Using a directed graph as an advertising system taxonomy

• US 8,050,965 B2
• Filed: 12/14/2007
• Issued: 11/01/2011
• Est. Priority Date: 12/14/2007
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Vaddadi, Phani K., Hellevik, Ole Christian, Roy, Ashis K.
• Primary Examiner(s): Maguire; Lindsay M.
• Application Number:
  US11/956,934
• Publication Number:
  US 20090157444A1
• Time in Patent Office: 1,418 Days
• Field of Search: 705/14, 705/14.43, 705/14.5
• US Class Current: 705/14
• 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 30/0244 Optimization
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0252 based on events or environment, e.g. weather or festivals
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Embodiments relate to generating and using a directed graph as an advertising network taxonomy. Individual delivery locations provided by publishers for presenting advertisements are identified. A directed graph is generated that includes specific advertising opportunities that each correspond with an individual delivery location. The directed graph also includes multiple general advertising opportunities that correspond with aggregations of delivery locations. Multiple aggregations may each include all or part of the same set of delivery locations. Advertisers may then use the directed graph to purchase advertising opportunities, and advertisements may be served to delivery locations based on the advertiser selections.

Claims

1. A method for generating a directed graph as an advertising system taxonomy, the method comprising:

identifying a plurality of specific advertising opportunities from one or more publishers, each specific advertising opportunity from the plurality of specific advertising opportunities comprising a specific location for serving an advertisement, each specific location being defined by an environment for serving an advertisement and an advertisement product definition that defines advertisement parameters supported by the environment, wherein only advertisements that meet the advertisement parameters are able to be displayed within the environment;

determining a plurality of general advertising opportunities, each general advertising opportunity from the plurality of specific advertising opportunities representing an aggregate of one or more specific advertising opportunities from the plurality of specific advertising opportunities, wherein at least two general advertising opportunities each include a common specific advertising opportunity;

generating, by a first computing process, a directed graph based on the plurality of specific advertising opportunities and the plurality of general advertising opportunities, the directed graph including a plurality of terminal nodes having no descendent nodes, a plurality of internal nodes having descendant nodes, and a plurality of advertisement product definitions associated with the terminal nodes and the internal nodes, wherein each specific advertising opportunity from the plurality of specific advertising opportunities is represented in the directed graph by a unique combination of a terminal node and an associated advertisement product definition, and wherein each general advertising opportunity from the plurality of general advertising opportunities is represented in the directed graph by a unique combination of an internal node and an associated advertisement product definition; and

storing, by a second computing process, the directed graph in one or more computer storage media;

wherein the first and second computing processes are performed by one or more computing devices.

2. The method of claim 1, wherein an environment for serving an advertisement comprises one or more of the following:

a web page, a video game, an ad-based software, and television programming.

3. The method of claim 1, wherein an environment for serving an advertisement comprises a web page, and wherein an advertisement product definition comprises a banner, a button, or a skyscraper.

4. The method of claim 1, wherein the method further comprises:

providing the directed graph to an advertiser; and

receiving an advertiser selection of one or more specific advertising opportunities and general advertising opportunities from the directed graph.

5. The method of claim 4, wherein the method further comprises facilitating the delivery of an advertisement of the advertiser to one or more specific locations associated with the one or more specific advertising opportunities and general advertising opportunities.

6. The method of claim 1, wherein the method further comprises generating two or more independent views of the directed graph by providing multiple sets of edges between nodes in the directed graph, each set of edges defining an independent view of the directed graph.

7. The method of claim 1, wherein each terminal node is characterized in the directed graph based on content of the environment for serving an advertisement associated with the terminal node.

8. The method of claim 7, wherein each of at least a portion of the internal nodes is characterized based on content associated with corresponding terminal nodes.

9. The method of claim 8, wherein each of at least a second portion of the internal nodes is characterized by advertising targeting information.