Using location-specific price and/or performance information in an ad system
First Claim
1. A computer-implemented method comprising:
- a) accepting, by a computer system including at least one computer on a network, geolocation information associated with a request;
b) determining, with the computer system, whether an ad has geolocation-specific price information corresponding to the geolocation information accepted;
c) responsive to a determination, with the computer system, that the ad has geolocation-specific price information corresponding to the geolocation information accepted, determining, with the computer system, a score of the ad using both (1) performance information and (2) the geolocation-specific price information of the ad corresponding to the geolocation information accepted, otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific price information corresponding to the geolocation information accepted, determining, with the computer system, the score of the ad using both (1) performance information and (2) general price information of the ad; and
d) controlling the serving the ad, for rendering on a client device, using the determined score.
1 Assignment
0 Petitions
Accused Products
Abstract
The usefulness and the performance of advertisements are improved by allowing businesses to better target their ads to a responsive audience. Location information is determined (or accepted) and used. For example, location information may be used in a relevancy determination of an ad. As another example, location information may be used in an attribute (e.g., position) arbitration. Such location information may be associated with price information and/or ad performance information. Ad performance information may be tracked on the basis of location information. The content of an ad creative, and/or of a landing page may be selected and/or modified using location information. Finally, tools, such as user interfaces, may be provided to allow a business to enter and/or modify location information, such as location information used for targeting and location-dependent price information. The location information used to target and/or score ads may be, include, or define an area.
18 Citations
33 Claims
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1. A computer-implemented method comprising:
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a) accepting, by a computer system including at least one computer on a network, geolocation information associated with a request; b) determining, with the computer system, whether an ad has geolocation-specific price information corresponding to the geolocation information accepted; c) responsive to a determination, with the computer system, that the ad has geolocation-specific price information corresponding to the geolocation information accepted, determining, with the computer system, a score of the ad using both (1) performance information and (2) the geolocation-specific price information of the ad corresponding to the geolocation information accepted, otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific price information corresponding to the geolocation information accepted, determining, with the computer system, the score of the ad using both (1) performance information and (2) general price information of the ad; and d) controlling the serving the ad, for rendering on a client device, using the determined score. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A computer-implemented method comprising:
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a) accepting, by a computer system including at least one computer on a network, geolocation information associated with a request; b) determining, with the computer system, whether an ad has geolocation-specific performance information corresponding to the geolocation information accepted; c) responsive to a determination, with the computer system, that the ad has geolocation-specific performance information corresponding to the geolocation information accepted, determining, with the computer system, a score of the ad using the geolocation-specific performance information of the ad corresponding to the geolocation information accepted, otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific performance information corresponding to the geolocation information accepted, determining, with the computer system, the score of the ad using general performance information of the ad; and d) controlling the serving the ad, for rendering on a client device, using the determined score. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17, 18, 19)
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20. Apparatus comprising:
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a) at least one processor; and b) at least one storage device storing processor-executable instructions which, when executed by the at least one processor, perform a method of; 1) accepting geolocation information associated with a request, 2) determining whether an ad has at least one of (A) geolocation-specific price information corresponding to the geolocation information accepted, and (B) geolocation-specific performance information corresponding to the geolocation information accepted, 3) responsive to a determination that the ad has at least one of (A) geolocation-specific price information corresponding to the geolocation information accepted, and (B) geolocation-specific performance information corresponding to the geolocation information accepted, determining a score of the ad using at least one of (A) the geolocation-specific price information of the ad corresponding to the geolocation information accepted, and (B) the geolocation-specific performance information of the ad corresponding to the geolocation information accepted, otherwise, responsive to a determination that the ad does not have at least one of (A) geolocation-specific price information corresponding to the geolocation information accepted, and (B) geolocation-specific performance information corresponding to the geolocation information accepted, determining the score of the ad using at least one of (A) general price information of the ad, and (B) general performance information of the ad, and 4) controlling the serving the ad, for rendering on a client device, using the determined score.
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21. Apparatus comprising:
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a) at least one processor; and b) at least one storage device storing processor-executable instructions which, when executed by the at least one processor, cause the at least one processor to perform a method of; 1) accepting geolocation information associated with a request; 2) determining whether an ad has geolocation-specific price information corresponding to the geolocation information accepted; 3) responsive to a determination that the ad has geolocation-specific price information corresponding to the geolocation information accepted, determining, with the computer system, a score of the ad using both (1) performance information and (2) the geolocation-specific price information of the ad corresponding to the geolocation information accepted, otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific price information corresponding to the geolocation information accepted, determining, with the computer system, the score of the ad using both (1) performance information and (2) general price information of the ad; and 4) controlling the serving the ad, for rendering on a client device, using the determined score. - View Dependent Claims (22, 23, 24, 25, 26)
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27. Apparatus comprising:
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a) at least one processor; and b) at least one storage device storing processor-executable instructions which, when executed by the at least one processor, cause the at least one processor to perform a method of; 1) accepting geolocation information associated with a request; 2) determining whether an ad has geolocation-specific performance information corresponding to the geolocation information accepted; 3) responsive to a determination that the ad has geolocation-specific performance information corresponding to the geolocation information accepted, determining, with the computer system, a score of the ad using the geolocation-specific performance information of the ad corresponding to the geolocation information accepted, otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific performance information corresponding to the geolocation information accepted, determining, with the computer system, the score of the ad using general performance information of the ad; and 4) controlling the serving the ad, for rendering on a client device, using the determined score. - View Dependent Claims (28, 29, 30, 31, 32, 33)
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Specification