Encoding ad and/or ad serving information in a click URL

• US 7,930,384 B1
• Filed: 12/29/2003
• Issued: 04/19/2011
• Est. Priority Date: 01/24/2003
• Status: Expired due to Fees

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Lester, Chad, Veach, Eric
• Primary Examiner(s): Donaghue; Larry
• Assistant Examiner(s): Gillis; Brian J
• Application Number:
  US10/749,110
• Time in Patent Office: 2,668 Days
• Field of Search: 705/14, 705/26, 705/14.41, 705/14.69, 705/14.73, 709/270, 709/217, 709/224
• US Class Current: 709/224
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

The tracking of ad selections (such as ad clicks for example), and/or rich levels of ad performance may be facilitated by encoding one or more ad properties in a click URL of the ad. An intermediate URL server may be used to decode such ad properties when the ad is selected. Ad properties may include an identity of the ad; an identity of the advertiser; and/or various other ad serving parameters.

Claims

1. A computer-implemented method comprising:

a) encoding, with a computer system including at least one computer, ad properties of an ad and including the encoded ad properties in a click URL, wherein the encoded ad properties include all of (A) a topic or concept associated with a Web page with which the ad was served, (B) a time the ad was served or rendered, (C) information about other ads that were rendered along with the ad, (D) a geolocation to which the ad was served, (E) an identity of a server that chose the ad, and (F) a digital signature generated based on the other ad properties included in the click URL;

b) serving, with the computer system, the ad together with the click URL;

c) in response to a user selection of the ad,

i) decoding, with the computer system, the encoded ad properties at an intermediate URL server, and

ii) forwarding, with the computer system, a content rendering facility of the user to an ad landing page; and

d) using the encoded ad properties to perform, with the computer system, at least one of (1) tracking the performance of the ad and (2) determining advertiser charges for serving the ad.

2. The computer-implemented method of claim 1 wherein the act of encoding ad properties represents the encoded ad properties with characters from a set of K characters, where K is no more than 72.

3. The computer-implemented method of claim 2 wherein K is 64.

4. The computer-implemented method of claim 2 wherein K is 32.

5. The computer-implemented method of claim 2 wherein K is 16.

6. The computer-implemented method of claim 1 wherein the encoded ad properties are represented with a set of K characters, and wherein the set of K characters excludes one or more characters selected from a set of characters consisting of “

control”

“

space”

“

<

”

“

>

” and

“

%”

.

7. The computer-implemented method of claim 1 wherein the encoded ad properties are represented with a set of K characters, and wherein the set of K characters excludes one or more characters selected from a set of characters consisting of “

{”

“

}”

“

|”

“

\”

“

^”

“

[” and

“

]”

.

8. A computer-implemented method comprising:

a) encoding, with a computer system including at least one computer, ad properties of an ad and including the encoded ad properties in a click URL, wherein the encoded ad properties include all of (A) a topic or concept associated with a Web page with which the ad was served, (B) a time the ad was served or rendered, (C) information about other ads that were rendered along with the ad, (D) a geolocation to which the ad was served, (E) an identity of a server that chose the ad, and (F) a digital signature generated based on the other ad properties included in the click URL;

b) serving, with the computer system, the ad together with the click URL;

c) in response to a user selection of the ad,

i) decoding, with the computer system, the encoded ad properties at an intermediate URL server, and

ii) forwarding, with the computer system, a content rendering facility of the user to an ad landing page; and

d) using the encoded ad properties to perform, with the computer system, at least one of (1) tracking the performance of the ad and (2) determining advertiser charges for serving the ad,

wherein the act of encoding the ad properties of the ad and including the encoded ad properties in the click URL includes;

(1) representing, with the computer system, each of the ad properties of the ad with a binary value;

(2) concatenating, with the computer system, each of the binary values to define a sequence of bits;

(3) encoding, with the computer system, the sequence of bits into a sequence of characters, wherein each of the characters is selected from a set of K legal characters; and

(4) providing, with the computer system, the sequence of characters in the click URL of the ad.

9. The computer-implemented method of claim 8 wherein the act of encoding the sequence of bits into a sequence of characters includes

i) dividing, with the computer system, a number defined by the sequence of bits by K to obtain a result and a remainder,

ii) selecting, with the computer system, one of the K legal characters using the remainder,

iii) setting, with the computer system, the number to the result, and

iv) repeating acts (i)-(iii) until the result is less than K.

10. Apparatus comprising:

one or more processors;

at least one input device; and

one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of;

a) encoding ad properties of an ad and including the encoded ad properties in a click URL, wherein the encoded ad properties include all of (A) a topic or concept associated with a Web page with which the ad was served, (B) a time the ad was served or rendered, (C) information about other ads that were rendered along with the ad, (D) a geolocation to which the ad was served, (E) an identity of a server that chose the ad, and (F) a digital signature generated based on the other ad properties included in the click URL;

b) serving the ad together with the click URL;

c) in response to a user selection of the ad,

i) “

decoding the encoded ad properties at an intermediate URL server, and

ii) forwarding a content rendering facility of the user to an ad landing page; and

d) using the encoded ad properties to perform, with the computer system, at least one of (1) tracking the performance of the ad and (2) determining advertiser charges for serving the ad.

11. The apparatus of claim 10 wherein the act of encoding ad properties represents the encoded ad properties with characters from a set of K characters, where K is no more than 72.

12. The apparatus of claim 11 wherein K is 64.

13. The apparatus of claim 11 wherein K is 32.

14. The apparatus of claim 11 wherein K is 16.

15. The apparatus of claim 10 wherein the encoded ad properties are represented with a set of K characters, and wherein the set of K characters excludes one or more characters selected from a set of characters consisting of “

control”

“

space”

“

<

”

“

>

” and

“

%”

.

16. The apparatus of claim 10 wherein the encoded ad properties are represented with a set of K characters, and wherein the set of K characters excludes one or more characters selected from a set of characters consisting of “

{”

“

}”

“

|”

“

\”

“

^”

“

[” and

“

]”

.

17. Apparatus comprising:

one or more processors;

at least one input device; and

one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of;

a) encoding ad properties of an ad and including the encoded ad properties in a click URL, wherein the encoded ad properties include all of (A) a topic or concept associated with a Web page with which the ad was served, (B) a time the ad was served or rendered, (C) information about other ads that were rendered along with the ad, (D) a geolocation to which the ad was served, (E) an identity of a server that chose the ad, and (F) a digital signature generated based on the other ad properties included in the click URL;

b) serving the ad together with the click URL;

c) in response to a user selection of the ad,

i) decoding the encoded ad properties at an intermediate URL server, and

ii) forwarding a content rendering facility of the user to an ad landing page; and

d) using the encoded ad properties to perform, with the computer system, at least one of (1) tracking the performance of the ad and (2) determining advertiser charges for serving the ad,

wherein the act of encoding the ad properties of the ad and including the encoded ad properties in the click URL includes;

(1) representing each of the ad properties of the ad with a binary value;

(2) concatenating each of the binary values to define a sequence of bits;

(3) encoding the sequence of bits into a sequence of characters, wherein each of the characters is selected from a set of K legal characters, and

(4) providing the sequence of characters in the click URL of the ad.

18. The apparatus of claim 17 wherein the act of encoding the sequence of bits into a sequence of characters includes

i) dividing a number defined by the sequence of bits by K to obtain a result and a remainder,

ii) selecting one of the K legal characters using the remainder,

iii) setting the number to the result, and

iv) repeating acts (i)-(iii) until the result is less than K,