Methods of dynamically creating personalized Internet advertisements based on advertiser input

• US 8,650,265 B2
• Filed: 02/20/2007
• Issued: 02/11/2014
• Est. Priority Date: 02/20/2007
• Status: Expired due to Fees

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Broder, Andrei Zary, Fontoura, Marcus Felipe, Josifovski, Vanja
• Primary Examiner(s): Feild, Lynn
• Assistant Examiner(s): EDWARDS, JAMES A
• Application Number:
  US11/708,396
• Publication Number:
  US 20080201220A1
• Time in Patent Office: 2,548 Days
• Field of Search: 709/218
• US Class Current: 709/218
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0258 Registration
• CPC Class Codes: G06Q 30/0264 based upon schedule

Abstract

The World Wide Web portion of the Internet is largely supported by advertising. To deliver the most effective advertising, a system for dynamically creating customized advertisements is introduced. The behavior and any demographic information known about web viewers is used to select an advertising template that will be used to create an advertisement. The advertisement template comprises an incomplete advertisement with certain missing information along with identifiers for functions that may be used to complete the advertisement. In one embodiment, the functions may specify how the advertiser associated with the advertisement template may be contacted with the demographic information known about the user in order to fill in the missing portions of advertisement template. For example, the advertisement may concern flights to Hawaii and the advertiser may fill in the price of a flight to Hawaii based upon being provided with the user'"'"'s location. The complete advertisement may then be displayed to the user.

Claims

1. A computer-implemented method of displaying an advertisement on a Web page, the method comprising:

receiving, by a server, information that a Web viewer accesses a Web page;

receiving, by a server, at least one keyword from the Web page;

receiving, by a server, a category of the Web page describing a context of the Web page, wherein the category is assigned to the Web page based on the at least one keyword of the Web page;

receiving, by a server, demographic information about a Web viewer of the Web page;

selecting, by a server, an advertisement template from at least one applicable advertisement template based on the demographic information of the Web viewer, wherein the advertisement template comprises;

an advertisement with missing information, wherein the missing information is associated with the demographic information of the Web viewer and a product or service that the advertisement promotes;

a template keyword matching the at least one keyword of the Web page; and

a template category matching the category of the Web page;

inserting, by a server, the missing information into the advertisement; and

delivering, by a server, the advertisement to the Web page.

2. The computer-implemented method according to claim 1, wherein the demographic information comprises at least one of an IP address of the Web viewer, a Web page request of the Web viewer, information saved in a Web browser cookie of an electronic device of the Web user, and information provided by the Web viewer when the Web viewer registered with a website.

3. The computer-implemented method according to claim 1, wherein receiving the at least one keyword from the Web page is performed off-line.

4. The computer-implemented method according to claim 1, wherein receiving the at least one keyword from the Web page is performed in real-time when a request is made for the Web page.

5. The computer-implemented method according to claim 1, further comprising assigning default information to the missing information when no demographic information of the user is associated with the missing information of the advertisement.

6. The computer-implemented method according to claim 1, wherein selecting the advertisement template from at least one applicable advertisement template comprises:

assigning, by a server, a higher selection priority to a first advertisement template when the at least one applicable advertisement template comprises;

the first advertisement template, wherein the first advertisement template does not require the default information; and

a second advertisement template that requires the default information.

7. The computer-implemented method according to claim 1, wherein the advertisement template further comprises a function to insert the missing information of the advertisement.

8. A computer-implemented method of performing electronic advertising to an electronic device of a user, the method comprising:

receiving, by a server, information that an interface is shown on a screen of an electronic device, wherein the server is in communication with the electronic device;

receiving, by a server, at least one keyword from the interface;

receiving, by a server, a category of the interface describing a context of the interface, wherein the category is assigned to the interface based on the at least one keyword of the interface;

receiving, by a server, demographic information about the user of the electronic device;

selecting, by a server, an advertisement template from at least one applicable advertisement template based on the demographic information of the user, wherein the advertisement template comprises;

an advertisement with missing information associated with the demographic information of the user and a product or service that the advertisement promotes;

a template keyword matching the at least one keyword of the interface; and

inserting, by a server, the missing information into the advertisement; and

delivering, by a server, the advertisement to the electronic device.

9. The computer-implemented method according to claim 8, wherein

the interface is an interface of a videogame;

the electronic device comprises a videogame console; and

the demographic information comprises information about the user stored on the console.

10. The computer-implemented method according to claim 8, wherein the interface of the electronic device is at least one of a Web page, an interface of a videogame, an interface of a voice communication application.

11. The computer-implemented method according to claim 8, further comprising assigning default information to the missing information when no demographic information of the user is associated with the missing information of the advertisement.

12. The computer-implemented method according to claim 8, wherein selecting the advertisement template from at least one applicable advertisement template comprises:

assigning, by a server, a higher selection priority to a first advertisement template when the at least one applicable advertisement template comprises;

the first advertisement template, wherein the first advertisement template does not require the default information; and

a second advertisement template that requires the default information.

13. The computer-implemented method according to claim 8, wherein the advertisement template further comprises a function to insert the missing information of the advertisement.

14. A system, comprising a server in communication with an electronic device of a user via a network, the server being configured to:

receive information that an interface is shown on a screen of the electronic device;

receive at least one keyword from the interface;

receive a category of the interface describing a context of the interface, wherein the category is assigned to the interface based on the at least one keyword of the interface;

receive demographic information about the user;

select an advertisement template from at least one applicable advertisement template based on the demographic information of the user, wherein the advertisement template comprises;

an advertisement with missing information associated with the demographic information of the user and a product or service that the advertisement promotes;

a template keyword matching the at least one keyword of the interface; and

a template category matching the category of the interface;

insert the missing information into the advertisement; and

deliver the advertisement to the interface of the electronic device.

15. The system according to claim 14, wherein

the interface is an interface of a videogame,

the electronic device comprises a videogame console, and

the demographic information comprises information about the user stored on the console.

16. The system according to claim 14, wherein the demographic information comprises at least one of an IP address of the electronic device, information saved in a Web browser cookie of the electronic device, an interface request from the user, and information provided by the user when the user registered with a website.

17. The system according to claim 14, wherein the interface of the electronic device is at least one of an interface of a voice communication application and a Web page.

18. The system according to claim 14, wherein the server is further configured to assign default information to the missing information when no demographic information of the user is associated with the missing information of the advertisement.

19. The system according to claim 18, wherein to select the advertisement template from the at least one applicable advertisement template, the server is further configured to assign a higher selection priority to a first advertisement template when the at least one applicable advertisement template comprises:

the first advertisement template, wherein the first advertisement does not require the default information; and

a second advertisement template that requires the default information.

20. The system according to claim 18, wherein the advertisement template further comprises a function to insert the missing information of the advertisement.