Methods and apparatuses for prioritizing advertisements for presentation

• US 9,208,497 B2
• Filed: 11/14/2006
• Issued: 12/08/2015
• Est. Priority Date: 02/25/2005
• Status: Active Grant

• Current Assignee: Thryv, Inc. (Mudrick Capital Management LP)
• Original Assignee: YellowPages.com LLC (Mudrick Capital Management LP)
• Inventors: Ho, Kelvin, Hirson, Ron, Altberg, Ebbe, Faber, Scott, Van Der Linden, Sean
• Primary Examiner(s): Alvarez, Raquel
• Application Number:
  US11/559,860
• Publication Number:
  US 20070078717A1
• Time in Patent Office: 3,311 Days
• Field of Search: 705/14.46, 705/14.52, 705/14.69, 379/88.09, 379/114.01, 379/114.13, 379/133, 379/139
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: H04M 1/00 Substation equipment, e.g. for use by subscribers subscriber services or facilities provided at exchanges H04M3/00; prepayment telephone coin boxes H04M17/00; current supply arrangements H04M19/08
• CPC Class Codes: H04M 15/00 Arrangements for metering, time-control or time indication ; Metering, charging or billing arrangements for voice wireline or wireless communications, e.g. VoIP
• CPC Class Codes: H04M 15/10 Metering calls from calling party , i.e. A-party charged for the communication
• CPC Class Codes: H04M 15/18 according to duration of the call , or the communication
• CPC Class Codes: H04M 15/59 based on real time
• CPC Class Codes: H04M 3/42 Systems providing special services or facilities to subscribers specially adapted for wireless communication networks H04W4/00

Abstract

Methods and apparatuses for sorting seller listings or advertisements of a seller network. One embodiment includes: determining an indicator of potential revenue that is expected to be generated from presentation of advertisements, based on statistical data indicating performance of the advertisements; and presenting one or more of the advertisements based at least partially on the indicator of potential revenue.

Claims

1. A method implemented in a communication connection system to make and track connections for telephone communications, the method comprising:

tracking, by the communication connection system, real-time communications responsive to each advertisement of a plurality of advertisements, the real-time communications facilitated at least in part by a telephone router of the communication connection system and at least in part by voice over Internet protocol connections established responsive to user selections corresponding to advertisements of the plurality of advertisements;

generating, by the communication connection system, statistical data related to the real-time communications, the statistical data generated based at least in part on the tracking the real-time communications and comprising tracked communication times;

determining, by the communication connection system, for each advertisement of the plurality of advertisements, a respective indicator of potential revenue to a presenting party, the respective indicator of potential revenue reflecting revenue that is expected to be generated from presentation of the respective advertisement partially based on at least some of the statistical data comprising the tracked communication times and indicating a respective performance of the respective advertisement, the at least some of the statistical data indicating a respective likelihood of generating telephone connections established to a respective advertiser corresponding to each advertisement of the plurality of advertisements via the respective advertisement;

wherein actual revenue generated from presentation of the respective advertisement is divided among a plurality of parties in a seller network, such that the presenting party receives a share of the actual revenue generated from presentation of the respective advertisement according to a respective party percentage of the presenting party,

wherein the respective indicator of potential revenue is based, in part, on the respective party percentage of the presenting party, and

wherein the respective indicator of potential revenue is based, in part, on a respective weight of a respective one category of a plurality of categories associated with the respective advertisement; and

selecting, by the communication connection system, at least one advertisement of the plurality of advertisements based at least partially on the respective indicator of potential revenue of the respective advertisement.

2. The method of claim 1, wherein the statistical data indicates costs to present the respective advertisement.

3. The method of claim 1, wherein the statistical data includes at least one of a likelihood of receiving a request for a connection for communications in response to the respective advertisement, a first expected amount of transaction during an initial connection in response to the respective advertisement, a likelihood of receiving repeated requests for connections for communications after the initial connection, and/or a second expected amount of transaction during subsequent connections in response to the repeated requests.

4. The method of claim 1, wherein the selecting the at least one advertisement of the plurality of advertisements comprises:

sorting the plurality of advertisements based at least partially on the respective indicator of potential revenue for each respective advertisement, and

selecting the at least one of the plurality of advertisements based on the sorting.

5. The method of claim 1, further comprising:

transmitting the at least one advertisement of the plurality of advertisements for presentation in an order according to the indicator of potential revenue.

6. The method of claim 1, wherein the potential revenue is for one or more of:

a supply affiliate of a seller network;

a demand affiliate of the seller network; and

/or

an operator of the seller network.

7. The method of claim 1, wherein the potential revenue includes first income generated from charging a fee for the respective advertisement.

8. The method of claim 7, wherein the potential revenue further includes second income generated from charging fees for facilitating commerce as a result of the respective advertisement.

9. The method of claim 1, wherein the respective indicator of potential revenue is additionally based, in part, on a respective weight of a respective one media channel of a plurality of media channels through which the respective advertisement is presented.

10. The method of claim 1, wherein a respective advertiser of each of the plurality of advertisements is charged in response to the respective performance of the advertisement, including the occurrence of a measurable event responsive to the respective advertisement.

11. The method of claim 10, wherein the respective advertiser of each of the plurality of advertisements is charged according to a respective price specified by the respective advertiser.

12. The method of claim 11, further comprising:

conducting an auction to allow the respective advertiser of each of the plurality of advertisements to specify the respective price for the respective advertisement.

13. A non-transitory computer readable storage medium containing instructions which when executed by one or more processors of a communication connection system cause the one or more processors to perform a method, comprising:

tracking real-time communications responsive to each advertisement of a plurality of advertisements, the real-time communications facilitated at least in part by a telephone router of the communication connection system and at least in part by voice over Internet protocol connections established responsive to user selections corresponding to advertisements of the plurality of advertisements;

generating statistical data related to the real-time communications, the statistical data generated based at least in part on the tracking the real-time communications and comprising tracked communication times;

determining, for each advertisement of the plurality of advertisements, a respective indicator of potential revenue to a presenting party, the respective indicator of potential revenue reflecting revenue that is expected to be generated from presentation of the respective advertisement partially based on at least some of the statistical data comprising the tracked communication times and indicating a respective performance of the respective advertisement, the at least some of the statistical data indicating a respective likelihood of generating telephone connections established to a respective advertiser of corresponding to each advertisement the plurality of advertisements via the respective advertisement;

wherein actual revenue generated from presentation of the respective advertisement is divided among a plurality of parties in a seller network, such that the presenting party receives a share of the actual revenue generated from presentation of the respective advertisement according to a respective party percentage of the presenting party,

wherein the respective indicator of potential revenue is based, in part, on the respective party percentage of the presenting party, and

wherein the respective indicator of potential revenue is based, in part, on a respective weight of a respective one category of a plurality of categories associated with the respective advertisement; and

selecting at least one advertisement of the plurality of advertisements based at least partially on the respective indicator of potential revenue of the respective advertisement.

14. A communication connection system to make and track connections for telephone communications, the communication connection system comprising:

one or more servers coupled to one or more network interfaces to facilitate access to a communication network, and memory coupled to the one or more servers and storing instructions that, when executed by the one or more servers, cause the system to;

track real-time communications responsive to each advertisement of a plurality of advertisements, the real-time communications facilitated at least in part by a telephone router of the communication connection system and at least in part by voice over Internet protocol connections established responsive to user selections corresponding to advertisements of the plurality of advertisements;

generate statistical data related to the real-time communications, the statistical data generated based at least in part on the tracking the real-time communications and comprising tracked communication times;

determine, for each advertisement of the plurality of advertisements, a respective indicator of potential revenue to a presenting party, the respective indicator of potential revenue reflecting revenue that is expected to be generated from presentation of the respective advertisement partially based on at least some of the statistical data comprising the tracked communication times and indicating a respective performance of the respective advertisement, the at least some of the statistical data indicating a respective likelihood of generating telephone connections established to a respective advertiser corresponding to each advertisement of the plurality of advertisements via the respective advertisement;

wherein actual revenue generated from presentation of the respective advertisement is divided among a plurality of parties in a seller network, such that the presenting party receives a share of the actual revenue generated from presentation of the respective advertisement according to a respective party percentage of the presenting party,

wherein the respective indicator of potential revenue is based, in-part, on the respective party percentage of the presenting party, and

wherein the respective indicator of potential revenue is based, in-part, on a respective weight of a respective one category of a plurality of categories associated with the respective advertisement; and

select, at least one advertisement of the plurality of advertisements based at least partially on the respective indicator of potential revenue of the respective advertisement.