Selecting format for content distribution

• US 9,100,223 B2
• Filed: 03/11/2009
• Issued: 08/04/2015
• Est. Priority Date: 12/01/2008
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Yuan, Jian, Zamir, Oren E.
• Primary Examiner(s): Daftuar, Saket K
• Application Number:
  US12/402,040
• Publication Number:
  US 20100138553A1
• Time in Patent Office: 2,337 Days
• Field of Search: 709/224, 709/230, 709/201, 709/202, 709/203, 709/208, 709/217, 709/218, 709/219, 709/220, 709/221, 709/222, 709/223, 709/225, 709/226, 709/227, 709/228, 709/229, 709/238, 709/240, 709/241, 709/243, 709/244, 709/245, 709/246, 709/248, 715/764, 715/200, 715/201, 715/204, 715/205, 715/206, 715/207, 715/208, 715/209, 715/221, 715/222, 715/223, 715/224, 715/225, 715/226, 715/227, 715/234, 715/235, 715/236, 715/237, 715/238, 715/239, 715/240, 715/243, 715/244, 715/245, 715/246, 715/248, 715/249, 715/250, 715/251, 715/252, 715/253, 715/273, 715/274, 715/275, 715/276, 715/277, 370/464, 370/465, 370/466, 370/470, 370/476, 705/14.39, 705/14.46, 705/14.66, 705/30, 705/35, 706/52, 707/999.005, 707/706, 707/751, 707/767, 707/E17.014
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0282 Rating or review of business operators or products
• CPC Class Codes: H04L 12/66 Arrangements for connecting between networks having differing types of switching systems, e.g. gateways

Abstract

Among other disclosed subject matter, a computer-implemented method for performing a content distribution associated with a format includes performing analysis of an information collection reflecting network activities by a user, the network activities occurring in response to earlier content distributions to the user. The method includes selecting a format for a content distribution to be made to the user, the format being selected based on the analysis. The method includes performing the content distribution to the user using the selected format.

Claims

1. A computer-implemented method comprising:

performing, using a computer device, analysis of an information collection reflecting network activities by an individual user, the network activities occurring in response to earlier content distributions, wherein a given content distribution includes distribution of content formatted in accordance with one or more of multiple formats in a configurable content area that presents particular content to the individual user, wherein the analysis includes;

determining a number of impressions of content to the individual user that occurred for each different format of the plurality of formats;

determining a number of events that occurred subsequent to each determined impression including determining a number of selections of a content item that was of a particular format of the plurality of formats; and

comparing the number of selections with the number of impressions to the user per format to determine how frequently network activities occurred regarding earlier content distributions that had a particular format characteristic, wherein the information collection reflecting the network activities by the individual user includes information for each of the multiple formats including information describing numbers of impressions in the information collection, format of content distributed in a given instance and network activities by the individual user associated with the given instance including selections after an impression, the multiple format types selected from the group comprising size, layout, shape, color, position, frame, sound, language and highlight;

selecting, using the computer device and for a subsequent content distribution to be made to the user, at least one of the multiple formats based at least in part on the analysis;

determining, based on performing the analysis, whether the individual user is more likely or less likely at a particular time corresponding to a time of the content distribution to select the configurable content area;

selecting, based on the selection of the at least one format, particular content for inclusion in the configurable content area that was not included in the earlier content distributions to the individual user, wherein the particular content to be presented in the configurable content area is revenue-generating content when the individual user is more likely to select the configurable content area and the particular content is non-revenue generating content when the individual user is less likely to select the configurable content area; and

providing a document that is responsive to a request, the document including the selected particular content and having the selected at least one format.

2. The computer-implemented method of claim 1, wherein performing the analysis further comprises:

determining a frequency with which the network activities occurred regarding content portions having the format characteristic of being associated with a specific color.

3. The computer-implemented method of claim 1, wherein performing the analysis further comprises:

determining a frequency with which the network activities occurred regarding content portions having the format characteristic of being associated with a specific size.

4. The computer-implemented method of claim 1, wherein performing the analysis further comprises:

determining a frequency with which the network activities occurred regarding content portions having the format characteristic of being associated with a specific layout.

5. The computer-implemented method of claim 1, wherein performing the analysis further comprises:

determining a frequency with which the network activities occurred regarding content portions having the format characteristic of being associated with a specific shape.

6. The computer-implemented method of claim 1, wherein performing the analysis further comprises:

determining a frequency with which the network activities occurred regarding content portions having the format characteristic of being associated with a specific placement on a user interface visible to the individual user.

7. The computer-implemented method of claim 1, wherein performing the analysis comprises:

identifying any of the earlier content distributions that was formulated in a certain language, wherein a language for the content distribution is selected based on the analysis of how frequently the network activities occurred regarding the earlier content distributions that were formulated in the language.

8. The computer-implemented method of claim 1, wherein selecting the format comprises:

determining whether at a time when the content distribution is to be made the individual user is associated with a selection tendency.

9. The computer-implemented method of claim 8, wherein performing the analysis comprises:

identifying at least a first time period characterized by the individual user being associated with the selection tendency regarding selecting the earlier content distributions, and a second time period characterized by the individual user not being associated with the selection tendency; and

wherein selecting the format comprises determining whether the network activities during a most recent predetermined amount of time resemble those of the first time period more than the second time period.

10. The computer-implemented method of claim 8, wherein the determination indicates that the individual user is associated with the selection tendency, and wherein selecting the format comprises:

selecting multiple content portions to be included in the content distribution, wherein the multiple content portions are configured so that the individual user can select any of the multiple content portions.

11. The computer-implemented method of claim 1, wherein selecting the format comprises:

adding a highlight to a content portion to be included in the content distribution.

12. The computer-implemented method of claim 1, further comprising:

identifying, using the information collection, at least a first geographical region of multiple geographical regions from which content has been distributed to the individual user, the first geographical region identified as being associated with a higher frequency of selection by the individual user than others of the multiple geographical regions;

selecting content from the first geographical region to be included in the content distribution.

13. The computer-implemented method of claim 1, wherein the content distribution involves advertising, the method further comprising:

identifying an area of a user interface as being devoted to advertisement content and available to display the content distribution to the individual user;

selecting non-advertisement content relating to a topic of the page; and

placing the non-advertisement content in the area in the content distribution in lieu of the advertising content.

14. The computer-implemented method of claim 13, wherein the topic of the page relates to a product and the non-advertisement content relates to a review of the product.

15. The computer-implemented method of claim 13, wherein the advertisement content is provided by an advertisement distributor and wherein the non-advertisement content is selected to be provided by a third party entity.

16. The computer-implemented method of claim 13, further comprising:

in subsequent content distributions to the individual user, changing a content selection for the area from the non-advertisement content toward advertisement-related content.

17. The computer-implemented method of claim 16, further comprising:

monitoring at least one of the subsequent content distributions to determine whether a user tendency to select content in the area is changing.

18. The computer-implemented method of claim 1, wherein the selection of format takes into account a predetermined user preference among at least two content formats.

19. A computer program product tangibly embodied in a computer-readable storage device and comprising instructions that when executed by a processor perform a method comprising:

performing, using a computer device, analysis of an information collection reflecting network activities by an individual user, the network activities occurring in response to earlier content distributions, wherein a given content distribution includes distribution of content formatted in accordance with one or more of multiple formats in a configurable content area that presents particular content to the individual user, wherein the analysis includes;

determining a number of impressions of content to the individual user that occurred for each different format of the plurality of formats;

determining a number of events that occurred subsequent to each determined impression including determining a number of selections of a content item that was of a particular format of the plurality of formats; and

comparing the number of selections with the number of impressions to the user per format to determine how frequently network activities occurred regarding earlier content distributions that had a particular format characteristic, wherein the information collection reflecting the network activities by the individual user includes information for each of the multiple formats including information describing numbers of impressions in the information collection, format of content distributed in a given instance and network activities by the individual user associated with the given instance including selections after an impression, the multiple format types selected from the group comprising size, layout, shape, color, position, frame, sound, language and highlight;

selecting, using the computer device and for a subsequent content distribution to be made to the user, at least one of the multiple formats based at least in part on the analysis;

determining, based on performing the analysis, whether the individual user is more likely or less likely at a particular time corresponding to a time of the content distribution to select the configurable content area;

selecting, based on the selection of the at least one format, particular content for inclusion in the configurable content area that was not included in the earlier content distributions to the individual user, wherein the particular content to be presented in the configurable content area is revenue-generating content when the individual user is more likely to select the configurable content area and the particular content is non-revenue generating content when the individual user is less likely to select the configurable content area; and

providing a document that is responsive to a request, the document including the selected particular content and having the selected at least one format.