Automatically matching advertisements to media files

• US 20070078714A1
• Filed: 02/02/2006
• Published: 04/05/2007
• Est. Priority Date: 09/30/2005
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Ott, Edward, Hayashi, Nathanael
• Application Number:
  US11/347,626
• Publication Number:
  US 20070078714A1
• Time in Patent Office: Days
• US Class Current: 705/14.530
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

The present invention relates to a system and method for selecting advertisement for delivery over a network in response to requests received from remote computing devices. In one aspect, the present invention includes a method and system for automatically matching an advertisement with a media file, such as a podcast episode, when the media file has been requested by a consumer. Aspects of the present invention allow for automatic selection of advertisements after the creation of the media file, potentially without any interaction between the creator and the advertiser.

Claims

1. A method for targeting an advertisement to a member of a population comprising:

maintaining a database of tags previously provided by members of the population;

receiving a request for a media file from the member of the population;

accessing the database for tags associated with the media file;

obtaining from the database a set of one or more first tags associated with the media file, each first tag including a description of the media file previously provided by at least one member of the population to describe the media file and each first tag having a tag density associated with the description;

selecting an advertisement from a plurality of advertisements based on the descriptions and tag densities in the set of first tags; and

transmitting the selected advertisement to the member of the population.

2. The method of claim 1 wherein selecting further comprises:

identifying a highest density tag in the set of first tags, the highest density tag being the first tag in the set of first tags with the highest tag density; and

selecting the advertisement based on the highest density tag.

3. The method of claim 2 further comprising:

if there is no advertisement associated with the highest density tag,

identifying a next highest density tag in the set of first tags, the next highest density tag being a first tag in the set of first tags with the next highest tag density;

selecting an advertisement based on the next highest density tag.

4. The method of claim 1 further comprising:

revising the database of tags as members of the population provide tags associated with the media file, thereby changing the advertisement selected by the selecting operation.

5. The method of claim 1 wherein the tag density of a first tag is a number corresponding to the number of members of the population that associated the description of the first tag with the media file.

6. The method of claim 2 further comprising:

if the tag density of the highest density tag is lower than a predetermined minimum density,

selecting a default advertisement.

7. The method of claim 2 further comprising:

if the tag density of the highest density tag is lower than a predetermined minimum density,

obtaining a set of one or more second tags, each of the second tags previously provided by a publisher of the media file; and

selecting the advertisement based on the second tags.

8. A method for targeting an advertisement to a first member of a population comprising:

maintaining a database of tags provided by members of the population, including tags provided by the first member;

receiving a request for a media file from a first member of the population;

obtaining from the database a set of one or more first tags associated with the first member, each first tag including a description previously provided by the first member of the population to describe one or more media files and each first tag including a tag density associated with the description, wherein the tag density of a first tag is a number corresponding to the number of media files the first member has previously associated with the description of the first tag;

selecting an advertisement from a plurality of advertisements based on the descriptions and tag densities in the set of one or more first tags; and

transmitting the selected advertisement to the first member of the population.

9. The method of claim 8 wherein selecting further comprises:

identifying a highest density tag in the set of first tags, the highest density tag being the first tag in the set of first tags with the highest tag density;

selecting an advertisement based on the highest density tag.

10. The method of claim 9 further comprising:

if there is no advertisement associated with the highest density tag,

identifying a next highest density tag in the set of first tags, the next highest density tag being the first tag in the set of first tags with the next highest tag density;

selecting an advertisement based on the next highest density tag.

11. The method of claim 8 further comprising:

revising the database of tags as the first member provides tags associated with media files.

12. The method of claim 9 further comprising:

if the tag density of the highest density tag is lower than a predetermined minimum density,

selecting a default advertisement.

13. The method of claim 9 further comprising:

if the tag density of the highest density tag is lower than a predetermined minimum density,

obtaining a set of demographic information associated with the first member; and

selecting the advertisement based on the demographic information associated with the first member.

14. A system comprising:

a request interception module adapted to receive a request for a media file and to inspect the request to determine if an advertisement is associated with the media file;

an advertisement retrieval module adapted to select an advertisement and retrieve the selected advertisement from an advertisement library based on information contained in the request;

a transmission module adapted to create a response to the request and to transmit the response, the response including the selected advertisement and when rendered resulting in the rendering of the advertisement.

15. The system of claim 14 further comprising:

an advertisement library containing a plurality of advertisements, the plurality of advertisements including the selected advertisement.

16. The system of claim 14 further comprising:

a set of advertisement selection rules including at least one rule dictating the selection of the selected advertisement from a plurality of advertisements based on information contained in the request.

17. The system of claim 14 wherein the request interception module is adapted to receive a request from a rendering device and the transmission module is adapted to transmit the response to the rendering device.

18. The system of claim 17 further comprising:

a media file library containing the media file.

19. The system of claim 18 wherein the media file library is accessible at a first network location remote from the request interception module.

20. The system of claim 15 wherein the advertisement library is accessible at a second network location remote from the advertisement insertion module.

21. The system of claim 14 further comprising:

a billing module that automatically generates a bill for an advertiser associated with the selected advertisement.

22. The system of claim 17 further comprising:

a location module adapted to determine a physical location associated with the rendering device based on information in the request; and

wherein the advertisement retrieval module is adapted to select an advertisement based on the physical location associated with the rendering device.

23. The system of claim 14 further comprising:

a tag information datastore, the tag information datastore including a plurality of user identifiers, each user identifier associated with a different user, and, associated with each user identifier, information provided by the associated user;

wherein the request is associated with one of the plurality of user identifiers; and

wherein the advertisement retrieval module is adapted to select an advertisement based on the tag information associated the one of the plurality of user identifiers.

24. The system of claim 23 further comprising:

wherein the tag information datastore includes advertisement consumption history information associated with the one of the plurality of user identifiers, the advertisement consumption history information identifying advertisements previously transmitted in responses requests associated with the one of the plurality of user identifiers; and

wherein the advertisement retrieval module is adapted to select an advertisement based on the advertisement consumption history information associated the one of the plurality of user identifiers.

25. The system of claim 14 further comprising:

a tag information datastore, the tag information datastore including, for each of a plurality of media files, an associated set of one or more tags, the tags previously provided by users associated with a user identifier; and

wherein the advertisement retrieval module is adapted to access the tag information associated with the media file and to select an advertisement based on the set of one or more tags associated with the media file.

26. A computer-readable medium having computer-executable instructions for performing a method, the method comprising:

receiving, from a requesting device, a request for a media file;

selecting an advertisement from a plurality of advertisements based on the request; and

transmitting the advertisement to the requesting device.

27. The computer-readable medium of claim 26 wherein the method further comprises:

accessing a tag information datastore containing requestor information associated with a source of the request; and

selecting an advertisement based on the requestor information.

28. The computer-readable medium of claim 27 wherein the method further comprises:

determining a requestor identifier identifying the source of the request for the media file; and

accessing requestor information associated with the requestor identifier in the tag information datastore.

29. The computer-readable medium of claim 26 wherein the method further comprises:

maintaining the tag information datastore, the tag information datastore including a plurality of user identifiers, each user identifier associated with a different user, and, associated with each user identifier, information provided by the associated user wherein the requestor identifier is one of the plurality of user identifiers and the requestor information is information previously provided by the user associated with requestor identifier.

30. The computer-readable medium of claim 26 wherein the method further comprises:

identifying tag information associated with the media file; and

selecting advertisement based on the tag information associated with the media file.

31. The computer-readable medium of claim 30 wherein the method further comprises:

maintaining a tag information datastore, the tag information datastore including for each of a plurality of media files, an associated set of one or more tags, the tags previously provided by users associated with a user identifier; and

accessing tag information associated with the media file in a user media file datastore.

32. The computer-readable medium of claim 26 wherein the method further comprises:

identifying a physical location associated with the requesting device based on the request for the media file; and

selecting an advertisement based on the physical location associated with the requesting device.

33. The computer-readable medium of claim 32 wherein the method further comprises:

determining an IP address associated with the requesting device;

estimating the physical location based on a location assigned to the IP address in a domain name system database.

34. The computer-readable medium of claim 29 wherein the method further comprises:

wherein the tag information datastore includes advertisement consumption history information associated with the requestor identifier, advertisement consumption history information the identifying advertisements previously transmitted to the user associated with the requestor identifier; and

selecting an advertisement based on the advertisement consumption history information associated with the requestor identifier.

35. The computer-readable medium of claim 34 wherein the advertisement consumption history information associated with the requester indicates that the requester has received a first advertisement of a sequence of related advertisements and selecting comprises:

selecting a second advertisement, the second advertisement being a next advertisement in the sequence of related advertisements.

36. The computer-readable medium of claim 26 wherein the method further comprises:

maintaining a set of advertisement selection rules including at least one advertisement selection rule associated each advertisement in the plurality of advertisements; and

applying the advertisement selection rules to the request to identify at least one advertisement from the plurality of advertisements.

37. The computer-readable medium of claim 34 wherein the selected advertisement is transmitted with the media file to the requesting device.

38. The computer-readable medium of claim 26 wherein the method further comprises:

recording that the advertisement was transmitted to the requesting device;

billing an advertiser associated with the advertisement a first fee; and

crediting an account associated with the media file a second fee.

39. A method comprising:

receiving, from a requesting device, a request for a media file;

selecting an advertisement from a plurality of advertisements based on the request; and

transmitting the advertisement to a destination computing device.

40. The method of claim 39 further comprising:

accessing a tag information datastore containing requestor information associated with a source of the request; and

selecting an advertisement based on the requestor information.

41. The method of claim 40 wherein accessing further comprises:

determining a requestor identifier identifying the source of the request for the media file; and

accessing requestor information associated with the requestor identifier in the tag information datastore.

42. The method of claim 39 further comprising:

maintaining the tag information datastore, the tag information datastore including a plurality of user identifiers, each user identifier associated with a different user, and, associated with each user identifier, information provided by the associated user wherein the requester identifier is one of the plurality of user identifiers and the requester information is information previously provided by the user associated with requester identifier.

43. The method of claim 39 further comprising:

identifying tag information associated with the media file; and

selecting advertisement based on the tag information associated with the media file.

44. The method of claim 43 further comprising:

maintaining a tag information datastore, the tag information datastore including for each of a plurality of media files, an associated set of one or more tags, the tags previously provided by users associated with a user identifier; and

accessing tag information associated with the media file in a user media file datastore.

45. The method of claim 39 further comprising:

identifying a physical location associated with the requesting device based on the request for the media file; and

selecting an advertisement based on the physical location associated with the requesting device.

46. The method of claim 45 wherein identifying further comprises:

determining an IP address associated with the requesting device;

estimating the physical location based on a location assigned to the IP address in a domain name system database.

47. The method of claim 42 further comprising:

wherein the tag information datastore includes advertisement consumption history information associated with the requestor identifier, advertisement consumption history information the identifying advertisements previously transmitted to the user associated with the requestor identifier; and

selecting an advertisement based on the advertisement consumption history information associated with the requestor identifier.

48. The method of claim 47 wherein the advertisement consumption history information associated with the requestor indicates that the requester has received a first advertisement of a sequence of related advertisements and selecting comprises:

selecting a second advertisement, the second advertisement being a next advertisement in the sequence of related advertisements.

49. The method of claim 39 further comprising:

maintaining a set of advertisement selection rules including at least one advertisement selection rule associated each advertisement in the plurality of advertisements; and

applying the advertisement selection rules to the request to identify at least one advertisement from the plurality of advertisements.

50. The method of claim 47 wherein the selected advertisement is transmitted with the media file to the requesting device.

51. The method of claim 39 further comprising:

recording that the advertisement was transmitted to the requesting device;

billing an advertiser associated with the advertisement a first fee; and

crediting an account associated with the media file a second fee.