Automated collaborative filtering in world wide web advertising
First Claim
1. An automated system in an interactive communication medium for selectively displaying one or more advertisements to a subject comprising:
- a collaborative filtering means for determining a subject'"'"'s community, using information derived from the activities of the subject in the interactive communication medium, andmeans for determining which of the one or more advertisements to show the subject based on characteristics of the subject'"'"'s community, wherein the means for determining which of the one or more advertisements to show the subject based on characteristics of the subject'"'"'s community includes means for displaying a new advertisement for a training period and means for determining whether a high or low proportion of members of the subject'"'"'s community have viewed further information about the advertisement.
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Accused Products
Abstract
On the World Wide Web, and other interactive media, it is possible to show different ads to different people who are simultaneously viewing the same content. This invention is based on the fact that people who have shown a tendency for similar likes and dislikes in the past will show a tendency for such similarities in the future. Those people who strongly display such similarities with respect to a particular person ("the subject") are referred to as that person'"'"'s "community." If the members of a subject'"'"'s community tend to click on a particular Web ad, then it is likely that the subject will also tend to click on that ad. This invention combines techniques for: determining the subject'"'"'s community, and determining which ads to show based on characteristics of the subject'"'"'s community. The information used to determine whether a given individual should be in the subject'"'"'s community is gleaned from the individual'"'"'s activities in the interactive medium. Means are provided to track a consumer'"'"'s activities so all the information he generates can be tied together in the database, e.g. by means of "cookies;" or by software running on the consumer'"'"'s computer, such as an in-line plug-in, a screensaver working in conjunction with the Web browser, or the Web browser itself. A measure of similarity between individuals is generated. The individuals with the greatest calculated similarity become the subject'"'"'s community; e.g. clusters are formed of groups of very similar consumers. Ads are presented to the subject based on his community, optionally selected based on demographics associated with the community.
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Citations
25 Claims
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1. An automated system in an interactive communication medium for selectively displaying one or more advertisements to a subject comprising:
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a collaborative filtering means for determining a subject'"'"'s community, using information derived from the activities of the subject in the interactive communication medium, and means for determining which of the one or more advertisements to show the subject based on characteristics of the subject'"'"'s community, wherein the means for determining which of the one or more advertisements to show the subject based on characteristics of the subject'"'"'s community includes means for displaying a new advertisement for a training period and means for determining whether a high or low proportion of members of the subject'"'"'s community have viewed further information about the advertisement. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A computer implemented process in an interactive medium for selectively displaying one or more advertisements to a subject comprising the steps of:
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(a) tracking activities of the subject in the interactive medium; (b) deriving information from the activities of the subject identified in said tracking step; (c) determining a community of the subject using all or a portion of the information; and (d) determining which of the one or more advertisements to present to the subject based on the subject'"'"'s community, wherein said step of determining which advertisements to show the subject based on characteristics of the subject'"'"'s community includes the steps of; displaying a new advertisement for a training period; and determining whether a high or low proportion of members of the subject'"'"'s community have chosen to view further information about the advertisement. - View Dependent Claims (9, 10, 11, 12, 13, 14, 15, 16)
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17. A computer program product for selectively displaying at least one or more host based advertisements to a guest at a remote location comprising:
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(a) a computer usable medium having computer readable program code means embodied therein for tracking activities of the guest at the remote location; (b) computer readable program code means for deriving information from the activities of the guest identified in said tracking step; (c) computer readable program code means for determining a community of the guest using all or a portion of the information; and (d) computer readable program code means for determining which advertisements to present to the guest based on the guest'"'"'s community, wherein the means for determining which advertisements to present the subject based on the guest'"'"'s community includes computer readable program code means for displaying a new advertisement for a training period and computer readable program code means for determining whether a high or low proportion of members of the guest'"'"'s community have chosen to view further information about the advertisement. - View Dependent Claims (18, 19, 20, 21, 22)
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23. A computer program product for selectively displaying at least one or more host based advertisements to a guest at a remote location comprising:
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(a) a computer usable medium having computer readable program code means embodied therein for tracking activities of the guest at the remote location; (b) computer readable program code means for deriving information from the activities of the guest identified in said tracking step; (c) computer readable program code means for determining a community of the guest using all or a portion of the information; (d) computer readable program code means for determining which advertisements to present to the guest based on the guest'"'"'s community; and (e) computer readable program code means for displaying an advertisement, the computer readable program code means for displaying an advertisement responsive to the computer readable program code means for determining which advertisements to present the guest wherein the computer readable program code means for displaying displays the advertisement determined by the computer readable program code means for determining which advertisement to present the guest wherein the guest has the ability to reject the selected advertisement, whereby the rejected advertisement is replaced with a second selected advertisement determined by said computer readable program code means for determining which advertisement to present the guest. - View Dependent Claims (24, 25)
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Specification