Adaptive run-time advertisements

• US 9,710,817 B2
• Filed: 09/30/2008
• Issued: 07/18/2017
• Est. Priority Date: 09/30/2008
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Inventors: Vaddadi, Phani, Vaidyanathan, Shankar, Singh, Balbir
• Primary Examiner(s): Sittner, Matthew T
• Application Number:
  US12/242,406
• Publication Number:
  US 20100082440A1
• Time in Patent Office: 3,213 Days
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0271 Personalized advertisement
• CPC Class Codes: G06Q 30/0276 Advertisement creation

Abstract

Systems, computer-implemented methods and computer-storage media are provided for presenting customizable advertisements to a user. Advertising is customized through the use of user-specific or user-relevant data. Items such as keywords, profile data, and application data are received and are then used to retrieve customizations. These customizations are stored by a server or group of servers that the vendor makes available to the advertising provider. Items that could further identify adaptations desirable for advertising, such as a user profile, may be sent to the vendor'"'"'s server as well. The adaptations take forms that include pictures, text, graphics, links, audio, and video files. Systems that comprise an advertising server, a vendor server, and a client application used for completing the above method, as well as computer-readable media necessary at each device to accomplish the customizations, are also described.

Claims

1. A computer-implemented method for presenting advertisements to a user through a client application, the method comprising:

communicating a request for an advertisement, the request being from the client application at a client device to a first server that is configured to provide advertisements, and the first server being an advertising server that serves advertisements;

receiving at the client application a first advertisement that has not changed or has not been enhanced;

extracting one or more context items from the client device, the one or more context items indicating interactions of the user on the client device;

communicating the one or more context items to the first server;

receiving at the client application one or more ad enhancements from a second server that is configured to provide vendor information, the one or more ad enhancements being based on the one or more context items indicating the interactions of the user on the client device;

customizing a portion of the first advertisement sent from the first server with the one or more ad enhancements sent via the second server; and

rendering the first advertisement sent from the first server and the one or more ad enhancements sent via the second server at the client application.

2. The computer-implemented method of claim 1, wherein the extracting one or more context items further comprises extracting keywords associated with a browsed web page.

3. The computer-implemented method of claim 1, wherein the extracting one or more context items further comprises extracting at least a portion of a user profile stored in an application cookie.

4. The computer-implemented method of claim 1, wherein the extracting one or more context items further comprises extracting an identifier associated with the user, wherein the identifier is used to access a customer profile at the second server configured to provide vendor information.

5. The computer-implemented method of claim 1, wherein the extracting one or more context items further comprises extracting user location information.

6. The computer-implemented method of claim 1, wherein receiving the one or more ad enhancements comprises receiving one or more of a graphic, an image, an audio file, a video file, a scripting code, a link, a coupon, and a portion of code rendering additional text.

7. The computer-implemented method of claim 1, wherein receiving the one or more ad enhancements comprises time-sensitive information.

8. The computer-implemented method of claim 1, wherein the one or more context items indicating interactions of the user on the client device comprises content of a page of the user'"'"'s current web browsing session.

9. The computer-implemented method of claim 1, wherein the one or more context items indicating interactions of the user on the client device comprises a first search query and a second search query close in time to the first search query.

10. One or more computer-storage hardware devices having computer-executable instructions embodied thereon for customizing advertising content at a first server configured to provide advertisements, the instructions configured to:

receive at the first server a request for an advertisement, the request being received from a requesting application at a client device, and the first server being an advertising server that serves advertisements;

communicate an advertisement that has not yet been adapted;

receive one or more user-relevant factors from the requesting application at the client device, the one or more user-relevant factors indicating interactions of the user on the client device;

communicate the one or more user-relevant factors to a second server configured to provide vendor information;

receive one or more adaptation elements from the second server, the one or more adaptation elements being based the one or more user-relevant factors; and

communicate the one or more adaptation elements to the requesting application at the client device,

the one or more adaptation elements relating to a portion of information in the advertisement, the one or more adaptation elements being used to adapt the advertisement that has not yet been adapted.

11. The device of claim 10, wherein the user-relevant factors further include at least one of a keyword, application metadata, information contained in an application cookie, user profile information, and a user location.

12. The device of claim 11, wherein the user-relevant factors received from the client application correspond directly to the one or more adaptation elements.

13. The device of claim 11, wherein the user-relevant factors are further manipulated to determine the one or more adaptation elements.

14. The device of claim 13, wherein the first server derives the one or more adaptation elements through direct manipulation of the one or more user-relevant factors.

15. The device of claim 14, wherein the direct manipulation is a determination of user location based on a received internet protocol (IP) address.

16. The device of claim 13, wherein the second server derives the one or more adaptation elements through manipulation of the one or more user-relevant factors.

17. The device of claim 16, wherein the manipulation by the second server includes determining a scheduled event associated with interests of the user.

18. The device of claim 16, wherein the manipulation by the second server includes determining a discounted item associated with user purchasing habits.

19. The device of claim 16, wherein the manipulation by the second server includes determining an additional vendor offering products associated with the product included in the advertisement.

20. A system for presenting to a user customizable computer-generated advertisements, the system comprising:

an application on a client device configured to request advertisements and provide user-specific context items, the user-specific context items comprising pages of the user'"'"'s current web browsing session;

a first set of one or more servers configured to provide advertisements that are un-customized, at least a portion of the advertisements being configured to receive ad enhancements during run-time execution, the advertisements not being based on the user-specific context items;

a second set of one or more servers configured to provide vendor information, the vendor information being communicated to the application to enhance advertisements according to user-specific context items, the vendor information being based on the user-specific context items, the vendor information not being received by the first set of one or more servers; and

one or more data stores containing advertising content for one or more vendors.