SYSTEMS AND METHODS TO PROVIDE ADVERTISEMENTS FOR REAL TIME COMMUNICATIONS

• US 20160012476A1
• Filed: 06/29/2015
• Published: 01/14/2016
• Est. Priority Date: 10/06/2003
• Status: Active Grant

• Current Assignee: Thryv, Inc. (Mudrick Capital Management LP)
• Original Assignee: YellowPages.com LLC (Mudrick Capital Management LP)
• Inventors: Altberg, Ebbe, Faber, Scott, Hirson, Ron, Van Der Linden, Sean, Manca, Paul G.
• Granted Patent: US 10,380,631 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 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Systems and methods to provide advertisements based on the content of documents in which the advertisements are presented. One embodiment includes: a web server to receive a request for an advertisement in reference to a document provided to a user by a content provider; a backend server to identify the advertisement based on relevancy of the advertisement to the content of the document and to associate a communication reference with the advertisement and the content provider, the web server to provide the advertisement and the reference for inclusion in the document; and a telecommunication server coupled to a session border controller and the backend server to receive a connection request via the reference, to determine contact information of the advertiser and identify the content provider based on the reference, and to establish the connection between the user and the advertiser using the determined contact information.

Claims

1. (canceled)

2. A method, comprising:

processing a first transmission received via a network by a server system, the first transmission corresponding to a request relating to provisioning content to a client system;

based at least in part on the first transmission, selecting, by the server system, a communication reference from a pool of communication references that are recycled based on a predetermined set of allocation rules;

transmitting, by the server system, the communication reference via the network, wherein the communication reference is useable to request a connection for real time communications between a user of the client system and an advertiser;

processing, by the server system, a connection request received from the client system utilizing the communication reference; and

in response to the connection request from the client system using the communication reference, facilitating, by the server system, the connection for real time communications between the user and the advertiser.

3. The method of claim 2, further comprising:

analyzing, by the server system, the content to determine a relevancy of the advertiser to the content;

wherein the server system selects the communication reference based at least in part on the determined relevancy of the advertiser to the content.

4. The method of claim 2, further comprising:

processing, by the server system, a result of a content analysis, the result of the content analysis received from a source remote from the server system; and

determining, by the server system, a relevancy of the advertiser to the result of the content analysis;

wherein the server system selects the communication reference based at least in part on the determined relevancy of the advertiser to the result of the content analysis.

5. The method of claim 2, wherein the request relating to provisioning the content to the client system is received from the client system and comprises a reference to the content, and the method further comprises:

based at least in part on the reference, retrieving, by the server system, the content from a content server remote from the server system; and

analyzing, by the server system, the content to determine a relevancy of the advertiser to the content;

wherein the server system selects the communication reference based at least in part on the determined relevancy of the advertiser to the content.

6. The method of claim 5, further comprising:

transmitting, by the server system, the content with the communication reference embedded in the content via the network to the client system.

7. The method of claim 2, further comprising:

based at least in part on the content, searching, by the server system, an advertisement database to identify an advertisement based at least in part on relevancy of the advertisement to the content of the document, wherein the advertiser is associated with the advertisement;

storing in the advertisement database a set of parameters in association with the advertisement, the set of parameters specifying the communication reference allocated to the advertisement and associated with a content provider for a first predefined period of time; and

p1 in response to the connection request from the client system using the communication reference, causing, by the server system, the set of parameters stored in the advertisement database to be modified to extend the association of the communication reference with the advertisement for a period of time and determining contact information of the advertiser based on the communication reference used to transmit the connection request, wherein the connection for real time communications between the user and the advertiser is established using the contact information determined from the communication reference.

8. The method of claim 2, wherein:

the connection for real time communications between the user and the advertiser includes a connection for real time communications between the user and the advertiser in at least one of text, voice, and/or video;

the content of corresponds at least in part to one or more of a blog, webpage, a profile page of a member of an online social network, an email message accessed via a web site, a news article, an electronic book, and/or an electronic magazine; and

the communication reference comprises one of a telephone number of a connection provider without an extension, a telephone number of the connection provider with an extension, a session initiation protocol uniform resource identifier, or a voice over Internet protocol user identifier.

9. One or more non-transitory, processor-readable media storing instructions that,when executed by a server system, cause the server system to:

process a first transmission received via a network by the server system, the first transmission corresponding to a request relating to provisioning content to a client system;

based at least in part on the first transmission, select a communication reference from a pool of communication references that are recycled based on a predetermined set of allocation rules;

transmit the communication reference via the network, wherein the communication reference is useable to request a connection for real time communications between a user of the client system and an advertiser;

process a connection request received from the client system utilizing the communication reference; and

in response to the connection request from the client system using the communication reference, facilitate the connection for real time communications between the user and the advertiser.

10. The one or more non-transitory, processor-readable media of claim 9, wherein the instructions further cause the server system to:

analyze the content to determine a relevancy of the advertiser to the content;

wherein the server system selects the communication reference based at least in part on the determined relevancy of the advertiser to the content.

11. The one or more non-transitory, processor-readable media of claim 9, wherein the instructions further cause the server system to:

process a result of a content analysis, the result of the content analysis received from a source remote from the server system; and

determine a relevancy of the advertiser to the result of the content analysis;

wherein the server system selects the communication reference based at least in part on the determined relevancy of the advertiser to the result of the content analysis.

12. The one or more non-transitory, processor-readable media of claim 9, wherein the request relating to provisioning the content to the client system is received from the client system and comprises a reference to the content, and the instructions further cause the server system to:

based at least in part on the reference, retrieve the content from a content server remote from the server system; and

analyze the content to determine a relevancy of the advertiser to the content;

wherein the server system selects the communication reference based at least in part on the determined relevancy of the advertiser to the content.

13. The one or more non-transitory, processor-readable media of claim 12, wherein the instructions further cause the server system to:

transmit the content with the communication reference embedded in the content via the network to the client system.

14. The one or more non-transitory, processor-readable media of claim 9, wherein the instructions further cause the server system to:

based at least in part on the content, search an advertisement database to identify an advertisement based at least in part on relevancy of the advertisement to the content of the document, wherein the advertiser is associated with the advertisement;

store in the advertisement database a set of parameters in association with the advertisement, the set of parameters specifying the communication reference allocated to the advertisement and associated with a content provider for a first predefined period of time; and

in response to the connection request from the client system using the communication reference, cause the set of parameters stored in the advertisement database to be modified to extend the association of the communication reference with the advertisement for a period of time and determining contact information of the advertiser based on the communication reference used to transmit the connection request, wherein the connection for real time communications between the user and the advertiser is established using the contact information determined from the communication reference.

15. The one or more non-transitory, processor-readable media of claim 9, wherein:

the connection for real time communications between the user and the advertiser includes a connection for real time communications between the user and the advertiser in at least one of text, voice, and/or video;

the content of corresponds at least in part to one or more of a blog, webpage, a profile page of a member of an online social network, an email message accessed via a web site, a news article, an electronic book, and/or an electronic magazine; and

the communication reference comprises one of a telephone number of a connection provider without an extension, a telephone number of the connection provider with an extension, a session initiation protocol uniform resource identifier, or a voice over Internet protocol user identifier.

16. A system comprising:

a server system comprising one or more servers communicatively coupled to a data store, the server system further comprising memory coupled to the one or more servers and storing instructions that, when executed by the one or more servers, cause the server system to;

process a first transmission received via a network by the server system, the first transmission corresponding to a request relating to provisioning content to a client system;

based at least in part on the first transmission, select a communication reference from a pool of communication references that are recycled based on a predetermined set of allocation rules;

transmit the communication reference via the network, wherein the communication reference is useable to request a connection for real time communications between a user of the client system and an advertiser;

process a connection request received from the client system utilizing the communication reference; and

in response to the connection request from the client system using the communication reference, facilitate the connection for real time communications between the user and the advertiser.

17. The system of claim 16, wherein the instructions further cause the server system to:

analyze the content to determine a relevancy of the advertiser to the content;

wherein the server system selects the communication reference based at least in part on the determined relevancy of the advertiser to the content.

18. The system of claim 16, wherein the instructions further cause the server system to:

process a result of a content analysis, the result of the content analysis received from a source remote from the server system; and

determine a relevancy of the advertiser to the result of the content analysis;

wherein the server system selects the communication reference based at least in part on the determined relevancy of the advertiser to the result of the content analysis.

19. The system of claim 16, wherein the request relating to provisioning the content to the client system is received from the client system and comprises a reference to the content, and the instructions further cause the server system to:

based at least in part on the reference, retrieve the content from a content server remote from the server system; and

analyze the content to determine a relevancy of the advertiser to the content;

wherein the server system selects the communication reference based at least in part on the determined relevancy of the advertiser to the content.

20. The system of claim 19, wherein the instructions further cause the server system to:

transmit the content with the communication reference embedded in the content via the network to the client system.

21. The system of claim 16, wherein the instructions further cause the server system to:

based at least in part on the content, search an advertisement database to identify an advertisement based at least in part on relevancy of the advertisement to the content of the document, wherein the advertiser is associated with the advertisement;

store in the advertisement database a set of parameters in association with the advertisement, the set of parameters specifying the communication reference allocated to the advertisement and associated with a content provider for a first predefined period of time; and

in response to the connection request from the client system using the communication reference, cause the set of parameters stored in the advertisement database to be modified to extend the association of the communication reference with the advertisement for a period of time and determining contact information of the advertiser based on the communication reference used to transmit the connection request, wherein the connection for real time communications between the user and the advertiser is established using the contact information determined from the communication reference.