Guaranteed Retargeting in Online Advertising

• US 20130218676A1
• Filed: 02/17/2012
• Published: 08/22/2013
• Est. Priority Date: 02/17/2012
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Ahrens, Matthew, Muchnik, Greg, Klish, Aaron J.
• Application Number:
  US13/399,580
• Publication Number:
  US 20130218676A1
• Time in Patent Office: Days
• US Class Current: 705/14.53
• CPC Class Codes: G06Q 30/0241 Advertisements

Abstract

The present invention provides techniques for use in advertising, including online advertising. Techniques are provided that include providing to advertisers guaranteed delivery advertisement retargeting, or contracts or agreements in guaranteed delivery advertisement retargeting. Techniques are provided that allow advertisers to purchase an anticipated set of advertisement impressions to a single user. The advertisement impressions may be of an identical advertisement or similar advertisements, and may be sequenced over time.

Claims

1. A method comprising:

using one or more computers, allowing an advertiser to purchase a set of anticipated guaranteed retargeting advertisement impressions, wherein the set includes two or more identical or similar advertisements;

using one or more computers, in accordance with the purchase, serving a user a first advertisement of the set at a first time;

using one or more computers, causing one or more additional advertisements of the set to be downloaded to a cache of a computer of the user;

using one or more computers, determining that one or more later advertisement serving opportunities to the user, relative to the first time, are available; and

using one or more computers, in accordance with the purchase, facilitating causing serving or display of each of the one or more additional advertisements of the set to the user utilizing the one or more later advertisement serving opportunities.

2. The method of claim 1, wherein the set comprising three or more advertisements for predetermined time-spaced sequential display to the user, and comprising causing serving or display of each of the three or more advertisements in sequential order.

3. The method of claim 1, wherein the set comprising three or more advertisements for predetermined time-spaced sequential display to the user, and comprising causing serving or display of each of the three or more advertisements in sequential order, and comprising allowing the advertiser to specify criteria relating to the sequential display.

4. The method of claim 1, comprising providing a graphical user interface through which the advertiser can make the purchase.

5. The method of claim 1, wherein the purchase is, or is part of, a guaranteed delivery advertising agreement or contract.

6. The method of claim 1, comprising allowing the advertiser to purchase the set, and wherein the set consists of identical advertisements.

7. The method of claim 1, comprising allowing the advertiser to purchase the set, and wherein the set consists of similar advertisements, wherein each of the advertisements in the set in similar in that each of the advertisements in the set advertises a particular brand, product or service, or one of a particular group of related products or services.

8. The method of claim 1, comprising allowing the advertiser to purchase the set, and wherein the set consists of similar advertisements, wherein each of the advertisement in the set is for the purpose of causing the user to make a purchase of a particular product or service, of the advertiser, or one of a particular group of related products or services, of the advertiser.

9. The method of claim 1, comprising tracking the user utilizing cookie information.

10. A system comprising:

one or more server computers coupled to a network; and

one or more databases coupled to the one or more server computers;

wherein the one or more server computers are for;

allowing an advertiser to purchase a set of anticipated guaranteed retargeting advertisement impressions, wherein the set includes two or more identical or similar advertisements;

in accordance with the purchase, serving a user a first advertisement of the set at a first time;

causing one or more additional advertisements of the set to be downloaded to a cache of a computer of the user;

determining that one or more later advertisement serving opportunities to the user, relative to the first time, are available; and

in accordance with the purchase, facilitating causing serving or display of each of the one or more additional advertisements of the set to the user utilizing the one or more later advertisement serving opportunities.

11. The system of claim 10, wherein at least one of the one or more server computers are coupled to the Internet.

12. The system of claim 10, wherein the set comprising three or more advertisements for predetermined time-spaced sequential display to the user, and comprising causing serving or display of each of the three or more advertisements in sequential order.

13. The system of claim 10, wherein the set comprising three or more advertisements for predetermined time-spaced sequential display to the user, and comprising causing serving or display of each of the three or more advertisements in sequential order, and comprising allowing the advertiser to specify criteria relating to the sequential display.

14. The system of claim 10, comprising providing a graphical user interface through which the advertiser can make the purchase.

15. The system of claim 10, wherein the purchase is, or is part of, a guaranteed delivery advertising agreement or contract.

16. The method of claim 10, comprising allowing the advertiser to purchase the set, and wherein the set consists of identical advertisements.

17. The system of claim 10, comprising allowing the advertiser to purchase the set, and wherein the set consists of similar advertisements, wherein each of the advertisement in the set is for the purpose of causing the user to make a purchase of a particular product or service, or one of a particular group of related products or services.

18. The system of claim 10, comprising allowing the advertiser to purchase the set, and wherein the set consists of similar advertisements, wherein each of the advertisement in the set is for the purpose of causing the user to make a purchase of a particular product or service, of the advertiser, or one of a particular group of related products or services, of the advertiser.

19. The system of claim 10, comprising tracking the user utilizing cookie information.

20. A computer readable medium or media containing instructions for executing a method comprising:

using one or more computers, allowing an advertiser to purchase a set of anticipated guaranteed retargeting advertisement impressions, wherein the set includes three or more similar advertisements for predetermined time-spaced display in a sequence to a user;

using one or more computers, in accordance with the purchase, serving a user a first advertisement of the sequence, of the set, at a first time;

using one or more computers, causing downloading of two or more additional advertisements of the set to be downloaded to a cache of a computer of the user;

using one or more computers, determining that one or more later advertisement serving opportunities to the user, relative to the first time, are available; and

using one or more computers, in accordance with the purchase, facilitating causing serving or display, in the sequence, of each of the one or more additional advertisements of the set to the user utilizing the one or more later advertisement serving opportunities.