METHOD AND SYSTEM FOR ELECTRONIC ADVERTISING

• US 20110055008A1
• Filed: 06/04/2010
• Published: 03/03/2011
• Est. Priority Date: 06/04/2009
• Status: Active Grant

• Current Assignee: Black CROW AI Incorporated, Hercules Capital, Inc.
• Original Assignee: Intent Media Incorporated
• Inventors: Pritchard, Adam, Hartmann, Joshua, Tassone, Damon, Feuerstein, Joshua, Taqqu, Jonathan, Rajan, Arun, Schrader, Kurt, Harris, Richard
• Granted Patent: US 9,836,784 B2
• Time in Patent Office: Days
• US Class Current: 705/14.51
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

A method of delivering advertising in an online environment includes determining a context of a user operating a client computer to interact with an e-commerce website, where the determined context representing an intent of the user to locate a product for purchase, defining a relation between one or more of a plurality of advertisements and the product based on at least one of a plurality of relevance types, and displaying, to the user, at least one of the advertisements having the relation to the product.

Claims

1. A distributed computer system comprising:

a component adapted to categorize each of a plurality of advertisements according to at least one of a plurality of relevance types;

an e-commerce component adapted to determine a context of a user operating a client computer to interact with an e-commerce site, wherein the determined context represents an intent of the user to locate a product for purchase;

a component adapted to define a relation between one or more of the advertisements and the product based on the at least one of the plurality of relevance types; and

a display component adapted to display, to the user within an interface of the e-commerce site, at least one of the plurality of advertisements having the relation to the product.

2. The system according to claim 1, wherein the display component is adapted to display the at least one of the plurality of advertisements in a manner responsive to a determined relevance type.

3. The system according to claim 2, further comprising a hurdle rate engine operable to determine, based on the context of the user, a hurdle rate that identifies a threshold amount to be bid by an advertiser in order to display the at least one of the plurality of advertisements having the relation to the product to the user, wherein each of the at least one of the plurality of advertisements exceeds the hurdle rate.

4. The system according to claim 2, further comprising a segmentation engine operable to identify a relationship between the user and a publisher, and wherein the display component is adapted to display the at least one of the plurality of advertisements having the relation to the product based on the relationship between the user and the publisher.

5. A method of delivering advertising in an online environment comprising acts of:

determining a context of a user operating a client computer to interact with an e-commerce website, the determined context representing an intent of the user to locate a product for purchase;

defining a relation between one or more of a plurality of advertisements and the product based on at least one of a plurality of relevance types; and

displaying, to the user, at least one of the plurality of advertisements having the relation to the product.

6. The method according to claim 5, further comprising categorizing one or more of the plurality of advertisements according to at least one of the plurality of relevance types.

7. The method according to claim 5, further comprising determining a hurdle rate, based at least on the determined context, that identifies a threshold amount to be bid by an advertiser in order to display the at least one of the plurality of advertisements having the relation to the product, wherein the at least one of the plurality of advertisements having the relation to the product to be displayed to the user has a bid that exceeds the hurdle rate.

8. The method according to claim 5, further comprising receiving, from a publisher of the e-commerce website, an advertisement request, wherein the advertisement request includes one or more keywords, and wherein determining the intent of the user is based at least on one or more of the one or more keywords.

9. The method according to claim 8, further comprising translating the advertisement request into one or more intent targets, wherein translating the advertisement request includes selecting each of the one or more intent targets from a plurality of normalized intent targets based on information included in the advertisement request.

10. A method of delivering advertising in an online environment comprising acts of:

receiving an advertising campaign including one or more advertisements for one or more advertised products;

associating the one or more advertisements with one or more keywords, each of the one or more keywords representing the one or more advertised products;

determining an intent of a user interacting with a website to purchase a product based on one or more user supplied keywords;

determining a hurdle rate, based on the intent of the user, that identifies a threshold amount to be bid by an advertiser in order to display an advertisement to the user; and

displaying, to the user in an interface of a client computer, one or more of the one or more advertisements that is associated with the one or more user supplied keywords and that has a bid that exceeds the hurdle rate.

11. The method according to claim 10, further comprising receiving, from a publisher of the website, an advertisement request including information related to the intent of the user.

12. A computer readable medium having stored thereon sequences of instructions including instructions that will cause a processor to perform a method of delivering advertising comprising acts of:

determining a context of a user operating a client computer to interact with an e-commerce website, the determined context representing an intent of the user to locate a product for purchase;

defining a relation between one or more of a plurality of advertisements and the product based on at least one of a plurality of relevance types; and

displaying, to the user, at least one of the plurality of advertisements having the relation to the product.

13. The computer readable medium according to claim 12, wherein the method further comprises categorizing one or more of the plurality of advertisements according to at least one of the plurality of relevance types.

14. The computer readable medium according to claim 12, wherein the method further comprises determining a hurdle rate, based at least on the determined context, that identifies a threshold amount to be bid by an advertiser in order to display the at least one of the plurality of advertisements having the relation to the product, wherein the at least one of the plurality of advertisements having the relation to the product to be displayed to the user has a bid that exceeds the hurdle rate.

15. The computer readable medium according to claim 12, wherein the method further comprises receiving, from a publisher of the e-commerce website, an advertisement request, wherein the advertisement request includes one or more keywords, and wherein determining the intent of the user is based at least on one or more of the one or more keywords.

16. The computer readable medium according to claim 12, wherein the method further comprises translating the advertisement request into one or more intent targets, wherein translating the advertisement request includes selecting each of the one or more intent targets from a plurality of normalized intent targets based on information included in the advertisement request.

17. A computer readable medium having stored thereon sequences of instructions including instructions that will cause a processor to perform a method of delivering advertising comprising acts of:

receiving an advertising campaign including one or more advertisements for one or more advertised products;

associating the one or more advertisements with one or more keywords, each of the one or more keywords representing the one or more advertised products;

determining an intent of a user interacting with a website to purchase a product based on one or more user supplied keywords;

determining a hurdle rate, based on the intent of the user, that identifies a threshold amount to be bid by an advertiser in order to display an advertisement to the user; and

displaying, to the user in an interface of a client computer, one or more of the one or more advertisements that is associated with the one or more user supplied keywords and that has a bid that exceeds the hurdle rate.

18. The computer readable medium according to claim 17, wherein the method further comprises receiving, from a publisher of the website, an advertisement request including information related to the intent of the user.