System and method for targeted ad delivery

• US 7,734,632 B2
• Filed: 10/28/2005
• Issued: 06/08/2010
• Est. Priority Date: 10/28/2005
• Status: Active Grant

• Current Assignee: Disney Enterprises Incorporated (The Walt Disney Company)
• Original Assignee: Disney Enterprises Incorporated (The Walt Disney Company)
• Inventors: Wang, Yiqing
• Primary Examiner(s): Truong; Cam Y T
• Application Number:
  US11/262,240
• Publication Number:
  US 20070100796A1
• Time in Patent Office: 1,684 Days
• Field of Search: 707/3, 715/745
• US Class Current: 707/749
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A method and system of generating a user profile for advertisement over a computer network is disclosed. A webpage identifier that identifies a webpage and a content category identifier that identifies a content category is generated. The webpage identifier is associated with the content category identifier if web content depicted in the webpage is relevant to the content category. A web server then receives a request for the webpage including the webpage identifier and a first user identifier from a client computer connected to the computer network. A user profile is located by determining whether the first user identifier matches a second user identifier corresponding to the user profile. The user profile includes at least one user content category identifier and a corresponding user interest score. The corresponding user interest score is increased by the predetermined amount if the content category identifier matches the user content category identifier.

Claims

1. A computer implemented method of generating a user profile for targeted advertisement over a computer network, the method comprising:

determining a webpage identifier that identifies a webpage;

defining a content category identifier that identifies a content category;

associating the webpage identifier with the content category identifier when web content depicted in the webpage is relevant to the content category;

receiving, at a web server, a request for the webpage, the request including the webpage identifier and a first user identifier, the request being received from a client computer connected to the computer network;

locating the user profile by determining whether the first user identifier matches a second user identifier corresponding to the user profile, wherein the user profile includes a user interest score corresponding to a user content category identifier;

increasing the corresponding user interest score by an arbitrary standard amount when the content category identifier associated with the requested webpage matches the user content category identifier, wherein the arbitrary standard amount is established independently from the web content depicted in the webpage being viewed by a user;

increasing the corresponding user interest score by an amount representative of an elapsed time between the time of a previous webpage request having a similar content category identifier to the request for the webpage;

selecting an advertisement based on the user interest score;

providing the advertisement to the user over the computer network for display on a display device of the client computer; and

utilizing a plurality of decay rates to decay the corresponding user interest score, wherein a decay rate from the plurality of decay rates is chosen to be utilized depending upon user behavior;

wherein;

when the corresponding user interest score decreases below a threshold, the corresponding user interest score is reduced according to a second decay rate which reduces the corresponding user interest score at a greater rate than a first decay rate; and

when the corresponding user interest score surpasses another threshold, the corresponding user interest score ceases to be reduced by the second decay rate and is instead reduced by the first decay rate.

2. The method of claim 1, wherein the webpage identifier is a universal resource locator.

3. The method of claim 1, wherein the corresponding user interest score is indicative of a level of interest of the user in a content category.

4. The method of claim 1, wherein the corresponding user interest score is reduced daily regardless of whether a webpage request has been received at the web server.

5. The method of claim 1, wherein the corresponding user interest score is reduced periodically regardless of whether a webpage request has been received at the web server.

6. The method of claim 1, further comprising decaying the corresponding user interest score of a first content category in the user profile at a different rate from the corresponding user interest score of a second content category, wherein difference is due to the user behaving differently with respect to the first content category in comparison to the user'"'"'s behavior with respect to the second content category.

7. The method of claim 6, wherein the corresponding user interest score of the second content category in the user profile is decayed at the second decay rate if the user shows a second interest in the second content category.

8. The method of claim 6, wherein the corresponding user interest score of the first content category in the user profile is decayed at the first decay rate if the user shows a first interest in the first content category.

9. The method of claim 8, wherein the user shows the first interest if the user makes webpage requests frequent enough such that the corresponding user interest score increases beyond a predefined threshold.

10. The method of claim 1, further comprising:

assigning the corresponding user interest score to be reduced by the first decay rate if the corresponding user interest score of the content category identifier surpasses a first threshold;

determining whether the user has a first interest in the content category by checking whether the content category is assigned to be reduced by the first decay rate; and

if the user has the first interest in the content category, decaying the corresponding user interest score utilizing the first decay rate, wherein the first decay rate reduces the corresponding user interest score.

11. The method of claim 10, wherein if the user does not have the first interest in the content category, decaying the corresponding user interest score utilizing the second decay rate.

12. The method of claim 1, further comprising deleting the user profile if a webpage request is not received from a user after a threshold time.

13. The method of claim 1, further comprising deleting the user profile if the corresponding user interest score decreases below a threshold.

14. The method of claim 1, further comprising deleting a user interest score corresponding to a particular content category from the user profile if the user interest score corresponding to that particular content category decreases below a threshold.

15. The method of claim 1, wherein the webpage request includes a webpage request timestamp.

16. The method of claim 1, wherein the arbitrary standard amount is utilized to increase the corresponding user interest score every time the user makes a request to a website that has an associated content category.

17. The method of claim 1, wherein the arbitrary standard amount is utilized to increase the user interest score corresponding to each one of a plurality of content category identifiers in a user profile.

18. The method of claim 1, further comprising logging the webpage identifier, and the user identifier, in a log file.

19. The method of claim 1, further associating the webpage and at least one other content category by correlating the webpage identifier corresponding to the webpage with a content category identifier corresponding to the at least one other content category.

20. The method of claim 1, wherein the webpage identifier is further associated with a second content category, such that when the webpage is requested, a second user interest score corresponding to second content category is increased by predetermined amount.

21. The method of claim 1, wherein the user profile is implemented utilizing a data structure comprising a content category field, an interest score field, and a timestamp field.

22. A computer implemented method of generating a user profile associated with a user for advertisement over a computer network, comprising:

determining a webpage identifier that identifies a webpage;

defining a content category identifier that identifies a content category;

associating the webpage identifier with the content category identifier when web content depicted in the webpage is relevant to the content category;

receiving, at a web server, a request for the webpage, the request including the webpage identifier and a first user identifier, the request being received from a client computer connected to the computer network;

locating the user profile by determining whether the first user identifier matches a second user identifier corresponding to the user profile, wherein the user profile includes at least one user content category identifier and a corresponding user interest score;

if the content category identifier matches the at least one user content category identifier, increasing the corresponding user interest score by an arbitrary standard amount, wherein the arbitrary standard amount is established independently from the web content depicted in the webpage being viewed by the user;

increasing the corresponding user interest score by an amount representative of an elapsed time between the time of a previous webpage request having a similar content category identifier to the request for the webpage;

assigning the corresponding user interest score to be reduced by a first decay rate when the corresponding user interest score of the content category identifier surpasses a first threshold;

determining whether the user has a first interest in the content category by checking whether the content category is assigned to be reduced by the first decay rate;

if the user has the first interest in the content category, decaying the corresponding user interest score utilizing the first decay rate, wherein the first decay rate reduces the corresponding user interest score at a slower rate than a second decay rate;

selecting the advertisement based on the user interest score; and

providing the advertisement to the user over the computer network for display on a display device of the client computer;

wherein if the user does not have the first interest in the content category, decaying the corresponding user interest score utilizing the second decay rate;

wherein;

when the corresponding user interest score decreases below a second threshold, the corresponding user interest score is reduced according to the second decay rate which reduces the corresponding user interest score at a greater rate than the first decay rate; and

when the corresponding user interest score surpasses the first threshold, the corresponding user interest score ceases to be reduced by the second decay rate and instead reduced by the first decay rate.

23. A system to deliver advertisement over a computer network, the system comprising:

a merchant sever configured to receive a webpage request from a web browser, the webpage request including a universal resource locator and a user identifier, wherein the merchant server has a memory and a user profile database to store user profiles, each user profile comprising a plurality of user content category identifiers, wherein each content category identifier of the plurality of content category identifiers has a corresponding user interest score and a timestamp indicating when the webpage request is last received, wherein the corresponding user interest score increases by an arbitrary setting configured in the system to be a standard increase based on frequency a webpage associated with content category is requested, the user interest score additionally increases by an amount representative of an elapsed time between the time of a previous webpage request having a similar content category identifier to the webpage request;

wherein the corresponding user interest score is reduced according to a decay rate; and

wherein;

when the corresponding user interest score decreases below a threshold, the corresponding user interest score is reduced according to a second decay rate which reduces the corresponding user interest score at a greater rate than a first decay rate; and

when the corresponding user interest score surpasses another threshold, the corresponding user interest score ceases to be reduced by the second decay rate and the corresponding user interest score is instead reduced by the first decay rate.

24. The system of claim 23, wherein the corresponding user interest score is indicative of a level of interest of the user in a content category identified by a corresponding one of the user content category identifiers.

25. The system of claim 23, wherein the corresponding user interest score is reduced daily regardless of whether a webpage request has been received at the web server.

26. A computer implemented method of providing a targeted advertisement over a computer network to a user, the method comprising:

receiving from a user'"'"'s client computer a request for a webpage, the request including a webpage identifier and a first user identifier, the request being received by a web server that locates a user profile by determining whether the first user identifier matches a second user identifier corresponding to the user profile, wherein the web server further locates a content category identifier in the user profile by determining whether web content depicted in the webpage is associated to content identified by the content category identifier, wherein the web server increases a corresponding user interest score corresponding to the content category identifier by an arbitrary standard amount that is independent from the web content depicted in the webpage and wherein the web server additionally increases the corresponding user interest score by an amount representative of an elapsed time between the time of a previous webpage request having a similar content category identifier to the request for the webpage;

receiving the requested webpage from the web server;

receiving Internet content, wherein the Internet content is related to a content category in the user profile having an associated interest score higher than the arbitrary standard amount;

selecting an advertisement based on the user interest score; and

providing the advertisement to the client computer over the computer network for display on a display device of the client computer; and

wherein;

when the corresponding user interest score decreases below a threshold, the corresponding user interest score is reduced according to a second decay rate which reduces the corresponding user interest score at a greater rate than a first decay rate; and

when the corresponding user interest score surpasses another threshold, the corresponding user interest score ceases to be reduced by the second decay rate and is instead reduced by the first decay rate.

27. The method of claim 26, wherein the Internet content includes advertisement.

28. The method of claim 26, wherein the Internet content includes music.

29. The method of claim 26, wherein the Internet content includes video.

30. The method of claim 26, wherein the webpage identifier is a universal resource locator.

31. The method of claim 26, wherein the corresponding user interest score is indicative of a level of interest of the user in a content category identified by the user content category identifier.