INTEREST-BASED ACTIVITY MARKETING

• US 20100185518A1
• Filed: 01/21/2009
• Published: 07/22/2010
• Est. Priority Date: 01/21/2009
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: King, Simon P., Davis, Marc Eliot, Higgins, Christopher William, Nair, Rahul, Burgener, Carrie, Paretti, Christopher Todd
• Application Number:
  US12/357,332
• Publication Number:
  US 20100185518A1
• Time in Patent Office: Days
• US Class Current: 705/14.580
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A method for targeted advertisement is provided, for which one or more tags relating to an advertisement is/are accessed, one or more of the most representative activities for the tag(s) is/are determined, and the advertisement is targeted to the one or more most representative activities. In addition, for each of a plurality of tags, one or more of the most representative activities is/are determined based on term frequency-inverse document frequency, such that an activity is relatively more representative of a tag if the tag is more uniquely and/or frequently associated with the activity. The advertisement is delivered to participants of the activities, and optionally during a time interval relevant to the activities.

Claims

1. A method, comprising:

accessing at least one tag relating to an advertisement, wherein the at least one tag is among a plurality of tags;

selecting at least one activity that is most representative of the at least one tag, wherein an activity is relatively more representative of a tag if the tag is relatively more uniquely and frequently associated with the activity; and

targeting the advertisement to participants of the at least one activity.

2. A method as recited in claim 1, further comprising:

selecting the at least one activity that is most representative of the at least one tag for a group of people,

wherein the at least one activity is selected from a plurality of activities and the at least one tag is among the plurality of tags such that the plurality of tags are associated with the plurality of activities by the group of people.

3. A method as recited in claim 2, wherein the at least one activity is selected based at least in part on interactions the group of people have with selected ones of the at least one activity or the at least one tag.

4. A method as recited in claim 3, wherein the interactions are content associated with selected ones of the at least one activity or the at least one tag by selected persons from the group of people.

5. A method as recited in claim 1, further comprising:

delivering the advertisement to the participants of each of the at least one activity during the activity.

6. A method as recited in claim 1, further comprising:

delivering the advertisement to the participants of each of the at least one activity shortly before and after the activity.

7. A method as recited in claim 1, further comprising:

delivering the advertisement to mobile devices carried by the participants of each of the at least one activity during at least one time selected from the group consisting of during the activity, shortly before the activity, shortly after the activity, and a time interval relevant to the activity.

8. A method as recited in claim 7, further comprising:

delivering the advertisement to mobile devices carried by the participants of each of the at least one activity within a physical space relevant to the activity.

9. A method as recited in claim 1, further comprising:

parsing the advertisement to determine the at least one tag related to the advertisement.

10. A method as recited in claim 1, further comprising:

receiving the at least one tag related to the advertisement.

11. A method as recited in claim 1, wherein if a plurality of tags is related to the advertisement, then selecting at least one activity that is most representative of the plurality of tags comprises:

for each of the plurality of tags, selecting at least one activity that is most representative of the tag; and

selecting activities that are common to all of the plurality of tags as the most representative activities for all of the plurality of tags.

12. A method as recited in claim 11, further comprising:

normalizing the plurality of tags so that if a first tag is equivalent to a second tag, then the first tag and the second tag are considered same tag.

13. A method, comprising:

for each of a plurality of tags, determining at least one of a plurality of activities that is most representative of the tag, wherein an activity is relatively more representative of a tag if the tag is relatively more uniquely and frequently associated with the activity;

for each of a plurality of advertisements, parsing the advertisement to select at least one tag from the plurality of tags that is related to the advertisement; and

delivering each of selected ones of the plurality of advertisements to participants of the at least one activity that are most representative of the at least one tag that is related to the advertisement.

14. A method as recited in claim 13, further comprising:

for selected ones of the plurality of tags, determining at least one of a plurality of activities that is most representative of the tag for a group of people,

wherein selected tags of the plurality of tags are associated with selected activities of the plurality of activities by selected persons from the group of people.

15. A method as recited in claim 13, wherein the selected ones of the plurality of advertisements are delivered to the participants of the at least one activity during a time interval relevant to the at least one activity.

16. A method as recited in claim 13, wherein the selected ones of the plurality of advertisements are delivered to the participants of the at least one activity when the participants are within a physical space relevant to the at least one activity.

17. A method as recited in claim 13, wherein the selected ones of the plurality of advertisements are delivered to mobile devices carried by the participants of the at least one activity.

18. A method as recited in claim 13, wherein an association between a tag and an activity is inferred based at least in part on a person'"'"'s interaction with the tag and the activity.

19. A method as recited in claim 13, further comprising:

for each of the plurality of tags, storing the at least one activity that is most representative of the tag; and

for each of the plurality of tags, updating the at least one activity that is most representative of the tag.

20. A computer program product comprising a computer-readable medium having a plurality of computer program instructions stored therein, wherein the plurality of computer program instructions are operable to cause at least one computing device to:

access at least one tag relating to an advertisement, wherein the at least one tag is among a plurality of tags;

select at least one activity that is most representative of the at least one tag, wherein an activity is relatively more representative of a tag if the tag is relatively more uniquely and frequently associated with the activity; and

target the advertisement to participants of the at least one activity.