Enhanced online advertising system
First Claim
1. A system implemented across a network having one or more publishing sites correspondingly associated with publishing entities, each of the publishing sites comprising at least one publisher page, comprising:
- means for receiving from one or more advertising entities across the network one or more selectable action objectives associated with one or more advertising sites correspondingly associated with the advertising entities, and one or more ads having selectable links from which each of the respective advertising sites can be accessed;
means for analyzing at least a portion of assets associated with each of the advertising sites;
means for receiving from a user terminal across the network an automated request for one or more ads associated with a display of one of the publisher pages at the user terminal, the displayed publisher page comprising one or more available ad spaces;
means for matching the automated ad request to at least a portion of analyzed publishing context if available;
means for predicting a response to the ads by a user at the user terminal, wherein the prediction is it least partially based on any of the analyzed publishing context and the analyzing advertising context of the associated ads;
means for automatically determining one or more of the best stored ads based on any of a predicted and observed effective impression revenue of the stored creatives; and
means for sending one or more of the automatically determined best stored ads to the user terminal for integration with the displayed publisher page.
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Accused Products
Abstract
The system provides an automatically targeted network for text and graphical advertising based on cost-per-action bidded pricing, wherein actions comprise any of acquisitions, purchases, downloads, registrations, donations, clicks, and impressions. Contextual, search and behavioral relevance features are integrated to optimize ad selection for advertisers, who enter action objectives, associated bids, and creatives or catalog assets. The assets are automatically analyzed and stored, and ads are automatically constructed for catalog assets. When an ad request is received from a user terminal in regard to a publisher asset, e.g. a web page, the ad request is matched to a stored contextual analysis of at least a portion the publisher asset if available, and preferably to a profile associated with the user of the user terminal. The best advertisements are determined, based upon a predicted response, and are then served, i.e. displayed, at the user terminal, based upon available ad space.
1095 Citations
64 Claims
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1. A system implemented across a network having one or more publishing sites correspondingly associated with publishing entities, each of the publishing sites comprising at least one publisher page, comprising:
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means for receiving from one or more advertising entities across the network one or more selectable action objectives associated with one or more advertising sites correspondingly associated with the advertising entities, and one or more ads having selectable links from which each of the respective advertising sites can be accessed;
means for analyzing at least a portion of assets associated with each of the advertising sites;
means for receiving from a user terminal across the network an automated request for one or more ads associated with a display of one of the publisher pages at the user terminal, the displayed publisher page comprising one or more available ad spaces;
means for matching the automated ad request to at least a portion of analyzed publishing context if available;
means for predicting a response to the ads by a user at the user terminal, wherein the prediction is it least partially based on any of the analyzed publishing context and the analyzing advertising context of the associated ads;
means for automatically determining one or more of the best stored ads based on any of a predicted and observed effective impression revenue of the stored creatives; and
means for sending one or more of the automatically determined best stored ads to the user terminal for integration with the displayed publisher page. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23)
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24. A process implemented across a network having one or more publishing sites correspondingly associated with publishing entities, each of the publishing sites comprising at least one publisher page, comprising the steps of:
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receiving one or more selectable objectives associated with one or more network sites from one or more advertiser entities;
receiving a bid price correspondingly associated with each of the selectable action objectives assigned by the respective advertiser entities;
receiving and storing one or more creatives associated with the network site from the respective advertiser entities;
automatically performing contextual analysis of at least a portion of the network sites corresponding to the respective advertiser entities;
receiving from a user terminal across the network an automated ad request for one or more creatives associated with a display of one of the publisher pages at the user terminal, the displayed publisher page comprising one or more available ad spaces;
matching the automated ad request to at least a portion of analyzed publishing context if available;
predicting a response to the creatives by a user at the user terminal, wherein the prediction is it least partially based on any of the analyzed publishing context and the analyzing advertising context of the associated creatives;
automatically determining one or more of the best stored creatives based on any of a predicted and observed effective impression revenue of the stored creatives; and
sending one or more of the automatically determined stored creatives to the user terminal for integration with the displayed publisher page. - View Dependent Claims (25, 26, 27, 28, 29, 30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46)
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47. A process implemented across a network having one or more publishing sites correspondingly associated with publishing entities, each of the publishing sites comprising at least one publisher page, comprising the steps of:
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receiving one or more selectable objectives associated with an advertiser campaign from an advertiser entity, the advertiser campaign comprising a plurality of assets, one of the assets comprising a network site and one or more creatives;
receiving a bid price correspondingly associated with each of the selectable objectives assigned by the advertiser entity;
receiving and storing one or more of the creatives associated with the advertiser campaign from the advertiser entity;
automatically performing a contextual analysis of at least a portion of assets associated with the advertiser campaign;
receiving from a user terminal across the network an automated ad request for one or more ads associated with a display of one of the publisher pages at the user terminal, the displayed publisher page comprising one or more available ad spaces;
matching the automated ad request to at least a portion of the analyzed publishing context;
predicting a response to the ads by a user at the user terminal, wherein the prediction is it least partially based on any of the analyzed publishing context and the analyzing advertising context of the associated ads;
automatically determining one or more of the best stored ads based on any of a predicted and observed effective impression revenue of the stored ads; and
sending one or more of the ranked selected ads to the user terminal for integration with the displayed publisher page.
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48. A web page displayable at a user terminal in communication with a central ad system across a network, comprising:
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publisher content;
at least one available ad space; and
at least one ad displayed within the available ad space, the ad associated with an advertising entity;
wherein displayed ads are selected by the central system, based on an automated contextual analysis of at least a portion of the publisher content, and an automated analysis of at least a portion of assets associated with the advertising entity. - View Dependent Claims (49, 50)
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51. A process implemented across a network having one or more publishing sites correspondingly associated with publishing entities, each of the publishing sites comprising at least one publisher page, comprising the steps of:
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receiving a catalog file from an advertiser entity across the network, the catalog file comprising a plurality of asset records, wherein each of the asset records comprises a plurality of fields correspondingly associated with an asset;
receiving from the advertiser entity one or more action objectives associated with the assets;
assigning bids to the received action objectives associated with the assets, wherein the assigned bids correspond to a price corresponding to an accomplishment of a corresponding action objective;
automatically analyzing each of the asset records in the catalog file;
storing the analyzed asset records; and
automatically producing ads corresponding to the analyzed asset records. - View Dependent Claims (52, 53, 54, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64)
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Specification