Method and system for optimum placement of advertisements on a webpage
First Claim
1. A computer implemented method of providing placement of a plurality of graphical objects on a page accessible by a user, the graphical objects including graphic and text symbols, the page having positions for receipt of the objects, each object having at least one of a link to information, the link being invoked by an event identifying the object by a computer pointing device, the method comprising the steps of:
- at a data processing system including a computer configured for data communication with user computing systems,by the computer, creating for each respective user of a plurality of users, a respective unique user identifier and storing in a memory data defining the respective user and data defining the respective unique user identifier associated with the user;
by the computer, receiving data requests from respective users and providing web page data to the respective users;
by a recognizer computer of the data processing system, identifying the unique user identifier in the received data requests from the respective users and the web page data provided to the respective users;
using the unique user identifier, the received data requests and the web page data, recognizing user characteristics of the respective users by the recognizer computer;
by the recognizer computer, storing information about the recognized user characteristics of the respective users in the memory in conjunction with the data defining the respective unique user identifiers for the respective users so that the data defining the respective unique user identifiers can be used to subsequently used to retrieve the information about the recognized characteristics of the respective users;
receiving, by the computer from a web site, a web site request to provide to the web site a plurality of items in response to a user query for information received by the web site from a user;
in response to the received web site request, by the computer, providing web pages including a plurality of items;
by the computer, identifying in the received web site request data defining the user;
retrieving, by the computer, from the memory, user information about recognized characteristics of the user;
retrieving, by the computer, from the memory performance data associated with the likelihood of the event occurring for each object;
by the computer, selecting one or more graphical objects of the plurality of graphical objects using the user information about the recognized characteristics of the user for communication to the user; and
arranging, by the computer, the plurality of graphical objects among the positions for receipt of the objects relative to one another on the page according to the performance data.
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Accused Products
Abstract
A method and system for placement of graphical objects on a page to optimize the occurrence of an event associated with such objects. The graphical objects might include, for instance, advertisements on a webpage, and the event would include a user clicking on that ad. The page includes positions for receipt of the object material. Data regarding the past performance of the objects is stored and updated as new data is received. A user requests a page from a server associated with system. The server uses the performance data to derive a prioritized arrangement of the objects on the page. The objects are arranged according to a calculation and returned to the user on the requested page.
87 Citations
20 Claims
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1. A computer implemented method of providing placement of a plurality of graphical objects on a page accessible by a user, the graphical objects including graphic and text symbols, the page having positions for receipt of the objects, each object having at least one of a link to information, the link being invoked by an event identifying the object by a computer pointing device, the method comprising the steps of:
at a data processing system including a computer configured for data communication with user computing systems, by the computer, creating for each respective user of a plurality of users, a respective unique user identifier and storing in a memory data defining the respective user and data defining the respective unique user identifier associated with the user; by the computer, receiving data requests from respective users and providing web page data to the respective users; by a recognizer computer of the data processing system, identifying the unique user identifier in the received data requests from the respective users and the web page data provided to the respective users; using the unique user identifier, the received data requests and the web page data, recognizing user characteristics of the respective users by the recognizer computer; by the recognizer computer, storing information about the recognized user characteristics of the respective users in the memory in conjunction with the data defining the respective unique user identifiers for the respective users so that the data defining the respective unique user identifiers can be used to subsequently used to retrieve the information about the recognized characteristics of the respective users; receiving, by the computer from a web site, a web site request to provide to the web site a plurality of items in response to a user query for information received by the web site from a user; in response to the received web site request, by the computer, providing web pages including a plurality of items; by the computer, identifying in the received web site request data defining the user; retrieving, by the computer, from the memory, user information about recognized characteristics of the user; retrieving, by the computer, from the memory performance data associated with the likelihood of the event occurring for each object; by the computer, selecting one or more graphical objects of the plurality of graphical objects using the user information about the recognized characteristics of the user for communication to the user; and arranging, by the computer, the plurality of graphical objects among the positions for receipt of the objects relative to one another on the page according to the performance data. - View Dependent Claims (2, 3, 4)
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5. A computer implemented method comprising:
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at a server of a data processing system accessible by users over an electronic network, receiving data defining user queries from a plurality of users and providing data defining web pages including data defining information responsive to the received user queries and data defining a plurality of advertisements in response to the received user queries; determining, by the server, user activity information indicative of user characteristics, demographics or interests using the received data defining user queries from the plurality of users; storing by the server, in a database which includes a memory, data defining the user activity information; processing by the server the data defining the user activity information and grouping users of the plurality of users into categories based on the data defining the user activity information so that users having related characteristics, demographics or interests are grouped together; storing data defining the grouping of the users in the database; in response to a subsequent query from a user, providing by the server additional information to the user, the additional information selected using, at least in part, the data defining the grouping of the users; and updating by the server the stored data defining the user activity information with information about the subsequent query and the additional information. - View Dependent Claims (6, 7, 8, 9, 10)
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11. A network accessible data processing system comprising:
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a server configured to interact with users accessing web pages over a network; a log database including memory for storing data, the log database in data communication with the server to store data defining previous server interactions with the users and data about the users; a log digester including a server in data communication with the memory of the log database, the log digester server operative to process the stored data defining previous server interactions with the users and the data about the users according to established data processing rules; and an arbitrator including a server in data communication with the memory of the log digester and configured to process the data defining the previous server interactions with the users and the data about the users to detect user characteristics of respective users and to establish the data processing rules for further processing of the stored data by the server. - View Dependent Claims (12, 13, 14, 15, 16, 17, 18, 19, 20)
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Specification