Method and system for optimum placement of advertisements on a webpage

• US 7,100,111 B2
• Filed: 02/14/2003
• Issued: 08/29/2006
• Est. Priority Date: 04/02/1999
• Status: Expired due to Term

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Overture Services Incorporated (Apollo Global Management, Inc.)
• Inventors: Radford, Michael, McElfresh, Charles, Mineiro, Paul
• Primary Examiner(s): Bashore, William
• Assistant Examiner(s): Nguyen, Maikhanh
• Application Number:
  US10/366,802
• Publication Number:
  US 20030149937A1
• Time in Patent Office: 1,292 Days
• Field of Search: 715/517, 715/501.1, 715/513, 705/14, 705/17
• US Class Current: 715/207
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching

Abstract

A method and system for placement of graphical objects on a page to optimize the occurrence of an event associated with such objects. The graphical objects might include, for instance, advertisements on a webpage, and the event would include a user clicking on that ad. The page includes positions for receipt of the object material. Data regarding the past performance of the objects is stored and updated as new data is received. A user requests a page from a server associated with system. The server uses the performance data to derive a prioritized arrangement of the objects on the page. The server performs a calculation regarding the likelihood that an event will occur for a given object, as displayed to a particular user. The objects are arranged according to this calculation and returned to the user on the requested page. The likelihood can also be multiplied by a weighting factor and the objects arranged according to this product.

Claims

1. A method of providing for placement of a plurality of graphical objects on a page viewable by a user on a display, the graphical objects including graphic and text symbols, the page having positions for receipt of the objects, each object having a link to information, the link being invoked by an event identifying the object by a computer pointing device, the method being performed on a computer network and comprising the processing steps of:

receiving a request for a page from a user;

collecting and storing information about the user;

retrieving graphical objects for possible inclusion in the page which have been grouped according to the user information;

retrieving past performance data about the graphical objects;

calculating a likelihood that a graphical object will experience an event based upon the past performance data; and

returning the requested page to the user for viewing on the display with the graphical objects which have a higher event likelihood being arranged relative to one another in more visually prominent positions on the page.

2. The method of providing for placement of graphical objects on a page according to claim 1, wherein each object has an associated weighting factor, the likelihood calculation is multiplied times the weighting factor, and the arranging of the objects is prioritized according to this product.

3. The method of providing for placement of graphical objects on a page according to claim 1, wherein the user information is stored in a centralized database, with the user information accessible via a user identification tag assigned to each user.

4. The method of providing for placement of graphical objects on a page according to claim 3, wherein the method is employed by a system including at least one host site, the site including at least one webpage, and if the user is new to the system, the step of collection and storing information about the user includes the following steps:

redirecting the user request for a page from the site over to a processing device for recognizing the user;

using the processing device to extract and collect information about the user;

storing this information in the centralized database under the user identification tag;

passing a processing device cookie file, which includes the identification tag, back to the user;

redirecting the user from the processing device to the site with the identification tag attached to the request;

retrieving the user information databased under the identification tag; and

wherein the final step of the claim further includes returning a cookie file form the site to the user, the cookie file including the identification tag.

5. The method of providing for placement of graphical objects on a page according to claim 3, wherein the method is employed by a system including at least one host site, the site including at least one page, and if the user is new to the site but has previously visited the system, the step of collecting information about the user to the website includes the following steps:

redirecting the user request to the site over to a processing device for recognizing the user, along with a processing device cookie file which already exists for the user;

redirecting the user from the processing device to the site with the identification tag attached to the request;

retrieving the user information databased under the identification tag; and

wherein the final step of the claim further includes returning a cookie file from the site to the user, the cookie file including the identification tag.

6. The method of providing for placement of graphical objects on a page according to claim 3, wherein the method is employed by a system including at least one host site, the site including at least one page, wherein if the user has previously visited the site and the system, the step of collecting information about the user to the site includes the following steps:

receiving a cookie file including the user identification tag along with the request for a page; and

retrieving the user information databased under the identification tag.

7. The method of providing for placement of graphical objects on a page according to claim 1, wherein the performance data includes counts of a user identifying an object (click-through counts) and counts of each time an object is displayed (impression counts), and the step of calculating a likelihood uses a summation of click-through counts, and a summation of impression counts, along with the prior likelihood for each object.

8. The method of providing for placement of graphical objects on a page according to claim 7, wherein the prior likelihood is set to a high value for objects which are new to the system.

9. The method of providing for placement of graphical objects on a page according to claim 1, wherein a device is employed for creating and maintaining data groups which are differentiated by user characteristics, the processor also being used for sorting and storing performance data concerning the objects into the new and existing data groups.

10. The method of providing for placement of graphical objects on a page according to claim 9, wherein the device runs periodically in the background.

11. A system for providing placement of a plurality of graphical objects on a page viewable by a user on a display, the graphical objects including graphic and text symbols, the page having positions for receipt of the objects, each object having at least one link to information, the link being invoked by an event identifying the object by a computer pointing device, the system being implemented on a computer network and comprising:

a device for recognizing users which collects and provides information about users of the system;

a device for creating and arranging data groups according to user characteristics;

a database which stores statistical performance data about the objects according to the data groups;

a database for storing objects for possible placement on the page; and

an object server which;

receives a request for a page from a user;

retrieves user information from the device for recognizing users;

retrieves objects for possible placement on the page from the database using the user information;

calculates a likelihood that an event will occur for each object by retrieving and using the statistical performance data from the database; and

returns the page for viewing on the display with the objects arranged relative to one another according to their event likelihood.

12. The system according to claim 11, wherein the device for recognizing users interacts with a centralized database which uses identification tags assigned to each user for accessing user information.

13. The system according to claim 11, wherein the system further includes devices for counting when a user identifies an object (click-through counts), and the times an object is displayed (impression counts), and the information is logged into a database.

14. The system according to claim 13, wherein the logged information is processed, according to direction from the device for creating and arranging data groups according to user characteristics, to provide the statistical performance data in the respective database.

15. The system according to claim 14, wherein the processing is performed periodically as a background task.

16. The system according to claim 11, wherein an interface is also provided which allows access to view the statistical performance data associated with an object.

17. The system according to claim 11, wherein an interface is also provided which facilitates placement of objects within the object database.

18. A system for providing placement of a plurality of graphical objects on a page viewable by a user on a display, the graphical objects including graphic and text symbols, the page having positions for receipt of the objects, each object having at least one link to information, the link being invoked by an event identifying the object by a computer pointing device, the system being implemented on a computer network and comprising:

means for arranging and storing objects according to data groups of user characteristics;

means for receiving a request for a page from a user;

means for collecting information about the user;

means for retrieving objects from data groups corresponding to the user information;

means for calculating the likelihood of an event occurring; and

means for returning the requested page to the user for viewing on the display with the objects arranged relative to one another on the page according to the event likelihood calculation for each object.

19. The system according to claim 18, wherein the system also includes a means for multiplying the event likelihood calculation times a weighting factor for each object to yield a product, and the requested page is returned to the user with objects having a high resulting product arranged in the more visually prominent positions on the page.

20. A method of arranging a plurality of graphical objects on a page viewable by a user on a computer display, each object having a link to information, the method being performed on a computer network and comprising:

storing a plurality of graphical objects;

receiving a request for a page from a user;

identifying graphical objects for possible inclusion in the page from the stored plurality of graphical objects using information relating to the user;

calculating a value indicative of the likelihood that the user clicks through the link for each identified graphical object; and

displaying at least some of the identified graphical objects to the user for viewing on the display, where the displayed graphical objects are arranged relative to one another on the page using the calculated values.

21. The method according to claim 20, wherein the displayed graphical objects are arranged in decreasing visual prominence on the page in decreasing order of calculated value.

22. The method according to claim 20, wherein the displayed graphical objects are arranged on the page in descending order using the product of the calculated value and a weighting factor.

23. The method according to claim 22, wherein the weighting factor is a monetary amount.

24. The method according to claim 23, wherein the monetary amount is revenue per user.

25. The method according to claim 23, wherein the monetary amount is a price per click through when the user invokes a link to information associated with a graphical object.

26. The method according to claim 20, wherein a stored graphical object may have associated with it at least one constraint on the display of the graphical object.

27. The method according to claim 26, wherein one constraint is a restriction on a demographic variable of the user to whom the graphical object should be displayed.