System and method for delivering payloads such as ads

• US 7,813,957 B1
• Filed: 02/18/2003
• Issued: 10/12/2010
• Est. Priority Date: 02/18/2003
• Status: Expired due to Fees

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Porte, Alexander
• Primary Examiner(s): Le; Khanh H
• Application Number:
  US10/368,239
• Time in Patent Office: 2,793 Days
• Field of Search: 705/14, 705/14.41, 705/14.52, 705/14.4
• US Class Current: 705/14.4
• CPC Class Codes: G06Q 10/0631 Resource planning, allocation, distributing or scheduling for enterprises or organisations
• 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 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics

Abstract

A system and method for delivering a plurality of payloads such as ads in response to a plurality of requests. The system comprises a data structure defining a target profile for each ad which target profile specifies characteristics of a request to which the ad may be provided in response and an ad server for delivering one or more of the plurality of payloads in response to a request from a target. The number of times each payload is delivered to a target is tracked. A payload priority is assigned for each of the payloads as a function of a delivery goal of the payload and as a function of the number of times the payload has been delivered to a target. A particular request is received from a particular target having particular characteristics. A particular payload is selected for delivery to the particular target as a function of the particular characteristics and as a function of the payload priorities.

Claims

1. A computer executable method executable by a processor of a computing device for delivering a plurality of payloads to a plurality of targets having different particular characteristics in response to requests from the targets, the method comprising:

tracking the number of times each of the plurality of payloads is delivered to a target;

assigning, by a payload server, a payload priority for each of the plurality of payloads as a function of a delivery goal,

wherein the assigned payload priority of at least some of the payloads comprises behind schedule,

wherein the assigned payload priority of at least some of the payloads comprises on schedule,

wherein the assigned payload priority of at least some of the payloads comprises ahead of schedule,

wherein said delivery goal of at least some of the payloads comprises a constant goal,

wherein each of the payloads having the constant goal is assigned the “

on schedule”

priority;

receiving, by the payload server, a particular request from a particular target having particular characteristics; and

selecting, by the payload server, a particular payload from the plurality of payloads for delivery to the particular target as a function of the particular characteristics of the particular target and as a function of the payload priority of the particular payload as compared to the priorities of the other payloads wherein said selecting comprises selecting a payload having a behind schedule priority over all payloads having an on schedule priority and over all payloads having an ahead of schedule priority and said selecting comprises selecting a payload having an on schedule priority over all payloads having an ahead of schedule priority.

2. The computer executable method of claim 1 further comprising considering as a group payloads having the same priority and arbitrarily selecting one of the payloads from the group of payloads having same priority.

3. A computer executable method executable by a processor of a computing device for delivering a plurality of payloads to a plurality of targets having different particular characteristics in response to requests from the targets, the method comprising:

specifying a delivery goal for each of the plurality of payloads;

defining target characteristics associated with each of the payloads, said target characteristics defining targets to which the payload may be delivered;

tracking the number of times each payload is delivered to a defined target;

assigning, by a payload server, a payload priority for each of the payloads as a function of its delivery goal, wherein the assigned payload priority comprises one of behind schedule, on schedule or ahead of schedule, the delivery goal for at least one payload of the plurality of payloads comprising at least one of;

a constant goal, wherein the payload is assigned the “

on schedule”

priority, and

a percentage goal, wherein the payload is assigned a payload priority based on a percentage of the tracked number of times the payload has been delivered to the target divided by the total number of payload requests from the targets to which the payload may be delivered;

receiving, by the payload server, a plurality of requests from said plurality of targets having different particular characteristics;

for each request from a particular target having particular characteristics, determining, by the payload server, available payloads as a function of the particular characteristics of the particular target as compared to the target characteristics associated with each of the payloads; and

selecting, by the payload server, from the available payloads a particular payload for delivery to the particular target as a function of a comparison of the payload priority of each of the available payloads wherein selecting comprises selecting a payload having a behind schedule priority over a payload having an on schedule priority and over a payload having an ahead of schedule priority and said selecting comprises selecting a payload having an on schedule priority over a payload having an ahead of schedule priority.

4. The computer executable method of claim 3 further comprising considering as a group payloads having the same priority and arbitrarily selecting one of the payloads from the group of payloads having same priority.

5. The computer executable method of claim 3 further comprising keeping a payload list of the priority of each payload, said payload list being periodically updated based on the number of times a payload has been delivered compared to its goal.

6. The computer executable method of claim 3 wherein the determining step including using a search tree to determine a correspondence between the particular characteristics of the particular target and the target characteristics of the payloads.

7. The computer executable method of claim 3 further comprising recalculating, on a periodic basis, the payload priority of each of the payloads by taking into account any changes in the number of deliveries since the last recalculation.

8. The computer executable method of claim 3 wherein the payload comprises an ad.

9. The computer executable method of claim 8 wherein said selecting comprises selecting an ad having a behind schedule priority over an ad having an on schedule priority and over an ad having an ahead of schedule priority and said selecting comprises selecting an ad having an on schedule priority over an ad having an ahead of schedule priority.

10. The computer executable method of claim 8 further comprising keeping an ad list of the priority of each ad, said ad list being periodically updated based on the number of times an ad has been delivered compared to its goal.

11. The computer executable method of claim 8 wherein the determining step including using a search tree to determine a correspondence between the particular profile of the particular client and the client profiles of the ads.

12. The computer executable method of claim 8 wherein the ad priority is recalculated on a periodic basis taking into account any changes in the number of deliveries since the last recalculation.

13. A system for delivering a plurality of ads to a plurality of targets having different particular characteristics in response to a plurality of ad requests from the targets, the system comprising:

a memory area storing a data structure defining a target profile for each ad which target profile specifies characteristics of a request to which the ad may be provided in response; and

a processor programmed for;

tracking the number of times each ad is delivered to a target;

assigning an ad priority for each of the ads as a function of its delivery goal, wherein the assigned ad priority and the delivery goal are specified in the target profile stored in the memory area for each of the ads and wherein the assigned ad priority comprises one of behind schedule, on schedule or ahead of schedule, the delivery goal for at least one ad of the plurality of ads comprising at least one of;

a constant goal, wherein the ad is assigned the “

on schedule”

priority, and

a percentage goal, wherein the ad is assigned an ad priority based on a percentage of the tracked number of times the ad has been delivered to the target divided by the total number of ad requests from the targets to which the ad may be delivered;

receiving a plurality of requests from said plurality of targets having different particular characteristics; and

selecting a particular ad from the plurality of ads for delivery to the particular target as a function of the particular characteristics of the particular target and as a function of the ad priority of the particular ad as compared to the priorities of the other ads.

14. The system of claim 13 wherein the data structure stored in the memory area comprises:

the delivery goal for each ad;

the number of times each ad is delivered in response to the request;

the ad priority for each ad.

15. The system of claim 13 further comprising a delivery server linked to and responsive to an ad server.

16. The system of claim 13 wherein the processor is programmed for selecting an ad having a behind schedule priority over an ad having an on schedule priority and over an ad having an ahead of schedule priority and selecting an ad having an on schedule priority over an ad having an ahead of schedule priority.

17. The system of claim 13 wherein the processor is programmed for considering as a group ads having the same priority and arbitrarily selecting one of the ads from the group of ads having same priority.

18. The system of claim 13 wherein the processor is programmed for keeping an ad list of the priority of each ad, said ad list being periodically updated based on the number of times an ad has been delivered compared to its goal.

19. The system of claim 13 wherein the processor is programmed for using a search tree to determine a correspondence between the particular profile of the particular client and the client profiles of the ads.

20. The system of claim 13 wherein the processor is programmed for recalculating the ad priority on a periodic basis taking into account any changes in the number of deliveries since the last recalculation.