Bidding on pending, query term-based advertising opportunities

• US 8,447,651 B1
• Filed: 01/25/2005
• Issued: 05/21/2013
• Est. Priority Date: 08/25/2004
• Status: Active Grant

• Current Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Original Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Inventors: Betz, Stephan G., Scholl, Nathaniel B.
• Primary Examiner(s): Retta, Yehdega
• Application Number:
  US11/043,503
• Time in Patent Office: 3,038 Days
• Field of Search: 705/14
• US Class Current: 705/14.54
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

A facility for bidding on a pending advertising opportunity is described. The facility receives at an advertiser a notification from a publisher. The notification contains keywords relating to a content request received by the publisher, and is sent by the publisher between its receipt of the content request and its dispatch of a content response responsive to the content request. In response to receiving the notification, the facility sends to the publisher a dynamic bid. The dynamic bid specifies an advertising message and a bid amount that the advertiser is willing to pay to present the advertising message in connection with a content response responsive to the content request produced by the publisher.

Claims

1. A method in a computing system for bidding on a pending advertising opportunity, comprising:

receiving at at least one advertiser computing device a notification from a publisher containing a search query received by the publisher, the notification being sent by the publisher between receipt of the search query by the publisher and dispatch of a search result responsive to the search query by the publisher;

in response to receiving the notification, said at least one advertiser computing device;

applying the search query against a database for the advertiser to identify items available from the advertiser relating to the search query;

selecting one of the identified items to promote;

designating an advertising message for the identified item;

determining a bid amount; and

sending to the publisher, prior to exhaustion of available advertising opportunities in connection with the search result, a dynamic bid for providing the designated advertising message in connection with the search result, the dynamic bid specifying the determined bid amount related to the designated advertising message.

2. The method of claim 1 wherein the search query is of a designated one of a plurality of types, and wherein the search query is applied against the database in a manner responsive to the designated type of the search query.

3. The method of claim 1 wherein the search query contains search terms specified for each of one or more identified fields, and wherein the search query is applied against the database in a manner responsive to which field each search term is specified for.

4. The method of claim 1 wherein the search query contains a query operator, and wherein the search query is applied against the database in a manner responsive to the identity or location of the query operator.

5. The method of claim 1 wherein the database against which the search query is applied contains, for at least a portion of the items having contents representable as text, a textual representation of the item contents.

6. The method of claim 1 wherein, if a large number of items are identified, selecting a category item with which at least a portion of the identified items are associated.

7. The method of claim 1, further comprising designating an advertising hyperlink for the identified item, and wherein the dynamic bid sent to the publisher further specifies the designated advertising hyperlink.

8. The method of claim 1 wherein the designated advertising message is textual.

9. The method of claim 1 wherein the designated advertising message is graphical.

10. A computer-readable medium whose contents cause a computing system to perform a method for bidding on a pending advertising opportunity, the method comprising:

receiving at at least one advertiser computing device a notification from a publisher containing a search query received by the publisher, the notification being sent by the publisher between receipt of the search query by the publisher and dispatch by the publisher of a search result responsive to the search query; and

using said at least one advertiser computing device;

applying the search query against a catalog for the advertiser to identify items available from the advertiser relating to the search query;

selecting one of the identified items to promote;

designating an advertising message for the identified item;

determining a bid amount; and

sending to the publisher, prior to exhaustion of available advertising opportunities in connection with the search result, a dynamic bid for providing the designated advertising in connection with the search result, the dynamic bid specifying the designated advertising message and the determined bid amount.

11. A method in a computing system for bidding on a pending advertising opportunity, comprising:

receiving at at least one advertiser computing device a notification from a publisher containing keywords relating to a content request received by the publisher between receipt of the content request by the publisher and dispatch by the publisher of a content response responsive to the content request; and

in response to receiving the notification, sending to the publisher, prior to dispatch of the search result responsive to the content request, a dynamic bid specifying an advertising message and a bid amount that the advertiser is willing to pay to present the advertising message in connection with a content response responsive to the content request.

12. The method of claim 11 wherein the content request is a search query, and the content response contains a search result.

13. The method of claim 12 wherein the search query is constructed in a natural language, and wherein the advertising message is created using a template populated in a manner responsive to the natural language in which the search query is constructed.

14. The method of claim 12 wherein the search result contained by the content response is generated by the publisher.

15. The method of claim 12 wherein the search result contained by the content response is generated by a third-party search engine.

16. The method of claim 11 wherein the dynamic bid sent to the publisher further specifies an advertising hyperlink for the advertising message.

17. The method of claim 11 wherein a notification is received from the publisher via an intermediary, and wherein the dynamic bid is sent to the publisher via the intermediary.

18. The method of claim 11, further comprising determining the bid amount based upon an expected value to the advertiser of presenting the advertising message in connection with a content response responsive to the content request.

19. The method of claim 11 wherein the advertising message relates to a distinguished item, the method further comprising determining the bid amount based upon a profit margin associated with the distinguished item.

20. The method of claim 11 wherein the advertising message relates to a distinguished item, the method further comprising determining the bid amount based upon a profit margin associated with the distinguished item, adjusted by the likelihood that presenting the advertising message in connection with a content result responsive to the content request will cause a user viewing the content result to order the distinguished item from the advertiser.

21. The method of claim 11 wherein the advertising message relates to a distinguished item, the method further comprising determining the bid amount based upon a pending promotion for the item.

22. The method of claim 11 wherein the advertising message relates to a distinguished item, the method further comprising determining the bid amount based upon a level of inventory for the item.

23. The method of claim 11 wherein the advertising message relates to a distinguished item, the method further comprising determining the bid amount based upon seasonality information for the item.

24. The method of claim 11 wherein the advertising message relates to a distinguished item associated with a distinguished category, the method further comprising determining the bid amount based upon average profitability of advertising items in the distinguished category.

25. The method of claim 11 wherein the advertising message relates to a distinguished item associated with a distinguished category, the method further comprising determining the bid amount based upon information about competing bids.

26. The method of claim 25 wherein the received notification includes bid amounts for one or more pending bids, and wherein the bid amount is determined based upon the bid amounts for one or more pending bids included in the received notification.

27. The method of claim 11, further comprising determining the bid amount based upon advertising budget information of the advertiser.

28. The method of claim 11, further comprising selecting the advertising message specified by the dynamic bid from a plurality of existing advertising messages.

29. The method of claim 11, further comprising creating a custom advertising message that is specified by the dynamic bid.

30. The method of claim 29 wherein creating a custom advertising message comprises populating an advertising message template.

31. The method of claim 30 wherein the advertising message template is populated from a catalog maintained for the advertiser.

32. The method of claim 30 wherein the advertising message template is populated from the keywords.

33. The method of claim 30 wherein the advertising message template is populated from information other than the keywords contained in the notification.

34. The method of claim 30 wherein the advertising message template is populated using a user geographic location indication contained in the notification.

35. The method of claim 30, further comprising retrieving additional information based upon information other than the keywords contained in the notification, and

wherein the advertising message template is populated from the retrieved additional information.

36. The method of claim 35 wherein the retrieved additional information is user profile information retrieved based upon user identifying information contained in the notification.

37. The method of claim 35 wherein the retrieved additional information is geographic location information retrieved based upon a user network address contained in the notification.

38. A computing system for bidding on a pending advertising opportunity, comprising:

a receiver that receives at at least one advertiser computing device a notification from a publisher containing a search query received by the publisher, the notification being sent to the receiver and to a plurality of other receivers by the publisher between receipt of the search query by the publisher and dispatch of a search result by the publisher responsive to the search query; and

a sender that, in response to receiving the notification and prior to dispatch of the search result responsive to the query, sends to the publisher a dynamic bid specifying an advertising message and a bid amount that the advertiser is willing to pay to present the advertising message in connection with the search result responsive to the search query.

39. A data communications network comprising:

a plurality of computing devices conveying one or more generated data signals collectively conveying a dynamic bid data structure, said computing devices including an advertiser computing device operable to send the dynamic bid data structure to a publisher computing device of said plurality of computing devices that is adapted to receive the dynamic bid data structure, the dynamic bid data structure being generated by the advertiser computing system and comprising;

information specifying an advertising message, said advertising message stored in a computer readable medium accessible to one of said computing devices; and

an indication of a bid amount that the advertiser is willing to pay in order to present the specified advertising message with a search response to be sent in response to a search request that is pending at a search engine at the time of the generation of the dynamic bid data structure, said bid amount determined by said advertiser computing device based on the search request, the contents of the dynamic bid data structure being configured such that the publisher computing device receiving the dynamic bid data structure is operable to analyze the content to determine, based a comparison of said indication of the bid amount with at least one other indication of another bid amount that another advertiser is willing to pay to present another specified advertising message with the search response, whether to present the specified advertising message with a search response to be sent in response to the pending search request.

40. The data communications network of claim 39 wherein the dynamic bid data structure further comprises a hyperlink to be associated with the presented advertising message.

41. The data communications network of claim 39 wherein the dynamic bid data structure further comprises information specifying that the dynamic bid represented by the dynamic bid data structure should be cached by the publisher computing device and applied to similar search requests received in the future.

42. The data communications network of claim 39 wherein the dynamic bid data structure further comprises data comprising a rich media element.

43. The communications network data of claim 39 wherein the dynamic bid data structure further comprises a reference to a rich media element.

44. The data communications network of claim 39 wherein the dynamic bid data structure further comprises an identifier of the advertiser.

45. The data communications network of claim 39 wherein the dynamic bid data structure further comprises an identifier of a notification received by the advertiser regarding the search request.

46. The data communications network of claim 39 wherein the dynamic bid data structure further comprises an identifier of the dynamic bid represented by the dynamic bid data structure.

47. The data communications network of claim 39 wherein the generated data signals convey the dynamic bid data structure using authenticated communications.

48. The data communications network of claim 39 wherein the information specifying an advertising message is in textual format.

49. The data communications network of claim 39 wherein the information specifying an advertising message is in binary format.

50. A method in a computing system for considering on a pending advertising opportunity, comprising:

receiving at at least one advertiser computing device a notification from a publisher containing keywords relating to a content request received by the publisher, the notification being sent by the publisher to the advertiser computing device and at least one other advertiser computing device between receipt of the content request by the publisher and dispatch of a content response responsive to the content request by the publisher; and

in response to receiving the notification, sending to the publisher, prior to exhaustion of available advertising opportunities in connection with the content, a dynamic advertising directive specifying an advertising message to present in connection with a content response responsive to the content request.

51. The method of claim 50 wherein the dynamic advertising directive further specifies to present in connection with a content response responsive to the content request.

52. The method of claim 50 wherein the advertising message specified by the dynamic advertising directive identifies and promotes the advertiser of which the notification is received.