Targeting in-video advertising

• US 8,661,464 B2
• Filed: 06/28/2007
• Issued: 02/25/2014
• Est. Priority Date: 06/27/2007
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Arankalle, Poorva, Finger, Brienne M., Liao, Lin, Gupta, Manish, Moonka, Rajas, Lax, Reuven, Huchital, Jill A.
• Primary Examiner(s): LI, SUN M
• Application Number:
  US11/770,585
• Publication Number:
  US 20090006191A1
• Time in Patent Office: 2,434 Days
• Field of Search: 705/14, 705 30- 37, 705/14.41, 725/325, 725 23- 26, 725/32, 725/34, 725/36
• US Class Current: 725/32
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: H04N 21/23424 involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement
• CPC Class Codes: H04N 21/454 Content or additional data filtering, e.g. blocking advertisements
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

Techniques for presenting a content item with a media item are described. The techniques include receiving user input indicating a placement preference for a content item to be presented with a media item. The placement preference indicates a presentation preference of the content item relative to presentation of the media item. The placement preference is used to influence selection of a media item with which the content item is to be presented.

Claims

1. A computer-implemented method comprising:

receiving, from a first advertiser and by at least one processor, input indicating that a first advertisement is eligible to be presented to user devices that have a capability to selectively skip presentation of the first advertisement;

receiving, from a second advertiser and by at least one processor, input indicating that a second advertisement is eligible to be presented only to user devices that do not have the capability to selectively skip presentation of the second advertisement;

receiving a request for an advertisement to be provided to a user device with a video;

determining, by at least one processor, that the user device has the capability to selectively skip presentation of advertisements that are provided with the video; and

selecting, by at least one processor and from among at least the first advertisement and the second advertisement, an advertisement to be provided with the video, the selection being based on the determination that the user device has the capability to selectively skip presentation of advertisements, and based on the eligibility of advertisements to be presented to user devices that have the capability to selectively skip presentation of the selected advertisement, as specified by at least the input from the first advertiser and the input from the second advertiser.

2. The method of claim 1, wherein the advertisements comprise one or more of text, graphics, still-image, video, audio, banners or links.

3. The method of claim 1, wherein receiving the input comprises receiving an advertiser presentation preference specifying one or more of pre-roll placement requesting that presentation of the advertisement occur prior to presentation of feature content of the video, mid-roll placement requesting that presentation of the advertisement occur between a beginning and an end of the feature content of the video, or post-roll placement requesting that presentation of the advertisement after presentation of feature content of the video has completed.

4. The method of claim 1, further comprising:

receiving, for one advertisement and from an advertiser, a first bid for distributing the one advertisement to a media player that provides a user the capability to selectively skip advertisements; and

receiving, for the one advertisement and from the advertiser, a second bid for distributing the one advertisement to a media player that does not provide a user the capability to skip advertisements, wherein;

the second bid is different from the first bid; and

selecting an advertisement comprises selecting the one advertisement to be provided to a user based on one of the first bid or the second bid, the one advertisement being selected to be provided based on the first bid when it is determined, based on the advertisement request, that the media player at the user device provides a user the capability to skip advertisements that are received with the video, the one advertisement being selected to be provided based on the second bid when it is determined, based on the advertisement request, that the media player at the user device does not provide a user the capability to skip advertisements that are received with the video.

5. The method of claim 1, comprising:

receiving input that conditions selection of the at least one of the first or second advertisements based on an identity of an entity that is providing the video.

6. The method of claim 5, comprising:

receiving input specifying whether at least one of the first or second advertisements is eligible to be provided in response to an advertisement request that requests an advertisement to be presented with an embedded video, where an entity providing the embedded video in response to the request is different from an entity owning the embedded video, wherein;

selecting an advertisement comprises selecting the advertisement based, in part, on whether the selected advertisement will be presented with an embedded video.

7. The method of claim 5, comprising:

receiving input identifying one or more entity identities, and specifying whether at least one of the first or second advertisements is eligible for presentation with a video provided by the one or more entities in response to requests for the video, wherein;

selecting an advertisement comprises selecting the advertisement based, in part, on whether the selected advertisement will be presented with a video provided by the one or more entities.

8. The method of claim 1, wherein:

receiving the input comprises receiving input specifying that at least one of the first or second advertisements is precluded from presentation with videos provided by at least one entity; and

selecting an advertisement comprises selecting an advertisement, in part, based on whether the selected advertisement will be provided with a video provided by the at least one entity.

9. The method of claim 8, wherein the at least one entity is specified by a uniform resource locator.

10. A computing device comprising a computer program stored on a computer readable medium, the stored computer program including executable instructions causing the computing device to perform operations comprising:

receiving, from a first advertiser, input indicating that a first advertisement is eligible to be presented to user devices that have a capability to selectively skip presentation of the first advertisement;

receiving, from a second advertiser, input indicating that a second advertisements is eligible to be presented to user devices that have a capability to selectively skip presentation of the second advertisement;

receiving a request for an advertisement to be provided to a user device with a video;

determining that the user device has the capability to selectively skip advertisements that are provided with the video; and

selecting, from among the first advertisement and the second advertisement, an advertisement to be provided with the video, the selection being based on the determination that the user device has the capability to selectively skip presentation of advertisements, and based on the eligibility of advertisements to be presented to user devices that have the capability to selectively skip presentation of selected advertisements, as specified by at least the input from the first advertiser and the input from the second advertiser.

11. The computing device of claim 10, wherein the input includes data specifying one or more of pre-roll placement requesting that presentation of the advertisement occur prior to presentation of feature content of the video, mid-roll placement requesting that presentation of the advertisement occur between a beginning and an end of the feature content of the video, or post-roll placement requesting that presentation of the advertisement after presentation of feature content of the video has completed.

12. The computing device of claim 10, wherein the instructions cause the at least one processor to perform operations comprising:

receiving input that conditions selection of at least one of the first or second advertisements based on an identity of an entity that is providing the video.

13. The computing device of claim 12, wherein:

the input for at least one of the first or second advertisements specifies whether the at least one advertisement is eligible to be provided in response to an advertisement request for an advertisement that is to be presented with an embedded video, where an entity providing the embedded is different from an entity owning the embedded video; and

selecting an advertisement comprises selecting the advertisement based, in part, on whether the selected advertisement will be presented with an embedded video.

14. The computing device of claim 12, wherein:

the input for at least one of the first or second advertisements specifies one or more entities and whether the at least one advertisement is eligible to be provided in response to a request for an advertisement to be presented with a video presented by the one or more entities; and

selecting an advertisement comprises selecting the advertisement based, in part, on whether the selected advertisement will be presented with a video provided by the one or more entities.

15. A system, comprising:

a data store storing a plurality of advertisements;

at least one processor that interacts with the data store and executes instructions that cause the at least one processor to perform operations comprising;

receiving, from a first advertiser, input indicating that a first advertisementis eligible to be presented to user devices that have a capability to selectively skip presentation of the first advertisement;

receiving, from a second advertiser, input indicating that a second advertisements is eligible to be presented to user devices that have a capability to selectively skip presentation of the second advertisement;

receiving a request for an advertisement to be provided to a user device with a video;

determining that the user device has the capability to selectively skip advertisements that are provided with the video; and

selecting, from among the first advertisement and the second advertisement, an advertisement to be provided with the video, the selection being based on the determination that the user device has the capability to selectively skip presentation of advertisements, and based on the eligibility of advertisements to be presented to user devices that have the capability to selectively skip presentation of selected advertisements, as specified by at least the input from the first advertiser and the input from the second advertiser.

16. The system of claim 15, wherein the instructions cause the at least one processor to perform operations comprising:

receiving input specifying whether at least one of the first or second advertisements is eligible for presentation in response to an advertisement request based on an identity of an entity providing the video, wherein;

selecting an advertisement comprises selecting an advertisement, at least in part, based on the entity providing the video.

17. The system of claim 16, wherein the input for at least one of the first or second advertisements specify that the at least one advertisement is precluded from presentation with videos provided by at least one entity.