Online advertising valuation apparatus and method
First Claim
1. A method comprising:
- providing an online advertisement linked to content;
obtaining, by a computer system, a macro-context numerically quantifying the affinity of the content for each subject matter domain of a plurality of subject matter domains;
obtaining, by the computer system, a personalization vector numerically quantifying the affinity of a user for each subject matter domain of the plurality of subject matter domains;
selecting, by the user, the online advertisement;
directing, by the computer system in direct response to the selecting, the user to the first content;
calculating, by the computer system, a match value quantifying the similarity between the personalization vector and the macro-context.
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Abstract
A method comprising for determining the value provided to an advertiser through the advertiser'"'"'s online advertisements. The method may begin with providing an online advertisement linked to content. A macro-context may be obtained that quantifies the affinity of the content for a plurality of domains corresponding to a semantic space. A personalization vector may be obtained that quantifies the affinity of at least one aspect of a user for the plurality of domains. The user may then select the online advertisement. A match value may be calculated that quantifies the similarity between the personalization vector and the macro-context. The advertiser may then be charged a monetary amount for the user'"'"'s “click.” The monetary amount may be based, at least in part, on the match value.
113 Citations
20 Claims
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1. A method comprising:
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providing an online advertisement linked to content; obtaining, by a computer system, a macro-context numerically quantifying the affinity of the content for each subject matter domain of a plurality of subject matter domains; obtaining, by the computer system, a personalization vector numerically quantifying the affinity of a user for each subject matter domain of the plurality of subject matter domains; selecting, by the user, the online advertisement; directing, by the computer system in direct response to the selecting, the user to the first content; calculating, by the computer system, a match value quantifying the similarity between the personalization vector and the macro-context. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16)
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17. A method comprising:
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viewing, by a user via a computer system, first content; obtaining, by the computer system, a first vector containing numerical values quantifying the affinity of the first content for each subject matter domain of a plurality of subject matter domains; providing an online advertisement linked to second content; obtaining, by the computer system, a second vector containing numerical values quantifying the affinity of the second content for each subject matter domain of the plurality of subject matter domains; obtaining, by the computer system, a user vector containing numerical values quantifying the affinity of the user for each subject matter domain of the plurality of subject matter domains, the user vector being derived as least in part from the first vector; selecting, by the user, the online advertisement; directing, by the computer system in direct response to the selecting, the user to the second content; and calculating, by the computer system, a match value quantifying the similarity between the second vector and the user vector. - View Dependent Claims (18, 19)
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20. A method comprising:
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providing an online advertisement linked to content; obtaining, by a computer system, a first vector containing numerical values quantifying the affinity of the content for each subject matter domain of a plurality of subject matter domains; obtaining, by the computer system, a second vector containing numerical values quantifying the affinity of a user for each subject matter domain of the plurality of subject matter domains; selecting, by the user, the online advertisement; directing, by the computer system in direct response to the selecting, the user to the content; calculating, by the computer system, a match value quantifying the similarity between the first vector and the second vector; identifying an advertiser associated with the online advertisement; and using the match value in calculating the monetary amount charged the advertiser for the selection of the online advertisement.
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Specification