Dynamic selection of blended content from multiple media sources

• US 20070150342A1
• Filed: 03/28/2006
• Published: 06/28/2007
• Est. Priority Date: 12/22/2005
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Inventors: Hussain, Muhammad, Zia, Aftab, Tonse, Sudhir, Law, Justin, Bhamidipati, Venkata, Khan, M., Sobotka, David
• Application Number:
  US11/390,713
• Publication Number:
  US 20070150342A1
• Time in Patent Office: Days
• US Class Current: 705/14.520
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0256 User search

Abstract

Systems and methods are provided for dynamically ordering advertisements received from at least one advertisement supplier. In one embodiment, a method includes sending a request to at least a first advertisement supplier; receiving one or more advertisements from the at least first advertisement supplier; identifying a prioritizing parameter associated with each of the one or more advertisements; and dynamically ordering the one or more advertisements from the at least first advertisement supplier into two or more positions of a response based on the prioritizing parameter.

Claims

1. In a computer system, a method for dynamically ordering advertisements received from at least one advertisement supplier, the method comprising:

sending a request to at least a first advertisement supplier;

receiving one or more advertisements from the at least first advertisement supplier;

identifying a prioritizing parameter associated with each of the one or more advertisements; and

dynamically ordering the one or more advertisements from the at least first advertisement supplier into two or more positions of a response based on the prioritizing parameter.

2. The method as recited in claim 1, wherein the prioritizing parameter can be at least one of:

a bid feed value of the one or more advertisements;

a click through ratio of the one or more advertisements;

an original order in which the two or more positions were originally designated;

a supplier history of the one or more advertisements;

or

a contractual parameter.

3. The method as recited in claim 1, wherein sending a request to the at least first advertisement supplier further comprises identifying a desired number of advertisements to obtain from the first advertisement supplier.

4. The method as recited in claim 1, wherein sending a request to the at least first advertisement supplier further comprises:

identifying a base request from an advertisement requester;

identifying a first keyword associated with the base request; and

dynamically altering the base request with the first keyword to form an altered request.

5. The method as recited in claim 4, wherein identifying a first keyword associated with the base request comprises identifying the first keyword based on at least one of:

the content of the base request based on at least one of;

identifying search terms in the base request;

crawling the content of a URL identified in the base request;

or

identifying content in a content, category or hint parameter included with the base request;

or

factors that may or may not be related to the content of the base request based on at least one of;

synonyms to content in the base request;

relevancy to the content of the base request;

current popular keywords for a given day;

historically popular keywords for a given day;

the time of day;

the time of week;

or

the context of the base request based on at least one of;

identifying trends;

identifying system requirements of a user;

identifying the time and date of the base request;

identifying past user search history;

or

identifying user demographics.

6. The method as recited in claim 4, wherein identifying a first keyword associated with the base request comprises identifying a user response history associated with the first keyword based on at least one of:

click-through-rate (CTR) of advertisements obtained using the first keyword;

cost-per-click (CPC) of advertisements obtained using the first keyword;

ad response percentage (ARP) of advertisements obtained using the first keyword;

call response ratio of advertisements obtained using the first keyword;

or

views of advertisements obtained using the first keyword.

7. The method as recited in claim 5, wherein identifying the first keyword to be used to dynamically alter the base request comprises at least one of:

performing the identifying of the first keyword on a periodic or non-periodic basis;

assigning a usage weight to the first keyword indicating the percentage of times that the first keyword should be used to dynamically alter the base request;

or

generating an optimized profile identifying at least the first advertisement supplier and the first keyword to be used to dynamically alter the base request.

8. In a computer system, a method for dynamically ordering advertisements received from at least one advertisement requester, the method comprising:

identifying a base request from an advertisement requester;

identifying a first keyword associated with the base request;

dynamically altering the base request with the first keyword to form an altered request;

sending the altered request to at least one advertisement supplier;

receiving two or more advertisements from the at least one advertisement supplier obtained using the altered request;

identifying a prioritizing parameter associated with each of the two or more advertisements;

dynamically generating blending instructions identifying the positioning of the two or more advertisements based on the prioritizing parameter;

arranging the order of the two or more advertisements based on the blending instructions;

sending the rearranged two or more advertisements to the advertisement requester; and

tracking user response to the two or more advertisements.

9. The method as recited in claim 8, wherein the prioritizing parameter can be at least one of:

a bid feed value of the two or more advertisements;

a click through ratio of the two or more advertisements;

an original order in which the two or more positions were originally designated;

a supplier history the two or more advertisements;

or

a contractual parameter.

10. The method as recited in claim 8, wherein sending the altered request to the at least first advertisement supplier further comprises identifying a number of advertisements to obtain from the first advertisement supplier.

11. The method as recited in claim 8, wherein dynamically altering the base request comprises identifying a keyword parameter in the base request and performing at least one of:

adding the first keyword to the keyword parameter;

or

replacing at least one existing keyword in the keyword parameter with the first keyword.

12. The method as recited in claim 8, wherein tracking user response to the at least one advertisement further comprises associating the user response with the first keyword.

13. The method as recited in claim 8, wherein tracking user response to the two or more advertisements further comprises evaluating whether increased user response was obtained using the altered request.

14. The method as recited in claim 8, wherein identifying a first keyword associated with the base request comprises identifying the first keyword based on at least one of:

the content of the base request based on at least one of;

identifying search terms in the base request;

crawling the content of a URL identified in the base request;

or

identifying content in a content, category or hint parameter included with the base request;

or

factors that may or may not be related to the content of the base request based on at least one of;

synonyms to content in the base request;

relevancy to the content of the base request;

current popular keywords for a given day;

historically popular keywords for a given day;

the time of day;

the time of week;

or

the context of the base request based on at least one of;

identifying trends;

identifying system requirements of a user;

identifying the time and date of the base request;

identifying past user search history;

or

identifying user demographics.

15. A system configured to dynamically order advertisements received from at least one advertisement supplier, the system comprising:

an optimization engine configured to identify at least one keyword to be used to alter a base request, the optimization engine configured to;

identify a base request from an advertisement requester;

identify a first keyword associated with the base request; and

dynamically alter the base request with the first keyword to form an altered request; and

a routing system communicating with an advertisement requester and an advertisement supplier, the routing system also communicating with the optimization engine, the routing system configured to;

send the altered request to at least one advertisement supplier;

receive two or more advertisements from the at least one advertisement supplier obtained using the altered request;

identify a prioritizing parameter associated with each of the two or more advertisements; and

dynamically generate blending instructions identifying the positioning of the two or more advertisements based on the prioritizing parameter.

16. The method as recited in claim 15, wherein the prioritizing parameter can be at least one of:

a bid feed value of the two or more advertisements;

a click through ratio of the two or more advertisements;

an original order in which the two or more positions were originally designated;

a supplier history of the two or more advertisements;

or

a contractual parameter.

17. The system as recited in claim 15, wherein the optimization engine further comprises at least one of:

a keyword extractor configured to identify the first keyword related to the content of the base request;

a related keyword processor configured to identify the first keyword that is not necessarily related to the content of the base request;

or

a keyword filter configured to identify that the first keyword is undesirable.

18. The system as recited in claim 15, wherein the routing system is further configured to:

arrange the order of the two or more advertisements based on the blending instructions;

send the rearranged two or more advertisements to the advertisement requester; and

track user response to the two or more advertisements.

19. The system as recited in claim 18, wherein the routing system being configured to track user response further comprises at least one of:

an advertisement request log;

an advertisement click log;

or

an advertisement return log.

20. The system as recited in claim 15, wherein the routing system further comprises at least one of:

a request module configured to analyze the base request;

or

a response module configured to analyze advertisements received from the advertisement supplier.

21. The system as recited in claim 15, wherein the optimization engine and the routing system are configured as part of the same computer programmable code.