SELECTING ADVERTISING FOR PRESENTATION WITH DIGITAL CONTENT
First Claim
Patent Images
1. A method comprising:
- maintaining, by at least one computing device, a browse history associated with a user based at least in part on a plurality of network pages of an electronic marketplace that have been requested by the user, at least some of the plurality of network pages featuring products offered for sale through the electronic marketplace;
maintaining, by the at least one computing device, an order history associated with the user based at least in part on a plurality of products purchased by the user through the electronic marketplace;
obtaining, by the at least one computing device, a request by the user for a presentation of a digital content item from a digital content library;
determining, by the at least one computing device, a plurality of characteristics of the user based at least in part on the browse history and the order history;
assigning, by the at least one computing device, values to a plurality of advertisements from an inventory of advertisements given the determined plurality of characteristics of the user;
selecting, by the at least one computing device, an advertisement from the plurality of advertisements that is assigned a value that matches a price an advertiser is willing to pay for a presentation of the advertisement to the user, the advertisement being selected irrespective of aggregate demographics associated with the digital content item; and
presenting, by the at least one computing device, the digital content item to the user in association with the advertisement.
1 Assignment
0 Petitions
Accused Products
Abstract
Disclosed are various embodiments for selecting advertising for presentation to users in association with digital content items. Characteristics of a user are determined based at least in part on historical data that associates the user with one or more items. An advertisement is selected from an inventory of advertisements for presentation in association with a digital content item requested by the user. The advertisement is selected based at least in part on a highest value placed on the characteristics of the user by an advertiser.
-
Citations
20 Claims
-
1. A method comprising:
-
maintaining, by at least one computing device, a browse history associated with a user based at least in part on a plurality of network pages of an electronic marketplace that have been requested by the user, at least some of the plurality of network pages featuring products offered for sale through the electronic marketplace; maintaining, by the at least one computing device, an order history associated with the user based at least in part on a plurality of products purchased by the user through the electronic marketplace; obtaining, by the at least one computing device, a request by the user for a presentation of a digital content item from a digital content library; determining, by the at least one computing device, a plurality of characteristics of the user based at least in part on the browse history and the order history; assigning, by the at least one computing device, values to a plurality of advertisements from an inventory of advertisements given the determined plurality of characteristics of the user; selecting, by the at least one computing device, an advertisement from the plurality of advertisements that is assigned a value that matches a price an advertiser is willing to pay for a presentation of the advertisement to the user, the advertisement being selected irrespective of aggregate demographics associated with the digital content item; and presenting, by the at least one computing device, the digital content item to the user in association with the advertisement. - View Dependent Claims (2)
-
-
3. A system, comprising:
-
at least one computing device; and an advertisement selection application executable in the at least one computing device, the advertisement selection application configured to at least; determine a plurality of characteristics of a user based at least in part on historical data that associates the user with at least one item; assign values to a plurality of advertisements from an inventory of advertisements given the determined plurality of characteristics of the user; and select an advertisement from the plurality of advertisements for presentation in association with a digital content item requested by the user, the advertisement being selected based at least in part on a highest value placed on the plurality of characteristics of the user by an advertiser for a presentation of the advertisement to the user. - View Dependent Claims (4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15)
-
-
16. A method comprising:
-
maintaining, in at least one computing device, a history of interactions of a user with an online presence of at least one merchant, the history of interactions indicating a preference of the user for at least one product from a product catalog of the at least one merchant; assigning, by the at least one computing device, values to a plurality of advertisements from an inventory of advertisements given the history of interactions of the user; selecting, by the at least one computing device, an advertisement from the plurality of advertisements that is assigned a value that matches a price that an advertiser is willing to pay for a presentation of the advertisement to the user; and presenting, by the at least one computing device, the advertisement in association with a digital content item requested by the user. - View Dependent Claims (17, 18, 19, 20)
-
Specification