Blog advertising

• US 8,527,594 B2
• Filed: 04/25/2007
• Issued: 09/03/2013
• Est. Priority Date: 02/16/2007
• Status: Active Grant

• Current Assignee: Ecairn, Inc.
• Original Assignee: Ecairn, Inc.
• Inventors: Lahaix, Dominique
• Primary Examiner(s): LI, SUN M
• Application Number:
  US11/789,886
• Publication Number:
  US 20080201222A1
• Time in Patent Office: 2,323 Days
• Field of Search: 705/14, 705/14.41, 707/101, 707 1- 10, 709/206, 715/764, 715/758, 715/753
• US Class Current: 709/206
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0245 Surveys
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Blog advertisement selection and placement is driven by the analysis of different facets, which are defined as why-facet, how-facet, who-facet and what-facet. The objective of defining such facets and their labels is to be able to better classify and distinguish information from blogs with the goal to use these different facets to better target advertisements on blogs. A model of features is built and maintained that classifies information from blogs along the defined facets. The features, including non-keywords and keywords, are extracted from a set of blogs of at least one blogosphere. Non-keywords are related to the blog information and keywords, and assist the keywords in the classification of the different facets/labels. An advertising campaign is defined in terms of the defined facets. The model and the defined advertising campaign will then be able to determine and/or predict placement of an advertisement in a blog or blog page.

Claims

1. A method for selecting and placing an advertisement, comprising the steps of:

(a) defining, by a computer, and storing on a computer storage medium an Ad campaign project model;

(b) defining, by a computer, for said Ad campaign advertising messages and targets for placement in blogs according to a plurality of facets;

(c) said computer defining one of said facets as a why-facet for each of said advertising message and targets, wherein said why-facet defines the objective of the advertising message and the advertising target;

(d) said computer defining one of said facets as a how-facet for each of said advertising message and targets, wherein said how-facet defines the style of said advertising message and said advertising target;

(e) said computer defining one of said facets as a what-facet for each of said advertising message and targets, wherein said what-facet defines the type of product or service of said advertising message and said advertising target;

(f) said computer defining one of said facets as a who-facet for each of said advertising message and targets, wherein said who-facet defines the type of audience or community for said advertising message and said advertising target;

defining keyword features and non-keyword features for each of said why-facet, said how-facet, what-facet and who-facet;

(h) said computer receiving a blog content from a blogosphere;

(i) said computer analyzing said received blog by extracting keywords and non-keywords from said blog, wherein said extracting non-keywords from said blog is based on said computer performing a combination of.”

(i) a structural analysis of said blog, (ii) a stylistic analysis of said blog, and (iii) a linguistic analysis of said blog;

(j) said computer classifying from said Ad campagin project model which type of facet of said plurality of said defined facets corresponds to said extracted combined keywords and non-keywords;

(k) said computer determining which advertisement message and advertising target to be placed in said blog based on said classified facet; and

(l) said computer communicating with said blog the placement of said determined advertisement message and advertising target in said blog,

wherein said method does not rely on a demographic description, a survey or a self-declared profile.

2. The method as set forth in claim 1, wherein said why-facet comprises why-facet labels.

3. The method as set forth in claim 2, wherein said why-facet labels are adopt, use or improve.

4. The method as set forth in claim 1, wherein said how-facet comprises how-facet labels.

5. The method as set forth in claim 4, wherein said how-facet labels differentiate the style, originality, nature or complexity of an advertisement or a message.

6. The method as set forth in claim 1, wherein said objective as defined by said why-facet labels are labelled by said computer as:

(i) having a sell or promote objective or (ii) a teaching objective.

7. The method as set forth in claim 1, wherein said type of audience or community as defined by said who-facet labels are labelled by said computer as:

(i) an expert audience or community or (ii) a novice audience or community.