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

• US 9,135,639 B2
• Filed: 10/27/2014
• Issued: 09/15/2015
• 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:
  US14/524,548
• Publication Number:
  US 20150046268A1
• Time in Patent Office: 323 Days
• Field of Search: None
• US Class Current: 1/1
• 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. 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;

obtain information identifying a plurality of frames of a video advertisement;

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

generate a command to transmit the at least one identified representative frame to the client device for display within the web page.

2. The apparatus of claim 1, wherein the at least one processor is further operative with the set of instructions to compute a metric indicative of a relevance of the at least one representative frame to at least one of the web page or the user.

3. The apparatus of claim 2, wherein the at least one processor is further operative with the set of instructions to:

determine whether the computed metric exceeds a threshold value; and

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

4. The apparatus of claim 2, wherein the at least one processor is further operative with the set of instructions to:

obtain demographic data associated with the user; and

determine the relevance of the at least one representative frame to the user based on the demographic data.

5. The apparatus of claim 2, wherein the at least one processor is further operative with the set of instructions to determine the relevance of the at least one representative frame to the web page based on a semantic analysis of at least one of metadata or content associated with the web page.

6. The apparatus of claim 1, wherein the at least one processor is further operative with the set of instructions to:

identify at least one proxy video advertisement having contextual similarity with the 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 video advertisement based on at least a portion of the monitored performance of the proxy video advertisement.

7. The apparatus of claim 1, wherein the at least one processor is further operative with the set of instructions to:

obtain data indicative of a performance of a plurality of frames of the video advertisement during a corresponding time period;

identify the at least one representative frame based on the obtained performance data.

8. The apparatus of claim 1, wherein the at least one processor is further operative with the set of instructions to:

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

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

9. A computer-implemented method, comprising:

obtaining, using at least one processor, information identifying a plurality of frames of a video advertisement;

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

generating, using the at least one processor, a command to transmit the at least one identified representative frame to the client device for display within the web page.

10. The method of claim 9, further comprising:

computing a metric indicative of a relevance of the at least one representative frame to at least one of the web page or the user;

determining whether the computed metric exceeds a threshold value; and

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

11. The method of claim 10, wherein the computing comprises:

obtaining demographic data associated with the user; and

determining the relevance of the at least one representative frame to the user based on the demographic data.

12. The method of claim 10, wherein the computing comprises determining the relevance of the at least one representative frame to the web page based on a semantic analysis of at least one of metadata or content associated with the web page.

13. The method of claim 9, further comprising:

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

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

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

14. The method of claim 9, further comprising:

obtaining data indicative of a performance of a plurality of frames of the video advertisement during a corresponding time period;

identifying the at least one representative frame based on the obtained performance data.

15. The method of claim 9, further comprising:

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

generating an additional command to transmit the video advertisement to the client device, in response to the selection.

16. 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:

obtaining information identifying a plurality of frames of a video advertisement;

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

generating a command to transmit the at least one identified representative frame to the client device for display within the web page.