SYSTEM AND METHOD FOR DELIVERING ONLINE ADVERTISEMENTS

• US 20130246173A1
• Filed: 03/15/2012
• Published: 09/19/2013
• Est. Priority Date: 03/15/2012
• Status: Active Grant

• Current Assignee: Responsys Incorporated (Oracle Corporation)
• Original Assignee: Responsys Incorporated (Oracle Corporation)
• Inventors: Berkley, John Daniel, Jones, Scott Evan, Tamhane, Deepali, Rudolfson, Mikael
• Granted Patent: US 10,497,011 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 30/0242 Determining effectiveness of advertisements

Abstract

An ad orchestration server selects and sequences the delivery of ads based on multiple offline and online conditions. The ad orchestration server takes into account messages a user might have seen from the advertiser online which the ad server knows about through its tracking cookie, as well as other data about the user that is obtained using offline and other online methods.

Claims

1. A method of coordinating delivery of a display advertisement with other marketing messages and user actions to a user computer in which a tracking token is stored, comprising the steps of:

receiving the tracking token and mapping the tracking token to a unique user identifier (ID), wherein the unique user ID is associated with a specific user record;

retrieving data associated with the specific user record that relate to past behavior of the user and marketing messages communicated, or scheduled to be communicated, to the user;

checking the data to determine whether conditions have been met for the user to receive a display advertisement; and

if the conditions are met, selecting the display advertisement for the user and causing the display advertisement to be delivered to the user.

2. The method of claim 1, wherein the conditions include whether or not the user has taken a predefined action.

3. The method of claim 2, wherein the predefined action includes one or more of clicking on marketing messages, buying a product, online or offline, abandoning shopping carts, browsing certain pages, and calling a call center.

4. The method of claim 1, wherein the conditions include whether or not the user received or is scheduled to receive other display advertisements.

5. The method of claim 1, wherein the conditions include whether or not the user received or is scheduled to receive marketing messages from other marketing systems including e-mail, SMS, and offline promotional mailings.

6. The method of claim 1, wherein a criterion for selecting the display advertisement includes whether or not the display advertisement has been previously delivered to the specific individual.

7. The method of claim 6, further comprising:

customizing a message contained in the display advertisement based on the display advertisement that has been previously delivered to the specific individual.

8. The method of claim 6, wherein the display advertisements delivered to the user are different but related to the same product.

9. A non-transitory computer readable storage medium comprising instructions to be executed in a computer system to cause the computer system to carry out a method of coordinating delivery of a display advertisement to a user computer in which a tracking token is stored, said method comprising the steps of:

receiving the tracking token and mapping the tracking token to a unique user identifier (ID), wherein the unique user ID is associated with a specific user record;

retrieving data associated with the specific user record that relate to past behavior of the user and marketing messages communicated, or scheduled to be communicated, to the user;

checking the data to determine whether conditions have been met for the user to receive a display advertisement; and

if the conditions are met, selecting the display advertisement for the user and causing the display advertisement to be delivered to the user.

10. The non-transitory computer readable storage medium of claim 9, wherein the conditions include whether or not the user has taken a predefined action.

11. The non-transitory computer readable storage medium of claim 10, wherein the predefined action includes one or more of clicking on marketing messages, buying a product, online or offline, abandoning shopping carts, browsing certain pages, and calling a call center.

12. The non-transitory computer readable storage medium of claim 9, wherein the conditions include whether or not the user received or is scheduled to receive other display advertisements.

13. The non-transitory computer readable storage medium of claim 9, wherein the conditions include whether or not the user received or is scheduled to receive marketing messages from other marketing systems including e-mail, SMS, and offline promotional mailings.

14. The non-transitory computer readable storage medium of claim 9, wherein a criterion for selecting the display advertisement includes whether or not the display advertisement has been previously delivered to the specific individual.

15. The non-transitory computer readable storage medium of claim 14, wherein the method further comprises the step of:

customizing a message contained in the display advertisement based on the display advertisement that has been previously delivered to the specific individual.

16. The non-transitory computer readable storage medium of claim 14, wherein the display advertisements delivered to the user are different but relate to the same product.

17. A computer system that coordinates delivery of a display advertisement to a user computer in which a tracking token is stored, comprising:

a storage system for storing user records, each user record being associated with a unique user identifier (ID) and data that relate to past behavior of the user and marketing messages communicated, or scheduled to be communicated, to the user; and

a processing system that is programmed to receive a tracking token, map the tracking token to a specific unique user ID, retrieve the data associated with the specific unique user ID, check the data to determine that conditions have been met for the user to receive a display advertisement, select the display advertisement for the user, and cause the display advertisement to be delivered to the user.

18. The computer system of claim 17, wherein the conditions include whether or not the user has taken a predefined action that includes one or more of clicking on marketing messages, buying a product, online or offline, abandoning shopping carts, browsing certain pages, and calling a call center.

19. The computer system of claim 18, wherein the processing system resides in an ad server that includes a processing unit that is programmed to receive a tracking token, map the tracking token to a specific unique user ID, retrieve the data associated with the specific unique user ID, check the data to determine that conditions have been met for the user to receive a display advertisement, select the display advertisement for the user, and cause the display advertisement to be delivered to the user.

20. The computer system of claim 18, wherein the processing system includes a first processing unit residing in a first ad server and a second processing unit residing in a second ad server, the first processing unit being programmed to receive a tracking token, map the tracking token to a specific unique user ID, and pass the specific unique user ID to a second ad server, and the second processing unit being programmed to receive the specific unique user ID from the first ad server, retrieve the data associated with the specific unique user ID, check the data to determine that conditions have been met for the user to receive a display advertisement, select the display advertisement for the user, and cause the first ad server to deliver the display advertisement to the user.