Real-time, computer-generated modifications to an online advertising program

• US 7,428,555 B2
• Filed: 04/07/2005
• Issued: 09/23/2008
• Est. Priority Date: 04/07/2005
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Yan, Weipeng
• Primary Examiner(s): MIZRAHI, DIANE D
• Application Number:
  US11/102,856
• Publication Number:
  US 20060230029A1
• Time in Patent Office: 1,265 Days
• Field of Search: 707 1- 10, 707100-1041, 707200-206, 718/106, 715/234
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A method and system for real-time, computer-generated modifications to an online advertising program is disclosed. One aspect of the invention involves a method at a computer associated with an ad placement provider. The method involves receiving a plurality of data streams containing real-time data concerning online advertisements in an online advertising program for an advertiser; applying a first continuous query to the plurality of data streams; generating a first ongoing response to the first continuous query; applying a second continuous query to the first ongoing response; generating a second response to the second continuous query; and in response to an event associated with generating the first or second response, implementing a computer-generated change in the advertising program in real time.

Claims

1. A method comprising,

at a computer associated with an ad placement provider:

receiving a plurality of data streams containing real-time data concerning online advertisements in an online advertising program for an advertiser;

applying a first continuous query to the plurality of data streams;

generating a first ongoing response to the first continuous query;

applying a second continuous query to the first ongoing response;

generating a second response to the second continuous query;

sending information associated with the first ongoing response and/or the second response to a computer associated with the advertiser in real time;

in response to sending the information, receiving computer-generated instructions from a remote computer to change the online advertising program; and

implementing the computer-generated change in the online advertising program in real time.

2. A method comprising,

at a computer associated with an ad placement provider,

receiving a plurality of data streams containing real-time data concerning online advertisements in an online advertising program for an advertiser;

applying a first continuous query to the plurality of data streams;

generating a first ongoing response to the first continuous query;

applying a second continuous query to the first ongoing response;

generating a second response to the second continuous query; and

in response to an event associated with generating the first or second response, implementing a computer-generated change in the advertising program in real time.

3. The method of claim 2, wherein the second response is an alert.

4. The method of claim 2, wherein the computer-generated change modifies a advertisement placement bid for the advertiser.

5. The method of claim 4, wherein the advertisement placement bid relates to a particular advertisement or to a group of advertisements.

6. The method of claim 2, wherein the computer-generated change modifies an advertising spending budget for the advertiser.

7. The method of claim 2, wherein the computer-generated change modifies one or more ads being displayed for a particular advertiser.

8. The method of claim 2, wherein the computer-generated change stops displaying an ad for the advertiser.

9. The method of claim 2, including receiving a set of computer-implemented rules for the online advertising program for an advertiser.

10. The method of claim 9, including using the received set of rules to change the advertising program in real time.

11. A computer system comprising at least one computer associated with an ad placement provider, wherein the computer system is configured to:

receive a plurality of data streams containing real-time data concerning online advertisements in an online advertising program for an advertiser;

apply a first continuous query to the plurality of data streams;

generate a first ongoing response to the first continuous query;

apply a second continuous query to the first ongoing response;

generate a second response to the second continuous query; and

in response to an event associated with generating the first or second response, implement a computer-generated change in the advertising program in real time.

12. A machine readable medium having stored thereon data representing sequences of instructions, which when executed by a computer system associated with an ad placement provider, cause the computer system to:

receive a plurality of data streams containing real-time data concerning online advertisements in an online advertising program for an advertiser;

apply a first continuous query to the plurality of data streams;

generate a first ongoing response to the first continuous query;

apply a second continuous query to the first ongoing response;

generate a second response to the second continuous query; and

in response to an event associated with generating the first or second response, implement a computer-generated change in the advertising program in real time.

13. A system, comprising:

means for receiving a plurality of data streams containing real-time data concerning online advertisements in an online advertising program for an advertiser;

means for applying a first continuous query to the plurality of data streams;

means for generating a first ongoing response to the first continuous query;

means for applying a second continuous query to the first ongoing response;

means for generating a second response to the second continuous query; and

in response to an event associated with generating the first or second response, means for implementing a computer-generated change in the advertising program in real time.

14. A method comprising,

at a computer associated with an advertiser,

receiving information associated with a first response, a second response, or both the first response and the second response,

wherein the first response is generated at a remote computer by applying a first continuous query to a plurality of data streams containing information about online advertisements in an online advertising program for the advertiser and

wherein the second response is generated at the remote computer by applying a second continuous query to the first response;

and

sending computer-generated instructions to change the online advertising program for the advertiser in real time.

15. A system comprising:

a computer associated with an advertiser, wherein the computer is configured to

receive information associated with a first and/or second response,

wherein the first response is generated at a remote computer by applying a first continuous query to a plurality of data streams containing information about online advertisements in an online advertising program for the advertiser and

wherein the second response is generated at the remote computer by applying a second continuous query to the first response; and

send computer-generated instructions to change the online advertising program for the advertiser in real time.

16. A machine readable medium having stored thereon data representing sequences of instructions, which when executed by a computer associated with an advertiser, cause the computer to:

receive information associated with a first response and/or a second response,

wherein the first response is generated at a remote computer by applying a first continuous query to a plurality of data streams containing information about online advertisements in an online advertising program for the advertiser and

wherein the second response is generated at the remote computer by applying a second continuous query to the first response; and

send computer-generated instructions to change the online advertising program for the advertiser.

17. A system, comprising:

a computer associated with an advertiser, wherein the computer includes means for receiving information associated with a first response and/or a second response,

wherein the first response is generated at a remote computer by applying a first continuous query to a plurality of data streams containing information about online advertisements in an online advertising program for the advertiser and

wherein the second response is generated at the remote computer by applying a second continuous query to the first response; and

means for sending computer-generated instructions to change the online advertising program for the advertiser.