MESSENGER APPLICATION PLUG-IN FOR PROVIDING TAILORED ADVERTISEMENTS WITHIN A CONVERSATION THREAD

• US 20160314504A1
• Filed: 04/21/2015
• Published: 10/27/2016
• Est. Priority Date: 04/21/2015
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Inventors: Clark, Jason Duane, Padget, Benjamin Kyle, Lang, Christopher Jon
• Granted Patent: US 10,296,949 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04L 51/216 Handling conversation history, e.g. grouping of messages in sessions or threads
• CPC Class Codes: H04L 51/222 using geographical location information, e.g. messages transmitted or received in proximity of a certain spot or area
• CPC Class Codes: H04L 51/52 for supporting social networking services

Abstract

A first instance of a messenger application having a plug-in communicates with a second instance of the messenger application lacking the plug-in. The plug-in provides enhanced functionality to the first instance of the messenger application, while also providing corresponding functionality to the second instance, which lacks the plug-in. For example, the plug-in may provide rich, non-thread-native content to the first instance, while also providing corresponding thread-native content to the second instance. As another example, the plug-in may obtain data from the second instance and provide tailored advertisements to the second instance based upon that data. An another example, the plug-in may obtain location data from one or more of the instances and provide access to location-specific services that take the location data into account.

Claims

1. A computer-implemented method comprising:

establishing, by a first instance of a messenger application having a messenger plug-in and executing on a first client device, a conversation thread with a second instance of the messenger application, the second instance executing on a second client device located remotely from the first client device;

displaying, by the first instance, a user interface having a thread area configured to display thread-native content;

obtaining, by the first instance at least in part from the second instance, ad tailoring data;

obtaining, by the messenger plug-in based on the ad tailoring data, an advertisement in a thread-native format; and

sending the thread-native advertisement to the second instance of the messenger for display within a thread area of the second instance.

2. The computer-implemented method of claim 1, wherein the second instance lacks the messenger plug-in.

3. The computer-implemented method of claim 1, further comprising the messenger plug-in:

obtaining an enhanced content counterpart of the thread-native advertisement, the enhanced content counterpart having a data format not natively displayable within the thread area; and

displaying the enhanced content counterpart within a control area of the user interface of the first instance.

4. The computer-implemented method of claim 3, wherein the enhanced content counterpart contains an interactive text field for entering user input.

5. The computer-implemented method of claim 1, wherein the ad tailoring data comprises location data indicating a location of a client device on which the first instance is executing, the method further comprising:

obtaining, by the messenger plug-in using the location data obtained from the client device, a second advertisement in an enhanced content format not natively displayable within the thread area;

displaying the second advertisement within a control area of the user interface of the first instance;

determining that the location of the client device differs from a location of a client device on which the second instance is executing; and

responsive to the determining, refraining from sending a counterpart of the second advertisement to the second instance.

6. The computer-implemented method of claim 1, the method further comprising the messenger plug-in:

obtaining the ad tailoring data at least in part by extracting keywords from text of textual messages exchanged on the conversation thread;

wherein obtaining the advertisement comprises querying a database of advertisements, the query including the extracted keywords.

7. The computer-implemented method of claim 1, the method further comprising:

obtaining the ad tailoring data from a user profile on a social networking system of a user of the first instance or the second instance;

wherein obtaining the advertisement comprises the messenger plug-in querying a database of advertisements, the query including data from the user profile.

8. The computer-implemented method of claim 1, wherein the ad tailoring data comprises location data representing a location of a client device on which the second instance is executing, and wherein obtaining the advertisement comprises the messenger plug-in querying a database of advertisements, the query including the location data.

9. A non-transitory computer-readable storage medium storing instructions executable by a processor of a first client device and comprising:

instructions for establishing, between a first instance of a messenger application having a messenger plug-in and executing on the first client device, a conversation thread with a second instance of the messenger application, the second instance executing on a second client device located remotely from the first client device;

instructions for displaying a user interface having a thread area configured to display thread-native content;

instructions for obtaining, at least in part from the second instance, ad tailoring data;

instructions for obtaining, based on the ad tailoring data, an advertisement in a thread-native format; and

instructions for sending the thread-native advertisement to the second instance of the messenger for display within a thread area of the second instance.

10. The non-transitory computer-readable storage medium of claim 9, wherein the second instance lacks the messenger plug-in.

11. The non-transitory computer-readable storage medium of claim 9, the instructions further comprising:

instructions for obtaining an enhanced content counterpart of the thread-native advertisement, the enhanced content counterpart having a data format not natively displayable within the thread area; and

instructions for displaying the enhanced content counterpart within a control area of the user interface of the first instance.

12. The non-transitory computer-readable storage medium of claim 11, wherein the enhanced content counterpart contains an interactive text field for entering user input.

13. The non-transitory computer-readable storage medium of claim 9, wherein the ad tailoring data comprises location data indicating a location of a client device on which the first instance is executing, the instructions further comprising:

instructions for obtaining, using the location data obtained from the client device, a second advertisement in an enhanced content format not natively displayable within the thread area;

instructions for displaying the second advertisement within a control area of the user interface of the first instance;

instructions for determining that the location of the client device differs from a location of a client device on which the second instance is executing; and

instructions for, responsive to the determining, refraining from sending a counterpart of the second advertisement to the second instance.

14. The non-transitory computer-readable storage medium of claim 9, the instructions further comprising:

instructions for obtaining the ad tailoring data at least in part by extracting keywords from text of textual messages exchanged on the conversation thread;

wherein obtaining the advertisement comprises querying a database of advertisements, the query including the extracted keywords.

15. The non-transitory computer-readable storage medium of claim 9, the instructions further comprising:

instructions for obtaining the ad tailoring data from a user profile on a social networking system of a user of the first instance or the second instance;

wherein obtaining the advertisement comprises the messenger plug-in querying a database of advertisements, the query including data from the user profile.

16. The non-transitory computer-readable storage medium of claim 9, wherein the ad tailoring data comprises location data representing a location of a client device on which the second instance is executing, and wherein obtaining the advertisement comprises the messenger plug-in querying a database of advertisements, the query including the location data.

17. A first client device comprising:

a computer processor; and

a non-transitory computer-readable storage medium storing instructions executable by the computer processor and comprising;

instructions for establishing, between a first instance of a messenger application having a messenger plug-in and executing on the first client device, a conversation thread with a second instance of the messenger application, the second instance executing on a second client device located remotely from the first client device;

instructions for displaying a user interface having a thread area configured to display thread-native content;

instructions for obtaining, at least in part from the second instance, ad tailoring data;

instructions for obtaining, based on the ad tailoring data, an advertisement in a thread-native format; and

instructions for sending the thread-native advertisement to the second instance of the messenger for display within a thread area of the second instance.

18. The computer system of claim 17, wherein the second instance lacks the messenger plug-in.

19. The computer system of claim 17, the instructions further comprising:

instructions for obtaining an enhanced content counterpart of the thread-native advertisement, the enhanced content counterpart having a data format not natively displayable within the thread area; and

instructions for displaying the enhanced content counterpart within a control area of the user interface of the first instance.

20. The computer system of claim 19, wherein the enhanced content counterpart contains an interactive text field for entering user input.