Category-based advertisement

• US 7,865,397 B2
• Filed: 06/13/2007
• Issued: 01/04/2011
• Est. Priority Date: 06/13/2007
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Sheward, Lou, Talmor, Yoram, Makeev, Evgeniy
• Primary Examiner(s): Weiss; John G
• Assistant Examiner(s): CHORNESKY, ADAM B
• Application Number:
  US11/762,502
• Publication Number:
  US 20080313030A1
• Time in Patent Office: 1,301 Days
• Field of Search: 705/14.73, 705/14.43, 705/14.49, 705/14.54, 705/14.55, 705/14.71, 707/2, 707/3
• US Class Current: 705/14.71
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A hierarchical category system for organizing and displaying electronic advertisements is disclosed. Each electronic advertisement is assigned one or more categories from a hierarchical categorization system. Similarly, each available advertisement placement location is also provided with a category from the hierarchical categorization, system. Then, when displaying advertisements, the system attempts to locate advertisements that have matching categorizations. When no matching advertisement with an exact matching categorization can be found, the system will attempt to locate an advertisement from a more specific (child) category that is a sub category of the current category. However, the advertisement from the more specific (child) category must specify the broader category within its own allowable fall-back path.

Claims

1. A computer-implemented method of organizing and displaying electronic advertisements comprising:

assigning, in a computer, a plurality of electronic advertisements to a plurality of category nodes within a category hierarchy, wherein;

said category hierarchy comprises a plurality of levels of said category nodes,

said category nodes include a plurality of ancestor category nodes associated with

a plurality of descendant category nodes and identified by a number of

levels separating the ancestor category nodes from the associated

descendant category nodes;

assigning, in a computer, a plurality of available advertisement slots to said plurality of

category nodes within said category hierarchy; and

selecting, in a computer;

for each electronic advertisement assigned to a particular category node, an

available advertisement slot assigned to a matching particular category

node, if said available advertising slot assigned to a matching particular

category node exists,

if said available advertising slot assigned to a matching particular category node

does not exist, then selecting, in a computer, for the electronic

advertisement assigned to a particular category node, an available

advertising slot assigned to an ancestor category node associated with said

particular category node, wherein the ancestor category node is separated

from said matching particular category node by less than a predetermined

number of levels.

2. The computer-implemented method of organizing and displaying electronic advertisements as set forth in claim 1 wherein said electronic advertisements are internet advertisements.

3. The computer-implemented method of organizing and displaying electronic advertisements as set forth in claim 1 wherein advertisers bid for categories in said category hierarchy using an auction system.

4. The computer-implemented method of organizing and displaying electronic advertisements as set forth in claim 1 wherein when an advertiser has a particular advertisement displayed in an available advertising slot assigned to an ancestor category node associated with said particular category node then said advertiser pays no more than a price agreed upon for a target category node for said particular advertisement.

5. The computer-implemented method of organizing and displaying electronic advertisements as set forth in claim 1 wherein each said electronic advertisements specify particular advertisement locations that may not be used to display said electronic advertisement.

6. A computer readable medium, said computer readable medium comprising a set of instructions for organizing and displaying electronic advertisements, said set of instructions performing the steps of:

assigning, in a computer, a plurality of electronic advertisements to a plurality of category nodes within a category hierarchy, wherein;

said category hierarchy comprises a plurality of levels of said category nodes,

said category nodes include a plurality of ancestor category nodes associated with a plurality of descendant category nodes and identified by a number of levels separating the ancestor category nodes from the associated descendant category nodes;

assigning, in a computer, a plurality of available advertisement slots to said plurality of category nodes within said category hierarchy; and

selecting, in a computer;

for each electronic advertisement assigned to a particular category node, an available advertisement slot assigned to a matching particular category node, if said available advertising slot assigned to a matching particular category node exists,

if said available advertising slot assigned to a matching particular category node does not exist, then selecting, in a computer, for the electronic advertisement assigned to a particular category node, an available advertising slot assigned to an ancestor category node associated with said particular category node, wherein the ancestor category node is separated from said matching particular category node by less than a predetermined number of levels.

7. The computer readable medium as set forth in claim 6 wherein said electronic advertisements are internet advertisements.

8. The computer readable medium as set forth in claim 6 wherein advertisers bid for categories in said category hierarchy using an auction system.

9. The computer readable medium as set forth in claim 6 wherein when an advertiser has a particular advertisement displayed in an available advertising slot assigned to an ancestor category node associated with said particular category node then said advertiser pays no more than a price agreed upon for a target category node for said particular advertisement.

10. The computer readable medium as set forth in claim 6 wherein each said electronic advertisements specify particular advertisement locations that may not be used to display said electronic advertisement.

11. A computer-implemented hybrid method of categorizing electronic advertisements in a category hierarchy, said method comprising the steps of:

examining, in a computer, information about an electronic advertisement with a classification engine, said classification engine assigning a first pass categorization of said electronic advertisement, wherein said first pass categorization comprises identification of a matching category node within a plurality of levels of category nodes, said plurality of levels of category nodes including a plurality of ancestor category nodes associated with a plurality of descendant category nodes and identified by a number of levels separating the ancestor category nodes from the associated descendant category nodes;

displaying, on a computer display, said first past categorization of said electronic advertisement to a human in a form of said category hierarchy displayed with said first pass categorization high-lighted; and

accepting, at a computer, changes to said first pass categorization by said human to said displayed category hierarchy, wherein said changes comprise identifying a maximum number of levels between an acceptable ancestor category node and said matching category node.

12. The computer-implemented hybrid method of categorizing electronic advertisements in a category hierarchy as set forth in claim 11 wherein said first past categorization further comprises suggesting a maximum number of levels.

13. The computer-implemented hybrid method of categorizing electronic advertisements in a category hierarchy as set forth in claim 12 wherein said changes to said first pass categorization by said human comprise an addition of a category node.

14. The computer-implemented hybrid method of categorizing electronic advertisements in a category hierarchy as set forth in claim 11 wherein said information about said electronic advertisement comprises a web site of an advertiser.

15. The computer-implemented hybrid method of categorizing electronic advertisements in a category hierarchy as set forth in claim 11 wherein said information about said electronic advertisement comprises text information from an existing electronic advertisement.