Using location-specific ad creatives and/or ad landing pages 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 an end user request that was sourced from a client device;
b) determining whether an ad has geolocation-specific information corresponding to the geolocation information accepted; and
c) responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information accepted,1) modifying, automatically by the computer system, a creative of the ad using at least one of (A) the geolocation information associated with the end user request, or (B) the geolocation-specific information of the ad, and2) serving the modified ad creative to induce rendering of the modified creative on the client device,otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific information corresponding to the geolocation information accepted, serving the creative to induce rendering of the creative on the client device, wherein modifying the creative of the ad includes selecting one of a plurality of alternative contents.
1 Assignment
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Accused Products
Abstract
The usefulness, and consequently the performance, of advertisements are improved by allowing businesses to better target their ads to a responsive audience. For example, location information may be used in ad relevancy determination, and in attribute (e.g., position) arbitration. Such location information may be associated with price information, such as a maximum price bid, and/or with 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. Tools may be provided to enter and/or modify location information, such as location-dependent targeting information and price information. The location information used to target and/or score ads may be, include, or define an area. The area may be defined by at least one geographic reference point (e.g., defined by latitude and longitude coordinates) and perhaps additional information.
14 Citations
18 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 an end user request that was sourced from a client device; b) determining whether an ad has geolocation-specific information corresponding to the geolocation information accepted; and c) responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information accepted, 1) modifying, automatically by the computer system, a creative of the ad using at least one of (A) the geolocation information associated with the end user request, or (B) the geolocation-specific information of the ad, and 2) serving the modified ad creative to induce rendering of the modified creative on the client device, otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific information corresponding to the geolocation information accepted, serving the creative to induce rendering of the creative on the client device, wherein modifying the creative of the ad includes selecting one of a plurality of alternative contents. - View Dependent Claims (2, 3, 4, 5)
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6. 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 an end user request that was sourced from a client device; b) determining whether an ad has geolocation-specific information corresponding to the geolocation information accepted; and c) responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information accepted, 1) selecting, automatically b the computer system, one of a plurality of candidate ad landing pages using the geolocation information, and 2) serving a first creative of the ad, the first creative including a link to the selected one of the plurality of candidate ad landing pages, to induce rendering of the first creative on the client device, otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific information corresponding to the geolocation information accepted, serving a second creative of the ad to induce rendering the second creative on the client device. - View Dependent Claims (7, 8)
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9. 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 an end user request that was sourced from a client device, 2) determining whether an ad has geolocation-specific information corresponding to the geolocation information accepted, and 3) responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information accepted, modifying, automatically by the at least one processor, a creative of the ad using at least one of (A) the geolocation information associated with the end user request, or (B) the geolocation-specific information of the ad, and serving the modified ad creative to induce rendering of the modified creative on the client device, otherwise, responsive to a determination, with the at least one processor, that the ad does not have geolocation-specific information corresponding to the geolocation information accepted, serving the creative to induce rendering of the creative on the client device, wherein modifying the creative of the ad includes selecting one of a plurality of alternative contents. - View Dependent Claims (10, 11, 12, 13, 14)
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15. A on-transitory storage medium storing processor-executable instructions which, when executed by at least one processor, cause the at least one processor to perform a method of:
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a) accepting geolocation information associated with an end user request that was sourced from a client device; b) determining whether an ad has geolocation-specific information corresponding to the geolocation information accepted; c) responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information accepted, 1) modifying, automatically by the at least one processor, a creative of the ad using at least one of (A) the geolocation information associated with the end user request, or (B) the geolocation-specific information of the ad, and 2) serving the modified ad creative to induce rendering of the modified creative on the client device, otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific information corresponding to the geolocation information accepted, serving the creative to induce rendering of the creative on the client device, wherein modifying the creative of the ad includes selecting one of a plurality of alternative contents. - View Dependent Claims (16, 17, 18)
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Specification