Targeted Ad System Using Metadata

• US 20090164301A1
• Filed: 12/21/2007
• Published: 06/25/2009
• Est. Priority Date: 12/21/2007
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: O'Sullivan, Joesph, Athsani, Athellina, Davis, Marc
• Application Number:
  US11/963,349
• Publication Number:
  US 20090164301A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A method for targeting advertisements selects a first content item that has an associated set of metadata. The associated metadata is for providing information regarding the first content item. The method identifies a first user having a relationship to the first content item. The first user has a set of profile information. The method determines a first metadata element such as, for example, a tag or keyword used by the first user in relation to the first content item. The first metadata element is generated by one or more users of the first content item such as, for example, the first user or a second user. The method selects a first advertisement for presentation to the first user. The selection process uses data associated with one or more of the first content item, the first user, and the first metadata element. Additional embodiments of the invention include a system and a computer readable medium for implementation of the foregoing.

Claims

1. A method for targeting advertisements, the method comprising:

selecting a first content item having an associated set of metadata for providing information regarding the first content item;

identifying a first user having a relationship to the first content item, the first user comprising a set of profile information;

determining a first metadata element used by the first user in relation to the first content item, the first metadata element generated by one or more users of the first content item, the one or more users comprising the first user or a second user; and

selecting a first advertisement for presentation to the first user, the selecting by using data associated with one or more of the first content item, the first user, and the first metadata element.

2. The method of claim 1, wherein the first user comprises one of a producer and a consumer of the first content item, the method further comprising associating the first metadata element to at least one of the first content item, the first user, and a second metadata element.

3. The method of claim 1, further comprising collecting a list of user generated metadata elements and the associations of each user generated metadata element, the list comprising a vocabulary of metadata elements for one or more of a particular set of users, and a particular set of content items.

4. The method of claim 3, further comprising crawling a set of content resources to collect the list of user generated metadata elements.

5. The method of claim 1, further comprising presenting the selected first advertisement in conjunction with one of the first content item and the first metadata element.

6. The method of claim 1, wherein the profile information comprises one or more of demographic data, geographic data, behavioral data, interests, affiliations, groups data, and preferences, for the first user.

7. The method of claim 1, wherein the first content item comprises one of an image, a video, an audio clip, text, a link, a web page, a blog, and an online posting.

8. The method of claim 1, wherein the first metadata element comprises a user generated metadata element comprising one of a tag, a tag cloud, a label, a comment, a rating, a keyword, a content categorization, a genre categorization, and a description, that is entered by one or more of a content producer and a content consumer.

9. The method of claim 1, further comprising identifying a second user having a relationship to the first metadata element, the first and second users comprising a user community having a vocabulary comprising a set of metadata elements that are used in conjunction with the first content item.

10. A computer readable medium storing a program for targeting advertising to specific users, the program comprising sets of instructions for:

selecting a first content item having an associated set of metadata for providing information regarding the first content item;

identifying a first user having a relationship to the first content item, the first user comprising a set of profile information;

determining a first metadata element used by the first user in relation to the first content item, the first metadata element generated by one or more users of the first content item, the one or more users comprising the first user or a second user; and

selecting a first advertisement for presentation to the first user, the selecting by using data associated with one or more of the first content item, the first user, and the first metadata element.

11. The computer readable medium of claim 10, wherein the first user comprises one of a producer and a consumer of the first content item, the computer readable medium further comprising instructions for associating the first metadata element to at least one of the first content item, the first user, and a second metadata element.

12. The computer readable medium of claim 10, further comprising instructions for collecting a list of user generated metadata elements and the associations of each user generated metadata element, the list comprising a vocabulary of metadata elements for one or more of a particular set of users, and a particular set of content items.

13. The computer readable medium of claim 12, further comprising instructions for crawling a set of content resources to collect the list of user generated metadata elements.

14. The computer readable medium of claim 10, further comprising instructions for presenting the selected first advertisement in conjunction with one of the first content item and the first metadata element.

15. The computer readable medium of claim 10, wherein the profile information comprises one or more of demographic data, geographic data, behavioral data, interests, affiliations, groups data, and preferences, for the first user.

16. The computer readable medium of claim 10, wherein the first content item comprises one of an image, a video, an audio clip, text, a link, a web page, a blog, and an online posting.

17. The computer readable medium of claim 10, wherein the first metadata element comprises a user generated keyword comprising one of a tag, a tag cloud, a label, a comment, a rating, a keyword, a content categorization, a genre categorization, and a description, that is entered by one or more of a content producer and a content consumer.

18. The computer readable medium of claim 10, further comprising instructions for identifying a second user having a relationship to the first metadata element, the first and second users comprising a user community having a vocabulary comprising a set of metadata elements that are used in conjunction with the first content item.

19. A system for targeting advertisements, the system comprising:

a first content item having an associated set of metadata for providing information regarding the first content item;

a first user having a relationship to the first content item, the first user comprising a set of profile information;

a first metadata element used by the first user in relation to the first content item, the first metadata element generated by one or more users of the first content item, the one or more users comprising the first user or a second user; and

a first advertisement for presentation to the first user;

the system configured for selecting the first content item, identifying the first user, determining the first metadata element, and selecting the first advertisement by using data associated with one or more of the first content item, the first user, and the first metadata element.

20. The system of claim 19, wherein the first user comprises one of a producer and a consumer of the first content item, the system further comprising a module for associating the first metadata element to at least one of the first content item, the first user, and a second metadata element.

21. The system of claim 19, further comprising a storage device for collecting a list of user generated keywords and the associations of each user generated keyword, the list comprising a vocabulary of keywords for a particular set of users, or for a particular set of content items.

22. The system of claim 21, further comprising a module for crawling a set of content resources to collect the list of user generated keywords.

23. The system of claim 19, further comprising an inventory location for presenting the selected first advertisement in conjunction with one of the first content item and the first keyword.

24. The system of claim 19, wherein the profile information comprises one or more of demographic data, geographic data, behavioral data, interests, affiliations, groups data, and preferences, for the first user.

25. The system of claim 19, wherein the first content item comprises one of an image, a video, an audio clip, text, a link, a web page, a blog, and an online posting, wherein the first metadata element comprises a user generated metadata element comprising one of a tag, a tag cloud, a label, a comment, a rating, a keyword, a content categorization, a genre categorization, and a description, that is entered by one or more of a content producer and a content consumer.