System and method for delivering payloads such as ads

• US 8,024,221 B2
• Filed: 09/01/2010
• Issued: 09/20/2011
• 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:
  US12/873,846
• Publication Number:
  US 20100332322A1
• Time in Patent Office: 384 Days
• Field of Search: 705/14.61, 705/14.46, 705/14.42, 705/14.53, 705/14.66, 705/14.67
• 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 data structure defines a target profile for each ad which target profile specifies characteristics of a request to which the ad may be provided in response. An ad server delivers one or more of the plurality of payloads in response to a request from a target. 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 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 method executed by a processor of a computing device for delivering one or more of a plurality of payloads to a plurality of targets in response to requests from the targets, the payloads each having a priority assigned thereto as a function of a delivery goal of the payload, the targets each having different particular characteristics, the method comprising:

tracking, by the processor, the number of times each payload is delivered to a target;

assigning, by the processor, an on schedule priority for at least a first one of the payloads as a function of the delivery goal of the payload, wherein the delivery goal of the at least first one of the payloads comprises a constant goal;

assigning, by the processor, an ahead of schedule priority for at least a second one of the payloads as a function of the delivery goal of the payload, wherein the delivery goal of the at least second one of the payloads is a goal that is not the constant goal;

assigning, by the processor, a behind schedule priority for at least a third one of the payloads as a function of the delivery goal of the payload, wherein the delivery goal of the at least third one of the payloads is a goal that is not the constant goal;

wherein the assigned priority for each of the at least second or third ones of the payloads whose delivery goal is not the constant goal is a function of the number of times the payload has been delivered to a target;

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

selecting, by the processor, a particular payload for delivery to the particular target as a function of the particular characteristics of the particular target and as a function of the assigned payload priority of the particular payload.

2. The computer method of claim 1 wherein the assigned payload priority comprises one of the following:

an on schedule priority, a behind schedule priority, the behind schedule priority being a higher priority than the on schedule priority, and a ahead of schedule priority, the ahead of schedule priority being a lower priority than the on schedule priority, wherein said selecting comprises selecting a payload having the behind schedule priority over a payload having the on schedule priority and over a payload having the ahead of schedule priority, and wherein said selecting comprises selecting a payload having the on schedule priority over a payload having the ahead of schedule priority.

3. The computer method of claim 2 further comprising randomly selecting one of a group of payloads when each payload of the group of payloads has the same priority.

4. A computer method executed by a processor of a payload server for delivering one or more of a plurality of payloads to a plurality of targets having different particular characteristics in response to requests from the targets, the method comprising said processor executing instructions for:

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

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

wherein said delivery goal of at least one of the payloads comprises a percentage goal

wherein each payload having the percentage goal is assigned a payload priority based on a percentage of the tracked number of times said 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; and

wherein said delivery goal of at least another one of the payloads comprises a constant goal wherein a payload having the constant goal is assigned an on schedule priority;

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

for each request from a particular target having particular characteristics, determining 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 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.

5. The computer method of claim 4 wherein the assigned payload priority comprises one of the following:

a behind schedule priority, an on schedule priority, and an ahead of schedule priority, wherein said selecting comprises selecting a payload having the behind schedule priority over a payload having the on schedule priority and over a payload having the ahead of schedule priority, and said selecting comprises selecting a payload having the on schedule priority over a payload having the ahead of schedule priority.

6. The computer method of claim 5 wherein the specified delivery goal for certain payloads of the plurality of payloads comprises a constant goal, wherein each payload having the constant goal as its active goal is assigned the on schedule priority.

7. The computer method of claim 5 wherein the processor is further configured for randomly selecting one of a group of payloads when the each payload of the group of payloads has the same priority.

8. The computer method of claim 4 wherein the processor is further configured for keeping a payload list of the payload 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.

9. The computer method of claim 4 wherein said determining comprises using a search tree to determine a correspondence between the particular characteristics of the particular target and the target characteristics of the payloads.

10. The computer method of claim 4 wherein the processor is further configured for 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.

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

a memory area storing a data structure defining a target profile for each ad, said target profile specifying 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 plurality of ads as a function of a delivery goal of the ad,

wherein said delivery goal of at least one of the ads comprises a constant goal so that the at least one ad is assigned an on schedule priority, and

wherein said delivery goal of at least another one of the ads comprises a percentage goal,

wherein each ad having a percentage goal 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 payload may be delivered;

receiving a plurality of requests from said plurality of targets; 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.

12. The system of claim 11 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 a request; and

the ad priority for each ad.

13. The system of claim 11 wherein the assigned ad priority comprises one of the following:

a behind schedule priority, an on schedule priority, and an ahead of schedule priority, wherein the processor is programmed for selecting an ad having the behind schedule priority over an ad having the on schedule priority and over an ad having the ahead of schedule priority and said selecting comprises selecting an ad having the on schedule priority over an ad having the ahead of schedule priority.

14. The system of claim 13 wherein the processor is programmed for randomly selecting one of a group of ads when each ad of the group of ads has the same priority.

15. The system of claim 11 wherein the delivery goal for another particular ad comprises an impression goal having a lifetime, wherein the impression goal, when active, comprises a goal that the particular ad is delivered to a constant percentage of the requests to which its characteristics correspond over the lifetime of the goal.

16. The system of claim 11 wherein the delivery goal for another particular ad comprises a flatrate goal, wherein the flatrate goal, when active, comprises a goal that the particular ad is delivered at a constant rate to the target and is assigned an ad priority as a function of the number of times the ad has been delivered to the target.

17. The system of claim 11 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.

18. The system of claim 11 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.

19. The system of claim 11 wherein the processor is programmed for recalculating the ad priority for each ad on a periodic basis taking into account any changes in the number of deliveries since the last recalculation.