Method of delivery, targeting, and measuring advertising over networks
First Claim
Patent Images
1. A method for advertising, comprising:
- contracting with a first affiliate web site to embed a first link to an advertisement server within content of said first affiliate web site, wherein said first link is sent to a user node in response to a request for said content from said user node to said first affiliate web site;
receiving, by an advertisement server computer, a first advertising request from said user node based upon said first link; and
selecting, by the advertisement server computer, an advertisement from among candidate advertisements based upon stored information about said user node and based upon stored information about the candidate advertisements, to send to said user node in response to said first advertising request,wherein at least one of the stored information about the user node and the stored information about the candidate advertisements includes click-through rate information, the click-through rate information being based on;
(1) empirically-gathered information regarding at least one of;
the candidate advertisements, andtypes of advertisements; and
(2) compiled information regarding at least one of;
the user node,a network associated with the user node, andthe content within which the first link is embedded; and
wherein the advertisement is selected based on a comparison of a predicted click-through rate of the advertisement and predicted click-through rates of other ones of the candidate advertisements.
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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.
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Citations
16 Claims
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1. A method for advertising, comprising:
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contracting with a first affiliate web site to embed a first link to an advertisement server within content of said first affiliate web site, wherein said first link is sent to a user node in response to a request for said content from said user node to said first affiliate web site; receiving, by an advertisement server computer, a first advertising request from said user node based upon said first link; and selecting, by the advertisement server computer, an advertisement from among candidate advertisements based upon stored information about said user node and based upon stored information about the candidate advertisements, to send to said user node in response to said first advertising request, wherein at least one of the stored information about the user node and the stored information about the candidate advertisements includes click-through rate information, the click-through rate information being based on; (1) empirically-gathered information regarding at least one of; the candidate advertisements, and types of advertisements; and (2) compiled information regarding at least one of; the user node, a network associated with the user node, and the content within which the first link is embedded; and wherein the advertisement is selected based on a comparison of a predicted click-through rate of the advertisement and predicted click-through rates of other ones of the candidate advertisements. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A method for advertising, comprising:
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receiving, by an advertisement server computer, a first advertising request requesting an advertisement for delivery to a user node; and selecting, by the advertisement server computer, an advertisement from among candidate advertisements to provide to the user in response to the first advertising request based on a prediction of a response by the user to each of the candidate advertisements, the prediction of the user response to the candidate advertisements being based on click-through rate information compiled from received messages regarding historical user responses to historical advertisement selections, the click-through rate information being based on; (1) empirically-gathered information regarding at least one of; the candidate advertisements, and types of advertisements; and (2) compiled information regarding at least one of; the user node, a network associated with the user node, and content with which the selected advertisement will be displayed; and wherein the advertisement is selected based on a comparison of a predicted click-through rate of the advertisement and predicted click-through rates of other ones of the candidate advertisements. - View Dependent Claims (9, 10, 11, 12)
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13. A method for distributing advertisements comprising:
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receiving, by an advertisement server computer, a first advertising request for an advertisement for delivery to a user node, the first advertising request being based on a link included in a response to a request for a web page, the request for the web page originating from the user node; selecting, by the advertisement server computer, an advertisement to send to the user node in response to the first advertising request from among candidate advertisements based on; targeting information for candidate advertisements, information regarding a likelihood of click through for the candidate advertisements, and at least one of information contained in the request for an advertisement and information about the web page requested by the user; and storing information regarding the selection of the advertisement, wherein the selection of the advertisement based on information regarding a likelihood of click through for the candidate advertisements is based on a comparison of a predicted click-through rate of the advertisement and predicted click-through rates of other ones of the candidate advertisements, and wherein the information regarding the likelihood of click through for the candidate advertisements is based on; (1) empirically-gathered information regarding at least one of; the candidate advertisements, and types of advertisements; and (2) compiled information regarding at least one of; the user node, a network associated with the user node, and the web page requested by the user node. - View Dependent Claims (14, 15, 16)
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Specification