Targeted advertising using temporal analysis of user specific data

• US 9,691,084 B1
• Filed: 01/06/2014
• Issued: 06/27/2017
• Est. Priority Date: 03/20/2008
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Gong, Yitao
• Primary Examiner(s): Chang, Edward
• Application Number:
  US14/148,620
• Time in Patent Office: 1,268 Days
• Field of Search: 705 35, 705 14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0252 based on events or environment, e.g. weather or festivals
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

Methods, systems and apparatus, including computer program products are described for providing temporally relevant targeted content items. A set of user data is used to determine current user interests as indicated by one or more recent events. Content items relevant to those events are identified and ranked based on a time that the corresponding event occurred. One or more of the top ranked content items can be delivered to a user.

Claims

1. A method comprising:

receiving a request for an advertisement to be provided to a device of a user for display with content of a publisher web page;

in response to receiving the request, determining, by a computer system, general purchase history for a plurality of users, the general purchase history including purchases made by the plurality of users at a plurality of merchant websites that are registered with the computer system;

determining specific purchase history of the user based on the general purchase history for the plurality of users;

identifying a plurality of user purchases based on the determined specific purchase history of the user;

determining a plurality of keywords associated with the plurality of user purchases;

logging, for each of the plurality of keywords, a time of occurrence of a user purchase that was performed by the user and is associated with the keyword;

assigning higher temporal weights to keywords having a more recent time of occurrence than other keywords having a less recent time of occurrence;

identifying a plurality of advertisements based on the plurality of keywords;

ranking the identified plurality of advertisements in a descending order of the time of occurrence for the keywords used to identify the plurality of advertisements;

transmitting, by the computer system, at least one highest ranked advertisement to the device of the user for display on the publisher web page, the displayed at least one advertisement including a hyperlink;

receiving, by the computer system and from the device of the user, a selection of the hyperlink included in the at least one highest ranked advertisement and in response;

directing a web browser of the user to a merchant website associated with the at least one highest ranked advertisement, and

providing, by the computer system, to the merchant website, information previously entered by the user at the publisher web page without requiring the user to re-enter the information at the merchant website.

4. The method of claim 1, further comprising, for each of the plurality of identified advertisements, assigning a rank to the advertisement comprising:

assigning a ranking score to the advertisement based on relevancy of the advertisement to the corresponding keyword that led to the identifying of the advertisement; and

multiplying the ranking score assigned to the advertisement by the temporal weight for the corresponding keyword used to identify the advertisement to obtain the rank for the advertisement.

5. The method of claim 1, wherein a temporal weight for a keyword is a decimal value that ranges from 0 to 1.

6. The method of claim 1, further comprising:

storing, by the computer system, information that was input by the user at the publisher web page, wherein the information is stored in association with a user identifier of the user and includes one or more items purchased by the user at the publisher web page;

in response to receiving the selection of the hyperlink, retrieving the stored information using the user identifier; and

processing, by the computer system, a transaction for the merchant website using the stored information.

2. A system comprising:

data processing apparatus; and

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

receiving a request for an advertisement to be provided to a device of a user for display with content of a publisher web page;

in response to receiving the request, determining general purchase history for a plurality of users, the general purchase history including purchases made by the plurality of users at a plurality of merchant web sites that are registered with the data processing apparatus;

determining specific purchase history of the user based on the general purchase history for the plurality of users;

identifying a plurality of user purchases based on the determined specific purchase history of the user;

determining a plurality of keywords associated with the plurality of user purchases;

logging, for each of the plurality of keywords, a time of occurrence of a user purchase that was performed by the user and is associated with the keyword;

assigning higher temporal weights to keywords having a more recent time of occurrence than other keywords having a less recent time of occurrence;

identifying a plurality of advertisements based on the plurality of keywords;

ranking the identified plurality of advertisements in a descending order of the time of occurrence for the keywords used to identify the plurality of advertisements;

transmitting, by the computer system, at least one highest ranked advertisement to the device of the user for display on the publisher web page, the displayed at least one advertisement including a hyperlink;

receiving, by the computer system and from the device of the user, a selection of the hyperlink included in the at least one highest ranked advertisement and in response;

directing a web browser of the user to a merchant web site associated with the at least one highest ranked advertisement, and

providing to the merchant website, information previously entered by the user at the publisher web page without requiring the user to re-enter the information at the merchant web site.

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

receiving a request for an advertisement to be provided to a device of a user for display with content of the publisher web page;

in response to receiving the request, determining general purchase history for a plurality of users;

determining specific purchase history of the user based on the general purchase history for the plurality of users;

identifying a plurality of user purchases based on the determined specific purchase history of the user;

determining a plurality of keywords associated with the plurality of user purchases;

logging, for each of the plurality of keywords, a time of occurrence of a user purchase that was performed by the user and is associated with the keyword;

assigning higher temporal weights to keywords having a more recent time of occurrence than other keywords having a less recent time of occurrence;

identifying a plurality of advertisements based on the plurality of keywords;

ranking the identified plurality of advertisements in a descending order of the temporal weights for the keywords used to identify the plurality of advertisements;

receiving, by the computer system and from the device of the user, a selection of the hyperlink included in the at least one highest ranked advertisement and in response;

directing a web browser of the user to a merchant website associated with the at least one highest ranked advertisement, and

providing to the merchant website, information previously entered by the user at the publisher web page without requiring the user to re-enter the information at the merchant website.