Method and apparatus for automatic placement of advertising

• US 7,039,599 B2
• Filed: 06/15/1998
• Issued: 05/02/2006
• Est. Priority Date: 06/16/1997
• Status: Expired due to Term

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Doubleclick Incorporated (Alphabet Inc.)
• Inventors: O'Connor, Kevin, Merriman, Dwight A
• Primary Examiner(s): Jasmin, Lynda C
• Assistant Examiner(s): Laneau, Ronald
• Application Number:
  US09/094,949
• Publication Number:
  US 20020099600A1
• Time in Patent Office: 2,878 Days
• Field of Search: 705/14, 709/219, 707/501
• US Class Current: 705/14.52
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A computer system for automatic replacement of direct advertisements in scarce media includes an advertising server for selecting a direct advertisement based on certain criteria. Transaction results of the direct advertisement placement are reported back to the advertising server, and an associated accounting system. In one embodiment, the direct advertiser'"'"'s server reports transactions back to the advertising server by email. In a second embodiment, a direct proxy server brokers the user'"'"'s session (or interaction) with the direct advertiser'"'"'s server, including transaction processing and the direct proxy server reports the results of transactions back to the advertising server and its associated accounting system. A direct proxy provides an independent audit of transactions at a remote direct advertiser'"'"'s web site. The feedback of the results of direct advertisement transactions provides an efficient utilization of direct advertising space by way of an automated computer system with a predictive model for selection and distribution of direct advertising.

Claims

1. A method for advertisement selection, comprising:

(a) receiving from an advertiser Web site feedback representing user transactions at the advertiser Web site, the user transactions resulting from user response to at least one of a plurality of direct advertisements;

(b) receiving a request to display a direct advertisement to a user; and

(c) selecting, in response to the request, one of the plurality of direct advertisements for display based at least in part upon the advertiser feedback.

2. The method of claim 1, further comprising compiling from the advertiser feedback a historical statistical conversion rate for each of the at least one of a plurality of direct advertisements, and wherein the selection of one of the plurality of direct advertisements is based at least in part upon its historical statistical conversion rate.

3. The method of claim 1, wherein user transactions include at least one of a sale, an order, a download and a click through.

4. The method of claim 1, wherein the advertiser feedback is received via e-mail.

5. The method of claim 1, wherein the advertiser feedback is received via a direct proxy server.

6. A computer system for advertisement selection, comprising:

a storage device configured to store a plurality of direct advertisements;

a communications device configured to communicate with an advertiser Web site and a user; and

an advertisement server configured to receive from the advertiser Web site via the communications device feedback representing user transactions at the advertiser Web site, the user transactions resulting from user response to at least one of the plurality of direct advertisements, the advertisement server further configured to receive from the user via the communications device a request to display a direct advertisement, the advertisement server further configured to select, in response to the user request, one of the plurality of direct advertisements for delivery from the storage device to the user based at least in part upon the advertiser feedback.

7. The system of claim 6, wherein the advertisement server is further configured to compile from the advertiser feedback a historical statistical conversion rate for each of the at least one of the plurality of direct advertisements, and wherein the selection of one of the plurality of direct advertisements is based at least in part upon its historical statistical conversion rate.

8. The system of claim 6, wherein user transactions include at least one of a sale, an order, a download and a click through.

9. The system of claim 6, wherein the advertisement server is further configured to receive the advertiser feedback via e-mail.

10. The system of claim 6, wherein the advertisement server is further configured to receive the advertiser feedback via a direct proxy server.

11. A machine-readable medium storing instructions adapted to be executed by a processor to:

(a) receive from an advertiser Web site feedback representing user transactions at the advertiser Web site, the user transactions resulting from user response to at least one of a plurality of direct advertisements;

(b) receive a request to display a direct advertisement to a user; and

(c) select, in response to the request, one of the plurality of direct advertisements for display based at least in part upon the advertiser feedback.

12. The medium of claim 11, further comprising instructions to compile from the advertiser feedback a historical statistical conversion rate for each of the at least one of a plurality of direct advertisements, and wherein the selection of one of the plurality of direct advertisements is based at least in part upon its historical statistical conversion rate.

13. The medium of claim 11, wherein user transactions include at least one of a sale, an order, a download and a click through.

14. The medium of claim 11, wherein the advertiser feedback is received via e-mail.

15. The medium of claim 11, wherein the advertiser feedback is received via a direct proxy server.