Methods and apparatus for inserting content into conversations in on-line and digital environments
First Claim
Patent Images
1. A system for inserting content, the system comprising:
- a processor; and
a memory, wherein the memory stores instructions that, when executed by the processor, cause the processor to;
analyze elements of a conversation taking place at a first destination to detect elements relating to expression of need for information in the conversation;
identify a pool of one or more candidate second destinations based on relevance of the second destinations to the expression of need for information in the conversation;
identify a pool of one or more candidate templates relevant to the pool of one or more candidate second destinations;
construct a set of candidate creatives by combining one or more of the pool of candidate templates with one or more of the candidate second destinations;
score the set of candidate creatives for relevance to the expression of need for information;
select at least one of the set of candidate creatives based on the scoring for presentation at the first destination; and
insert the selected one of the set of candidate creatives at the first destination.
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Abstract
Content is inserted into conversations hosted on a takeoff site using creatives that provide lures and links to other material that users engaged in the conversation might find helpful and relevant. Such insertions are made in a contextually meaningful fashion through the use of a matching and decision process that determines best candidate creatives and an appropriate time and place for their insertion into the conversation.
90 Citations
22 Claims
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1. A system for inserting content, the system comprising:
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a processor; and a memory, wherein the memory stores instructions that, when executed by the processor, cause the processor to; analyze elements of a conversation taking place at a first destination to detect elements relating to expression of need for information in the conversation; identify a pool of one or more candidate second destinations based on relevance of the second destinations to the expression of need for information in the conversation; identify a pool of one or more candidate templates relevant to the pool of one or more candidate second destinations; construct a set of candidate creatives by combining one or more of the pool of candidate templates with one or more of the candidate second destinations; score the set of candidate creatives for relevance to the expression of need for information; select at least one of the set of candidate creatives based on the scoring for presentation at the first destination; and insert the selected one of the set of candidate creatives at the first destination. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11)
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12. A method of inserting content, the method comprising:
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analyzing, by one or more processors, elements of a conversation taking place at a first destination to detect elements relating to expression of need for information in the conversation; identifying a pool of one or more candidate second destinations based on relevance of the second destinations to the expression of need for information in the conversation; identifying a pool of one or more candidate templates relevant to the pool of one or more candidate second destinations; constructing a set of candidate creatives by combining one or more of the pool of candidate templates with one or more of the candidate second destinations; scoring the set of candidate creatives for relevance to the expression of need for information; selecting, by the one or more processors, at least one of the set of candidate creatives based on the scoring for presentation at the first destination; and inserting, by the one or more processors, the selected one of the candidate creatives at the first destination. - View Dependent Claims (13, 14, 15, 16, 17, 18, 19, 20, 21, 22)
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Specification