VIEWPORT BASED DISPLAY OF ADVERTISEMENTS
First Claim
1. A computer-implemented method of presenting an advertisement to a user on a display screen of a display device in conjunction with a map, comprising:
- determining, with one or more processors, a geographical region associated with the map being displayed on the display device;
determining, with one or more processors, one or more advertisers having at least one associated physical location within the geographical region associated with the map being displayed on the display device;
performing, with one or more processors, an auction between the advertisers having at least one associated physical location within the geographical region associated with the map being displayed on the display device to determine an advertisement to display in conjunction with the map on the display device, wherein the determination of the winner of the auction is based in part on the distances of the associated physical locations from the location of the display device; and
displaying, with one or more processors, the advertisement for of the winner of the auction on the display device in conjunction with the map.
1 Assignment
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Accused Products
Abstract
A viewport based advertising auction is used to determine and provide advertisements to a user on a display device along with a map. The viewport based advertising auction is performed in response to a user selecting a geographical region of a map to view, and is limited to advertisers who have physical stores in the geographic region defined by the map being displayed on the display device. The winner of the advertising auction may be determined based on the price per click entered by the various advertisers in an auction, a predicted click through rate for the advertisers in the auction, and the distance from the user of the display device to one or more of the physical locations of the advertisers within the geographic region. In this manner, advertisers can elect to participate in advertising auctions limited to advertisers who have physical stores a region being viewed.
12 Citations
29 Claims
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1. A computer-implemented method of presenting an advertisement to a user on a display screen of a display device in conjunction with a map, comprising:
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determining, with one or more processors, a geographical region associated with the map being displayed on the display device; determining, with one or more processors, one or more advertisers having at least one associated physical location within the geographical region associated with the map being displayed on the display device; performing, with one or more processors, an auction between the advertisers having at least one associated physical location within the geographical region associated with the map being displayed on the display device to determine an advertisement to display in conjunction with the map on the display device, wherein the determination of the winner of the auction is based in part on the distances of the associated physical locations from the location of the display device; and displaying, with one or more processors, the advertisement for of the winner of the auction on the display device in conjunction with the map. - View Dependent Claims (2, 3, 6, 7, 8, 9, 10)
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4. (canceled)
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5. (canceled)
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11. An advertisement display system for presenting an advertisement to a user on a display screen of a display device in conjunction with a map, comprising:
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a map database server including a first routine stored on a non-transitory computer readable memory, that executes on one or more processors to determine a geographical region associated with a map displayed on the display device; an advertising server that includes a second routine stored on a non-transitory computer readable memory, that executes on one or more processors to access a database to determine one or more advertisers having at least one associated physical location within the geographical region associated with the map being displayed on the display device and that includes a third routine stored on a non-transitory computer readable memory, that executes on one or more processors to perform an auction between the advertisers determined to have at least one associated physical location within the geographical region associated with the map displayed on the display device to determine an advertisement to display in conjunction with the map on the display device, wherein the third routine determines the winner of the auction at least in part based on the distances between the associated physical locations and the location of a display device; and a display device communicatively coupled to the map database server and the advertising server that includes a fourth routine stored on a non-transitory computer readable memory, that executes on one or more processors to display the advertisement of the winner of the auction on the display device in conjunction with the map. - View Dependent Claims (12, 13, 14, 15, 16, 19, 20, 21)
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17. (canceled)
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18. (canceled)
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22. A computer-implemented method of performing an auction for the placement of advertisements, comprising:
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storing, in one or more databases on a non-transitory computer readable memory, information regarding multiple advertisers including, for each advertiser, an advertisement, a price the advertiser is willing to pay for the advertisement and an indication of one or more physical locations associated with the advertiser; determining, with one or more processors, the boundaries of a geographical region associated with a map displayed on a display device; determining, with one or more processors, one or more advertisers who have an associated physical location within the boundaries of the geographical region associated with the map displayed on a display device based on the stored information regarding the multiple advertisers; performing, with one or more processors, an auction between the one or more advertisers determined to have an associated physical location within the boundaries of the geographical region associated with the map displayed on a display device using the price each of the determined advertisers is willing to pay for the advertisement, the auction determining a winner based in part of the price each of the determined advertisers is willing to pay for the advertisement and further based in part on the distance between the associated physical locations of the advertisers and the location of the display device; sending, over a communications network and with one or more processors, the advertisement of the winner of the auction to a display device; and displaying, with one or more processors, the advertisement of the winner of the auction on the display device. - View Dependent Claims (23, 24, 25, 26)
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27. A computer system for performing an auction for the placement of an advertisement on a display device, comprising:
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a data collection unit that includes one or more processors that collects advertising data from each of a multiplicity of advertisers willing to participate in an advertising auction, the data collection unit collecting, for each of the multiplicity of advertisers, an advertisement for display on the display device, a price the advertiser is willing to pay for the display of the advertisement on the display device and an indication of a geographical location of one or more physical sites associated with each of the multiplicity of advertisers; a data storage unit that includes one or more databases on a non-transitory computer readable memory that stores the advertisement, the price the advertiser is willing to pay for the display of the advertisement on the display device and the indications of the geographical locations of the one or more physical sites associated with the advertiser for each of the multiplicity of advertisers; and an auction unit that includes one or more processors that performs an advertisement auction between one or more of the advertisers having a physical site within a specified geographical region as determined from the indications of the geographical location of the one or more physical sites associated with the advertisers as stored in the data storage unit, using the price each of the advertisers is willing to pay for the display of the advertisement on the display device and the distance between the display device and the physical sites associated with the advertisers to determine a winner of the auction. - View Dependent Claims (28)
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29. (canceled)
Specification