Method of delivery, targeting, and measuring advertising over networks

• US 7,827,062 B2
• Filed: 03/12/2004
• Issued: 11/02/2010
• Est. Priority Date: 10/29/1996
• Status: Expired due to Fees

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: O'Connor, Kevin Joseph, Merriman, Dwight Allen
• Primary Examiner(s): Myhre; James W
• Assistant Examiner(s): GOLDMAN, MICHAEL H
• Application Number:
  US10/798,444
• Publication Number:
  US 20040172324A1
• Time in Patent Office: 2,426 Days
• Field of Search: 705/14.49, 705/14.53, 705/14.55
• US Class Current: 705/14.55
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0225 Avoiding frauds
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Methods and apparatuses for targeting the delivery of advertisements over a network such as the Internet are disclosed. Statistics are compiled on individual users and networks and the use of the advertisements is tracked to permit targeting of the advertisements of individual users. In response to requests from affiliated sites, an advertising server transmits to people accessing the page of a site an appropriate one of the advertisement based upon profiling of users and networks.

Claims

1. An apparatus for advertising, comprising:

a processor;

a memory storing instructions for a derive profile process adapted to be executed by said processor to collect information based upon a plurality of advertisement requests received from a user node;

a database that stores said information;

a memory storing instructions for an advertisement server process adapted to be executed by said processor to select, in response to an advertisement request, an advertisement based upon said information collected by said derive profile process stored in said database, wherein said advertisement request is generated by the user node in response to processing a link received from a first affiliate node in response to a prior content request sent from said user node to said first affiliate node, and wherein said advertisement is associated with a second affiliate node;

a memory storing instructions for a management process adapted to be executed by said processor to update advertisements available to be selected by said advertisement server process; and

a memory storing instructions for a report process adapted to be executed by said processor to generate a report about the placement of advertisements.

2. The apparatus of claim 1, wherein said instructions for said advertisement server process are further adapted to be executed to send said selected advertisement to said user node for display.

3. The apparatus of claim 2, wherein said instructions for said advertisement server process are further adapted to be executed to receive from said user node a click through request for information about the second affiliate node associated with said selected advertisement.

4. The apparatus of claim 3, wherein said instructions for said advertisement server process are further adapted to be executed to send a network address for said second affiliate node to said user node in response to said click-though request.

5. The apparatus of claim 3, wherein said stored information includes information about a prior click-through request received from said user node.

6. The apparatus of claim 1, wherein said instructions for said derive profile process are adapted to be executed to perform a reverse domain name lookup based upon an Internet Protocol address associated with one of said plurality of advertisement requests.

20. The apparatus of claim 1, wherein the advertisement server process is adapted to select an advertisement from among advertisements associated with the affiliate node.

21. The apparatus of claim 2, wherein the advertisement server process is adapted to send the selected advertisement to the user node for composite display with content requested from the first affiliate node.

22. The apparatus of claim 1, wherein the report process is adapted to associate an indication of the content of the first affiliate node for which the advertisement was selected for composite display with information regarding user interaction with the selected advertisement.

23. The apparatus of claim 1, wherein the management process is adapted to update, based on the selection of the advertisement, a number of times that the advertisement has been viewed by all users.

7. A computer-implemented method comprising:

receiving, at an ad server computer, a plurality of advertisement requests from a user node, each advertisement request being generated by the user node in response to processing a link received from a first affiliate node in response to a prior content request sent from the user node to the first affiliate node;

collecting information based on the advertisement requests;

selecting, by the ad server computer in response to an advertisement request, an advertisement based upon the collected information, the advertisement being associated with a second affiliate node; and

sending, by the ad server computer, the selected advertisement to the user node for display.

8. The computer-implemented method of claim 7, further comprising updating advertisements available to be selected.

9. The computer-implemented method of claim 7, further comprising generating a report about a placement of advertisements.

10. The computer-implemented method of claim 7, wherein the information includes a domain type.

11. The computer-implemented method of claim 7, further comprising receiving from the user node a click through request for information about the second affiliate node associated with a selected advertisement.

12. The computer-implemented method of claim 11, further comprising sending a network address for the second affiliate node to the user node in response to the click-though request.

13. The computer-implemented method of claim 7, wherein the information includes information about a prior click-through request received from the user node.

14. The computer-implemented method of claim 7, further comprising performing a reverse domain name lookup based upon an Internet Protocol address associated with one of the plurality of advertisement requests.

15. The computer-implemented method of claim 7, wherein selecting an advertisement based upon the collected information comprises selecting an advertisement from among advertisements associated with the affiliate node.

16. The computer-implemented method of claim 7, wherein sending the selected advertisement to the user node for display comprises sending the selected advertisement to the user node for composite display with content requested from the first affiliate node.

17. The computer-implemented method of claim 9, wherein generating a report about a placement of advertisements comprises associating an indication of the content of the first affiliate node for which the advertisement was selected for composite display with information regarding user interaction with the selected advertisement.

18. The computer-implemented method of claim 17, wherein the indication indicates a web page of the first affiliate node in which content requested by the user node is included.

19. The computer-implemented method of claim 8, wherein updating advertisements available to be selected comprises updating, based on the selection of the advertisement, a number of times that the advertisement has been viewed by all users.