combination of logical operators.

12. The server of claim 11, where the literals comprise an allowed value or a disallowed value.

13. The server of claim 10, where the plurality of molecular attributes are combined at least in part with logical ORs, the method further comprising:

tuning the targeting profile by adding or deleting one or more of the molecular attributes.

14. The server of claim 9, where the logical operations comprise a disjunctive of the plurality of attributes including a disjunctive normal form where the targeting profile comprises a disjunctive of conjunctive targeting attributes.

15. The server of claim 14, where the attributes comprise constraints including an allowed or a disallowed value, the processor further configured to tune the targeting profile by adding or deleting the targeting attributes.

16. A computer-readable medium comprising a set of instructions for context-contingent targeting of online advertisements, the set of instructions executable by a computing device having a processor and memory, the computer-readable medium comprising:

instructions to direct the processor to provide an option for an advertiser to express a targeting profile using a freeform mixture of logical operations comprising a plurality of targeting attributes, the freeform mixture of logical operations excluding solely a series of conjunctive combinations;

instructions to direct the processor to receive the expressed targeting profile and at least one associated advertisement from the advertiser;

instructions to direct the processor to receive an advertising opportunity generated by a user;

instructions to direct the processor to match the advertising opportunity with one or more targeting attributes of the targeting profile; and

instructions to direct the processor to deliver the advertisement associated with the targeting profile that substantially matches the advertising opportunity to a browser of a computing device of the user to fill the advertising opportunity.

17. The computer-readable medium of claim 16, where the plurality of targeting attributes comprise respective molecular attributes, and where the logical operations comprise a disjunctive of at least some the plurality of molecular attributes.

18. The computer-readable medium of claim 17, where each molecular attributes comprises a series of literals combined with a logical AND or with a combination of logical operators.

19. The computer-readable medium of claim 18, where the literals comprise an allowed value or a disallowed value.

20. The computer-readable medium of claim 17, where the plurality of molecular attributes are combined at least in part with logical ORs, the instructions further to direct the processor to tune the targeting profile by adding or deleting one or more of the molecular attributes.

21. A system including a user interface for enabling context-contingent targeting of online advertisements, comprising:

a processor and memory;

a user interface executable by the processor within a browser of a computing device of an advertiser, the user interface configured to receive an input from the browser including a freeform mixture of logical operations defining a targeting profile, the targeting profile comprising a plurality of targeting attributes excluding solely a series of conjunctive combinations of the plurality of targeting attributes; and

a database saved in the memory, the database configured to store advertisements saved in relation to advertising attributes of the targeting profile to be matched with online advertising opportunities.

22. The system of claim 21, the processor further configured to

match the targeting profile with at least one of a plurality of online advertising opportunities generated by a plurality of users;

and

in response to finding a match, delivering the matching advertisement to fill the at least one online advertising opportunity.

23. The system of claim 21, where the plurality of targeting attributes comprise respective molecular attributes, and where the logical operations comprise a disjunctive of at least some the plurality of molecular attributes.

24. The system of claim 23, where each molecular attribute comprises a series of literals combined with a logical AND or with a combination of logical operators, where the literals comprise an allowed value or a disallowed value.

25. The system of claim 23, where the plurality of molecular attributes are combined at least in part with logical ORs, the processor further configured to tune the targeting profile by adding or deleting one or more of the molecular attributes in response to inputs through the user interface to delete the one or more molecular attributes.

26. A computer-implemented method for context-contingent targeting of online advertisements, the method executable by a computer having a processor and memory, comprising:

receiving, by the computer, an advertising opportunity generated by a user;

matching, by the processor, the advertising opportunity with a targeting profile saved in the memory, the targeting profile comprising a plurality of targeting attributes expressed in a freeform mixture of logical operations excluding solely a series of conjunctive combinations of the plurality of targeting attributes;

retrieving, by the processor, an advertisement saved in memory in relation to the targeting profile having targeting attributes substantially matching attributes of the advertising opportunity; and

delivering, by the computer, the advertisement to a browser of the user to fill the advertisement opportunity.

27. The method of claim 26, where the plurality of targeting attributes comprise respective molecular attributes, and where the logical operations comprise a disjunctive of at least some the plurality of molecular attributes.

28. The method of claim 27, where each molecular attributes comprises a series of literals combined with a logical AND or with a combination of logical operators, where the literals comprise an allowed value or a disallowed value.

29. The method of claim 27, where the plurality of molecular attributes are combined at least in part with logical ORs, the method further comprising:

receiving a revision to the targeting profile as an addition or deletion of one or more of the molecular attributes.

30. The method of claim 26, where the logical operations comprise a disjunctive of the plurality of targeting attributes including a disjunctive normal form, where the targeting profile comprises a disjunctive of conjunctive targeting attributes, and where the targeting attributes comprise literals including an allowed or a disallowed value, the method further comprising:

receiving a revision to the targeting profile as an addition or a deletion of one or more of the targeting attributes.