Placement attribute targeting

• US 9,058,608 B2
• Filed: 09/12/2007
• Issued: 06/16/2015
• Est. Priority Date: 09/12/2007
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Ranganath, Rama, Jindal, Deepak, Law, Ching, Rajaram, Gokul
• Primary Examiner(s): Pan, Yongjia
• Application Number:
  US11/854,420
• Publication Number:
  US 20090070706A1
• Time in Patent Office: 2,834 Days
• Field of Search: 715/234, 715/235, 715/700, 715/733, 715/760, 715/764, 715/787
• US Class Current: 1/1
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Methods, computer-readable media, and systems for placement attribute targeting are described. In one example, an advertiser can specify attributes of one or more web pages on which their advertisements can be displayed. Based on a page attribute of the web page that a user accesses, one or more advertisements can be transmitted to the user for display, where the advertisements are chosen such that the page attribute matches the attribute specified by the advertiser. In some implementations, a computer-implemented method includes determining an attribute of a web page to be displayed to a user at a location, selecting content corresponding to the determined web page attribute, and transmitting the selected content to the location for display as at least part of the web page.

Claims

1. A computer-implemented method comprising:

receiving input requesting an advertisement for inclusion in a particular web page of a plurality of web pages that collectively represent a website having a hierarchy, wherein each web page of the plurality of web pages has a corresponding hierarchical location of the respective web page within the website hierarchy;

receiving from a publisher of the particular web page information specifying a hierarchical location of the particular web page within the website hierarchy;

determining (a) the hierarchical location of the particular web page within the website hierarchy and (b) a classification of the particular web page from among a plurality of possible classifications to which an advertisement may belong, wherein the plurality of possible classifications to which an advertisement may belong include a home page, a login page, and a blog page of the website hierarchy, and the determination is based on (i) text in an identifier pointing to the particular web page and (ii) content provided by the publisher of, and included in, the particular web page, wherein the identifier includes a Uniform Resource Locator (URL), and determining the hierarchical location based on the text in the identifier includes determining whether the URL includes text indicative of a particular one of the plurality of possible classifications to which an advertisement may belong;

verifying that the received information specifying the hierarchical location of the particular web page corresponds to the determined hierarchical location of the particular web page;

selecting an advertisement that has previously been designated for display as at least part of a web page that has the determined hierarchical location and classification; and

transmitting the selected advertisement for display as at least part of the particular web page.

2. The method of claim 1 further comprising:

determining a language of the content provided by the publisher and included in the particular web page, wherein selecting the advertisement further comprises selecting an advertisement that has previously been designated for display as at least part of a web page that includes content in the determined language.

3. The method of claim 1 further comprising displaying the particular web page with the selected advertisement on a device at a network location.

4. The method of claim 1, further comprising monitoring a number of requests to view the particular web page to establish a quality level for the particular web page.

5. The method of claim 1, further comprising receiving the selected advertisement from a source that has previously specified an attribute of a web page with which the advertisement can be included.

6. The method of claim 1, further comprising:

identifying the content provided by the publisher of and included in the particular web page including traversing contents of the particular web page to identify text provided by the publisher of the particular web page; and

determining the hierarchical location based on the content includes determining the hierarchical location based on the identified text.

7. A non-transitory computer-readable medium storing computer program instructions executable by data processing apparatus to perform operations comprising:

receiving input requesting an advertisement for inclusion in a particular web page of a plurality of web pages that collectively represent a website having a hierarchy, wherein each web page of the plurality of web pages has a corresponding hierarchical location of the respective web page within the website hierarchy;

receiving from a publisher of the particular web page information specifying a hierarchical location of the particular web page within the website hierarchy;

determining (a) the hierarchical location of the particular web page within the website hierarchy and (b) a classification of the particular web page from among a plurality of possible classifications to which an advertisement may belong, wherein the plurality of possible classifications to which an advertisement may belong include a home page, a login page, and a blog page of the website hierarchy, and the determination is based on (i) text in an identifier pointing to the particular web page and (ii) content provided by the publisher of, and included in, the particular web page, wherein the identifier includes a Uniform Resource Locator (URL), and determining the hierarchical location based on the text in the identifier includes determining whether the URL includes text indicative of a particular one of the plurality of possible classifications to which an advertisement may belong;

verifying that the received information specifying the hierarchical location of the particular web page corresponds to the determined hierarchical location of the particular web page;

selecting an advertisement that has previously been designated for display as at least part of a web page that has the determined hierarchical location and classification; and

transmitting the selected advertisement for display as at least part of the particular web page.

8. The medium of claim 7, wherein the operations further comprise:

determining a language of the content provided by the publisher and included in the particular web page, and selecting the advertisement further comprises selecting an advertisement that has previously been designated for display as at least part of a web page that includes content in the determined language.

9. The medium of claim 7 wherein the operations further comprise displaying the particular web page with the selected advertisement on a device at a network location.

10. The medium of claim 7, the operations further comprising monitoring a number of requests to view the particular web page to establish a quality level for the particular web page.

11. The medium of claim 7, the operations further comprising receiving the selected advertisement from a source that has previously specified an attribute of a web page with which the advertisement can be included.

12. The medium of claim 7, further comprising:

identifying the content provided by the publisher of and included in the particular web page including traversing contents of the particular web page to identify text provided by the publisher of the particular web page; and

determining the hierarchical location based on the content includes determining the hierarchical location based on the identified text.

13. A system comprising:

data processing apparatus; and

a computer-readable medium storing computer program instructions executable by the data processing apparatus to perform operations comprising;

receiving input requesting an advertisement for inclusion in a particular web page of a plurality of web pages that collectively represent a website having a hierarchy, wherein each web page of the plurality of web pages has a corresponding hierarchical location of the respective web page in the website hierarchy;

receiving from a publisher of the particular web page information specifying a hierarchical location of the particular web page within the website hierarchy;

determining (a) the hierarchical location of the particular web page within the website hierarchy and (b) a classification of the particular web page from among a plurality of possible classifications to which an advertisement may belong, wherein the plurality of possible classifications to which an advertisement may belong include a home page, a login page, and a blog page of the website hierarchy, and the determination is based on (i) text in an identifier pointing to the particular web page and (ii) content provided by the publisher of, and included in, the particular web page, wherein the identifier includes a Uniform Resource Locator (URL), and determining the hierarchical location based on the text in the identifier includes determining whether the URL includes text indicative of a particular one of the plurality of possible classifications to which an advertisement may belong;

verifying that the received information specifying the hierarchical location of the particular web page corresponds to the determined hierarchical location of the particular web page;

selecting an advertisement that has previously been designated for display as at least part of a web page that has the determined hierarchical location and classification; and

transmitting the selected advertisement for display as at least part of the particular web page.

14. The system of claim 13, wherein the operations further comprise:

determining a language of the content provided by the publisher and included in the particular web page, and selecting the advertisement further comprises selecting an advertisement that has previously been designated for display as at least part of a web page that includes content in the determined language.

15. The system of claim 13 wherein the operations comprise displaying the particular web page with the selected advertisement on a device at a network location.

16. The system of claim 13, the operations further comprising monitoring a number of requests to view the particular web page to establish a quality level for the particular web page.

17. The system of claim 13, the operations further comprising receiving the selected advertisement from a source that has previously specified an attribute of a web page with which the advertisement can be included.

18. The system of claim 13, further comprising:

identifying the content provided by the publisher of and included in the particular web page including traversing contents of the particular web page to identify text provided by the publisher of the particular web page; and

determining the hierarchical location based on the content includes determining the hierarchical location based on the identified text.