Combination creative advertisement targeting system

• US 8,510,653 B2
• Filed: 11/15/2010
• Issued: 08/13/2013
• Est. Priority Date: 11/15/2010
• Status: Expired due to Fees

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Sinn, Richard, Tse, Takchun
• Primary Examiner(s): Mills, Frank D
• Application Number:
  US12/946,450
• Publication Number:
  US 20120124466A1
• Time in Patent Office: 1,002 Days
• Field of Search: 715/277
• US Class Current: 715/277
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A system and method for serving ad creatives to a user includes steps of: monitoring open conversation windows of a client during a login session, wherein each open conversation window is a conversation between the client and a correspondent; receiving client state information associated with each open conversation window; sending the client state information to client state information store; responsive to initiation of a new client session, retrieving the client state information; dynamically computing a template for a combination ad creative customized for each open conversation window associated with the new client session; generating the combination ad creative from the template; and serving the combination ad creative to the client.

Claims

1. A method for serving ad creatives to a client, said method comprising steps of:

using a processor device configured to perform;

monitoring a plurality of open conversation windows of the client during a login session, wherein each open conversation window comprises a conversation between said client and a correspondent such that said client is corresponding with a different correspondent in each window;

receiving client state information associated with each open conversation window;

said client state information comprising;

an indicator of content of the conversation between the client and the correspondent associated with that open conversation window; and

an identifier of the correspondent;

sending the client state information for each open conversation window to a client state information store for storage;

receiving an indication of initiation of a new login session for the client;

responsive to the initiation of a new login session, retrieving the client state information for the correspondents associated with said new login session;

dynamically computing a template for a combination ad creative customized for each open conversation window associated with the new login session, wherein said combination ad creative comprises multiple ads targeting indicated content of previous conversations with identified correspondents as determined by the retrieved client state information;

generating the combination ad creative from the template, wherein generating the combination ad creative further comprises including multiple ads, wherein each ad targets a different correspondent in the new login session; and

serving the combination ad creative to the client.

2. The method of claim 1 wherein receiving the client state information further comprises receiving configuration information and session information.

3. The method of claim 2 wherein dynamically computing the template comprises:

combining a plurality of conversation windows from previous conversations with the correspondent into a conversation history window for said correspondent; and

configuring the template in a form factor to accommodate an advertisement adjacent to the conversation history windows.

4. The method of claim 3 wherein generating the combination ad creative comprises:

retrieving advertisements related to each open conversation window using the session information, wherein the advertisements are selected to correspond to at least one parameter in the session information; and

incorporating the retrieved advertisements such that each retrieved advertisement is positioned adjacent to the conversation history window to which it is associated, using the configuration information.

5. The method of claim 1 further comprising filtering the client state information to remove any information not required for generating the ad creative.

6. The method of claim 4 wherein receiving the session information comprises receiving a time-of-day parameter.

7. The method of claim 6 wherein the advertisements are retrieved based on the time-of-day parameter.

8. The method of claim 1 wherein serving the combination ad creative comprises serving the ads in a vertical path form factor.

9. The method of claim 1 wherein serving the combination ad creative comprises serving the ads in a storyboard form factor.

10. An information processing system comprising:

a client state information store storing client state information from open conversation windows of a client during a login session, wherein each open conversation window comprises a conversation between said client and a correspondent, such that said client is corresponding with a different correspondent in each window;

a server device in operative communication with the client, said server device comprising;

a processor device configured to perform;

monitoring the open conversation windows during the login session;

receiving client state information associated with each open conversation window, said client state information comprising;

an indicator of content of the conversation between the client and the correspondent associated with that open conversation window; and

an identifier of the correspondent;

sending the client state information for each open conversation window to the client state information store for storage;

receiving an indication of initiation of a new login session for the client;

retrieving, in response to the indicated new login session, the client state information associated with said new login session to dynamically compute a template for a customized ad creative customized for each open conversation window associated with the new login session, wherein said combination ad creative comprises multiple ads targeting the indicated content of previous conversation with identified correspondents as determined by the retrieved client state information;

an ad generator engine generating the combination ad creative from the template, wherein generating the combination ad creative further comprises including multiple ads, wherein each ad targets a different correspondent in the new login session; and

a communication interface serving the combination ad creative to the client.

11. The information processing system of claim 10 wherein the client state information further comprises configuration information and session information.

12. The information processing system of claim 10 further comprising a filter filtering the client state information to remove any information not required for generating the ad creative.

13. The information processing system of claim 10 wherein the template comprises:

at least one conversation history window combining a plurality of conversation windows from previous conversations with the correspondent; and

a form factor to accommodate an advertisement adjacent to each conversation history window.

14. The information processing system of claim 10 wherein the session information comprises receiving a time-of-day parameter used to retrieve the advertisements.

15. A computer program product within a non-transitory computer readable storage medium comprising program code that when executed, causes a computer to perform steps of:

monitoring a plurality of open conversation windows of a client during a login session, wherein each open conversation window comprises a conversation between said client and a correspondent such that said client is corresponding with a different correspondent in each window;

receiving client state information associated with each open conversation window, said client state information comprising;

an indicator of content of the conversation between the client and the correspondent associated with that open conversation window; and

an identifier of the correspondent;

sending the client state information for each open conversation window to a client state information store for storage;

receiving an indication of initiation of a new login session for the client;

responsive to the initiation of a new login session, retrieving the client state information for the correspondents associated with said new login session;

dynamically computing a template for a combination ad creative customized for each open conversation window associated with the new login session, wherein said combination ad creative comprises multiple ads targeting indicated content of previous conversations with identified correspondents as determined by the retrieved client state information;

generating the combination ad creative from the template, wherein generating the combination ad creative further comprises including multiple ads, wherein each ad targets a different correspondent in the new login session; and

serving the combination ad creative to the client.

16. The computer program product of claim 15 wherein receiving the client state information further comprises receiving configuration information and session information.

17. The computer program product of claim 16 wherein dynamically computing the template comprises:

combining a plurality of conversation windows from previous conversations with the correspondent into a conversation history window for said correspondent; and

configuring the template in a form factor to accommodate an advertisement adjacent to the conversation history windows.

18. The computer program product of claim 17 wherein generating the combination ad creative comprises:

retrieving advertisements related to each open conversation window using the session information, wherein the advertisements are selected to correspond to at least one parameter in the session information; and

incorporating the retrieved advertisements such that each retrieved advertisement is positioned adjacent to the conversation history window to which it is associated, using the configuration information.

19. The computer program product of claim 15 further comprising filtering the client state information to remove any information not required for generating the ad creative.