SELECTING ADVERTISEMENTS FROM ONE OR MORE DATABASES FOR SENDING TO A PUBLISHER
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Accused Products
Abstract
An advertising system determines the context of a user accessing a publication media (e.g., an online web site). The advertising system retrieves candidate advertisements from one or more databases based on the user'"'"'s context (e.g., a user search request). The advertising system selects particular advertisements and then sends them to the user (e.g. for display on the user'"'"'s terminal or device).
1 Citation
37 Claims
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1-20. -20. (canceled)
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21. A method, comprising:
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processing, by a server system, a call originating from an application programming interface from a publisher server of a publisher, the call corresponding to an advertisement request; responsive to processing the call, resolving, by the server system, a set of parameters for advertisement request comprising i) a publisher code for the publisher and ii) user search data corresponding to a search request received by the publisher server, the user search data comprising a search term; based at least in part on resolving the set of parameters to obtain the publisher code, retrieving, by the server system, previously stored rules specified by the publisher, the retrieving previously stored rules comprising retrieving identifiers from a blacklist of competitors with respect to the publisher; determining a user context, by the server system, based at least in part on the user search data; retrieving, by the server system, candidate advertisements from advertisement databases of the server system to create an advertisement candidate pool, wherein the retrieving the candidate advertisements i) is at least partially based on the user context comprising the search term and ii) further comprises; retrieving a first set of one or more advertisements from a first database of the advertisement databases according to a first method, the first set of one or more advertisements corresponding to a first advertisement pricing model; retrieving a second set of one or more advertisements from a second database of the advertisement databases according to a second method, the second set of one or more advertisements corresponding to a second advertisement pricing model, the retrieving the second set of one or more advertisements is based at least in part on i) a time corresponding to the retrieving and ii) hours of operation of businesses corresponding to the second set of one or more advertisements; wherein; the second method is different from the first method; and each advertisement of the first set of one or more advertisements is different from each advertisement of the second set of one or more advertisements; the retrieving the first set of one or more advertisements and the retrieving the second set of one or more advertisements comprises filtering out one or more advertisements based at least in part on one or more of the business identifiers from the blacklist of competitors with respect to the publisher; selecting, by the server system, a third set of advertisements from the advertisement candidate pool based at least in part on the first set of one or more advertisements and the second set of one or more advertisements; determining, by the server system, a priority order for the third set of advertisements from the advertisement candidate pool at least partially based on the previously stored rules specified by the publisher and the first or second advertisement pricing model, wherein; the third set of advertisements from the advertisement candidate pool comprises a first advertisement from the first set of one or more advertisements from the first database and a second advertisement from the second set of one or more advertisements from the second database; the priority order comprises a first priority level and a second priority level, wherein the first priority level is greater than the second priority level; and the determining comprises; assigning the first priority level to the first advertisement at least partially based on the first advertisement corresponding to the first advertisement pricing model; and assigning the second priority level to the second advertisement at least partially based on the second advertisement corresponding to the second advertisement pricing model; and sending, by the server system, at least the first advertisement and the second advertisement based at least in part on the priority order in reply to the call from the server of the publisher. - View Dependent Claims (22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33)
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34. A non-transitory computer-readable storage medium for tangibly storing thereon computer-readable instructions, the computer-readable instructions causing a server system to perform a method, the method comprising:
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processing, by the server system, a call originating from an application programming interface from a publisher server of a publisher, the call corresponding to an advertisement request; responsive to processing the call, resolving, by the server system, a set of parameters for advertisement request comprising i) a publisher code for the publisher and ii) user search data corresponding to a search request received by the publisher server, the user search data comprising a search term; based at least in part on resolving the set of parameters to obtain the publisher code, retrieving, by the server system, previously stored rules specified by the publisher, the retrieving previously stored rules comprising retrieving identifiers from a blacklist of competitors with respect to the publisher; determining a user context, by the server system, based at least in part on the user search data; retrieving, by the server system, candidate advertisements from advertisement databases of the server system to create an advertisement candidate pool, the retrieving the candidate advertisements i) is based at least on the user context comprising the search term and ii) further comprises; retrieving a first set of one or more advertisements from a first database of the advertisement databases according to a first method, the first set of one or more advertisements corresponding to a first advertisement pricing model; retrieving a second set of one or more advertisements from a second database of the advertisement databases according to a second method, the second set of one or more advertisements corresponding to a second advertisement pricing model, the retrieving the second set of one or more advertisements is based at least in part on i) a time corresponding to the retrieving and ii) hours of operation of businesses corresponding to the second set of one or more advertisements; wherein; the second method is different from the first method; and each advertisement of the first set of one or more advertisements is different from each advertisement of the second set of one or more advertisements; the retrieving the first set of one or more advertisements and the retrieving the second set of one or more advertisements comprises filtering out one or more advertisements based at least in part on one or more of the business identifiers from the blacklist of competitors with respect to the publisher; selecting, by the server system, a third set of advertisements from the advertisement candidate pool based at least in part on the first set of one or more advertisements and the second set of one or more advertisements; determining, by the server system, a priority order for the third set of advertisements from the advertisement candidate pool at least partially based on the previously stored rules specified by the publisher and the first or second advertisement pricing model, wherein; the third set of advertisements from the advertisement candidate pool comprises a first advertisement from the first set of one or more advertisements from the first database and a second advertisement from the second set of one or more advertisements from the second database; the priority order comprises a first priority level and a second priority level, wherein the first priority level is greater than the second priority level; and the determining comprises; assigning the first priority level to the first advertisement at least partially based on the first advertisement corresponding to the first advertisement pricing model; and assigning the second priority level to the second advertisement at least partially based on the second advertisement corresponding to the second advertisement pricing model; and sending, by the server system, at least the first advertisement and the second advertisement based at least in part on the priority order in reply to the call from the server of the publisher.
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37. A server system, comprising:
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memory storing advertisement databases; one or more servers coupled to access the memory, the one or more servers configured to; process a call originating from an application programming interface from a publisher server of a publisher, the call corresponding to an advertisement request; responsive to processing the call, resolve a set of parameters for advertisement request comprising i) a publisher code for the publisher and ii) user search data corresponding to a search request received by the publisher server, the user search data comprising a search term; based at least in part on resolving the set of parameters to obtain the publisher code, retrieve previously stored rules specified by the publisher, the retrieving previously stored rules comprising retrieving identifiers from a blacklist of competitors with respect to the publisher; determine a user context based at least in part on the user search data; retrieve candidate advertisements from at least two of the advertisement databases of the server system to create an advertisement candidate pool, the retrieving the candidate advertisements i) is based at least on the user context comprising the search term and ii) further comprises; retrieving a first set of one or more advertisements from a first database of the advertisement databases according to a first method, the first set of one or more advertisements corresponding to a first advertisement pricing model; retrieving a second set of one or more advertisements from a second database of the advertisement databases according to a second method, the second set of one or more advertisements corresponding to a second advertisement pricing model, the retrieving the second set of one or more advertisements is based at least in part on i) a time corresponding to the retrieving and ii) hours of operation of businesses corresponding to the second set of one or more advertisements; wherein; the second method is different from the first method; and each advertisement of the first set of one or more advertisements is different from each advertisement of the second set of one or more advertisements; the retrieving the first set of one or more advertisements and the retrieving the second set of one or more advertisements comprises filtering out one or more advertisements based at least in part on one or more of the business identifiers from the blacklist of competitors with respect to the publisher; select a third set of advertisements from the advertisement candidate pool based at least in part on the first set of one or more advertisements and the second set of one or more advertisements; determine a priority order for the third set of advertisements from the advertisement candidate pool at least partially based on the previously stored rules specified by the publisher and the first or second advertisement pricing model, wherein; the third set of advertisements from the advertisement candidate pool comprises a first advertisement from the first set of one or more advertisements from the first database and a second advertisement from the second set of one or more advertisements from the second database; the priority order comprises a first priority level and a second priority level, wherein the first priority level is greater than the second priority level; and the determining comprises; assigning the first priority level to the first advertisement at least partially based on the first advertisement corresponding to the first advertisement pricing model; and assigning the second priority level to the second advertisement at least partially based on the second advertisement corresponding to the second advertisement pricing model; and send at least the first advertisement and the second advertisement based at least in part on the priority order in reply to the call from the server of the publisher.
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Specification