Systems and methods for selecting advertisements for display over a communications network

• US 8,874,698 B2
• Filed: 03/18/2013
• Issued: 10/28/2014
• Est. Priority Date: 12/28/2006
• Status: Active Grant

• Current Assignee: Yahoo AD Tech LLC
• Original Assignee: Advertisingcom LLC (Apollo Global Management, Inc.)
• Inventors: Abbott, Martin, Fisher, Michael, Yavonditte, Michael, Galai, Yaron
• Primary Examiner(s): Whipple, Brian P
• Application Number:
  US13/846,573
• Publication Number:
  US 20130218665A1
• Time in Patent Office: 589 Days
• Field of Search: None
• US Class Current: 709/219
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

Systems and methods are provided for selecting advertisements for display over a communications network and, more particularly, to systems and methods for selecting video advertisements for display within internet web pages based on relevance, bid price, past performance, or a combination thereof.

Claims

1. A computer-implemented method, comprising:

receiving a request for an advertisement from a client device, the request being associated with a corresponding web page;

in response to the received request, obtaining, using at least one processor, information identifying a candidate video advertisement comprising a plurality of frames, the obtained information identifying one or more of the frames that are representative of the candidate video advertisement;

identifying, using the at least one processor, at least one of the representative frames for presentation to a user of the client device, the identification being based on information identifying a past performance of the candidate video advertisement on the web page; and

generating an instruction to transmit the at least one identified representative frame to the client device.

2. The method of claim 1, further comprising computing a metric indicative of a relevance of the candidate video advertisement to the user of the client device.

3. The method of claim 2, further comprising:

determining whether the computed metric exceeds a threshold value; and

generating the instruction to transmit the at least one identified representative frame to the client device when the computed metric exceeds the threshold value.

4. The method of claim 2, wherein:

the received request comprises demographic data associated with the user; and

the computing comprises determining the relevance of the candidate video advertisement to the user based on the demographic data.

5. The method of claim 2, further comprising:

computing a metric indicative of a relevance of the candidate video advertisement to the web page based on a semantic analysis of at least one of metadata or content associated with the web page;

determining whether the computed metric exceeds a threshold value; and

generating the instruction to transmit the at least one identified representative frame to the client device when the computed metric exceeds the threshold value.

6. The method of claim 1, wherein;

the received request comprises information identifying a time period associated with the request; and

the identifying comprises identifying the candidate video advertisement based on bid information, the bid information identifying at least one of an actual price paid by an advertiser for the candidate video advertisement during the time period, or a maximum of prices paid by a plurality of advertisers for the candidate video advertisement during the time period.

7. The method of claim 1, further comprising:

identifying at least one proxy video advertisement having contextual similarity with the candidate video advertisement;

monitoring a performance of the proxy video advertisement on the web page during at least one time period; and

generating the information identify the past performance of the candidate video advertisement based on at least a portion of the monitored performance of the proxy video advertisement.

8. The method of claim 1, wherein the identifying comprises:

obtaining data indicative of a performance of the one or more representative frames during a corresponding time period;

selecting the at least one identified representative frame from the one or more representative frames based on the obtained performance data.

9. The method of claim 1, further comprising:

receiving a selection of the transmitted at least one identified representative frame by the user of the client device; and

generating an additional instruction to transmit the candidate video advertisement to the client device, in response to the received selection.

10. The method of claim 1, wherein:

the received request comprises selection criteria that includes at least one of a location of an advertising region within the web page, a size of the advertising region, a format of the advertising region, a publisher of the web page, or the user preference for the advertisement; and

the identifying comprising identifying the candidate video advertisement for the advertising region of the web page based on the selection criteria.

21. The method of claim 1, wherein:

the method further comprises obtaining information identifying one or more metrics indicative of the past performance of the candidate video advertisement on the web page, the past performance metrics being associated with corresponding ones of the representative frames; and

the identifying comprises identifying the at least one representative frame for presentation to the user of the client device based on the past performance metrics.

22. The method of claim 1, wherein the identifying further comprises selecting the at least one representative frame from the plurality of representative frames randomly or in accordance with a predetermined sequence.

23. The method of claim 1, wherein:

the identifying further comprises identifying a single one of the representative frames for presentation to the user of the client device, based on the information identifying a past performance of the candidate video advertisement on the web page; and

generating an instruction to transmit the single representative frame to the client device.

11. An apparatus, comprising:

a storage device that stores a set of instructions; and

at least one processor coupled to the storage device, the at least one processor being operative with the set of instructions in order to;

receive a request for an advertisement from a client device, the request being associated with a corresponding web page;

in response to the received request, obtain information identifying a candidate video advertisement comprising a plurality of frames, the obtained information identifying one or more of the frames that are representative of the candidate video advertisement;

identify at least one of the representative frames for presentation to a user of the client device, the identification being based on information identifying a past performance of the candidate video advertisement on the web page; and

generate an instruction to transmit the at least one identified representative frame of the candidate video advertisement to the client device.

12. The apparatus of claim 11, wherein the at least one processor is further operative with the set of instructions to:

compute a metric indicative of a relevance of the candidate video advertisement to the user of the client device;

determine whether the computed metric exceeds a threshold value; and

generate the instruction to transmit the at least one identified representative frame to the client device when the computed metric exceeds the threshold value.

13. The apparatus of claim 12, wherein:

the received request comprises demographic data associated with the user; and

the at least one processor is further operative with the set of instructions to determine the relevance of the candidate video advertisement to the user based on the demographic data.

14. The apparatus of claim 11, wherein the at least one processor is further operative with the set of instructions to:

compute a metric indicative of a relevance of the candidate video advertisement to the web page based on a semantic analysis of at least one of metadata or content associated with the web page;

determine whether the computed metric exceeds a threshold value; and

generate the instruction to transmit the at least one identified representative frame to the client device when the computed metric exceeds the threshold value.

15. The apparatus of claim 11, wherein:

the received request comprises information identifying a time period associated with the request; and

the at least one processor is further operative with the set of instructions to identify the candidate video advertisement based on bid information, the bid information identifying at least one of an actual price paid by an advertiser for the candidate video advertisement during the time period, or a maximum of prices paid by a plurality of advertisers for the candidate video advertisement during the time period.

16. The apparatus of claim 11, wherein the at east one processor is further operative with the set of instructions to:

identify at least one proxy video advertisement having contextual similarity with the candidate video advertisement;

monitor a performance of the proxy video advertisement on the web page during at least one time period; and

generate the information identifying the past performance of the candidate video advertisement based on at least a portion of the monitored performance of the proxy video advertisement.

17. The apparatus of claim 11, wherein the at least one processor is further operative with the set of instructions to:

obtain data indicative of a performance of the one or more representative frames during a corresponding time period;

select the at least one identified representative frame from the one or more representative frames based on the obtained performance data.

18. The apparatus of claim 11, wherein the at least one processor is further operative with the set of instructions to:

receive a selection of the transmitted at least one identified representative frame by the user of the client device; and

generate an additional instruction to transmit the candidate video advertisement to the client device, in response to the selection.

19. The apparatus of claim 11, wherein:

the received request comprises selection criteria that includes at least one of a location of an advertising region within the web page, a size of the advertising region, a format of the advertising region, a publisher of the web page, or the user preference for the advertisement; and

the at least one processor is further operative with the set of instructions to identify the candidate video advertisement based on the selection criteria.

20. A tangible, non-transitory computer-readable medium that stores a set of instructions that, when executed by at least one processor, cause the at least one processor to perform a method comprising:

receiving a request for an advertisement from a client device, the request being associated with a corresponding web page;

in response to the received request, obtaining, information identifying a candidate video advertisement comprising a plurality of frames, the obtained information identifying one or more of the frames that are representative of the candidate video advertisement;

identifying at least one of the representative frames for presentation to a user of the client device, and the identification being based on information identifying a past performance of the candidate video advertisement on the web page; and

generating an instruction to transmit the at least one identified representative frame of the candidate video advertisement to the client device.