Targeted content request

• US 8,249,908 B2
• Filed: 11/30/2007
• Issued: 08/21/2012
• Est. Priority Date: 11/30/2006
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Kniaz, Rob, Sharma, Abhinay, Chen, Kai, Drobintsev, Maxim
• Primary Examiner(s): DIXON, THOMAS A
• Application Number:
  US11/948,886
• Publication Number:
  US 20080154684A1
• Time in Patent Office: 1,726 Days
• Field of Search: 705/10, 705/7.22, 705/14.41
• US Class Current: 705/7.22
• 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 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Advertisements are selected from a plurality of advertisements and associated with an advertisement environment in a document. Document advertisement request code that is configured to issue an advertisement request for one of the selected advertisements for presentation in the advertisement environment is stored in the document.

Claims

1. A computer-implemented method, comprising:

receiving publisher selections of advertisements from a plurality of advertisements, the publisher selections identifying selected advertisements for each advertisement slot in a document;

associating the selected advertisements with an advertisement slot in the document;

generating advertisement request code for each advertisement slot for inclusion in the document, the advertisement request code configured to issue an advertisement request for selection of an advertisement from the selected advertisements for presentation in each advertisement slot;

providing the selected advertisements in response to advertisement requests;

evaluating performance metrics for the selected advertisements presented in an advertisement environment; and

adjusting, by a processor, the selection of selected advertisements that are provided in response to the advertisement requests based on the performance metrics and an override criterion, wherein adjusting the selection of selected advertisements that are provided in response to the advertisement requests based on the performance metrics comprises;

substituting an unselected advertisement for a selected advertisement if the selected advertisement does not meet a performance threshold.

3. The method of claim 1, wherein the publisher selections specify at least an advertisement selection sequence for a selection of advertisements from the plurality of advertisements.

4. The method of claim 3, wherein the advertisement selection sequence comprises a time-based advertisement selection sequence.

5. The method of claim 3, wherein the advertisement selection sequence comprises a distribution-based selection sequence.

6. The method of claim 1, wherein the publisher selections specify at least a context-selection criterion for identifying the selected advertisements.

7. The method of claim 1, wherein the publisher selections specify at least one or more key terms or one or more business verticals for identifying the selected advertisements.

2. A computer-implemented method, comprising:

receiving publisher selections of advertisements from a plurality of advertisements, the publisher selections identifying selected advertisements for each advertisement slot in a document;

associating the selected advertisements with an advertisement slot in the document;

generating advertisement request code for each advertisement slot for inclusion in the document, the advertisement request code configured to issue an advertisement request for selection of an advertisement from the selected advertisements for presentation in each advertisement slot;

providing the selected advertisements in response to advertisement requests;

evaluating performance metrics for the selected advertisements presented in an advertisement environment; and

adjusting, by a processor, the selection of selected advertisements that are provided in response to the advertisement requests based on the performance metrics and an override criterion, wherein adjusting the selection of selected advertisements that are provided in response to the advertisement requests based on the performance metrics comprises;

estimating a performance of an unselected advertisement;

determining if the estimated performance of the unselected advertisement exceeds a performance threshold; and

substituting an unselected advertisement for a selected advertisement if the selected advertisement does not meet the performance threshold.

8. The method of claim 2, wherein the publisher selections specify at least an advertisement selection sequence for a selection of advertisements from the plurality of advertisements.

9. The method of claim 8, wherein the advertisement selection sequence comprises a time-based advertisement selection sequence.

10. The method of claim 8, wherein the advertisement selection sequence comprises a distribution-based selection sequence.

11. The method of claim 2, wherein the publisher selections specify at least a context-selection criterion for identifying the selected advertisements.

12. The method of claim 2, wherein the publisher selections specify at least one or more key terms or one or more business verticals for identifying the selected advertisements.

13. A non-transitory computer-readable medium having instructions stored thereon, the instructions, when executed by one or more processors, cause the processors to perform operations comprising:

receiving publisher selections of advertisements from a plurality of advertisements, the publisher selections identifying selected advertisements for each advertisement slot in a document;

associating the selected advertisements with an advertisement slot in the document;

generating advertisement request code for each advertisement slot for inclusion in the document, the advertisement request code configured to issue an advertisement request for selection of an advertisement from the selected advertisements for presentation in each advertisement slot;

providing the selected advertisements in response to advertisement requests;

evaluating performance metrics for the selected advertisements presented in an advertisement environment; and

adjusting the selection of selected advertisements that are provided in response to the advertisement requests based on the performance metrics and an override criterion, wherein adjusting the selection of selected advertisements that are provided in response to the advertisement requests based on the performance metrics comprises;

substituting an unselected advertisement for a selected advertisement if the selected advertisement does not meet a performance threshold.

14. The computer-readable medium of claim 13, wherein the publisher selections specify at least an advertisement selection sequence for a selection of advertisements from the plurality of advertisements.

15. The computer-readable medium of claim 14, wherein the advertisement selection sequence comprises a time-based advertisement selection sequence.

16. The computer-readable medium of claim 14, wherein the advertisement selection sequence comprises a distribution-based selection sequence.

17. The computer-readable medium of claim 13, wherein the publisher selections specify at least a context-selection criterion for identifying the selected advertisements.

18. The computer-readable medium of claim 13, wherein the publisher selections specify at least one or more key terms or one or more business verticals for identifying the selected advertisements.

19. A non-transitory computer-readable medium having instructions stored thereon, the instructions, when executed by one or more processors, cause the processors to perform operations comprising:

receiving publisher selections of advertisements from a plurality of advertisements, the publisher selections identifying selected advertisements for each advertisement slot in a document;

associating the selected advertisements with an advertisement slot in the document;

generating advertisement request code for each advertisement slot for inclusion in the document, the advertisement request code configured to issue an advertisement request for selection of an advertisement from the selected advertisements for presentation in each advertisement slot;

providing the selected advertisements in response to advertisement requests;

evaluating performance metrics for the selected advertisements presented in an advertisement environment; and

adjusting the selection of selected advertisements that are provided in response to the advertisement requests based on the performance metrics and an override criterion, wherein adjusting the selection of selected advertisements that are provided in response to the advertisement requests based on the performance metrics comprises;

estimating a performance of an unselected advertisement;

determining if the estimated performance of the unselected advertisement exceeds a performance threshold; and

substituting an unselected advertisement for a selected advertisement if the selected advertisement does not meet the performance threshold.

20. The computer-readable medium of claim 19, wherein the publisher selections specify at least an advertisement selection sequence for a selection of advertisements from the plurality of advertisements.

21. The computer-readable medium of claim 20, wherein the advertisement selection sequence comprises a time-based advertisement selection sequence.

22. The computer-readable medium of claim 20, wherein the advertisement selection sequence comprises a distribution-based selection sequence.

23. The computer-readable medium of claim 19, wherein the publisher selections specify at least a context-selection criterion for identifying the selected advertisements.

24. The computer-readable medium of claim 19, wherein the publisher selections specify at least one or more key terms or one or more business verticals for identifying the selected advertisements.

25. A system, comprising:

one or more processors;

memory having instructions stored thereon, the instructions, when executed by the one or more processors, cause the processors to perform operations comprising;

receiving publisher selections of advertisements from a plurality of advertisements, the publisher selections identifying selected advertisements for each advertisement slot in a document;

associating the selected advertisements with an advertisement slot in the document;

generating advertisement request code for each advertisement slot for inclusion in the document, the advertisement request code configured to issue an advertisement request for selection of an advertisement from the selected advertisements for presentation in each advertisement slot;

providing the selected advertisements in response to advertisement requests;

evaluating performance metrics for the selected advertisements presented in an advertisement environment; and

adjusting the selection of selected advertisements that are provided in response to the advertisement requests based on the performance metrics and an override criterion, wherein adjusting the selection of selected advertisements that are provided in response to the advertisement requests based on the performance metrics comprises;

substituting an unselected advertisement for a selected advertisement if the selected advertisement does not meet a performance threshold.

26. The system of claim 25, wherein the publisher selections specify at least an advertisement selection sequence for a selection of advertisements from the plurality of advertisements.

27. The system of claim 26, wherein the advertisement selection sequence comprises a time-based advertisement selection sequence.

28. The system of claim 26, wherein the advertisement selection sequence comprises a distribution-based selection sequence.

29. The system of claim 25, wherein the publisher selections specify at least a context-selection criterion for identifying the selected advertisements.

30. The system of claim 25, wherein the publisher selections specify at least one or more key terms or one or more business verticals for identifying the selected advertisements.

31. A system, comprising:

one or more processors; and

memory having instructions stored thereon, the instructions, when executed by the one or more processors, cause the processors to perform operations comprising;

receiving publisher selections of advertisements from a plurality of advertisements, the publisher selections identifying selected advertisements for each advertisement slot in a document;

associating the selected advertisements with an advertisement slot in the document;

generating advertisement request code for each advertisement slot for inclusion in the document, the advertisement request code configured to issue an advertisement request for selection of an advertisement from the selected advertisements for presentation in each advertisement slot;

providing the selected advertisements in response to advertisement requests;

evaluating performance metrics for the selected advertisements presented in an advertisement environment; and

adjusting the selection of selected advertisements that are provided in response to the advertisement requests based on the performance metrics and an override criterion, wherein adjusting the selection of selected advertisements that are provided in response to the advertisement requests based on the performance metrics comprises;

estimating a performance of an unselected advertisement;

determining if the estimated performance of the unselected advertisement exceeds a performance threshold; and

substituting an unselected advertisement for a selected advertisement if the selected advertisement does not meet the performance threshold.

32. The system of claim 31, wherein the publisher selections specify at least an advertisement selection sequence for a selection of advertisements from the plurality of advertisements.

33. The system of claim 32, wherein the advertisement selection sequence comprises a time-based advertisement selection sequence.

34. The system of claim 32, wherein the advertisement selection sequence comprises a distribution-based selection sequence.

35. The system of claim 31, wherein the publisher selections specify at least a context-selection criterion for identifying the selected advertisements.

36. The system of claim 31, wherein the publisher selections specify at least one or more key terms or one or more business verticals for identifying the selected advertisements.