Method and system for providing advertising through content specific nodes over the internet

• US 7,752,073 B2
• Filed: 10/19/2005
• Issued: 07/06/2010
• Est. Priority Date: 07/16/2002
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Saam, Eric Christopher, Knell, Matthew Gordon, Klein, Elizabeth, McCoy, Ron, Ewerdt, Jacob Paul, Donovan, Kevin R J B, Barry, Christopher J., Day, William C., Hammond, Brian, Bronnimann, Eric Robert, Plath, Sara Frances, Porter, Dan C.
• Primary Examiner(s): FADOK, MARK A
• Application Number:
  US11/252,771
• Publication Number:
  US 20070260508A1
• Time in Patent Office: 1,721 Days
• Field of Search: 705/14
• US Class Current: 705/14.7
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0209 Incentive being awarded or redeemed in connection with the playing of a video game
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0274 Split fees
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0633 Lists, e.g. purchase orders, compilation or processing

Abstract

Methods and systems for providing advertising content over the Internet through a hierarchical content-specific node structure and pricing advertising delivery over each node independently. Independent delivery and pricing allows an advertiser to pay more for advertisements delivered to a narrowly targeted audience likely to be interested in the goods or services offered by the advertising entity and to pay less for advertisements directed at a more general audience who may or may not have an interest in the goods or services offered. The less content specific the node is, the less targeted the advertisement will be, and therefore, the less valuable the advertisement will be to the advertising entity. Targeted advertising to multiple levels of content specific nodes is enabled.

Claims

1. An Internet advertising system for receiving advertisement information from advertisers for publication through a multi-node hierarchical content-based system, the Internet advertising system comprising:

a communication interface for;

sending a multi-level representation of at least a portion of the hierarchy of content nodes to a plurality of advertiser user systems to facilitate selection of one or more of the nodes, the hierarchy of content nodes providing a categorization of information and each content node being associated with one or more web pages, and

receiving advertisement listing information from a plurality of advertiser user systems connecting to the Internet advertising system over the Internet, the advertisement listing information comprising an advertisement title and URL, a selection of one or more nodes with which the advertisement listing information is to be associated, and a bid amount for each node selected;

a computer storage device for storing the advertisement listings; and

a publication means for publishing web page content and advertisement listings to an end user requesting a page associated with a particular node within the multi-node hierarchical system, the publication means delivering content and one or more advertisements associated with the node.

2. The Internet advertising system of claim 1 wherein the URL provided specifies the target web page to be delivered to the end user upon selection of the advertising listing from the web page delivered to the end user.

3. The Internet advertising system of claim 1 wherein:

the individual nodes are associated with each other in a hierarchical structure.

4. The Internet advertising system of claim 1 wherein the publication means selects a predetermined number of advertisement listings for a specific requested node.

5. The Internet advertising system of claim 1 wherein the publication means lists advertisement listings based on ranking the bid amounts associated with that particular node requested by the end user.

6. The Internet advertising system of claim 5 wherein the publication means lists advertisement listings for a node based on ranking the bid amounts associated with that particular node and at least one higher level node based on the hierarchical structure of the content system.

7. The Internet advertising system of claim 6 wherein the publication means lists advertising listings based on ranking the bid amounts associated with that particular node and all other higher level nodes based on the hierarchical structure of the content system.

8. The Internet advertising system of claim 1 further comprising:

a payment means for accepting payment for publishing the advertisement listings on the individual nodes of the Internet advertising system based on the bid amounts.

9. The Internet advertising system of claim 1 further comprising:

a second computer storage device for storing a set of rules applicable to the Internet advertising, system;

a rule checking means for determining whether a proposed advertisement listing complies with the set of rules; and

a denial means for refusing a proposed advertisement listing that fails to comply with the set of rules.

13. The Internet advertising system of claim 1 wherein the network file server delivers a predetermined number of advertisement listings for a specific requested node.

14. The Internet advertising system of claim 1 wherein the network file server lists advertisement listings based on ranking the bid amounts associated with that particular node requested by the end user.

15. The Internet advertising system of claim 14 wherein the network file server lists advertisement listings for a particular node based on ranking the bid amounts associated with that particular node and at least one higher level node based on the hierarchical structure of the content system.

16. The Internet advertising system of claim 15 wherein the network file server list advertising listings based on ranking the bid amounts associated with that particular node and all other higher level nodes based on the hierarchical structure of the content system.

29. The Internet advertising system of claim 1, wherein the first content node comprises a plurality of web pages from different web sites, and the publication means delivers one or more advertisements for placement on the web pages of the first content node based on the first bid amount.

30. The Internet advertising system of claim 9, wherein the rules determine whether a proposed advertisement listing is relevant for a selected node.

10. An Internet advertising system for receiving advertisement information from advertisers for publication through a multi-node hierarchical content-based system, the Internet advertising system comprising:

an interactive database server that sends a multi-level representation of at least a portion of the hierarchy of content nodes to a plurality of advertiser user systems to facilitate selection of one or more of the nodes, the hierarchy of content nodes providing a categorization of information and each content node being associated with one or more web pages, and receives advertisement listing information from a plurality of advertiser user systems connecting to the Internet advertising system over the Internet, the advertisement listing information comprising an advertisement title and URL, a selection of one or more nodes with which the advertisement listing information is to be associated, and a bid amount for each node selected;

a database that stores the advertisement listings; and

a network file server that delivers web page content and advertisement listings to a plurality of end users requesting one or more pages associated with one or more nodes in the multi-node hierarchical system, the content and advertisement listings delivered being based on the node associated with the page by an end user.

11. The Internet advertising system of claim 10 wherein the URL provided specifies the target web page to be delivered to the end user upon selection of the advertising listing from the web page delivered to the end user.

12. The Internet advertising system of claim 10 wherein:

the individual nodes are associated with each other in a hierarchical structure.

17. The Internet advertising system of claim 10 further comprising:

a payment processor that collects payment for publishing the advertisement listings on the individual nodes of the Internet advertising system based on the bid amounts.

18. The Internet advertising system of claim 10 wherein the database stores a set of rules applicable to the Internet advertising system;

and further comprising;

a rule checking module that determines whether a proposed advertisement listing complies with the set of rules; and

a denial transmission module that transmits a refusal to a proposed advertisement listing that fails to comply with the set of rules.

31. The Internet advertising system of claim 18, wherein the rules determine whether a proposed advertisement listing is relevant for a selected node.

19. A method of enabling advertisers to list an advertisement for publication through a multi-node hierarchical content-based system, the method implemented by a server system and comprising:

sending, through a communication interface, a multi-level representation of at least a portion of the hierarchy of content nodes to a plurality of advertiser user systems to facilitate selection of one or more of the nodes, the hierarchy of content nodes providing a categorization of information and each content node being associated with one or more web pages;

receiving, through a communication interface, advertisement listing information from a plurality of advertiser user systems connecting to the Internet advertising system over the Internet, the advertisement listing information comprising an advertisement title and URL, a selection of one or more nodes with which the advertisement listing information is to be associated, and a bid amount for each node selected;

storing the advertisement listings in a database; and

publishing, using one or more data processors, web page content and advertisement listings to an end user requesting a particular page associated with a node within the multi-node hierarchical system, the published information including content associated with the node associated with the page requested and advertisements associated with that particular node.

20. The method of claim 19 wherein the URL provided specifies the target web page to be delivered to the end user upon selection of the advertising listing from the web page delivered to the end user.

21. The method of claim 19 wherein the individual nodes are associated with each other in a hierarchical structure.

22. The method of claim 19 wherein the publishing step involves selecting a predetermined number of advertisement listings for a specific requested node.

23. The method of claim 22 wherein the publication step involves selecting a list of advertisement listings based on ranking the bid amounts associated with that particular node requested by the end user.

24. The method of claim 23 wherein the publication step involves selecting advertisement listings for a particular node based on ranking the bid amounts associated with that particular node and at least one higher level node based on the hierarchical structure of the content system.

25. The method of claim 24 wherein the publication step involves selecting a list of advertising listings based on ranking the bid amounts associated with that particular node and all other higher level nodes based on the hierarchical structure of the content system.

26. The method of claim 19 further comprising the step of accepting payment for publishing the advertisement listings on the individual nodes of the Internet advertising system based on the bid amounts.

27. The method of claim 19 further comprising the steps of:

storing a set of rules applicable to the Internet advertising system;

determining whether a proposed advertisement listing complies with the set of rules; and

refusing a proposed advertisement listing that fails to comply with the set of rules.

32. The method of claim 27, wherein the rules determine whether a proposed advertisement listing is relevant for a selected node.

28. An Internet advertising method, the method implemented by a server system and comprising:

sending, through a communication interface, a multi-level representation of at least a portion of the hierarchy of content nodes to a plurality of advertiser user systems to facilitate selection of one or more of the nodes, the hierarchy of content nodes providing a categorization of information and each content node being associated with one or more web pages;

receiving, through a communication interface, advertisement listing information comprising a title of an advertisement, a URL for the advertisement, a first bid associated with a first content topic under a content category and a second bid associated with a second content topic under the same content category; and

serving, using one or more data processors, an advertisement based on the advertisement listing information for requests associated with the first or second content topic based on the first or second bid relative to other bids associated with other advertisements for that content topic.