Advertisement customization

• US 8,165,915 B1
• Filed: 07/23/2008
• Issued: 04/24/2012
• Est. Priority Date: 07/23/2008
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Lucash, Nathan
• Primary Examiner(s): Havan, Thu Thao
• Application Number:
  US12/178,529
• Time in Patent Office: 1,371 Days
• Field of Search: 705/14, 705/35
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 40/00 Finance; Insurance; Tax strategies; Processing of corporate or income taxes

Abstract

Methods, systems and computer program products for customizing one or more advertisements are described. Specifically, advertisements may be customized using information from content of a web page prior to viewing by a user. For example, the rendering of the text of an advertisement may be in a same size, color, and font type as the text on the web page into which the advertisement is integrated. In addition, the advertisement may be displayed using a same color scheme as that used by the web page such that the advertisement may be enhanced in terms of notice and interaction by the user.

Claims

1. A method comprising:

identifying content of a document;

identifying one or more characteristics associated with the content, wherein the one or more characteristics include one or more presentation characteristics of the content;

customizing, using one or more computers, one or more advertisements based on the identified characteristics, wherein customizing one or more advertisements comprises customizing a presentation of the one or more advertisements based on the one or more identified presentation characteristics of the content; and

transmitting the customized advertisements for display in the document.

2. The method of claim 1, where identifying one or more characteristics associated with the content includes identifying font characteristics associated with the content.

3. The method of claim 2, where identifying font characteristics associated with the content includes identifying a dominant font used within the content.

4. The method of claim 1, where identifying one or more characteristics associated with the content includes:

applying a matching function to an area used for displaying an advertisement to determine one or more characteristics associated with the area if the advertisement were a block of text.

5. The method of claim 1, where identifying one or more characteristics associated with the content includes:

analyzing a document object model (DOM) associated with the document;

identifying one or more nodes associated with the content from the document object model; and

determining one or more characteristics associated with the identified nodes.

6. The method of claim 5, where determining one or more characteristics associated with the identified nodes includes:

weighting the identified nodes based on a predetermined criteria associated with each node;

identifying a node with a highest weight; and

determining one or more characteristics associated with the identified node with the highest weight.

7. The method of claim 6, where weighting the identified nodes based on a predetermined criteria associated with each node includes weighting the nodes based on a length of text associated with a node.

8. The method of claim 7, where weighting the nodes based on a predetermined criteria associated with each node includes weighting the nodes based on a pixel area covered by each node.

9. The method of claim 7, where weighting the nodes based on a predetermined criteria associated with each node includes weighting the nodes according to a distance of a node from a center of a viewing area used for displaying the customized advertisements.

10. The method of claim 1, where identifying one or more characteristics associated with the content includes identifying a color scheme associated with the content.

11. The method of claim 1, where identifying one or more characteristics associated with the content includes:

analyzing a document object model (DOM) associated with the document;

identifying one or more nodes associated with the content from the document object model;

applying a Monte Carlo sampling to the one or more nodes to statistically determine font style information to be used for customizing the one or more advertisements.

12. A method comprising:

parsing content of a document;

identifying a content area for placement of an advertisement;

determining, using one or more computers, one or more characteristics of content surrounding the content area, wherein the one or more characteristics include one or more presentation characteristics; and

transmitting the advertisement for rendering using the one or more determined presentation characteristics.

13. A method comprising:

receiving information specifying an ad rendering area in a document;

determining, using one or more computers, one or more characteristics associated within the specified ad rendering area, wherein the one or more characteristics include one or more presentation characteristics; and

applying the one or more presentation characteristics to one or more advertisements prior to transmitting the one or more advertisements for display.

14. A system comprising:

a processor; and

a computer-readable medium operatively coupled to the processor and including instructions, which, when executed by the processor, causes the processor to perform operations comprising;

analyzing content of a document;

identifying one or more characteristics associated with the content, wherein the one or more characteristics include one or more presentation characteristics of the content;

customizing one or more advertisements based on the identified characteristics, wherein customizing one or more advertisements comprises customizing a presentation of the one or more advertisements based on the one or more identified presentation characteristics of the content; and

transmitting the customized advertisements for display in the document.

15. A system comprising:

a processor; and

a computer-readable medium operatively coupled to the processor and including instructions, which, when executed by the processor, causes the processor to perform operations comprising;

parsing content of a document;

identifying a content area for placement of an advertisement;

determining one or more characteristics of content surrounding the content area, wherein the one or more characteristics include one or more presentation characteristics; and

transmitting the advertisement for rendering using the one or more determined presentation characteristics.

16. A system comprising:

a processor; and

a computer-readable medium operatively coupled to the processor and including instructions, which, when executed by the processor, causes the processor to perform operations comprising;

receiving information specifying an ad rendering area in a document;

determining one or more characteristics associated within the specified ad rendering area, wherein the one or more characteristics include one or more presentation characteristics; and

applying the one or more presentation characteristics to one or more advertisements prior to transmitting the one or more advertisements for display.

17. A computer-readable medium having instructions stored thereon, which, when executed by a processor, causes the processor to perform operations comprising:

analyzing content of a document;

identifying one or more characteristics associated with the content, wherein the one or more characteristics include one or more presentation characteristics of the content;

customizing one or more advertisements based on the identified characteristics, wherein customizing one or more advertisements comprises customizing a presentation of the one or more advertisements based on the one or more identified presentation characteristics of the content; and

transmitting the customized advertisements for display in the document.

18. A computer-readable medium having instructions stored thereon, which, when executed by a processor, causes the processor to perform operations comprising:

parsing content of a document;

identifying a content area for placement of an advertisement;

determining one or more characteristics of content surrounding the content area, wherein the one or more characteristics include one or more presentation characteristics; and

transmitting the advertisement for rendering using the one or more determined presentation characteristics.

19. A computer-readable medium having instructions stored thereon, which, when executed by a processor, causes the processor to perform operations comprising:

receiving information specifying an ad rendering area in a document;

determining one or more characteristics associated within the specified ad rendering area, wherein the one or more characteristics include one or more presentation characteristics; and

applying the one or more presentation characteristics to one or more advertisements prior to transmitting the one or more advertisements for display.

20. A method comprising:

identifying content of a media item;

identifying one or more characteristics associated with the content, wherein the one or more characteristics include one or more presentation characteristics associated with the content;

customizing, using one or more computers, one or more advertisements based on the identified characteristics, wherein customizing one or more advertisements includes customizing a presentation of the one or more advertisements based on the one or more presentation characteristics associated with the content; and

transmitting the customized advertisements for presentation with the media item.