Displaying online advertisements

• US 8,239,257 B2
• Filed: 06/05/2009
• Issued: 08/07/2012
• Est. Priority Date: 06/05/2008
• Status: Active Grant

• Current Assignee: Alibaba Group Holding Ltd.
• Original Assignee: Alibaba Group Holding Ltd.
• Inventors: Li, Mu
• Primary Examiner(s): Lastra, Daniel
• Application Number:
  US12/601,579
• Publication Number:
  US 20100179873A1
• Time in Patent Office: 1,159 Days
• Field of Search: 705/14.1
• US Class Current: 705/14.1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

Disclosed is a method for displaying an advertisement. The method displays a present advertisement, determines whether the present advertisement has been displayed completely, and adds an identifier of the present advertisement to a priority advertisement list if the present advertisement has not been displayed completely. The method sends the priority advertisement list to the advertisement engine when requesting the advertisement engine for displaying a next advertisement. Using the priority advertisement list, the advertisement engine may give priority to the present advertisement in next advertisement assignment. Using an optimized advertisement display strategy, the disclosed method may increase coverage rates of advertisement contents to audiences, thereby improving advertisement effectiveness for advertisers and increasing cash flow return for website owners.

Claims

1. A method for displaying an advertisement, the method comprising:

displaying, at a client side device, a present advertisement;

determining, at the client side device, whether the present advertisement has been displayed completely;

adding an identifier of the present advertisement to a priority advertisement list if the present advertisement has not been displayed completely so that an advertisement engine may give priority to the present advertisement in a next advertisement assignment; and

sending, from the client side device, a display request having the priority advertisement list to the advertisement engine, the display request being a request for a next advertisement to be displayed at the client side device.

2. The method as recited in claim 1, further comprising:

deleting, at the client side device, the identifier of the present advertisement from the priority advertisement list after the present advertisement has been completely displayed and prior to sending the display request.

3. The method for displaying an advertisement as recited in claim 1 further comprising:

prior to the sending, from the client side device, a display request, collecting, at the client side device, web-browser information, and

creating, at the client side device, the display request based on the web-browser information; and

receiving, at the client side device, a feedback to the display request from the advertisement engine.

4. The method as recited in claim 3, wherein the web-browser information includes a recently displayed advertisement list.

5. The method as recited in claim 1, further comprising:

recording, at the client side device, an identifier of the next advertisement.

6. The method as recited in claim 1, further comprising:

adding, at the client side device, the identifier of the present advertisement into a recently displayed advertisement list after the present advertisement has been displayed completely.

7. The method as recited in claim 1, wherein the determining, at the client display device, whether the present advertisement has been displayed completely further comprises:

determining a starting time for beginning the displaying of the present advertisement;

determining a current time;

determining a time difference between the current time and the starting time; and

determining that the present advertisement has been completely displayed if the time difference is greater than a presentation time for the present advertisement and that the present advertisement has not been completely displayed if the time difference is less than the presentation time for the present advertisement.

8. The method as recited in claim 7, further comprising:

receiving the presentation time from the advertisement engine.

9. The method as recited in claim 1, wherein the displaying, at the client display device, the present advertisement at the client display device comprises displaying the present advertisement in a browser window;

and wherein the determining, at the client display device, whether the present advertisement has been displayed completely further comprises;

closing the browser window having the present advertisement displayed therein is closed, wherein the determination is performed after the browser window is closed.

10. The method as recited in claim 1, further comprising:

employing a web-browser to display the present advertisement;

adding the identifier to a recently displayed list after the present advertisement has been displayed completely; and

recording the priority advertisement list and the recently played list in at least one cookie of the web-browser.

11. A method for displaying an advertisement, the method comprising:

adding, at a client side device, an identifier of a present advertisement to a priority advertisement list so that an advertisement engine may give priority to the present advertisement in next advertisement assignment;

displaying, at a client side device, the present advertisement;

determining, at a client side device, whether the present advertisement has been displayed completely, and deleting the identifier of the present advertisement from the priority advertisement list if the present advertisement has been completely displayed; and

requesting, at a client side device, the advertisement engine for displaying a next advertisement.

12. The method as recited in claim 11, further comprising:

recording, at a client side device, an identifier of the next advertisement.

13. The method as recited in claim 11, wherein requesting the advertisement engine for displaying a next advertisement comprises:

collecting, at a client side device, web-browser information;

creating, at a client side device, a display request based on the browser information;

sending the display request to the advertisement engine; and

receiving a feedback to the display request from the advertisement engine.

14. The method as recited in claim 13, wherein the web-browser information comprises:

a recently displayed advertisement list.

15. The method as recited in claim 14, further comprising:

adding, at a client side device, the identifier of the present advertisement into the recently displayed advertisement list after the present advertisement has been displayed completely.

16. A server, comprising:

a processor; and

at least one storage device having instructions stored therein, the instructions, when executed by the processor, comprising;

a receiving module adapted for receiving a display request from an advertisement display device of a client side device, the display request containing a priority advertisement list which is updated by the advertisement display device of the client side device according to a completeness status of a recently displayed advertisement;

a computing module adapted for executing an advertisement display algorithm to determine a feedback for the advertisement display device of the client side device according to the display request; and

a sending module adapted for sending the feedback to the advertisement display device of the client side device.

17. The server as recited in claim 16, wherein the at least one storage device stores a plurality of advertisements to be displayed by the advertisement display device.

18. A server computer system connected to a client side device through a network, comprising:

a server storage and a server processor, the server storage has stored thereupon server-instructions and a client-computer code, the server-instructions, which, when executed by the server processor, causes the server processor to transmit the client-computer code to the client, the client-computer code which, when executed, causes the client side device to perform the following acts;

displaying a present advertisement;

determining whether the present advertisement has been displayed completely;

adding an identifier of the present advertisement to a priority advertisement list if the present advertisement has not been displayed completely; and

requesting an advertisement engine for a next advertisement by sending the priority advertisement list to the advertisement engine.

19. The server computer as recited in claim 18, wherein the computer code, when executed, causes the client side device to further perform the following act:

deleting the identifier of the present advertisement from the priority advertisement list after the present advertisement has been completely displayed.

20. The server computer as recited in claim 18, wherein the computer code comprises a client-side script which is transmitted from the server computer to the client side device to be executed by the client.

21. The server computer as recited in claim 18, wherein the computer code, when executed, causes the client side device to further perform the following act:

adding the identifier of the present advertisement into a recently displayed advertisement list after the present advertisement has been displayed completely.