Method of delivery, targeting, and measuring advertising over networks

• US 7,844,488 B2
• Filed: 03/12/2004
• Issued: 11/30/2010
• Est. Priority Date: 10/29/1996
• Status: Expired due to Fees

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Doubleclick Incorporated (Alphabet Inc.), Google Inc. (Alphabet Inc.)
• Inventors: O'Connor, Kevin Joseph, Merriman, Dwight Allen
• Primary Examiner(s): Laneau; Ronald
• Application Number:
  US10/798,342
• Publication Number:
  US 20040172332A1
• Time in Patent Office: 2,454 Days
• Field of Search: 705/14, 705/26, 705/27, 705/6, 705/71, 709/245, 709/218, 709/224
• US Class Current: 705/14.26
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0225 Avoiding frauds
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Methods and apparatuses for targeting the delivery of advertisements over a network such as the Internet are disclosed. Statistics are compiled on individual users and networks and the use of the advertisements is tracked to permit targeting of the advertisements of individual users. In response to requests from affiliated sites, an advertising server transmits to people accessing the page of a site an appropriate one of the advertisement based upon profiling of users and networks.

Claims

1. A method for advertising, comprising:

receiving, by an advertising server, an advertisement request from a user node, wherein said advertisement request is automatically transmitted based upon a link sent from an affiliate node to said user node in response to a content request sent from said user node to said affiliate node; and

selecting, in response to said advertisement request, an advertisement for delivery to the user node based upon stored information about said user node,

wherein selecting an advertisement includes;

determining whether selection criteria associated with advertisements are satisfied based upon the stored information; and

calculating, if the selection criteria associated with more than one advertisement are satisfied, a satisfaction index for each advertisement; and

selecting the advertisement with the lowest satisfaction index,

wherein the satisfaction index for an advertisement is at least one of;

directly proportional to the number of times the advertisement has been sent to a user node and the total amount of time over which the advertisement is permitted to be sent to a user node, and

inversely proportional to the amount of time expired since the advertisement was first permitted to be sent to a user node and inversely proportional to the maximum number of times the advertisement is permitted to be sent to a user node.

2. The method of claim 1, wherein selecting an advertisement based upon stored information about said user node comprises selecting an advertisement based upon a prior content request sent from said user node to an affiliate node.

3. The method of claim 1, wherein selecting an advertisement based upon stored information about said user node comprises selecting an advertisement based upon a prior selection of an advertisement for said user node.

4. The method of claim 1, wherein selecting an advertisement based upon stored information about said user node comprises selecting an advertisement based upon a prior advertisement request from said user node.

5. The method of claim 1, wherein selecting an advertisement based upon stored information about said user node comprises selecting an advertisement based upon information in a cookie associated with said user node.

6. The method of claim 1, wherein selecting an advertisement based upon stored information about said user node comprises selecting an advertisement based upon at least one of the network address of said user node, the domain type of said user node, the time zone of said user node, the geographical location of said user node, and an industry code.

7. The method of claim 1, wherein selecting an advertisement based upon stored information about said user node comprises selecting an advertisement based upon the number of times an advertisement has been sent to said user node.

8. The method of claim 1, wherein selecting an advertisement is further based upon at least one of a browser type, a browser version, an operating system type, and a proxy server, each associated with said user node.

9. The method of claim 1, wherein said advertisement request includes an Internet Protocol address associated with said user node.

10. The method of claim 9, further comprising performing a reverse domain name lookup based upon said Internet Protocol address, and selecting said advertisement based upon the results of said reverse domain name lookup.

11. The method of claim 10, wherein said reverse domain name lookup includes a whois search.

12. The method of claim 10, further comprising performing a trace route operation, and selecting said advertisement based upon the results of said trace route operation.

13. The method of claim 1, further comprising sending said selected advertisement to said user node for display.

14. The method of claim 13, further comprising receiving from said user node a click through request for information about the advertiser associated with said selected advertisement.

15. The method of claim 14, further comprising sending a network address for said advertiser to said user node in response to said click-though request.

16. The method of claim 14, wherein said stored information includes information about a prior click-through request received from said user node.

17. A method for advertising, comprising:

receiving, by an advertising server, an advertisement request from a user node, wherein the advertisement request is automatically transmitted based upon a link sent from an affiliate node to the user node in response to a content request sent from the user node to the affiliate node; and

selecting, in response to the advertisement request, an advertisement for delivery to the user node based upon stored information about the user node,

wherein selecting an advertisement includes;

determining whether selection criteria associated with advertisements are satisfied based upon the stored information; and

selecting, if the selection criteria associated with more than one advertisement are satisfied, an advertisement from among the more than one advertisement an advertisement based on the selected advertisement having one or more of a lesser amount of time remaining in which the advertisement can be selected for delivery, a greater number of impressions of the advertisement remaining to be delivered, a smaller ratio of the number of times the advertisement has been delivered to any user to the total number of impressions of the advertisement scheduled to be delivered, and a greater ratio of the total amount of time in which the advertisement can be delivered to an amount of time expired since the advertisement has become available for delivery.