SYNCHRONIZATION OF ADVERTISMENT DISPLAY UPDATES WITH USER REVISITATION RATES

• US 20110061001A1
• Filed: 09/04/2009
• Published: 03/10/2011
• Est. Priority Date: 09/04/2009
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Churchill, Elizabeth F., Jones, M. Cameron, Shamma, David Ayman
• Granted Patent: US 8,775,945 B2
• Time in Patent Office: Days
• US Class Current: 715/744
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

Techniques for displaying advertisements on web pages are provided. A revisitation rate for views of a web page by a user population is determined. A refresh rate for an advertisement space on the web page is synchronized with the determined revisitation rate. An advertisement is selected to be displayed at the advertisement space at a particular refresh time of the synchronized refresh rate. The advertisement is selected based at least on a difference between a content of the web page at the particular refresh time and a content of the web page at a previous refresh time of the synchronized refresh rate.

Claims

1. A method for displaying advertisements on web pages, comprising:

determining a revisitation rate for views of a web page by a user population;

synchronizing a refresh rate for an advertisement space on the web page with the determined revisitation rate; and

selecting an advertisement to be displayed at the advertisement space at a particular refresh time of the synchronized refresh rate based at least on a difference between a content of the web page at the particular refresh time and a content of the web page at a previous refresh time of the synchronized refresh rate.

2. The method of claim 1, wherein the user population includes a single user, and wherein said determining comprises:

determining the revisitation rate for views of the web page by the user.

3. The method of claim 2, wherein said selecting comprises:

selecting the advertisement based at least on the difference and on at least one prior interaction by the user with the web page.

4. The method of claim 2, wherein said selecting comprises:

selecting the advertisement based at least on the difference and on a content of the web page at a refresh time of the synchronized refresh rate at which the user did not view the web page.

5. The method of claim 1, wherein the user population includes a plurality of users, and wherein said determining comprises:

determining the revisitation rate for views of the web page by the plurality of users.

6. The method of claim 1, wherein said selecting comprises:

selecting a next advertisement to be displayed at the advertisement space at each refresh time of the synchronized refresh rate.

7. The method of claim 1, wherein said synchronizing comprises:

calculating the synchronized refresh rate by dividing the determined revisitation rate by N, where N is an integer greater than 1.

8. The method of claim 1, wherein said selecting comprises:

selecting the advertisement to be displayed at the advertisement space at the particular refresh time as a next advertisement in a predetermined sequence of advertisements, wherein a prior advertisement in the predetermined sequence of advertisements was displayed at the previous refresh time.

9. A system for displaying advertisements on web pages, comprising:

a revisitation rate determiner configured to determine a revisitation rate for views of a web page by a user population;

a refresh rate synchronizer configured to synchronize a refresh rate for an advertisement space on the web page with the determined revisitation rate; and

an advertisement selector configured to select an advertisement to be displayed at the advertisement space at a particular refresh time of the synchronized refresh rate based at least on a difference between a content of the web page at the particular refresh time and a content of the web page at a previous refresh time of the synchronized refresh rate.

10. The system of claim 9, wherein the user population includes a single user, and wherein the revisitation rate determiner is configured to determine the revisitation rate for views of the web page by the user.

11. The system of claim 10, wherein the advertisement selector is configured to select the advertisement based at least on the difference and on at least one prior interaction by the user with the web page.

12. The system of claim 10, wherein the advertisement selector is configured to select the advertisement based at least on the difference and on a content of the web page at a refresh time of the synchronized refresh rate at which the user did not view the web page.

13. The system of claim 9, wherein the user population includes a plurality of users, and wherein the revisitation rate determiner is configured to determine the revisitation rate for views of the web page by the plurality of users.

14. The system of claim 9, wherein the advertisement selector is configured to select a next advertisement to be displayed at the advertisement space at each refresh time of the synchronized refresh rate.

15. The system of claim 9, wherein the refresh rate synchronizer comprises:

a revisitation rate scaler configured to calculate the synchronized refresh rate by dividing the determined revisitation rate by N, where N is an integer greater than 1.

16. The system of claim 9, wherein the advertisement selector is configured to select the advertisement to be displayed at the advertisement space at the particular refresh time as a next advertisement in a predetermined sequence of advertisements, wherein a prior advertisement in the predetermined sequence of advertisements was displayed at the previous refresh time.

17. A computer program product comprising a computer-readable medium having computer program logic recorded thereon for enabling a processor to display advertisements on web pages, comprising:

first computer program logic means for enabling the processor to determine a revisitation rate for views of a web page by a user population;

second computer program logic means for enabling the processor to synchronize a refresh rate for an advertisement space on the web page with the determined revisitation rate; and

third computer program logic means for enabling the processor to select an advertisement to be displayed at the advertisement space at a particular refresh time of the synchronized refresh rate based at least on a difference between a content of the web page at the particular refresh time and a content of the web page at a previous refresh time of the synchronized refresh rate.

18. The computer program product of claim 17, wherein the user population includes a single user, and wherein the first computer program logic means comprises:

computer program logic means for enabling the processor to determine the revisitation rate for views of the web page by the user.

19. The computer program product of claim 17, wherein the user population includes a plurality of users, and wherein the first computer program logic means comprises:

computer program logic means for enabling the processor to determine the revisitation rate for views of the web page by the plurality of users.

20. The computer program product of claim 17, wherein the second computer program logic means comprises:

computer program logic means for enabling the processor to calculate the synchronized refresh rate by dividing the determined revisitation rate by N, where N is an integer greater than 1.