Blending advertiser data with ad network data in order to serve finely targeted ads

• US 9,536,250 B2
• Filed: 12/20/2010
• Issued: 01/03/2017
• Est. Priority Date: 12/20/2010
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Jaladanki, Sreenivasulu
• Primary Examiner(s): Sittner, Matthew T
• Application Number:
  US12/973,696
• Publication Number:
  US 20120158505A1
• Time in Patent Office: 2,206 Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A method and a system are provided for blending advertiser data with ad network data in order to serve finely targeted ads. In one example, the system receives campaign information from one or more advertisers. The campaign information includes at least one of a budget, criteria, and a creative. The system receives a notification from a user device about an available ad spot on a webpage for display at a browser running on the user device. The system receives data from an advertiser. The data from the advertiser pertains to managing an ad to be sent to the user device to fill the ad spot on the webpage. Then, the system combines the data from the advertiser with data from an ad network to obtain combined data. The ad network is configured for managing at least part of an ad campaign. The advertiser is also configured for managing at least part of the ad campaign.

Claims

1. A computer-implemented method for delivering targeted advertisements, the method comprising:

receiving, by a computer of an advertisement network, and from a browser of a user device, a notification of an available advertisement spot on a webpage at which to display an advertisement by the browser;

dividing, by a computer of an advertisement network, the available advertisement spot into an ad network page and a second page;

providing, by a computer of the advertisement network, to the browser, a bridge comprising a first script configured to facilitate communication between the ad network page and the second page;

receiving, by a computer of the advertisement network, consumer data from the ad network page;

providing, by a computer of the advertisement network, to the browser, and in response to the consumer data received from the ad network page, an advertisement template, the advertisement template configured to force an interaction between the browser and an advertiser device of a particular advertiser by providing to the second page a link configured to cause the browser to load a second script from the advertiser device;

receiving, by a computer of the advertisement network, via the bridge, and as a result of the browser loading the second script, data configured to influence an advertisement selection; and

selecting, by a computer of the advertisement network, an advertisement for delivery and display at the available advertisement spot on the webpage, where the selection of the advertisement is based on the received data configured to influence selection of an advertisement.

2. The method of claim 1, wherein the data configured to influence selection of an advertisement is based on the second script reading advertiser cookie data associated with the advertiser.

3. The method of claim 2, wherein the bridge receives the result of the second script from the second page, and in response the ad network page sends, to a computer of the advertisement network, an instruction to send an advertisement consistent with the advertisement selected by the second script.

4. The method of claim 1, wherein the bridge is configured to receive, from one of the advertisement network or the advertiser device, data selected from the group consisting of:

specific cookies;

cookie availability; and

cookie value.

5. The method of claim 1, wherein the bridge is further configured to send instructions back to the advertisement network, the advertiser device, or both the advertisement network and the advertiser device.

6. The method of claim 1, wherein:

the second script is configured to instruct the browser to load a third party script from a third-party device.

7. The method of claim 1, wherein:

the advertisement network and the advertiser device do not share data,

the receiving of the consumer data from the browser comprises a computer of the advertisement network reading an advertisement network cookie of the browser, and

the data configured to influence selection of an advertisement is a result of the second script reading an advertiser cookie of the browser, the advertiser cookie associated with the advertiser.

8. The method of claim 1, wherein providing the advertising template comprises analyzing, by a computer of the advertisement network, the consumer data received from the browser in light of advertisement campaign information received from the advertising device.

9. A system for delivering targeted advertisements, the system comprising:

a computer system configured to;

receive, from a browser of a user device, a notification of an available advertisement spot on a webpage at which to display an advertisement by the browser;

divide the available advertisement spot into an ad network page and a second page;

provide, to the browser, a bridge comprising a first script configured to facilitate communication between the ad network page and the second page;

receive consumer data from the ad network page;

provide, to the browser, in response to the consumer data received from the an advertisement template, the advertisement template configured to force an interaction between the browser and an advertiser device of a particular advertiser by providing to the second page a link configured to cause the browser to load a second script from the advertiser device;

receive, via the bridge, and as a result of the browser loading the second script, data configured to influence an advertisement selection; and

select an advertisement for display at the available advertisement spot on the web page, where the selection of the advertisement is based on the received data configured to influence selection of an advertisement.

10. The system of claim 9, wherein the data configured to influence selection of an advertisement is based on the second script reading advertiser cookie data associated with the advertiser.

11. The system of claim 10, wherein the bridge is configured to receive the result of the second script, and the ad network page is configured to in response send, to the computer system, an instruction to send an advertisement consistent with the advertisement selected by the second script.

12. The system of claim 9, wherein the bridge is configured to receive, from one of the computer system or the advertiser device, data selected from the group consisting of:

specific cookies;

cookie availability; and

cookie value.

13. The system of claim 9, wherein the bridge is further configured to send instructions back to the computer system, the advertiser device, or both the computer system and the advertiser device.

14. The system of claim 9, wherein the

second script is configured to instruct the browser to load a third party script from a third-party device.

15. The system of claim 9, wherein:

the computer system and the advertiser device are configured to not share data,

the computer system is configured to receive the consumer data from the browser by reading an advertisement network cookie of the browser, and

the data configured to influence selection of an advertisement is a result of the second script reading an advertiser cookie of the browser, the advertiser cookie associated with the advertiser.

16. A non-transitory computer readable medium comprising one or more instructions for delivering targeted advertisements, wherein the one or more instructions are configured for causing one or more processors to perform acts of:

receiving, from a browser of a user device, a notification of an available advertisement spot on a webpage at which to display an advertisement by the browser;

dividing the available advertisement spot into an ad network page and a second page;

providing, to the browser, a bridge comprising a first script configured to facilitate communication between the ad network page and the second page;

receiving consumer data from the ad network page;

providing, to the browser, in response to the consumer data received from the ad network page, an advertisement template, the advertisement template configured to force an interaction between the browser and an advertiser device of a particular advertiser by providing to the second page a link configured to cause the browser to load a second script from the advertiser device;

receiving, via the bridge, and as a result of the browser loading the second script, data configured to influence an advertisement selection; and

selecting an advertisement for delivery and display at the available advertisement spot on the webpage, where the selection of the advertisement is based on the received data configured to influence selection of an advertisement.

17. The non-transitory computer-readable medium of claim 16, wherein the data configured to influence selection of an advertisement is based on the second script reading advertiser cookie data associated with the advertiser.

18. The non-transitory computer-readable medium of claim 17, wherein the bridge is configured to receive the result of the second script, and the ad network page is configured to in response send, to the computer system, an instruction to send an advertisement consistent with the advertisement selected by the second script.

19. The non-transitory computer-readable medium of claim 16, wherein the second script is configured to instruct the browser to load a third party script from a third-party device.

20. The non-transitory computer-readable medium of claim 16, wherein:

the one or more processors and the advertiser device are configured to not share data,

the one or more processors are configured to receive the consumer data from the browser by reading an advertisement network cookie of the browser, and

the data configured to influence selection of an advertisement is a result of the second script reading an advertiser cookie of the browser, the advertiser cookie associated with the advertiser.