Advertising with video ad creatives

• US 20150154661A1
• Filed: 02/28/2014
• Published: 06/04/2015
• Est. Priority Date: 12/30/2005
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Chakrabarti, Ronojoy, Desai, Keval, Bayer, Jason S., Gupta, Manish P., Huchital, Jill A., Rusch, Willard V T II
• Granted Patent: US 10,108,988 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04N 21/23106 involving caching operations prefetching while addressing of a memory level in which the access to the desired data or data block requires associative addressing means within memory systems or architectures G06F12/0862; caching at an intermediate stage in a data network H04L67/568
• CPC Class Codes: H04N 21/23424 involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement
• CPC Class Codes: H04N 21/252 Processing of multiple end-users' preferences to derive collaborative data
• CPC Class Codes: H04N 21/25891 being end-user preferences retrieval of video data in a video database based on user preferences G06F16/739; arrangements for recognizing users' preferences H04H60/46; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18
• CPC Class Codes: H04N 21/26208 the scheduling operation being performed under constraints
• CPC Class Codes: H04N 21/26603 for automatically generating descriptors from content, e.g. when it is not made available by its provider, using content analysis techniques
• CPC Class Codes: H04N 21/2665 Gathering content from different sources, e.g. Internet and satellite
• CPC Class Codes: H04N 21/2668 Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063
• CPC Class Codes: H04N 21/4331 Caching operations, e.g. of an advertisement for later insertion during playback
• CPC Class Codes: H04N 21/435 Processing of additional data, e.g. decrypting of additional data, reconstructing software from modules extracted from the transport stream
• CPC Class Codes: H04N 21/44016 involving splicing one content stream with another content stream, e.g. for substituting a video clip
• CPC Class Codes: H04N 21/466 Learning process for intelligent management, e.g. learning user preferences for recommending movies services using the results of monitoring in broadcast systems H04H60/61
• CPC Class Codes: H04N 21/4667 Processing of monitored end-user data, e.g. trend analysis based on the log file of viewer selections
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 7/17318 Direct or substantially direct transmission and handling of requests

Abstract

The serving of advertisements with (e.g., on) video documents may be improved in a number of ways. For example, a system may (a) accept information defining at least one ad spot associated with at least one instance of an video document, (b) accept offers to have advertisements served in the ad spot(s), and (c) arbitrate among competing advertisements, using at least the offers, to determine at least one advertisement to be served in that ad spot(s). As another example, a system may (a) accept relevance information for an advertisement, (b) determine at least one video document using the accepted relevance information, (c) present information about the video document(s) to an advertiser associated with the advertisement, and (d) accept, from the advertiser, an offer to have its advertisement served with at least one of the video document(s) accepted. As yet another example, a system may (a) accept relevance information for an video document, (b) determine a plurality of advertisements relevant to the video document using the relevance information and serving constraints of the advertisements, and (c) select at least one of the determined relevant advertisements to be served with the video document. Examples of video documents include video files published on the Internet, television programs, live or recorded talk shows, video-voice mail, segments of an video conversation, etc.

Claims

1-41. -41. (canceled)

42. A computer-implemented method comprising:

receiving, at a computer system including at least one computer on a network, a video document, the video document including video content to be provided for presentation;

determining, by the computer system, from the video content, one or more third-party content slot locations at which to insert third-party content slots, the third-party content slots configured to receive third-party content items for presentation, the third-party content slot locations having a start time that corresponds to a time of the video document at which to insert the third-party content slot;

inserting the third-party content slots at the determined third-party content slot locations of the video document, the third-party content slots configured to receive third-party content items;

receiving, at the computer system, a request to provide the video document for presentation;

delivering, by the computer system, the video document for presentation;

identifying, by the computer system, a particular third-party content slot inserted in the video document;

accepting, by the computer system, offers, specific to the particular third-party content slot, to have third-party content items served in the particular third-party content slot;

arbitrating, by the computer system, among competing third-party content items, using at least the offers, to determine at least one third-party content item to be served in the particular third-party content slot;

selecting, by the computer system, the determined at least one third-party content item to serve in the particular third-party content slot;

receiving, by the computer system, a request for a third-party content item to be inserted in the particular third-party content slot; and

providing, by the computer system, the determined third-party content item for presentation at a time of the video document at which the particular third-party content slot is inserted.

43. The computer-implemented method of claim 42, further comprising:

analyzing content of the video document to determine relevancy information of the video document; and

wherein identifying one or more third-party content items for insertion into the particular third-party content slot based on the relevancy information of the video document.

44. The computer-implemented method of claim 43, wherein analyzing content of the video document to determine relevancy information of the video document includes analyzing content of the video document after the video document is delivered for presentation and while the video document is being presented.

45. The computer-implemented method of claim 42 wherein determining one or more third-party content slot locations in which to insert third-party content slots includes:

dividing the video document into a plurality of segments;

identifying relevancy information of each of the plurality of segments;

identifying relevancy information of the video document; and

applying, for a third-party content slot inserted between temporally adjacent segments, weights to the relevancy information of the temporally adjacent segments and the relevancy information of the video document, the temporally adjacent segments weights having a larger weight than remaining segments of the plurality of segments; and

selecting a third-party content item for insertion into a particular third-party content slot based on the applied weights of the relevancy information of the temporally adjacent segments and the relevancy information of the video document.

46. The computer-implemented method of claim 42, wherein selecting the determined at least one third-party content item to serve in the particular third-party content slot includes selecting a third-party content item that placed the highest offer in an auction for the third-party content slot.

47. The computer-implemented method of claim 42, further comprising:

receiving third-party content revenue responsive to providing a third-party content item for display in the particular third-party content slot; and

sharing, by the computer system, the third-party content revenue with a video publisher that publishes the video document.

48. The computer-implemented method of claim 42 wherein determining one or more third-party content slot locations at which to insert third-party content slots includes analyzing content associated with the video document and identifying suitable third-party content item locations based on the analyzed content.

49. The computer-implemented method of claim 42 wherein determining one or more third-party content slot locations at which to insert third-party content slots includes determining a cumulative length of all third-party content slots to be inserted in the video content based on a length of the video content included in the video document such that a ratio of the length of the video content to the cumulative length of all third-party content slots does not fall below a threshold.

50. A system comprising:

at least one processor; and

at least one storage device storing processor-executable instructions which, when executed by the at least one processor, causes the processor to;

receive a video document, the video document including video content to be provided for presentation;

determine from the video content, one or more third-party content slot locations at which to insert third-party content slots, the third-party content slots configured to receive third-party content items for presentation, the third-party content slot locations having a start time that corresponds to a time of the video document at which to insert the third-party content slot;

insert the third-party content slots at the determined third-party content slot locations of the video document, the third-party content slots configured to receive third-party content items;

receive a request to provide the video document for presentation;

deliver the video document for presentation;

identify a particular third-party content slot inserted in the video document;

accept offers, specific to the particular third-party content slot, to have third-party content items served in the particular third-party content slot;

arbitrate, among competing third-party content items, using at least the offers, to determine at least one third-party content item to be served in the particular third-party content slot;

select the determined at least one third-party content item to serve in the particular third-party content slot;

receive a request for a third-party content item to be inserted in the particular third-party content slot; and

provide the determined third-party content item for presentation at a time of the video document at which the particular third-party content slot is inserted.

51. The system of claim 50, further comprising:

analyzing content of the video document to determine relevancy information of the video document; and

wherein identifying one or more third-party content items for insertion into the particular third-party content slot based on the relevancy information of the video document.

52. The system of claim 51, wherein analyzing content of the video document to determine relevancy information of the video document includes analyzing content of the video document after the video document is delivered for presentation and while the video document is being presented.

53. The system of claim 50, wherein determining one or more third-party content slot locations in which to insert third-party content slots includes:

dividing the video document into a plurality of segments;

identifying relevancy information of each of the plurality of segments;

identifying relevancy information of the video document; and

applying, for a third-party content slot inserted between temporally adjacent segments, weights to the relevancy information of the temporally adjacent segments and the relevancy information of the video document, the temporally adjacent segments weights having a larger weight than remaining segments of the plurality of segments; and

selecting a third-party content item for insertion into a particular third-party content slot based on the applied weights of the relevancy information of the temporally adjacent segments and the relevancy information of the video document.

54. The system of claim 50, wherein selecting the determined at least one third-party content item to serve in the particular third-party content slot includes selecting a third-party content item that placed the highest offer in an auction for the third-party content slot.

55. The system of claim 50, further comprising:

receiving third-party content revenue responsive to providing a third-party content item for display in the particular third-party content slot; and

sharing, by the computer system, the third-party content revenue with a video publisher that publishes the video document.

56. The system of claim 50, wherein determining one or more third-party content slot locations at which to insert third-party content slots includes analyzing content associated with the video document and identifying suitable third-party content item locations based on the analyzed content.

57. The system of claim 50, wherein determining one or more third-party content slot locations at which to insert third-party content slots includes determining a cumulative length of all third-party content slots to be inserted in the video content based on a length of the video content included in the video document such that a ratio of the length of the video content to the cumulative length of all third-party content slots does not fall below a threshold.

58. A computer-implemented method, comprising:

receiving, at a computer system including at least one computer on a network, a third-party content item, the third-party content item including video content;

identifying, from a video database, a plurality of video documents determined to be relevant to the video content of the third-party content item;

providing, to a third-party content provider associated with the received third-party content item, the identified video documents;

receiving, from the third-party content provider, a first bid to display the third-party content item in a specific third-party content slot of a first video document of the identified video documents;

receiving, from the third-party content provider, a second bid to display the third-party content item in a specific third-party content slot of a second video document of the identified video documents;

selecting, based on the first bid and the second bid, the third-party content item to insert in the specific third-party content slot of the first video document of the identified video document; and

inserting the third-party content item in the specific third-party content slot of the first video document for presentation.

59. The computer-implemented method of claim 58, further comprising:

determining a relevancy scores of the plurality of video documents relative to the video content of the third-party content item; and

arranging the video documents according to the determined relevancy score.

60. The computer-implemented method of claim 58, wherein inserting the third-party content item in the specific third-party content slot of the first video document for presentation includes inserting the third-party content item in the specific third-party content slot of the first video document after the first video document is initiated an act of presentation.

61. The computer-implemented method of claim 58, further comprising determining from video content of the first video document, one or more third-party content slot locations at which to insert third-party content slots, the third-party content slots configured to receive third-party content items for presentation, the third-party content slot locations having a start time that corresponds to a time of the video document at which to insert the third-party content slot.