Method and system for presenting targeted advertisements

• US 9,773,249 B2
• Filed: 02/08/2008
• Issued: 09/26/2017
• Est. Priority Date: 02/08/2008
• Status: Active Grant

• Current Assignee: Pinterest, Inc.
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Gogri, Pinank, Mulvihill, Michael, Kolukisiaoglu, Hayrettin, Sharma, Shamik, Tirumalareddy, Sundeep
• Primary Examiner(s): Brown, Alvin L
• Application Number:
  US12/028,712
• Publication Number:
  US 20090204474A1
• Time in Patent Office: 3,518 Days
• Field of Search: 705 14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0226 Incentive systems for frequent usage, e.g. frequent flyer miles programs or point systems
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating

Abstract

A system and method may add to a web page a similar-content module which may contain information related to the context of the web page, may look like a portion of the web page, and may lead to a jump page which presents information in the similar-content module in more detail and contains an advertiser'"'"'s advertisement or a link to an advertiser'"'"'s web page. If a user is interested in the information in the similar-content module, he may click on the module and be sent to the jump page. Displaying the similar-content module will not cost any advertiser anything. A pay per impression advertiser will not be charged until its advertisement is displayed on the jump page, and a pay per click advertiser will not be charged until its link in the jump page is clicked on.

Claims

1. A targeted advertisement presenting system, comprising:

a registration server, configured to receive registration information relating to a web page; and

a matching server, configured to;

responsive to a request from the web page, determine a context of the web page;

generate a similar-content module to be displayed on the web page, the similar-content module containing information that;

[a] relates to the context of the web page, [b] does not result in an advertisement impression, and [c] relates to advertising content in an advertisement from an advertiser;

determine whether a user clicked on the similar-content module on the web page;

generate, when the user clicks on the similar-content module, a jump page that includes the advertisement or the advertising content from the advertiser;

identify an impression based on a display of the jump page to the user; and

identify a conversion when the user clicks the advertisement or the advertising content on the jump page.

2. The system of claim 1, wherein the matching server is further configured to fetch advertisements relevant to the context of the web page and according to a level of interest in the advertising content determined based on when a user clicks on the similar-content module.

3. The system of claim 1, wherein the jump page includes information in the similar-content module and advertisements.

4. The system of claim 1, further comprising a visual contextual server configured to match appearances of the similar-content module and the advertisement to the web page.

5. The system of claim 1, wherein the matching server is further configured to:

receive user information; and

use the user information to fetch advertisements.

6. The system of claim 5, wherein the user information comprises a geographic location of the user.

7. The system of claim 5, wherein the user information comprises browsing history of the user.

8. The system of claim 1, wherein the matching server is further configured to determine the context of the web page according to at least one keyword of the web page.

9. The system of claim 8, wherein the matching server is further configured to find the at least one keyword by crawling the web page.

10. The system of claim 1, wherein the matching server is further configured to:

determine the context of the web page according to at least two keywords of the web page; and

rank the at least two keywords.

11. The system of claim 1, wherein the matching server is further configured to charge the advertiser if the similar-content module is clicked on by the user.

12. The system of claim 1, wherein the impression comprises a charge to the advertiser when the advertiser'"'"'s advertisement is displayed in the jump page.

13. The system of claim 1, wherein the conversion comprises a charge to the advertiser when a link to the advertiser'"'"'s web page is clicked on in the jump page.

14. A method for presenting targeted advertisements, comprising:

receiving a request from a web page, at a network device;

determining a context of the web page, by a data processor included in the network device;

generating a similar-content module to be displayed on the web page, the similar-content module containing information that;

[a] relates to the context of the web page, [b] is not an advertisement, and [c] relates to advertising content in an advertisement from an advertiser, by the data processor;

determining whether a user clicked on the similar-content module on the web page, by the data processor;

determining, by the data processor, a level of interest in the advertising content according to the determination of whether a user clicked on the similar-content module; and

controlling, by the data processor, displaying of a jump page which includes the advertising content or the advertisement, according to the level of interest.

15. The method of claim 14, further comprising controlling, by the data processor, the displaying of the corresponding advertisement according to the context of the web page.

16. The method of claim 14, further comprising determining, by the data processor, whether the similar-content module is clicked on by the user.

17. The method of claim 14, further comprising generating, by the data processor, a jump page which includes information in the similar-content module and advertisements.

18. The method of claim 14, further comprising matching, by the data processor, an appearance of the similar-content module to the web page.

19. The method of claim 14, further comprising controlling, by the data processor, the displaying of the advertisement, according to user information associated with the user.

20. The method of claim 19, wherein the user information comprises a geographic location of the user.

21. The method of claim 19, wherein the user information comprises a browsing history of the user.

22. The method of claim 14, further comprising determining, by the data processor, the context of the web page with at least one keyword of the web page.

23. The method of claim 14, further comprising determining, by the data processor, the context of the web page with at least two keywords of the web page.

24. The method of claim 17, further comprising charging, by the data processor, the advertiser when its advertisement is displayed in the jump page.

25. The method of claim 17, further comprising charging, by the data processor, the advertiser when a link to its web page, displayed on the jump page, is selected.