Determining and/or using location information in an ad system
First Claim
1. A computer-implemented method for controlling serving of an ad using its relevancy to a request, the method comprising:
- a) accepting, by a computer system including at least one computer, geolocation information associated with the request;
b) comparing, by the computer system, the accepted geolocation information associated with the request with geolocation targeting information associated with the ad to generate a comparison result;
c) determining, by the computer system, the relevancy of the ad using at least the comparison result;
d) controlling, by the computer system, the serving of the ad, for rendering on a client device, using the determined relevancy of the ad;
e) determining, by the computer system, whether the ad has geolocation price information corresponding to the geolocation information accepted; and
f) if it is determined that the ad has geolocation price information corresponding to the geolocation information accepted, then determining, by the computer system, a score using at least the geolocation price information, otherwise determining, by the computer system, the score using at least general price information of the ad,wherein the act of controlling the serving of the ad further uses the score of the ad, andwherein the geolocation targeting information associated with the ad corresponds to an area defined by at least one geographic reference point.
2 Assignments
0 Petitions
Accused Products
Abstract
The usefulness, and consequently the performance, of advertisements are improved by allowing businesses to better target their ads to a responsive audience. Location information is determined (or simply accepted) and used. For example, location information may be used in a relevancy determination of an ad. As another example, location information may be used in an attribute (e.g., position) arbitration. Such location information may be associated with price information, such as a maximum price bid. Such location information may be associated with ad performance information. Ad performance information may be tracked on the basis of location information. The content of an ad creative, and/or of a landing page may be selected and/or modified using location information. Finally, tools, such as user interfaces, may be provided to allow a business to enter and/or modify location information, such as location information used for targeting and location-dependent price information. The location information used to target and/or score ads may be, include, or define an area. The area may be defined by at least one geographic reference point (e.g., defined by latitude and longitude coordinates) and perhaps additional information. Thus, the area may be a circle defined by a geographic reference point and a radius, an ellipse defined by two geographic reference points and a distance sum, or a polygon defined by three or more geographic reference points, for example.
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Citations
8 Claims
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1. A computer-implemented method for controlling serving of an ad using its relevancy to a request, the method comprising:
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a) accepting, by a computer system including at least one computer, geolocation information associated with the request; b) comparing, by the computer system, the accepted geolocation information associated with the request with geolocation targeting information associated with the ad to generate a comparison result; c) determining, by the computer system, the relevancy of the ad using at least the comparison result; d) controlling, by the computer system, the serving of the ad, for rendering on a client device, using the determined relevancy of the ad; e) determining, by the computer system, whether the ad has geolocation price information corresponding to the geolocation information accepted; and f) if it is determined that the ad has geolocation price information corresponding to the geolocation information accepted, then determining, by the computer system, a score using at least the geolocation price information, otherwise determining, by the computer system, the score using at least general price information of the ad, wherein the act of controlling the serving of the ad further uses the score of the ad, and wherein the geolocation targeting information associated with the ad corresponds to an area defined by at least one geographic reference point. - View Dependent Claims (2, 3, 4)
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5. Apparatus for controlling serving of an ad using its relevancy to a request, the apparatus comprising:
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a) at least one processor; and b) at least one storage device storing processor-executable instructions which, when executed by the at least one processor, perform a method of; 1) accepting geolocation information associated with the request, 2) comparing the accepted geolocation information associated with the request with geolocation targeting information associated with the ad to generate a comparison result, 3) determining the relevancy of the ad using at least the comparison result, 4) controlling the serving of the ad, for rendering on a client device, using the determined relevancy of the ad, 5) determining whether the ad has geolocation price information corresponding to the geolocation information accepted, and 6) determining a score using at least the geolocation price information if it is determined that the ad has geolocation price information corresponding to the geolocation information accepted, and otherwise determining the score using at least general price information of the ad, wherein the act of controlling the serving of the ad further uses the score of the ad, and wherein the geolocation targeting information associated with the ad corresponds to an area defined by at least one geographic reference point. - View Dependent Claims (6, 7, 8)
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Specification