System and method for selecting advertising in a social bookmarking system

• US 8,768,772 B2
• Filed: 11/14/2005
• Issued: 07/01/2014
• Est. Priority Date: 09/20/2005
• Status: Active Grant

• Current Assignee: Pinterest, Inc.
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Schachter, Joshua, Wenger, Albert
• Primary Examiner(s): Weiss, John G
• Assistant Examiner(s): CHORNESKY, ADAM B
• Application Number:
  US11/273,580
• Publication Number:
  US 20070067331A1
• Time in Patent Office: 3,151 Days
• Field of Search: 705/14, 705/14.4, 705/310, 705/14.49, 705/14.73, 707/999.102
• US Class Current: 705/14.6
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating
• CPC Class Codes: Y10S 707/99943 Generating database or data structure, e.g. via user interface

Abstract

One aspect relates to a social bookmarking system that has the capability of displaying advertisements based on user input provided to the system. Advertisements displayed to the user may be determined based on one or more classifications provided by the social bookmarking system and selected by the user. Further, classification information that is created, used, or otherwise associated with the particular user may be used to determine ads displayed to that user. Another aspect relates to a system for collecting user classifications of content and using such classifications to match ads to appropriate content. In such a manner, more appropriate associations between ads and content may be made. Such classifications may be collected, for example, using a social bookmarking system. Further, advertisers may subscribe to classifications created in the social bookmarking system, allowing their advertisements to be displayed to users that perform actions with the subscribed classification. Also, advertisers may be permitted to submit their own classification information to the social bookmarking system.

Claims

1. A method comprising:

receiving, from a first user of a social bookmarking system, one or more keywords that classify a reference to a content, wherein the one or more keywords are not included in the reference;

wherein the one or more keywords are not included in the content;

in response to receiving the one or more keywords from the first user, associating the one or more keywords with the reference;

based on the association between the one or more keywords and the reference, automatically creating an association between the reference and an advertisement that also is associated with the one or more keywords;

receiving, from a second user who has not submitted keywords to the social bookmarking system, a request for the content; and

in response to the second user'"'"'s request for the content, and based on the association between the reference and the advertisement, presenting at least the advertisement to the second user;

wherein the method is performed by one or more computing devices.

2. The method of claim 1, further comprising:

receiving, from an advertiser, a request to associate an advertisement with at least one of the one or more keywords;

associating the advertisement with the at least one of the one or more keywords;

wherein automatically creating the association between the reference and the advertisement based on the association that exists between the advertisement and the at least one of the one or more keywords.

3. The method of claim 1, wherein the first user is an advertiser and the content is advertising content provided by the advertiser.

4. The method of claim 1, further comprising:

generating a social bookmarking web page, wherein generating a social bookmarking web page comprises;

generating a first control for receiving the reference to the content;

generating a second control for receiving a description of the content;

generating a third control for receiving tags associated with the content;

transmitting the web page to the first user;

wherein the one or more keywords that classify the reference to the content are received from the first user via the social bookmarking web page.

5. The method of claim 1, wherein the content is a web page and the reference is a uniform resource locator (URL) for the webpage.

6. A non-transitory computer-readable storage medium storing instructions which, when executed by one or more processors, cause the processors to perform steps comprising:

receiving, from a first user of a social bookmarking system, one or more keywords that classify a reference to a content, wherein the one or more keywords are not included in the reference;

wherein the one or more keywords are not included in the content;

in response to receiving the one or more keywords from the first user, associating the one or more keywords with the reference;

based on the association between the one or more keywords and the reference, automatically creating an association between the reference and an advertisement that also is associated with the one or more keywords;

receiving, from a second user who has not submitted keywords to the social bookmarking system, a request for the content; and

in response to the second user'"'"'s request for the content, and based on the association between the reference and the advertisement, presenting at least the advertisement to the second user.

7. The non-transitory computer-readable storage medium of claim 6, wherein the instructions, when executed by the one or more processors, cause the processors to perform steps comprising:

receiving, from an advertiser, a request to associate an advertisement with at least one of the one or more keywords;

associating the advertisement with the at least one of the one or more keywords,

wherein automatically creating the association between the reference and the advertisement based on the association that exists between the advertisement and the at least one of the one or more keywords.

8. The non-transitory computer-readable storage medium of claim 6, wherein the first user is an advertiser and the content is advertising content provided by the advertiser.

9. The non-transitory computer-readable storage medium of claim 6, wherein the instructions, when executed by the one or more processors, cause the processors to perform steps comprising:

receiving an indication that the second user performed an action with respect to the advertisement;

determining a chargeback to an advertiser associated with the advertisement.

10. The non-transitory computer-readable storage medium of claim 6, wherein the instructions, when executed by the one or more processors, cause the processors to perform steps comprising:

generating a social bookmarking web page, wherein generating a social bookmarking web page comprises;

generating a first control for receiving the reference to the content;

generating a second control for receiving a description of the content;

generating a third control for receiving tags associated with the content;

transmitting the web page to the first user;

wherein the one or more keywords that classify the reference to the content are received from the first user via the social bookmarking web page.

11. The non-transitory computer-readable storage medium of claim 6, wherein the content is a web page and the reference is a uniform resource locator (URL) for the webpage.