System and method for automatically targeting web-based advertisements

• US 8,041,601 B2
• Filed: 09/30/2003
• Issued: 10/18/2011
• Est. Priority Date: 09/30/2003
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Bauer, John, Fikes, Andrew, Koningstein, Ross
• Primary Examiner(s): Stamber; Eric W
• Assistant Examiner(s): Nguyen; Tri V
• Application Number:
  US10/676,195
• Publication Number:
  US 20050071224A1
• Time in Patent Office: 2,940 Days
• Field of Search: 705/14, 705/14.4, 705/14.49, 705/14.51, 705/14.54, 705/14.66, 705/14.67, 705/14.72
• US Class Current: N/A
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0271 Personalized advertisement
• CPC Class Codes: G06Q 30/0276 Advertisement creation

Abstract

A system and method for automatically targeting Web-based advertisements is described. Advertisements are identified relative to a query, wherein identified advertisements describe characteristics relative to at least one of a product and a service. The advertisements are scored according to match between the query and the characteristics of the identified advertisements. At least some of the advertisements are provided as Web-based content.

Claims

1. A computer-implemented method for automatically targeting Web-based advertisements, comprising:

identifying, by a computer system including one or more computers on a network, advertisements relative to a query, wherein identified advertisements describe characteristics relative to at least one of a product and a service;

scoring, by the computer system, the advertisements according to a degree of a match between the query and the characteristics of the identified advertisements;

creating, dynamically by the computer system, an advertising creative, using at least the characteristics of at least one such identified advertisement, to include in the corresponding advertisement, wherein the act of dynamically creating the advertising creative further uses terms from the query to summarize the at least one of a product and a service described by the advertisement in the advertising creative dynamically; and

providing, by the computer system, at least some of the advertisements as Web-based content.

2. The computer-implemented method according to claim 1, further comprising:

determining, by the computer system, the numerical score relative to at least one of a content match and a categorical match.

3. The computer-implemented method according to claim 1, further comprising:

sorting, by the computer system, at least some of the identified advertisements by the numerical score.

4. The computer-implemented method according to claim 3, further comprising:

selecting, by the computer system, at least some of the sorted identified advertisements relative to a predefined threshold.

5. The computer-implemented method according to claim 1, further comprising:

filtering, by the computer system, the identified advertisements relative to at least one of a country, locale, language, and daily budget.

6. The computer-implemented method according to claim 1, further comprising:

ranking, by the computer system, the identified advertisements using a selection criteria; and

ordering, by the computer system, at least some of the ranked identified advertisements.

7. The computer-implemented method according to claim 6, further comprising:

selecting, by the computer system, at least some of the ordered identified advertisements relative to a ranking cutoff, the ranking cutoff being a product of a fixed cost and a variable cost.

8. The computer-implemented method according to claim 6, further comprising:

evaluating, by the computer system, the selection criteria based on at least one of a fixed cost, variable cost, and random factor associated with one or more of the identified advertisements.

9. The computer-implemented method according to claim 8, further comprising:

applying, by the computer system, at least one of an acceptable fixed cost and an acceptable variable cost as the selection criteria.

10. The computer-implemented method according to claim 8, further comprising:

providing, by the computer system, at least one of the fixed cost and the variable cost as part of the characteristics of the identified advertisements.

18. The computer-implemented method according to claim 1, wherein the characteristics of at least one such identified advertisement which are used in creating the advertising creative includes at least one of (A) a merchant name, (B) a product or service name, (C) a Uniform Resource Locator address to identify online product or service information, (D) a price of a product or service, (E) a assigned category of a product or service, (F) a type of product or service, (G) a classified category of a product or service, and (H) a confidence level of a classified category assigned to a product or service.

11. A system including one or more computers on a network for automatically targeting Web-based advertisements, the system comprising:

an indexer to identify advertisements relative to a query, wherein identified advertisements describe characteristics relative to at least one of a product and a service;

a scorer to score the advertisements according to match between the query and the characteristics of the identified advertisements;

an advertising creative generator to create an advertising creative dynamically using at least the characteristics of at least one such identified advertisement, to include in the corresponding adverstisement, wherein the advertising creative generator further uses terms from the query to summarize the at least one of a product and a service described by the advertisement in the advertising creative dynamically; and

a targeting component to provide at least some of the advertisements as Web-based content,

wherein a numerical score is assigned to the identified advertisements based on a degree of the match.

12. A system according to claim 11, wherein the numerical score is determined relative to at least one of a content match and a categorical match.

13. A system according to claim 11, further comprising:

a sorter to sort at least some of the identified advertisements by the numerical score.

14. A system according to claim 13, further comprising:

a selector to select at least some of the sorted identified advertisements relative to a predefined threshold.

15. A system according to claim 11, wherein the dynamically created advertising creative is provided as part of the at least some of the advertisements.

17. The system according to claim 11, wherein the characteristics of at least one such identified advertisement which are used in creating the advertising creative includes at least one of (A) a merchant name, (B) a product or service name, (C) a Uniform Resource Locator address to identify online product or service information, (D) a price of a product or service, (E) a assigned category of a product or service, (F) a type of product or service, (G) a classified category of a product or service, and (H) a confidence level of a classified category assigned to a product or service.

16. An apparatus for automatically targeting Web-based advertisements, comprising:

a) one or more processors;

b) one or more input devices; and

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

(i) identifying advertisements relative to a query, wherein identified advertisements describe characteristics relative to at least one of a product and a service;

(ii) scoring the advertisements according to a degree of a match between the query and the characteristics of the identified advertisements;

(iii) dynamically creating an advertising creative, using at least the characteristics of at least one such identified advertisement, to include in the corresponding advertisement, wherein the act of dynamically creating the advertising creative further uses terms from the query to summarize that at least one of a product and a service described by the advertisement in the advertising creative dynamically; and

(iv) providing at least some of the advertisements as Web-based content.