System and method for dynamically optimizing a banner advertisement to counter competing advertisements

• US 20020147637A1
• Filed: 03/07/2001
• Published: 10/10/2002
• Est. Priority Date: 07/17/2000
• Status: Active Grant

• Current Assignee: International Business Machines Corporation
• Original Assignee: International Business Machines Corporation
• Inventors: Mortinger, Alison Douty, Kraft, Reiner
• Granted Patent: US 6,829,780 B2
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

An adaptive advertising system can be used in the context of an Internet environment. Transparently to the user, the system continuously operates in the background to adapt banner advertisements based on the detection of competing ads. The system includes a page analyzer that translates the hosted ad'"'"'s web page into a document that can be analyzed for the presence of competing ads. An ad comparison unit compares the output of the page analyzer with information stored in the competitor ad database to detect competing ads. A design and layout evaluator detects the presence of color, texture, and animation in the competing ads. The ad summary evaluator identifies competing ads and devises a counter strategy for banner ad display. An ad display generator creates the enhanced multimedia banner ad based on the strategy determined by the ad summary evaluator. An ad web server transmits the new ad to the banner display module for display in place of the initial banner ad.

Claims

1. A system for dynamically adapting a client'"'"'s advertisement composition based on one or more competing advertisements within a document, comprising:

an ad comparison unit that identifies the competing advertisements;

a design and layout evaluator that detects the composition of the competing advertisements identified by the ad comparison unit;

an ad summary evaluator that devises a strategy for adapting the client'"'"'s advertisement based on the composition of the competing advertisements; and

an ad display generator that selectively creates a modified client'"'"'s advertisement based on the strategy devised by the ad summary evaluator.

2. The system of claim 1, further including a document analyzer that translates the document into a document that can be analyzed for the presence of competing advertisements.

3. The system of claim 2, further including a competitor ad database that stores a list of the client'"'"'s competitors;

and

wherein the ad comparison unit compares the output of the document analyzer with information stored in a competitor ad database to detect competing advertisements.

4. The system of claim 2, wherein the design and layout evaluator detects any one or more characteristics of the competing advertisements:

color, texture, animation.

5. The system of claim 2, further including an ad web server that transmits the modified client'"'"'s advertisement to the ad display generator for display to the client.

6. The system of claim 1, wherien the ad summary evaluator devises the strategy based on any one or more of:

ad category, targeted audience, or competition for audience or sales of the competing advertisements.

7. The system of claim 1, wherein the ad display generator operates in a “

stealth mode”

.

8. The system of claim 1, wherien the ad comparison unit identifies only key competitors'"'"' advertisements.

9. The system of claim 1, wherein the the ad display generator creates the modified client'"'"'s advertisement based on a pre-defined rule.

10. The system of claim 1, wherein the document includes a web page.

11. The system of claim 1, further including an ad identification manager that performs competitive analysis of the advertisements hosted by the document.

12. The system of claim 1, further including a recognition engine that further detects competing advertisements in a multimedia web environment.

13. The system of claim 1, further including an audio/video engine that extracts any of audio or video data from the competing advertisements.

14. The system of claim 1, further including an ad rules database that contains rules used by the ad summary evaluator to devise the strategy.

16. The system of claim 15, further including a document analyzer means for translating the document into a document that can be analyzed for the presence of competing advertisements.

17. The system of claim 16, further including a competitor ad database that stores a list of the client'"'"'s competitors;

and

wherein the ad comparison means compares the output of the document analyzer means with information stored in a competitor ad database to detect competing advertisements.

18. The system of claim 16, wherein the design and layout evaluator means detects any one or more characteristics of the competing advertisements:

color, texture, animation; and

further including an ad web server that transmits the modified client'"'"'s advertisement to the ad display generator means for display to the client.

19. The system of claim 15, wherien the ad summary evaluator means devises the strategy based on any one or more of:

ad category, targeted audience, or competition for audience or sales of the competing advertisements.

20. The system of claim 15, wherein the the ad display generator means creates the modified client'"'"'s advertisement based on a pre-defined rule.

15. A computer software program for dynamically adapting a client'"'"'s advertisement composition based on one or more competing advertisements within a document, comprising:

an ad comparison means for identifying the competing advertisements;

a design and layout evaluator means for detecting the composition of the competing advertisements;

an ad summary evaluator means for devising a strategy to adapt the client'"'"'s advertisement based on the composition of the competing advertisements; and

an ad display generator means for selectively creating a modified client'"'"'s advertisement based on the strategy.

21. A method for dynamically adapting a client'"'"'s advertisement composition based on one or more competing advertisements within a document, comprising:

identifying the competing advertisements;

detecting the composition of the competing advertisements;

devising a strategy for adapting the client'"'"'s advertisement based on the composition of the competing advertisements; and

selectively creating a modified client'"'"'s advertisement based on the strategy devised by the ad summary evaluator.

22. The system of claim 21, further including translating the document into a document that can be analyzed for the presence of competing advertisements.

23. The system of claim 22, further including storing a list of the client'"'"'s competitors;

and

using the list to detect competing advertisements.

24. The system of claim 22, wherein the step of detecting the composition of the competing advertisements includes detecting any one or more characteristics of the competing advertisements:

color, texture, animation.

25. The system of claim 22, further including the step of recognizing competing advertisements in a multimedia web environment.