Media properties selection method and system based on expected profit from profile-based ad delivery

• US 8,959,146 B2
• Filed: 03/07/2014
• Issued: 02/17/2015
• Est. Priority Date: 06/16/2006
• Status: Active Grant

• Current Assignee: AlmondNet, Inc.
• Original Assignee: AlmondNet, Inc.
• Inventors: Shkedi, Roy
• Primary Examiner(s): KATSIKIS, KOSTAS J
• Application Number:
  US14/201,494
• Publication Number:
  US 20140188600A1
• Time in Patent Office: 347 Days
• Field of Search: 709/203, 705/14.49, 705/14.51, 705/14.52, 705/14.53, 705/14.73, 705/14.48, 705/14.66, 705/26.41
• US Class Current: 709/203
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04L 67/306 User profiles
• CPC Class Codes: H04L 67/535 Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34

Abstract

An automatic system facilitates selection of media properties on which to display an advertisement, responsive to a profile collected on a first media property, where a behavioral-targeting company calculates expected profit for an ad correlated with the profile and arranges for the visitor to be tagged with a tag readable by the selected media property. The profit can be calculated by deducting, from the revenues that are expected to be generated from an ad delivered based on the collected profile, at least the price of ad space at a media property where the BT company might like to deliver ads to the profiled visitor. When the calculated profit is positive (i.e., not a loss), the BT company arranges for the visitor to be tagged with a tag readable by the selected media property through which the BT company expects to profit.

Claims

1. A method of directing electronic advertisements, performed by a computer system comprised of one or more computers, the method comprising:

for each of a multitude of different electronic visitors to a first media property;

(a) automatically with the computer system directing, to a third-party server computer controlling advertising space on a second media property, indicia of a condition, which condition relates specifically to an electronic visitor, for display of an advertisement to the electronic visitor when the electronic visitor visits the second media property at a time after the electronic visitor visits the first media property, subject to determining that the condition has been met;

(b) wherein directing the indicia is based on information indicating to the computer system that at least one of a plurality of profile attributes is possibly applicable to the electronic visitor, which indicated profile attribute or attributes was received by the computer system as a result of the electronic visitor visiting the first media property; and

(c) wherein the advertisement is correlated with the indicated profile attribute or attributes.

2. The method of claim 1 wherein the condition for display of the advertisement is that a price charged by the second media property is less than a profile-attribute-dependent price that an advertiser is willing to pay for display of the advertisement.

3. The method of claim 1 wherein the condition is a specified time period after receiving profile-attribute information about the electronic visitor.

4. The method of claim 1 further comprising building a look-up data structure associating at least one selected of a plurality of possible profile attributes with at least one selected of a plurality of second media properties, and wherein the method comprises sending the condition to the server computers controlling advertising space on those selected second media properties using the lookup data structure associated with the profile-attribute information received about the electronic visitor.

5. The method of claim 1 wherein directing the indicia is performed by the computer system responsive to receiving an electronic redirect of a visitor computer accompanied by profile-attribute information about the electronic visitor.

6. The method of claim 1 wherein directing the indicia is performed by the computer system responsive to recognizing an action conducted on the first media property by the electronic visitor.

7. The method of claim 6 wherein the action is a search request by the electronic visitor on the first media property.

8. The method of claim 1 wherein directing the indicia is performed by the computer system responsive to receiving information about a characteristic of the electronic visitor.

9. The method of claim 1 further comprising categorizing the profile attribute within at least one of a plurality of predefined categories.

10. The method of claim 1 wherein directing the indicia comprises arranging for placement of a tag on the electronic visitor, wherein the electronic visitor is a computer, and wherein the tag is readable by the server computer.

11. The method of claim 10 wherein the indicia of the condition is given to the server computer at the time arranging for placement of a tag takes place.

12. The method of claim 11 wherein the indicia of the condition is directed by incorporating the indicia in a URL used to redirect the electronic visitor to the server computer to enable the server computer to place a tag associated with the visitor'"'"'s computer.

13. The method of claim 10 wherein arranging for placement of a tag comprises redirecting the electronic visitor to the server computer for the server computer to place a tag on the electronic visitor readable by the server computer.

14. The method of claim 1 wherein directing the indicia comprises, responsive to receiving information via an electronic redirect of a visitor computer accompanied by profile-attribute information about the electronic visitor, directing the indicia by arranging for placement of a tag readable by the server computer, and wherein the condition comprises that the advertisement will be displayed only during a specified time period after receiving the information about the electronic visitor.

15. The method of claim 1 wherein the server computer controls ad space that is in a different medium than the medium of the first media property.

16. The method of claim 1 wherein the server computer controls the ad space only temporarily.

17. A tangible computer-server device comprising a processor and a memory and programmed to implement a method of directing electronic advertisements, the method comprising:

for each of a multitude of different electronic visitors to a first media property;

(a) automatically with the device directing, to a third-party server computer controlling advertising space on a second media property, indicia of a condition, which condition relates specifically to an electronic visitor, for display of an advertisement to an electronic visitor when the electronic visitor visits the second media property at a time after the electronic visitor visits the first media property, subject to determining that the condition has been met;

(b) wherein directing the indicia is based on information indicating to the computer server device that at least one of a plurality of profile attributes is possibly applicable to the electronic visitor, which indicated profile attribute or attributes was received by the device as a result of the electronic visitor visiting the first media property; and

(c) wherein the advertisement is correlated with the indicated profile attribute or attributes.

18. The device of claim 17 wherein the condition for display of the advertisement is that a price charged by the second media property is less than a profile-attribute-dependent price that an advertiser is willing to pay for display of the advertisement.

19. The device of claim 17 wherein the device is programmed to implement a method wherein directing the indicia comprises arranging for placement of a tag on the electronic visitor, wherein the electronic visitor is a computer, and wherein the tag is readable by the server computer.

20. The device of claim 19 wherein the device is programmed to implement a method wherein the condition is given to the server computer at the time arranging for placement of a tag takes place by incorporating the indicia of the condition in a URL used to redirect the electronic visitor to the server computer to enable the server computer to place a tag associated with the visitor'"'"'s computer.

21. A system comprising one or more computers programmed to implement a method of directing electronic advertisements, the method comprising:

for each of a multitude of different electronic visitors to a first media property;

(a) automatically directing, to a third-party server computer controlling advertising space on a second media property, indicia of a condition, which condition relates specifically to an electronic visitor, for display of an advertisement to an electronic visitor when the electronic visitor visits the second media property at a time after the electronic visitor visits the first media property, subject to determining that the condition has been met;

(b) wherein directing the indicia is based on information indicating to the system comprising one or more computers that at least one of a plurality of profile attributes is possibly applicable to the electronic visitor, which indicated profile attribute or attributes was received by the system comprising one or more computers as a result of the electronic visitor visiting the first media property; and

(c) wherein the advertisement is correlated with the indicated profile attribute or attributes.

22. The system of claim 21 wherein the condition for display of the advertisement is that a price charged by the second media property is less than a profile-attribute-dependent price that an advertiser is willing to pay for display of the advertisement.

23. The system of claim 21 wherein directing the indicia comprises arranging for placement of a tag on the electronic visitor, wherein the electronic visitor is a computer, and wherein the tag is readable by the server computer.

24. The system of claim 23 wherein the condition is given to the server computer at the time arranging for placement of a tag takes place by incorporating the indicia of the condition in a URL used to redirect the electronic visitor to the server computer to enable the server computer to place a tag associated with the visitor'"'"'s computer.