Selecting advertisements based on advertising revenue model
First Claim
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1. A method of providing advertisements, the method comprising:
- receiving an advertisement request from a web browser, the advertisement request being associated with a web page to be rendered by the browser for display to a user;
identifying at least one pay-per-click advertisement in response to the advertisement request;
identifying at least one pay-per-impression advertisement in response to the advertisement request;
identifying a browse history of the user, the browse history comprising information regarding a clicking frequency of the user on first advertisements other than the at least one pay-per-click advertisement and the at least one pay-per-impression advertisement;
determining whether the clicking frequency of the user meets a threshold;
selecting a second advertisement, said selecting comprising;
in response to the clicking frequency of the user meeting the threshold, selecting the at least one pay-per-click advertisement as the second advertisement;
in response to the clicking frequency of the user not meeting the threshold, selecting the at least one pay-per-impression advertisement as the second advertisement; and
providing the second advertisement to the browser for display on the web page;
wherein at least said identifying the browse history and determining whether the clicking frequency meets the threshold are performed by one or more computer systems comprising one or more computers.
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Abstract
Advertising revenue may be optimized by selecting an advertisement to display to a user based at least in part on the user'"'"'s browsing history and a revenue model associated with the advertisement. For example, if the user has a relatively high clicking frequency on advertisements, then pay-per-click advertisements may be selected for presentation to the user rather than pay-per-impression advertisements. Revenue model-based advertisement selection may be combined with other advertising techniques, such as targeting.
39 Citations
24 Claims
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1. A method of providing advertisements, the method comprising:
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receiving an advertisement request from a web browser, the advertisement request being associated with a web page to be rendered by the browser for display to a user; identifying at least one pay-per-click advertisement in response to the advertisement request; identifying at least one pay-per-impression advertisement in response to the advertisement request; identifying a browse history of the user, the browse history comprising information regarding a clicking frequency of the user on first advertisements other than the at least one pay-per-click advertisement and the at least one pay-per-impression advertisement; determining whether the clicking frequency of the user meets a threshold; selecting a second advertisement, said selecting comprising; in response to the clicking frequency of the user meeting the threshold, selecting the at least one pay-per-click advertisement as the second advertisement; in response to the clicking frequency of the user not meeting the threshold, selecting the at least one pay-per-impression advertisement as the second advertisement; and providing the second advertisement to the browser for display on the web page; wherein at least said identifying the browse history and determining whether the clicking frequency meets the threshold are performed by one or more computer systems comprising one or more computers. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8)
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9. A system for providing advertisements, the system comprising:
at least one computing device configured to implement one or more advertisement services, wherein the one or more advertisement services are configured to; receive an advertisement request to provide an advertisement for presentation to a user; identify at least one pay-per-click advertisement in response to the advertisement request; identify at least one pay-per-impression advertisement in response to the advertisement request; identify a browse history of the user, the browse history comprising information regarding a clicking frequency of the user on first advertisements other than the at least one pay-per-click advertisement and the at least one pay-per-impression advertisement; compare the clicking frequency of the user with a threshold; and select, for presentation to the user, the at least one pay-per-click advertisement or the at least one pay-per-impression advertisement based on the comparison of the clicking frequency of the user with the threshold. - View Dependent Claims (10, 11, 12, 13, 14, 15, 16, 17, 18, 22, 23, 24)
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19. Non-transitory physical computer storage comprising computer-executable instructions stored thereon that, when implemented by one or more hardware processors, are configured to implement one or more advertisement services, wherein the one or more advertisement services are configured to:
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identify at least one pay-per-click advertisement; identify at least one pay-per-impression advertisement; identify a browse history of a user, the browse history comprising user information regarding a clicking frequency of the user on first advertisements other than the at least one pay-per-click advertisement and the at least one pay-per-impression advertisement; based on the user information, select either the at least one pay-per-click advertisement or the at least one pay-per-impression advertisement; and output the selected advertisement for presentation to the user. - View Dependent Claims (20, 21)
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Specification