DYNAMIC CATEGORIZATIONS FOR ELECTRONIC ADVERTISING

• US 20140379498A1
• Filed: 09/08/2014
• Published: 12/25/2014
• Est. Priority Date: 09/04/2008
• Status: Active Grant

• Current Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Original Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Inventors: Hansen, Lucas P.
• Granted Patent: US 9,430,785 B2
• Time in Patent Office: Days
• US Class Current: 705/14.73
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

An advertiser submitting a sponsored ad to a provider can determine aspects of the ad, such as creative elements and bid price, based on a dynamic categorization of an item and/or landing page associated with the ad. An algorithm can be used that utilizes a browse tree for each item to be displayed to a user following a sponsored link, for example, and attempts to find a node in the browse tree that appears at the lowest level in the tree and with a sufficient appearance frequency. When consensus is reached for a node in the browse tree that meets these criteria, a corresponding categorization is determined, which can be used to determine appropriate aspects to be used for the sponsored ad, at least until enough information is obtained such that aspects can be determined independent of the categorization.

Claims

1. A computer-implemented method of determining an advertising template for a landing page, comprising:

under control of one or more computer systems configured with executable instructions,

receiving a request to select an advertising template for a landing page from among a plurality of advertising templates, the landing page associated with one or more items each corresponding to one or more categories;

determining a hierarchical category browse tree corresponding to the one or more categories, each category corresponding to one of a plurality of category browse nodes in the hierarchical browse tree, each category browse node associated with one of the plurality of advertising templates;

determining each of a plurality of browse paths through the hierarchical category browse tree by traversing the hierarchical category browse tree from a highest level until reaching the category browse node corresponding to one of the one or more categories; and

for each level of the hierarchical category browse tree, beginning with the lowest level and until the advertising template for the landing page has been selected,

determining a frequency of appearance for each category browse node at a current level that is included in one of the browse paths;

selecting for the landing page the advertising template associated with the category browse node having a highest frequency of appearance when any category browse node at the current level meets a specified frequency threshold; and

selecting for the landing page a default advertising template when the current level is the highest level of the hierarchical category browse tree and no category browse node is able to meet the specified frequency threshold.