Method and system for providing advertising through content specific nodes over the internet

• US 8,429,014 B2
• Filed: 06/25/2010
• Issued: 04/23/2013
• Est. Priority Date: 07/16/2002
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Barry, Christopher J., Bronnimann, Eric Robert, Ewerdt, Jacob Paul, Day, William C., Donovan, Kevin R J B, Hammond, Brian, Klein, Elizabeth, Knell, Matthew Gordon, McCoy, Ron, Plath, Sara Frances, Porter, Dan C., Saam, Eric Christopher
• Primary Examiner(s): FADOK, MARK A
• Application Number:
  US12/823,651
• Publication Number:
  US 20100332321A1
• Time in Patent Office: 1,033 Days
• Field of Search: 705/14.71, 705/14.49, 705/26.3
• US Class Current: 705/14.49
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0209 Incentive being awarded or redeemed in connection with the playing of a video game
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0274 Split fees
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0633 Lists, e.g. purchase orders, compilation or processing

Abstract

Methods and systems for providing advertising content over the Internet through a hierarchical content-specific node structure and pricing advertising delivery over each node independently. Independent delivery and pricing allows an advertiser to pay more for advertisements delivered to a narrowly targeted audience likely to be interested in the goods or services offered by the advertising entity and to pay less for advertisements directed at a more general audience who may or may not have an interest in the goods or services offered. The less content specific the node is, the less targeted the advertisement will be, and therefore, the less valuable the advertisement will be to the advertising entity. Targeted advertising to multiple levels of content specific nodes is enabled.

Claims

1. A method for receiving advertisement information from advertisers, the method implemented by a server system and comprising:

sending, through a communication interface, a multi-level representation of at least a portion of a hierarchy of content nodes to a plurality of advertiser user systems to facilitate selection of one or more of the content nodes, each content node associated with at least one content topic, wherein each respective content node comprises a plurality of web pages from different web sites;

receiving, through the communication interface, advertisement listing information comprising a plurality of bids associated with an advertisement, the advertisement associated with one or more content topics, each bid associated with at least one content node of the hierarchy of content nodes that is associated with at least one of the one or more content topics; and

serving, using one or more data processors, the advertisement, for each content node, based on the bid associated with the respective content node relative to other bids associated with other advertisements for the respective content node for placement on the web pages of the respective content node.

2. The method of claim 1, further comprising receiving, through the communication interface, the advertisement listing information from a plurality of advertiser users over a network, the advertisement listing information comprising a title and a target location.

3. The method of claim 1, further comprising ranking advertisements based on a monetary value associated with each content topic.

4. The method of claim 1, further comprising determining a monetary value to be charged to an entity associated with the advertisement, the monetary value being based on a bid amount.

5. The method of claim 1, wherein the communication interface is part of a first server, and at least one of the data processors is part of a second server.

6. The method of claim 1, wherein the representation of the content node hierarchy comprises at least three levels.

7. The method of claim 2, wherein the target location is provided as a URL that specifies a target web page to be delivered to an end user upon selection of an advertising listing from a web page delivered to the end user.

8. The method of claim 1, further comprising selecting a list of advertisement listings based on ranking bid amounts associated with a particular node requested by an end user.

9. The method of claim 8, further comprising selecting advertisement listings for the particular node based on ranking the bid amounts associated with the particular node and at least one higher level node based on a hierarchical structure of the content nodes.

10. The method of claim 1, further comprising selecting a list of advertising listings based on ranking bid amounts associated with a particular node and all other higher level nodes based on the hierarchical structure of the content nodes.

11. The method of claim 1, further comprising accepting payment for serving the advertisement on the individual nodes based on the bid amounts.

12. The method of claim 1, further comprising:

storing a set of rules;

determining that a proposed advertisement fails to comply with the set of rules; and

refusing the proposed advertisement.

13. An advertising system for receiving advertisement information from advertisers for publication through a multi-node hierarchical content-based system, the system comprising:

a communication interface for;

sending, through the communication interface, a multi-level representation of at least a portion of a hierarchy of content nodes to a plurality of advertiser user systems to facilitate selection of one or more of the content nodes, each content node associated with at least one content topic, wherein each respective content node comprises a plurality of web pages from different web sites;

receiving, through the communication interface, advertisement listing information comprising a plurality of bids associated with an advertisement, the advertisement associated with one or more content topics, each bid associated with at least one content node of the hierarchy of content nodes that is associated with at least one of the one or more content topics; and

serving, using one or more data processors, the advertisement, for each content node, based on the bid associated with the respective content node relative to other bids associated with other advertisements for the respective content node for placement on the web pages of the respective content node.

14. The advertising system of claim 13, wherein the communication interface receives the advertisement listing information from a plurality of advertiser users over a network, the advertisement listing information comprising a title and a target location.

15. The advertising system of claim 13, wherein advertisements are ranked based on a monetary value associated with each content topic.

16. The advertising system of claim 13, a monetary value to be charged to an entity associated with the advertisement is determined, the monetary value being based on a bid amount.

17. The advertising system of claim 13, wherein the representation of the content node hierarchy comprises at least three levels.

18. The advertising system of claim 14, wherein the target location is provided as a URL that specifies a target web page to be delivered to an end user upon selection of an advertising listing from a web page delivered to the end user.

19. The advertising system of claim 13, wherein a list of advertisement listings is selected based on ranking bid amounts associated with a particular node requested by an end user.

20. The advertising system of claim 19, wherein advertisement listings for the particular node are selected based on ranking the bid amounts associated with the particular node and at least one higher level node based on a hierarchical structure of the content nodes.

21. The advertising system of claim 13, wherein a list of advertising listings is selected based on ranking bid amounts associated with a particular node and all other higher level nodes based on the hierarchical structure of the content nodes.

22. The advertising system of claim 13, wherein payment for serving the advertisement on the individual nodes is accepted based on the bid amounts.

23. The advertising system of claim 13, wherein a set of rules is stored in the computer storage device, and the server determines that a proposed advertisement fails to comply with the set of rules, and refuses the proposed advertisement.