CN101512577A - Computer method and apparatus for targeting advertising - Google Patents
Computer method and apparatus for targeting advertising Download PDFInfo
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- CN101512577A CN101512577A CNA2006800285546A CN200680028554A CN101512577A CN 101512577 A CN101512577 A CN 101512577A CN A2006800285546 A CNA2006800285546 A CN A2006800285546A CN 200680028554 A CN200680028554 A CN 200680028554A CN 101512577 A CN101512577 A CN 101512577A
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Abstract
In a global network of computers, a method ad system of profiling a user for targeting advertisements is disclosed. The method and system obtains and/or infers demographic information from end-users using on-line means. The invention next monitors end user activity and determines keywords therefrom. The system and method profiles an end user as a function of the determined end-user activity keywords and obtained/inferred end-user demographic information. Profiles of end- users are matched against targeted profiles of advertisements which are defined by the respective advertisers. This results in targeting advertisements to end-users based on end user profiles. Advertisers bid for advertisement placement with the system. In some embodiments, the system employs Vickrey auction type bidding. Using observed user behavior and the auction results, ads are prioritized for selection and viewing placement in a manner that provides the greatest potential value to the system.
Description
Related application
This part application requires No. the 60/690th, 005, the United States Patent (USP) provisional application of on June 13rd, 2005 application and the interests of No. the 60/734th, 690, the United States Patent (USP) provisional application of applying on November 8th, 2005.This part application also is on March 9th, 2006 with " User-Driven Media System in a Computer Network " is the part continuation application of No. the 11/371st, 462, the U.S. Patent application of topic application.Above-mentioned application whole are taught in this and are merged in by quoting as proof.
Background technology
Global computer network (for example, internet) provides the market based on key word for advertiser.More particularly, the terminal user generally uses Search engine to browse interior on the global computer network perhaps to browse and comprise the article that comprises key word or groups of keywords and the content of Email.Usually the Search engine keyword search of in the content that this user checks, the terminal user being keyed in or run into several times.In cooperation, advertisement engine provides the searching request of the specified advertisement of the key word identical with employed those key words of search engine with the response terminal user from advertisement base.The targeted advertisements of the correspondence that advertisement engine provides is shown to the terminal user together with the Search Results (content) of search engine.Advertisement shows with many kinds of forms, comprises text advertisements catalogue, banner, appears window and sponsor or other special column suddenly.
Therefore, normally charge by the key word of each search item or aiming subject advertisements in ad delivery service, advertisement engine and storeroom.For instance, advertising rates may be:
83 cents based on certain given advertisement of search item " Vegas " with chosen and be presented in top (first) grouping;
2.00 dollar is same with chosen and demonstration based on this given advertisement of search item " hotels ";
4.50 dollar will be chosen and demonstration based on this given advertisement of search item " Vegas hotels ".
These prices are set by the auction that continues often, thereby allow advertiser and other advertiser's competitive tenders of seeking similar arrangement to adjoin the arrangement of certain key word or groups of keywords.This key word is bidded and is formed a market round this key word or groups of keywords, thereby dynamically sets price with regard to each key word or groups of keywords for stepping on this advertisement.In addition, the advertisement owner pays these expenses (or its aggregate expense) because the terminal user clicks (selection) shown advertisement.Therefore, " each clicking cost " book keeping operation is general in industry.
Sending advertisement has other fee structure on internet, for instance, and the each expense that obtains or the expense of per 1000 impression (" examination ").Usually, observability excellent more (for example, appear the top of advertisement, page banner, then first on sponsor's list of showing of Search Results suddenly, or the like), the price of advertisement is just high more.
Summary of the invention
The present invention is placed on center of gravity on the key word that occurs on the webpage unlike in the prior art.On the contrary, embodiment of the present invention produce the relevant terminal user profile for each terminal user.This corresponding brief introduction comprises key word and the key phrase that user runs into.Key word/phrase that key word/phrase that distinguishing terminal user of the present invention reads and terminal user write.The system log (SYSLOG) terminal user reads or writes the property and/or the frequency recently of key word/phrase.In one embodiment, if the property recently of key word/phrase that the terminal user reads or writes or/frequency is lower than certain specific threshold value, particular items is just deleted by this system from terminal user's brief introduction.
In some embodiments, this system produces the terminal user's who is seeing the content of the webpage of being browsed by the terminal user and the content that the terminal user delivers brief introduction.This system log (SYSLOG) is viewed/category and/or the tag along sort of the content delivered, thus distinguishing terminal user content that read, that the terminal user writes/delivers and property/frequency recently thereof.This system stops some categories based on the terminal user read or write content in this category/classification property recently and/or frequency.The tag along sort of this user's generation and the label that this community produces are also distinguished by this system.
In preferred embodiments, the demographic information that the user is provided of this system is added in the corresponding brief introduction of this terminal user.When the user does not provide the demographic information, this system may be based on pass with other users and/or group member number the user in predicting demographic information (for example, postcode (Zipcode) be as friend on average or the most common postcode prediction, friend's mean age is assumed that this terminal user's age, friend's main sex is assumed that terminal user's sex, or the like).This system (for example further predicts the demographic information based on system's usage, the terminal user checks Bostonian weather or reads the zone of pointing out the terminal user about Bostonian content, or suitable father and mother's content of consumption terminal user points out that the terminal user has child).Preferably the Demographics of user's expression and the feature of prediction are distinguished by this system in brief introduction.
In another characteristic aspect of the present invention, this system produces object terminal user's behavior brief introduction.The behavior brief introduction comprises the indication of the frequency of the different electioneering of determining by observed behavior (checking weather, inspection stock quotes, send Email, use express delivery, moving from a position to another position or from a PC to another PC).Terminal user's behavior brief introduction may further comprise the indication of the advertisement that the terminal user has seen.This system may write down about (i) terminal user whether responded those advertisements (click or otherwise selected), (ii) whether the terminal user because (buying/orders) and the (iii) indication of the product category of terminal user's response are bought in those advertisements decisions.These terminal user's activities of this system log (SYSLOG)/with the property recently of advertisement interaction and terminal user about the frequency of the response of product, advertiser and/or advertisement category and/or property recently.
Preferably this system is combined into key word, key phrase, category, label, demography and above-mentioned behavioural characteristic this terminal user's single target brief introduction.Conversely, advertiser aims at them based on previously defined terminal users brief introduction separately.In some embodiments, a kind of method of sight/focus (for example, content interest, category interest, or the like) is selected by advertiser.In other embodiment, various method of sight/focus is selected by advertiser, for example, and the common factor of specific demography (the supposition male sex is between 25 and 44) and content interest (classic city and real estate for instance).
Successively, when advertiser's select target standard, the number of the terminal user in the target area of dropping on appointment is all calculated or predicted in this system.And then, based on the selected target criteria of advertiser, the purchase that this system prediction ad response (terminal user's click/selection) and this commerce electioneering are caused (income or product).
In some embodiments, this system is shown to the no more than set point number of user to advertisement every day.
This system makes advertiser advance number of times and/or the audient of the specific scale that the sales volume estimated is pointed by bid contact as the point of estimating.Advertiser imports each terminal user's who gets in touch with their advertisement bid.This is based on the expense that number of times that the terminal user checks this advertisement is collected.Advertiser may import the bid of each examination (or per thousand examinations), and this system returns the impression numeral and their average input that might produce in the advertisement result.In one embodiment, system-user interface uses " vernier " to allow advertiser import his bid.This system may show a width of cloth curve map is showed every day and checked on an axle user and the expense of showing each examination on another.
In preferred embodiments, advertiser bids based on their target criteria so that realize that in the period of regulation specific point advances number of times.The bid that advertiser's input is each to be clicked (or clicking for per thousand times), and system returns following indication:
(i) number of clicks that might produce,
The (ii) average input of in these advertisements result, estimating,
(iii) with that bid advertiser total expenses that may spend.
In one embodiment, this is to use " vernier " in the graphical interface of user to be finished by gray user.Curve map is being showed every day and checked on the axle number of users, displaying expense/examination on another axle.
In another embodiment, advertisers can check bid one by one or click bid one by one.Conversely, this system checks number of times or number of clicks based on composite object prediction advertisement, and thanks with a gift the priority of distinguishing the single selection of advertisement based on the finance of giving main frame (system) website.Another embodiment provides the advertisement of aiming by the user of that User Catalog tissue, no matter they are target (by demography, content interest, the category checked, or the like) as that user how.This system selects based on bid quantity which advertisement is showed the user, thereby at first shows the advertisement of best bid.The outstanding user of this system clicks the probability of this advertisement, shows them by described probability with order ads and according to described probability order then.This system may multiply by probability that the user clicks him based on the bid quantity of advertisement with each order ads, then according to the ordering display ads.
In some embodiments, the preferred chance of advertisement reduces along with selecting potentiality to reduce.
In embodiments of the invention, advertisement selecting engine is further forbidden showing this advertisement for that user certain advertisement has been seen the number of times that reaches setting or clicked the number of times that reaches setting by that user by specific user after.
In another feature, system of the present invention provides report to advertiser, (having been selected by spectators user) advertisement that report has been shown and has clicked.This system can give advertiser Transaction Item Reports such as sales volume, deposit, registrations.These reports can be filtered so that see the report of change with any advertisement alignment features by advertiser.Advertiser can stride across these categories and see integral body with demographic category, key word/phrase, category or similar user or content category analysis report.
This system can discern the most successful user's category.System can discern the most successful key word/phrase or content category and can recommend advertiser users to them.Advertiser may select these suggestions or their combination and automatically aim at commercial electioneering or aim at commercial electioneering once more with them with them.
In some embodiments, this system makes the user who sees advertisement identify advertiser's grade by selecting digital achievement grade.This feature may only only limit to the user that clicks the user of advertisement or only only limit to buy from advertiser there.In one embodiment, this system makes the user that the various achievement grade relevant with different advertiser's features (for example, price, trucking costs, customer service, or the like) can be provided.This system adjoins advertisement display ads merchant grade, is their best advertiser of purpose selection to help the consumer.
This system can be added to advertiser's grade in consumer's user profile, thereby determines gray which feature is to consumer serious (good price or good service).Then, use this information following advertisement aiming user.
Therefore, in some embodiments, advertiser accepts relevant their report of different ranks as the part of this ad system.Those reports may be to analyze with above-mentioned demography and content category.
According to another aspect of the present invention, this system makes advertiser be used for buying for some points of user with the form of point or cash discount.This system allows fixing thanking with a gift quantity (for example, 5000 points are subscribed the mobile phone maintenance) or determine to thank with a gift quantity (for example, 1 point of each dollar cost) or these combination to scale.Point is currency (for example, the S﹠amp commonly used of all advertisers; The online version of H Greenstamps).Point may with the point of earning for other purposes (for example, described) combination by being cited in No. the 11/371st, 462, this U.S. Patent application of incorporating into.In this system, come self-supporting client to provide buying the gray advertisement of thanking with a gift is to arouse spectators-user's by any combination of visual cues and auditory tone cues.Prompting may be distinguished and thank with a gift type (for example, 1 point/1 dollar or fixing expense or analog).
The given user's that system of the present invention can estimate based on the priority ranking of probability (as mentioned above) advertisement of user response response may increase because convene gradually.Successively, select engine that advertisement is shifted to the higher position or showed him more continually aspect preferential showing.This system can with terminal user's response time of estimating, advertisement to the numerical value (also as mentioned above) of company with owing to convene the specific user to respond the priority ranking that is combined as basic advertisement of increase.Successively, effective expense of advertisement is reduced.In the higher occasion of user response, advertiser does not need to bid much just can realize same advertisement result.
In some embodiments, in the decision advertisement putting, this system-computed is given the numerical value (total retail value or the profit that brings in) of the point of the company that shows this advertisement and is comprised that sum of advertisement numerical evaluation.For instance:
For just in time graduation and the advertisement that shows on bid numerical value:
PlacementRank=(bid+PointsValue) [throwing in grade=(bid+point numerical value)], perhaps
For graduation on to the numerical value of corporate economy and the advertisement that shows:
PlacementRank＝
(bid+PointsValue) * ResponseLikelihoodProjection[throws in grade=(bid+point numerical value) * response probabilistic forecasting].Preferred embodiment is the latter.
In embodiment of the present invention, advertisement is by advertiser's type, product type, practicality scope, currency, language, key word and the classification of other factors.Display ads, thus be considered to advertisement hereto important be categorized as the basis (link, for example, " More Ads Like These (more pictures these advertisement) " link) offers consumer (spectators-user) to the option of other similar advertisements.This user of being linked as produces the demonstration of one page or the similar advertisement of multipage.Initial advertisement may be still visible (showing simultaneously).For instance, the user can be by clicking or otherwise selecting them directly to respond the advertisement of those competitions.Equally, the advertisement of those competitions each the chance of seeing similar advertisement also all is provided.In some embodiments, this permission advertiser of system bids with additional money or pays the expense of balancing and remove competing " more " links of advertisement.
In some embodiments, the indication of the advertisement seen of this system held spectators user.The advertisement that this system identification and recording user have been responded.Option that before seen or the previous advertisement of responding is seen for spectators-user provides by this system.This system shows the catalogue of the advertisement that he had before seen for the user, wherein he before responded those by blast or otherwise be eliminated.
In some embodiments, this system not only makes the targeted customer can see the advertisement that he had before responded but also makes other people can see those advertisements (or its catalogue) of directional user.Therefore, this system all advertisements of being seen by those spectators users that linked with advertiser website recently (or its catalogue) of advertiser can being seen accumulate in a place.In some embodiments, this system advertisement inventory that shows topics, but do not show the name of having responded the people of this advertisement is especially when such people's minimum number is less than threshold value.So guarantee the protection of privacy.This system make advertiser can enough advertisers type, product type, the property recently of checking or frequency or advertiser's order/grade (aforementioned) advertisement inventory classification or filtration that spectators user or group are seen.Classification or filtration that some embodiments permissions were given tacit consent to for him before catalogue is seen by advertiser.
In some embodiments, this system makes other spectators user can determine whether other people (advertiser) can see the indication of the advertisement that he has seen.
In addition, in some embodiments, the advertisement of particular type (adult content, alcohol, or the like) does not show in the advertisement inventory that the user sees.
According to one aspect of the present invention,, submit a kind of online advertising system that the direct marketing system of integration is arranged in order to attract new advertiser.System of the present invention allows company that advertising credit is offered possible advertiser-user.This credit may be recorded in this advertiser-user's the account before this advertiser of contact.This system allows advertiser-user's catalogue is added in this system, comprises contact data and advertising credit.This system produces and allows advertiser-user directly to link the Email of getting back to this ad system and producing an account.May just there be the credit balance in his the inside the account when producing.This system may become in credit and is the possible client of following advertisement book keeping operation (in case using credit) before available.
As an alternative or supplement, there is the direct mail of gray unique code may be used to replace above-mentioned e-mail system or be similar to above-mentioned e-mail system above traditional.Email and direct mail comprise the corresponding code that links with single account, thereby allow dissimilar marketing materials is sent to same individual, but avoid duplicating account with duplicating the credit generation.This system serves as that basis existing advertiser of search and the possible client of prompting user may be this fact of system user of registration or the transmission that stops those information with contact information, e-mail address and Business Name.
Issued overall credit may be reported by this system, the overall credit of having used and be used in the number percent of credit by the credit in the place of some timetables expiration.In addition, the success of each mailing may be reported by this system.For instance, this system demonstration uses their credit to set about spending with company the gray number percent of more advertising income then.This system may be reported in the total advertising income received in certain time limit and total credit of sending and spend in that time limit.This report system serves as that those reports are filtered on the basis based on the main target that is used for those credits or with the gray category that uses those credits further.
In other embodiment, advertising income is cut apart or otherwise shared in system of the present invention with advertiser-user with regard to their content (creative work).Income is shared the form of taking to be used for to buy the credit of advertising space.Use this credit to buy the occasion of the advertising space of the creative work of adjoining him in advertiser, this system pays him remuneration for these advertisements (" credit-advertisement ") as creative work (the content contribution in the media system that the user drives).In some embodiments, if cash has been used for advertisement delivery, the workmen's compensation of credit advertisement is with different price payments.
More generally, in some embodiments, the individual or company of advertisement delivery accepts the remuneration of advertisement putting with the form of point or cash discount.For this purpose, this system log (SYSLOG) throw in media companies or cross over the advertisements that some websites that the service of throwing in arranged are thrown in.This system log (SYSLOG) spends in the total quantity in that advertisement.This system is included as the point that the dollar of each advertiser cost provides or the ratio of cash discount, and the quantity earned of the people of the regular advertisement delivery of this system-computed.The indication of this quantity that calculates of this system stores (for example, in database) and make this quantity that calculates to report to advertiser users.In addition, this system may write down because various advertisement electioneering is the sum of advertiser users cost, and this system may allow overall balance is used for bought item or convert cash to and transfer to different financial accounts from this system.
Advertiser-downward-sloping some the points of user's possibility, the electioneering relevant with work is accepted to reward or present if his company does not allow him.In other embodiment, system of the present invention with allow for other electioneering and provide central point/reward system of thanking with a gift to be connected.
Description of drawings
Above-mentioned will becoming apparent from following description more specifically with the illustrational the preferred embodiments of the invention of accompanying drawing with other purposes, feature and interests of the present invention, similarly reference symbol is represented identical part everywhere in different views in these accompanying drawings.These pictures needn't be drawn to scale, but lay stress on illustrate in principle of the present invention.
Fig. 1 a is the synoptic diagram of the global computer networking environment operated therein of embodiment of the present invention.
Fig. 1 b is the block scheme of the different ingredient of the computer node in the network that embodies Fig. 1 a of the present invention.
Fig. 2 a-2d is the system diagram that is served as the website of main frame in a preferred embodiment of the invention by server computer.
Fig. 2 e-2g is the block scheme and the synoptic diagram of colony's interface web pages in the system of Fig. 2 a-2d.
Fig. 2 h is the block scheme of database table of supporting the system of Fig. 2 a-2g.
Fig. 3 is the illustration of reader-user interface, comprises that the interest of expressing based on the reader is arranged the contents directory of priority ranking, author's that the reader is different with each relation and the property and the quality recently of the material that presented.
Fig. 4 and Fig. 5 are the block schemes that embodies advertisement subsystem of the present invention (member) in the system of Fig. 2 a-2h.
Fig. 6 a-6k is the synoptic diagram of advertiser-user interface in one embodiment of the invention.
Specific implementation method
The preferred embodiments of the invention are described below.
The present invention is a starting point with the media system 100 that the sort of user who describes and disclose in relevant U.S. Patent application the 11/371st, No. 462 (being merged in by quoting as proof at this) drives.That system is below with Fig. 1-3 general introduction.
Speak briefly, website or host server 60 offer reader-user, author-user and group member to the media system 100 that the user drives.The terminal user can be any combination of the member of reader-user, author-user and one or more colonies.System 100 makes the author-user of frequent proposition creative work 29 can access reward (that is, frequent author's plan of thanking with a gift).Creative work 29 comprises any combination of text, photograph/image, sound, multimedia or the like.System 100 makes reader-user can give author and/or creative work 29 appraisals, comment author and/or creative work 29, the catalogue of building work 29 and/or comment, so that visit again or recommend other people (i.e. " bookmark "), give author's tip (paying the author tips) and with creative work 29 classification or tag (or subseries/tag once more) again.The terminal user uses user-defined relation or connection (for example, friend, colleague, private colony, or the like) intercommunication mutually in the middle of the colony of system 100.These communications can get various content (creative work 29, comment, bookmark, label) this center and remain in the system 100 round becoming.In system 100, bookmark has the character that the user defines grade, comment, label, title/main part, author, publication state, network address, creation date/time and uses date.
Given foregoing, the present invention adds targeted ads composition/size in the system 100 to.The present invention is with the information received from the terminal user and to be used as the information that the user's of system 100 terminal user's activity infers serve as that the basis forms and keep user profile 17 (Fig. 2 h).The present invention uses user profile 17 in the commercial electioneering of targeted ads.Advertiser is with regard to the advertising objective of the present invention's suggestion and terminal user's effect of the present invention's indication/design (select or put or buy) competitive bidding.This feature and further the description of feature by following embodiment about system of the present invention 100 that targeted ads composition 99 (Fig. 4) is arranged will become clearly.
Fig. 1 a illustrated be global computer networking environment, embodiment of the present invention 100 are achieved in this environment.Client computer 50 and server computer 60 provide treating apparatus, storage device and the input/output device of executive utility.Client computer (or a plurality of) 50 also can link by the computer installation (client computer 50 and the server computer 60 that comprise other) of communication network 70 with other.Communication network 70 may be the part of internet (worldwide collection of computing machine, network and gateway that the complete ICP/IP protocol of a kind of common use intercoms mutually).Internet provides the main line of the high-speed data communication lines between big node or the main frame, is made up of thousands of business computer nets, government's computer network, computer in education net and other computer networks that sends data and information.Other global computer network 70 is suitable.
Fig. 1 b is a cut-away view of realizing the computing machine 50,60 of system 100 of the present invention in the network of Fig. 1 a.Computing machine 50,60 comprises system bus 79, and bus is to be used for one group of hardware circuit of between each ingredient of computing machine transferring data.Bus 79 is the different elements that connect computer system (for example, processor, magnetic disk memory, storer, input/output end port, the network port, or the like) can shift information between these elements shared conduit in essence.Attached to being to be used for various input and output device (for example, display, printer, loudspeaker, or the like) is received the input/output device interface 82 on the computing machine on the system bus 19.Network interface 86 allows this computing machine and connects attached to various other devices on the network (for example, the network 70 of Fig. 1 a).Storer 90 is for to be used for realizing that the computer software instructions (for example, program scheduler 92 and data 94) of embodiment of the present invention provides volatile storage.Magnetic disk memory 95 realizes that for being used for computer software instructions of embodiment of the present invention and data provide non-volatile memories.Central processor unit 84 is also attached to preparing on the system bus 79 and for computer instructions.
In one embodiment, computer program product 80 (comprise computer-readable medium (for example, medium movably, for example, one or more DVD-ROM, CD-ROM, floppy disk, tape, or the like)) a part of software instruction of the present invention is provided at least.Computer program product 80 can be installed by technical well-known any appropriate software installation procedure.In another embodiment, at least a portion software instruction also may be downloaded via wireless connections.The computer program transmitting signal product 102 that is embodied on the signal of propagating by communications media (for example, radiowave, infrared waves, laser wave, sound wave or by the global network of internet and so on or the electric wave of other Internet communications) provides a part of software instruction of the present invention at least.
In alternate embodiment, transmitting signal 102 is the analog carrier or the digital signals of transporting on communications media.For instance, this transmitting signal may be the digitized signal via global network (for example, internet), communication network or other Internet communications.In one embodiment, transmitting signal is the signal via the communications media transmission in certain period, for example, and the instruction that is used for software application that packing is sent on network.In another embodiment, described as the front with regard to computer program transmitting signal product 102, the computer-readable medium of computer program product 80 is that computer system 100 can be accepted and read the communications media of (for example, by receiving communications media and discerning the transmitting signal that is embodied in the communications media).
In one embodiment, the software instruction of go up carrying out at server computer 60 (network host) 92 comprise be used for (1) support by seeking content/creative work 29 (comment with author and/or Keyword Tag, bookmark, or the like), with content/creative work 29 (comment, bookmark, or the like) classification and the contributor (frequent author) of packet access content recompense the website, (2) form the user group and be connected and with some codes that concerns organising content and make the advertisement orientation with regard to content browsing system content browsing 100 and (3) based on the formed terminal user's brief introduction of electioneering in terminal user website 60 (system 100).In the embodiment of Fig. 4 and Fig. 5 (latter is more detailed), software instruction 92 comprises ad system 99, advertisement engine 87 and corresponding competitive bidding supervisory instruction, and these will become clear slightly late.
Fig. 2 a-2h is provided at the illustration of the computer software code of carrying out on the server computer 60 92.Server 60 codes provide the homepage 21 of system 100 of the present invention.In homepage 21, general information/help 23, search 25 are provided, check 27, publish 11, connect 31, the operation of communication 33, my content 35, my brief introduction 37 and various account clearance 39,41.
By registration procedure 45a, b (Fig. 2 b and 2d), user's (individuality, company or other entities) becomes the member (or registered user of system of the present invention 100) to website/company of the present invention.In one embodiment, in registration 45 processes, the user imports brief introduction and other information, comprises user's name, e-mail address and login affirmation.My brief introduction 37 be one group in registration procedure 45 by such user import generation aspect and setting.For instance, in one embodiment, my brief introduction 37 comprises (i) general information, (ii) demographic information, (iii) indication, (v) individual biographical data, (vi) political affiliation relation, (vii) other affiliation relation, (the viii) company and (ix) photo of school/institute's information, (iv) hobby, amusement and TV/medium hobby/interest.Other information category is suitable.As among Fig. 2 c with 38 illustrational, each information category all be stored in one or more brief introduction tables of articles or similar in.Advertiser users (business member) uses different programs 47 (Fig. 2 b) to system of the present invention 100 registrations, will further describe in Fig. 6 a-6k after a while.
Support that in preferred embodiments the example data group of user's registration procedure 45 and my brief introduction 37 is as follows.Be used for storing and the database table of associated terminal user data (for example, my brief introduction 37, or the like) and other system data will be in Fig. 2 h illustrated and will be discussed after a while.
About me
The ability that 100 of systems deliver about themselves information offers the member.Two types profile information is arranged: basic and expansion.Basic brief introduction is preferably always public to every part of brief introduction, and the expansion brief introduction can customize according to client's needs.Yet the member can stipulate whether his basic brief introduction should show (default is to show in one embodiment) to non-member.
Member's expansion brief introduction is divided into several message block.The user can set the spectators that can see each or corresponding message block.
The user can the amount of imports outer or additional information, this information has not been the standard information zone that system 100 provides.
The member can set up friend, kinsfolk and colleague's community network.In one embodiment, connection management 31 is followed the operation and the parameter of general introduction in the table 1.
Table 1 connection management
| Feature | Describe |
| Three kinds connect classification | An embodiment of |
| It is completely different to connect classification | Friend can only see that other friend connects (connect for work/colleague and be connected too with family) |
| Connection is anti-body | If individual B is the connection of individual A, so individual A also is the connection of individual B.If individual B is not the connection of individual A, the connection that so individual A neither individual B |
| Connect and invite | Between two members, connect to send to connect to invite to another member (or non-member) by a user and finish. |
| Connect and confirm | Two litiganies that new connection must be tied up in this connection confirm.When confirming, this member has option " also predetermined this member ... ". |
| Invite non-member | The member can send out to non-member and invite and do not hint between the two connection.Be sent to nonsystematic member (invitee) if invite, this invitee can add |
| Check " who is online " | The member can know that current in the middle of his connection who is online.Knowledge appears in each friend's classification that the user can control him. |
| After registration, show preferential invitation | Let us supposes that someone has two e-mail addresses, and he seldom checks for one of them.Let us supposes that also 5 different members send to his " less attention " address, 1 address that sends to his more supervision to the registration invitation of giving him.After registration procedure 45 (here he imports his two e-mail addresses), |
| Deleted connection | The user can delete connection at any time |
Outside coupling
The ability of the people's that 100 inputs of system are not the members of system contact information offers the user.An embodiment, support the operation of this ability (functional) and parameter in table 2, to summarize.
Table 2 outside coupling
| Feature | Describe |
| Outside coupling is secret | Member's outside coupling information is secret the preservation.Anyone can not see this information except this member. |
| Send to outside coupling easily and invite | The member can send to outside coupling and invite. |
| I/O/synchronous ability | The member can I/O/list his contact list synchronously.This feature imitation PLAXOTM or similar. |
| Support mail directory | The member can create mail directory.The number of e-mail address is restricted in this mail directory, and this restriction is customizable (being set by system operator) in |
When a member saw another member's profile information, system 100 (link block 31) showed to him whether he has been connected with that member and shows from his there and tell to other members' the shortest access path how he is connected with this member by optionally each being connected classification.System reached three kinds of separation of level or separation degree in various cyberrelationship path 100 preferred displayings.I〉user 1〉user 2〉you.The targeted customer sees his immediate connection.Surpass three levels, in one embodiment, system 100 points out that the targeted customer is not closely connected.The number that connects between given user and theme target people (comprising this target people) is called as the separation degree with respect to this user.
Confirm the system (Fig. 2 d) of e-mail address
In some embodiments, e-mail address and the unacknowledged e-mail address of confirming distinguished by system 100.Support this general introduction in the table 3 that operates in.
Table 3 is confirmed e-mail address
| Feature | Describe |
| With any confirmed Email login | Any confirmed e-mail address can both be used for |
| Search the Email that is not identified | Confirmed e-mail address can only be used for searching |
| Steal the Email that is not identified | If user A has the e-mail address that is not identified
A@a.comAnd user B confirms this Email
A@a.com, |
| The Email that is not identified is underlined | Any Email that is not identified is underlined equally |
Colony
Two types colony is arranged: " individual colony " and " sharing colony ".Individual colony is the private directories of other members and contact.Be used to support this feature with the address book colony similar techniques in the e-mail system.
Share colony and be one when new publication occurs or as someone can publish an article a part of posting about the comment of certain article to this colony time place possessor of (creative work) 29 and notice group member.Share colony and allow their member that common position is arranged, there they can communicate by letter (for example, via message send composition 33) and also the membership qualification of this colony normally all group members can see.
Directly translate into Fig. 2 g, in order to form colony, the user is the following system 100 (link block 31, colony's function) that offers: his name; Describe; Colony's profile information 112, for example, colony's network address name, colony's name, colony's icon and colony position (city/state/country), group types 114 (the automatic adding of new group member, the manual restraining of group member, only invite), the member of acquiescence permits 116 (position, invitation, restraining contents, the restraining member, send the broadcasting personal information, represent colony's mailing, feature); Be fit to the public colony " signature " that the contributor of colony posts article; With various observable metadata, for example, creation date, number of members, or the like.In addition, system 100 have the creator of colony point out 114 who can see the content (for example, having only the group member or the common people) of colony.
Colony may be classified by the owner in colony brief introduction page or leaf the inside or tag.In addition, system 100 uses the label of the highest number percent of article of seeing (for example the highest by 25%) to tag to colony.
The permission of user characteristics (permission sets 114) can be set at the default value of creating the stylish users of colony of this colony.These permissions are inherited in the invitation that this colony sends, but the member's (if themselves is authorized to) who sends this invitation can add additional privilege, for example, invite the new user that the restraining privilege is arranged.Those have the member of user's management concession to permit any given time modification user.
Following form is to distribute permission in one embodiment.
Table 4 colony privilege
| Privilege | Who can become the assignee of (owner of colony) | Acquiescence |
| Read the article of colony | The public, individual group member | The public |
| The article of postal delivery colony | Individual's group member | All group members |
| The article of deletion colony | Individual's group member | Has only the owner |
| Invite the member to colony | Individual's group member | Has only the owner |
| See the title/brief introduction of colony | The public, all group members | The public |
| See group member | The public, all group members | The public, all group members |
| The article that restraining is submitted to | Individual's group member | Has only the owner |
| Discharge the member from | Individual's group member | Has only the owner |
| Send the broadcasting privacy information to this colony | Individual's group member | The owner |
| Represent colony's postal delivery | The owner, individual group member | The owner |
| Presentation content | The owner, individual group member | The owner |
| Add colony's (w/o restraining/add automatically) | The public | The public |
Checking of colony's content
The content of seeing the colony the inside depends on a number of factors.In essence, it is the summit of seeing the permission that is provided with on colony, content and author.Fig. 2 e-2f is illustrative.
Colony's content can find in colony in many ways.In a kind of mode, if colony is not observable, colony's name do not appear at its content, category or label among in the search of any one relevant Global Site or by in any one browse among those standards.This colony's name does not appear on any User Page yet, only the user of that same hiding colony.
Otherwise colony and search system 25 (search and Global Site are searched for both in colony) are integrated and can be visited by user interface by View27 menu or something at the appropriate time.Shown in Fig. 2 e, colony can find by browse category 200, label (key word) 201 or comprehensive colony's catalogue 203 with colony's name.Other embodiment of system 100 comprises colony's keyword search 204 and the various colony filtered listings 205 that is used for presenting to the user who selects interested colony.Colony can be with the creative work 29 of this colony, number of members, search for about the publication ratio of creative work 29 and/or other parameter/factor of commenting on ratio and obtaining that customer's table 120, publication table 124 and label table 126 (Fig. 2 h) support.
Fig. 2 f illustrated example colony homepage 210.Based on collective creation person's input (in link block 31, describing as previous), colony's homepage 210 shows colony's name and icon and other the community information that creators provide.Colony's homepage 210 Display Groups of enumerating bulletin, send the inventory of the nearest creative work 29 of this colony, add the inventory of member's inventory of colony and user's nearest work 29 in this colony recently.Navaspector (for example, " By Tag (using label) ", " By Category (using category)) also is revealed.This makes the user system 100 can be arranged about following demonstration indication: (i) label of selecting about the user (key word) write at most group member, (ii) other colonies relevant and (iii) about the creative work 29 of that this colony of key word with this theme label (key word).By the latter, system 100 can further show other medium types (for example, image, photo ...) the highest under the highest creative work 29, each key word of this colony under each key word and the nearest tagged work 29 of this topic keyword.System 100 also shows the catalogue (preference ordering catalogue) of the respective labels that is adapted at these colony's homepage 210 further users' selections (for example, studying intensively mode) and navigation.Other information may similarly be presented on the colony's homepage 210 that obtains publication table 124, subscriber's meter 122 and label table 126 supports.
Therefore, the creative work 29 of certain colony can be searched for by group member and checks according to following: label or key word, the grade of the grade of quality, popularity grade or subscription grade, author's quality grade, author's renown and/or the number subscribed to the author.
There is the content of colony to may be useful in the particular version of the content combination system on other websites.In addition, colony may be by RSS present and so on relevant present, automatic technology content combination that news agency or other allow to deliver content they.Therefore, colony and individual user's creative work 29 is included in the system 100 or the work that begins in other place.
Continuation is with reference to Fig. 2 a-2d, system 100 with the material of his read and write, he click what (colony, article, or the like), the inquiry that he keys in and advertisement that his clicks or the like be the basis further brief introduction known/user that registers.This profile data is used for better known users being decided to be advertising objective.System 100 according to terminal user's IP address, article type that the user read, search inquiry that he keys in, with other users share behavior (behavior or the electioneering common) with other users or with other users' the relation of sharing deduction demographic information (city, state, or the like).In one embodiment, given user's area code is supposed by system 100 (a) according to the area code of finding in user's electioneering, (b) suppose age of given user according to other people age of in user's electioneering, finding, and the sex of (c) supposing given user according to other people sex of in user's electioneering, finding.In addition, the user of known/registration can browse every other member's brief introduction 37.Public's profile information that they can only browse this member and this member have added the article of public's mark/be connected/colony/category or label.In some embodiments, user's consensus data asks for to other users.
Information about non-registered users is preferably preserved given time quantum (a couple of days) in system 100.If this non-registered users is not visited website 60 of the present invention during this period, any profile information about this user of being preserved may be dropped and he will be regarded as unknown user when this user visits this website next time.
With reference to Fig. 2 a, general information 23 comprises the general information of website company, contact information, website help, privacy and other the service policy and the project of website company.
Search operation 25 is and is used for the interface of processes user queries with the search engine that produces Search Results 43.May use relational database search engine or other data search engine.In preferred embodiments, search face 63 is used to filter candidate search data/result.This has the effect that can get context of dwindling.In one embodiment, search face comprise the tip that length, author's grade (aspect popularization and/or quality), creative work grade (aspect popularization and/or quality), medium type, the author of every kind of medium type, reader's grade, the creative work 29 of property, the publication recently of (author, creative work 29, label, comment and/or bookmark) quality grade, date, exercise question, time, publication are received quantity, and tissue or colony in the getting in touch and the separation degree between author and user of all members.In other embodiment, different face options or set become after changing and can get along with the user is embedded in the use of indivedual aspects and/or aspect at every turn.In some embodiments, these aspects 63 are used to put those contents (creative work 29) in order rather than filter those contents at Search Results.System 100 is by user interest, relation, be shown to the user in the interest of expressing aspect the specific author or inferring with in the catalogue of the creative work 29 of any combination tissue of the interest of expressing aspect specific motif area or the key word or inferring or the summary of creative work 29.
(Fig. 2 a) comprises global network 70, website of the present invention 100, the user with system of the present invention 100 registrations, article (creative work 29), summary (other creative work 29), colony and school to initial search area 65.
The specific user's of system 100 homepage 51 is pointed out article (creative work 29) and summary 67,69 respectively, and (Fig. 2 a).Article may be the characteristic article of system 100, user's oneself article, friend's article, family's article, the article that connects article 76 (Fig. 3), contiguous article and read recently.Summary 69 subcategories that have such as product, amusement, travelling, art, culture and incident.
User's homepage 51 (or the initial fluorescent screen of view operation 27 shows) also may comprise the indication (Fig. 2 a, 3) of the user's that the subscriber's meter 122 (discussing after a while) that obtains Fig. 2 h is supported subscription fee 71.System 100 is preferred to allow users to subscribe other people, other users, title, colony, creative work 29 and the label of system 100 or classification category or the like.Based on user's input, system 100 is recorded in subscription fee 71 in the corresponding subscriber's meter 122.
User's homepage 51 comprises the indication (Fig. 3) of the affiliated colony 73 of user, and interested photo 75 is shown to the user, and (Fig. 2 a) uploads 72 with user file, and (Fig. 2 a) to provide network to broadcast 77 automatically.Subscriber's meter 122 is supported the demonstration of these data.
Table 5a is the support data organization and the structure of homepage 51 in preferred embodiments.
Members have homepage 51.This homepage is shown to member oneself to all information about firms and all public informations is shown to their franchise determined other members.
The representational member's homepage 51 of table 5a
| Feature | Describe |
| Based on franchise display message | Homepage is given corresponding member member's information exhibition, and other members can only see the information that this member's the privilege with them matches. |
| The customized content and the space of a whole page | The member can customize his homepage.He can set him and want the information that shows and the display position on this page.Yet he can not stop and show particular items (for example, navigation elements and advertisement).Middle (content) pane display order and display position can be by customizations. |
| The homepage that the owner sees | Following message can be illustrated on member's the homepage: the people that the article member that the current online connection user connecting system of report summaries user of top-this member nearest relevant view content of article of up-to- |
| The category account balance that the article member that the member read recently subscribes to the people of the article that (this member did not read) most recent is arranged at the top | |
| The homepage that other members see | Following message can be presented on this member's the homepage when the others is also seeing.Obviously, this information depends on who sees the character of checking of this page and this information: the public of the colony bookmark public that shares under this member of article of being connected that this member delivers and the most recent that the beholder did not read of this member subscribes the article of reading recently |
| So as to the category of delivering | The member should be able to stipulate " I am so as to delivering the category of thing " and the viewer can click them so that show the article of that category that this member writes. |
| So as to the label of delivering | The member should be able to stipulate " I am so as to delivering the label of thing " and the viewer can click them so that show the article that belongs to that key word/label that this member writes. |
| The network address that is used for homepage | Member's homepage can be accessed via the network address of the simplification that comprises member's name and system name |
Continuation is with reference to Fig. 2 a-2d, publish operation/module 11 permit the authors-users' generation by text, image, sound, video recording, want in downloaded files, these projects any one or any piece that is combined to form (creative work) 29 among any one XML description, comment and/or the bookmark.Further in Fig. 3 A-3D, provide below the details.
Attended operation 31 (Fig. 2 b) is to use the family can stipulate people's the category and the classification address book of relation.Preferably, each clauses and subclauses is pointed out one of ' family ', ' friend ' and ' work ' category, and can define same subclass or the grouping relevant with the targeted customer whereby.Attended operation 31 also makes the user can organize colony, finishes school's grouping, looks for the people and adds contact.Attended operation 31 is supported in table 1 previously discussed and colony's configuration.Preferably traffic operation 33 (Fig. 2 b) is E-mail service.Any known e-mail software applications program here all is suitable.
Continuation is with reference to Fig. 2 c, the given terminal of the content 29 that my content 35 stored users have been delivered (' my article ' and ' my summary ' that sign for example, is arranged) or be used to constitute the element of creative work 29.In being included in is image, audio files, multimedia clips, Editing, bookmark, comment, file in download, or the like.In addition, my content 35 comprises the comment that the user is done other people article (work).
Accounting environment 41 (Fig. 2 d) also results from user profile (registration) program 45.System 100 of the present invention is preferably based on the system of point.Known terminal user can earn some points.Yet these points can not debt from user's account become the member of system 100 the user before.Known user if they as yet not order system 100 just can not redeem point.If the same browser that uses when they use and to browse is ordered, the point of their accumulation shifts (for instance, because those points will in a bit of information of the browser that sends to you with webpage) by the account that they produce recently.
User's point provides (Fig. 2 c) with other things relevant with book keeping operation by point operation 39.The cancelling of point, point are made a profit and the point business is at 53 partial records of Fig. 2 c or otherwise provides.The report generator can provide from the various demonstration of point operation 39 and data output.
Translate into Fig. 2 h, master data base table 120, subscriber's meter 122, publish table 124 and label list 126 and support the above-mentioned of system 100 of the present invention and other feature.Speak briefly, system 100 distributes the identifier of a uniqueness for each colony.Master data base table 120 is listed those colonies with unique identifier.For given colony, corresponding entity is listed member's (user name) of this colony in master data base table 120, list invitation (invitee's name), list because this colony and colony set the user name that is blocked (as the front as described in Fig. 2 g) to this colony.
Each user has attribute and the brief introduction 17 in the subscriber's meter 122 that is stored in separately.This part brief introduction 17 is that (a) is stored in user appointed information and (b) combination deduction or observed user characteristics discussed of front in the brief introduction table of articles 38 in Fig. 2 a-2d.System 100 writes down or points out to be seen by this user and/or select the advertisement of (or otherwise responding) in user profile 17.Other achievements of these advertisements (finish sale, scheduled, or the like) electioneering relevant with it with the user may be recorded in here.For given user, corresponding subscriber's meter 122 comprises colony's (for example, by corresponding group identifier) under this user and the subscription fee 71 of giving other users (author user).Specific user's attribute and activity also are recorded in the corresponding subscriber's meter 122 and/or with corresponding subscriber's meter 122 and follow the trail of.For instance, in one embodiment, user profile 17 comprises the indication of the creative work 29 that this targeted customer read and the comment that he is done corresponding creative work 29.Pointer, link or reference point or similar thing to comment entry in publication table 124 provide comment content (text).This makes system 100 determine and to show user or the maximum major part of creative work 29 comments is sent out comment user, colony's ratio of sending out comment and other statistics/standing or similar information.This may be dynamically or with regard to the static data 94 that store to finish.
Whose (user or colony) publication table 124 relates to has been created what creative work 29.For each creative work 29, publication table 124 is pointed out the composition or the content of creative work 29, comprises that text, image, video recording, sound, figure and/or multimedia and user are to the comment of this work and/or give any one or any combination among the bookmark of this work 29.For the indication of commenting on responsible user is to point to the pointer of corresponding subscriber's meter 122 or similar benchmark.Publish table 124 and during showing corresponding creative work 29, support the demonstration of comment.Those comments are that author and/or other users are observable.The clauses and subclauses of publication table 124 also store or point out to give into this part creative work 29 author user's tip quantity.
Publishing table 124 allows reader-user's name and the permission author who had read this author's creative work 29 to authors report (demonstrations) to browse those reader users' brief introduction.In some embodiments, reader user's brief introduction 14 is collected in those reports, gives those users the data presentation of collecting.Then, the author can be according to the in fact automatically directed sending advertisement of reader user's brief introduction.Use the label list 126 (being discussed below) that publication table 124 data are arranged in a similar fashion, the author can see the creative work 29 key word of frequent use of reader user to them.The indication of creative work 29 or comment is displayed in the brief introduction 17 of the reader user in the subscriber's meter 122, so other people can see what that user read.System 100 further permits the user and subscribes other users' comment, likes or interesting and the most frequent reading so that whom is looked at.
Each bookmark and each comment have clauses and subclauses corresponding in publication table 124 (or record).In one embodiment, each bookmark clauses and subclauses has a network address or as reference point, exercise question, author's summary and/or the pointer indicating.The bookmark clauses and subclauses also may provide the snapshot (summary) of respective bookmark or reproduce with its whole (detailed text/graphics data).The bookmark clauses and subclauses also store each bookmark creator's any additional note or comment.The bookmark record comprises and above-mentioned creative work 29 employed those similar popularity and/or quality grades.Counter or similar mechanism are remembered the bookmark number that given work 29 has.Bookmark record and clauses and subclauses in publication table 124 make system 100 can determine and be shown to his bookmark of user, other users' bookmark and/or all system's bookmarks, and show indication of the creative work 29 that has generally been added bookmark or the like.
In one embodiment, the method for adding bookmark makes the user can become other users and visible each bookmark of author selectively.Then, system 100 makes the user can comment on and evaluate the quality of those bookmarks.Equally, system 100 shows that further (i) is based on the bookmark directory of popularity and/or quality grade, (ii) in the indication that increases maximum bookmark aspect popularity and/or the quality grade with (iii) in the indication of the maximum bookmark that descends aspect popularity and/or the quality grade.
Each comment entry (record) is pointed out to comment on the author accordingly, is commented on the creative work 29 (or bookmark) and/or work/bookmark author and the corresponding comment text that are aimed in the publication table 124.Common Relational database technology is used to by the most voluminous comment author (commenting on maximum author users) according to obtaining commenting on maximum author users or creative work 29 and/or according to review record being organized in the best comment of given work 29 or bookmark and being shown the most voluminous comment author's (commenting on maximum author users) catalogue.
The clauses and subclauses that publication table 124 is used for given creative work 29 also are linked to or have otherwise distributed to reference to user (author user and reader user) key word or the label of creative work 29 by label list 126.Equally, label may be relevant with bookmark or comment entry/record in publishing table 124.In some embodiments, publication table 124 clauses and subclauses that are used for certain given creative work 29 point out that also user (author user, reader user) has distributed to the category of this creative work 29/time category (motif area).
Label list 126 points out to be applicable to respectively the specific label or the key word of creative work 29, bookmark and comment in the publication table 124.Specifically, for certain given key word, label list 126 is listed content item/creative work 29, bookmark and/or the comment of distributing to that key word.At label list 126 with publish and to use common cross-searching (cross-reference) technology between the table 124, system 100 provides the catalogue (level ordering) of the label relevant with each creative work 29 or motif area.For instance, when responding the user who uses key word in the operation of system 100, system utilizes label list 126 and presents often the catalogue of the additive keyword that occurs with this key word.Additive keyword is can select for the user for the operation of further appointing system 100.When the user selected one of the additive keyword list, system 100 further presented the additive keyword that the user that is suitable for appending selects by label list 126.
In some embodiments, each label (key word) has corresponding record in label list 126.For certain given label, the number of times that corresponding table clause (record) points out that this label has been added bookmark in system 100, commented on, be included among the Email Information of communication subsystem 33 or quoted as proof by other work.This counting makes system 100 can determine the popularity of this label.Popularity tolerance separately and indication have to be beneficial to reads purpose, writing purpose and/or discussion.Since the system 100 from user's response/be fed back to the quality that label is determined on the basis, thereby point out alternative label or point out that certain label is (fraudulent, inaccurate and unsuitable, or the like) that is being used improperly.Foregoing permission system 100 points out the various quality and/or the renown of label, for example, increases the fastest renown and the fastest renown that descends.
Based on above-mentioned grade, system 100 also classifies label.Record in the label list 126 has been pointed out since certain period or time or in the grade of certain label of the inside of specific time limit (last week or this week for instance).System's 100/ label list 126 is also followed the tracks of the rate of change in the label grade, raises up the most fast and/or the grade aspect has a down dip the most fast so that can the display level aspect.
In one embodiment, the most frequent key word of expecting of top specific quantity is displayed on the purpose layered directory that is used for navigating.This layered directory comprises the most often the catalogue of the key word of announcing, the catalogue, the catalogue of the key word transmitted in the catalogue of searched key word and/or the Email Information of being everlasting when the most often of catalogue, the key word selected by the reader the most often of the key word of opinion to be appraised the most often.Label list 126 also may record, cross-reference or is otherwise pointed out the most general by a label of reinstating.System 100 further identification comprises the multiple different spelling of mosaic by mistake.This systems approach each spelling that is identified with for that word the project of the suitable spelling of frequent use link and replace other spellings in the fluorescent screen of system that project of screen displayed.When response reader user selected with regard to certain creative work or builds the key word of justice, this systems approach offered this theme creative work 29 to the additional available key word of label that can be used as.For each additional key word, when not selected by reader user or author, system makes mark with creative work 29 negative correlation to this additional key word in label list 126.Whenever systems approach to author or reader user recommend some additional key words and those additional key words when not selected by the user negative correlation all become strongr.
Reader-user's (or terminal-user) in general login is searched for the specific interior various content of perhaps browsing with server 60 when the web station system of the present invention 100 of main frame and by software 92,94 of the present invention (search operation 25, check and operate 27).As mentioned above, Fig. 3 is by the example that the operation 27 initial fluorescent screen views 51 that are shown to the terminal user that provide are provided.In preferred embodiments, reader-user orders 71 contents that provided by any combination of author, theme, relevant people and/or colony/tissue by website/system 100.Users also are allowed to set up dissimilar being connected with their family, friend and work colleague, allow them to see the material that (in Fig. 3 55,76) write and/or read by these connections.Attended operation 31 is supported this function by subscriber's meter 122.In addition, terminal users can select to be seen as the content of their local area or the zone publication that they may travel to.
The advertisement orientation
Advertising service subsystem (member) 99 (a) is characterized as the basis with terminal user's browsing histories and brief introduction 17 and filters and select advertisement and (b) combine with the clicking rate of expection and gray bid so that the mode evaluate candidate advertisement from the income maximum of ad click (user's selection of advertisement) of the expection of host site 60.As shown in Figure 4, advertisement member 99 main task is the directed standard that makes advertiser's appointment and feature as the user of advertising service object be complementary (step 91).In general, consider that then this request and this advertisement match if comprise all directional nature of certain advertisement from web page server or other requestors' request 56 response of (that is, to customer interaction, search or the like).For instance, if advertisement aiming is the male user of seeing political webpage, then this advertisement will aim to live in the Ya Lisangna state and see that 40 years old male sex of political webpage matches.In other words, the extra feature of terminal user is not thought and the time is unfavorable for this advertisement in coupling.Yet the advertisement that matches with a plurality of features in these features will be regarded as than better advertisement of advertisement that only matches with one or two feature and the higher evaluation that will obtain member 99 easily.
If any alignment features of advertisement and current terminal user are not complementary, be not suitable for showing this advertisement so.So male sex's advertisement in aiming 35-45 year will not be thought of as the environment of male sex's service in 50 years old.In addition, as sex character, this advertisement general does not show to the terminal user of non-appointment sex, even that terminal user is also like this in suitable the range of age.Have only when request comprises all alignment features of this advertisement this advertisement just to show to this theme targeted customer.Yet user's key word history may allow to show certain advertisement, even this advertisement is not complementary with current web page.
Even when the selected one group of advertisement 93 that is fit to given terminal user's displaying of the coupling routine 91 of ad system, some advertisements also may be more appropriate than other advertisements.For instance, certain advertisement of pointing to the key word that terminal user sees recently should be and be given reference point in the advertisement scope of pointing to much clearly demarcated key word.In addition, those low advertisements of the relative click-through rate of advertisement that high click-through rate is arranged are preferred, and advertiser bid the higher advertisement of quantity relatively the minimum advertisements of those bids be preferred.
In step 195 and 96, system 99 attempts these factors that may compete of balance by using them as the multiplication factor of the total points aspect of advertisement.Following is the type of the factor of adding.More details will provide below about keeping the score.
Some key words that run into recently or often run into will have higher score.These score standards are endowed high relatively weight, because these may be advertisement " fresh " best approaches that keeps being shown to the user.
Continue with step 96, the advertisement that more clearly aims at the terminal user is the advertisement that the high right of priority of the general advertisement very not clearer and more definite than directionality is arranged.So, surpass 75 with 25-34 year, income, if 000 dollar the homosexual male sex compares the both for the advertisement of target with the advertisement that with the male sex is target simply and same user matches, the former will have the right of priority higher than the latter.Certainly, the advertisement entitled party that directionality is very not clear and definite shows to the audient of broad.
In order to make the expected revenue maximum of main frame 60, ad system 99 shows by showing the own successful advertisement of high click-through rate proof.So in step 97, the score of this advertisement is multiplied by click-through rate.In order to give new advertisement " fair opportunity ", calculate the impression number that its real click-through rate can gray total click-through rate disposes as weighted mean antagonism.Similarly balancing is used to infer new gray hypothesis click-through rate.
Advertiser is allowed to the advertisement bid into him, and for instance, he is willing to mean the maximal value (though he may pay less true quantity for any click (that is, the terminal user selects)) that each point advances the expense of payment.The advertisement that higher bid is arranged is by being arranged on higher position (step 98) with this advertisement because the score of other factors multiply by its bid simply.Next, the greater of ad system 99 determining steps 97 and 98 calculated amount.About output, ad system 99 provides the advertisement that qualifies of one group (according to priority) ordering 89 when responding the request of host computer system 100.
In one embodiment, use the directed standard of advertisement of following type.
Key word
One set of keyword or key phrase may provide at each ad-request, thereby express and the relevant key word of active user place webpage.Ad system 99 is prepared these key words as input.In other embodiment, ad system 99 may be attempted extracting key word from the context of current web page.
Key word history
Each key word all is stored the part as user profile 17.Brief introduction 17 comprises the history of the key word of being checked by this user, though if should history become too big gradually, it may be cut and cut.Key word is by property and frequency tissue recently.More recently or the more frequent key word of checking be preferred or weighting in the various calculating of ad system 99 with in measuring.Advertisement may be the aiming key word.Ad system 99 makes the advertisement of key word orientation can be shown to the terminal user that those key words are arranged in their history.The terminal user who did not check those key words as yet will can not see such advertisement.
In one embodiment, the key word that writes the key word of being read by the user, by the user of system 100, the key word of search for by user's (in search inquiry), the key word of being browsed by the user, the key word of in Email Information, being transmitted, receiving or sent by the user and user at bookmark or the key word in commenting on be stored in the user profile 17.What included with various combination in addition, is label and the key word of category, the property recently of these key words and the frequency of these key words of user's content of reading or writing.In some embodiments, label key word and/or category key word are based on property or frequency expire in user profile 17 recently.Therefore, the date and time of user's key word is write down or otherwise follows the tracks of in brief introduction 17.
Static user's character
Be different from the behavior character such as accessed key word, the terminal user also has many static relatively character, for example, and age, income range, or the like.Have some may change as time passes in some character, in a single day other then just are recorded and never change, but they are considered to terminal user's static nature in general.System 100 and advertisement member 99 these character of expectation are clearly to be provided as the part of their registration brief introduction 37 of input by the terminal user.Demography character and geographical character drop in this general category, and comprise following standard in one embodiment: age, sex, income level, guard station state, NPR listener, relation condition, sexual orientation.System the 100, the 99th, design like this, so that this catalogue is flexibly, and can increase with comparalive ease or revise.In one embodiment, remaining character was in brief introduction table of articles 38 (Fig. 2 c) among sex, age and guard station character directly were present in subscriber's meter 122.In addition, some information must be by filtering before it can use.For instance, in some embodiments, host computer system 100 was inferred the age and is inferred the guard station according to the IP address according to the date of birth.Other character also may be inferred out.
Architecture
Translate into Fig. 5, ad system 99 preferably is made up of three chief components (that is, user interface (describing below in conjunction with Fig. 6 a-6k), search program 85 and advertisement engine 87).User interface allows advertiser the directed standard of advertisement input system 99 and those advertisements of distribution.Specifically, ad system 99 impels advertiser-user successively original directed standard to be distributed to each advertisement with regard to directed standard.
Search program 85 parts scan current advertising database 110 termly and produce the index 81 that allows to search in real time easily and fetch relevant advertisements when request 56 occurring.Preferably, Lucene (by Apache software foundation) is used as retrieval and search engine/subsystem.Other retrieval and search technique may be used.
In the stage of indexing, the advertisement of all current qualified demonstrations is all chosen and put index 81 into.Filtrator is begun by electioneering and stops date and relevant advertisement, electioneering and gray a series of state application.In addition, the electioneering that has exhausted their budget that day is stopped.
For each advertisement, its directed standard is incorporated into its index, so the advertisement of aiming key word " software " will be assigned with a numerical value " key word: software " in index.Same thing is that this all class character is finished, for example, and " sex: the male sex ".May be used for a character to a plurality of numerical value, for example, " state: IL IN OH MI ".If target is not for certain given type appointment, produce field numerical value so, for example, " income: zero ".
In addition, based on effective click-through rate (as mentioned above, using the click-through rate of a formula hypothesis) and its bid propelling power is added in this advertisement for this certain new advertisement of system.These factors be double together and in index, distribute to this advertisement as " propelling power ".Lucene is aspect the precision that stores propelling power some restrictions being arranged, so the advertisement in the index also distributed to an adjusting factor by index 85.Because ad system 99 relies on the score of advertisement to determine the actual cost of clicking, so when calculating the advertisement score, advertisement engine 87 multiply by this adjusting factor.
Advertisement engine 87 is accepted the request 56 of display ads.Each asks 56 standards (for example, key word, user key words history feature and static subscriber's character/brief introduction feature) that comprise as running parameter.For given request 56, advertisement engine 87 is considered the standard/feature of this request 56, for example, historical and brief introduction 17 features of expection terminal user's key word, and search index 81 finds out relevant advertisement, thus give a mark to them with correlativity.Preferably, advertisement engine 87 is used to seek and be chosen in the advertisement that the request of response was delivered to the routine of Fig. 4 at 56 o'clock.Successively, host computer system 100 is shown to the terminal user to the 99 selected advertisements of advertisement engine 87/ ad system.If the terminal user selects (click) that advertisement that is shown, ad system 99 compares the score of this advertisement and score by the lower advertisement of display order 89 next ones, so that determine how much pay for this click to advertiser, will be described below.
Because index 81 is the shared resources between search program 85 and advertisement engine 87, so for fear of competition, have a kind of synchronization mechanism.85 pairs of indivedual illustrations from the index 81 of advertisement engine 87 of search program work.When search program 85 was done, it was set a flag and points out the new index that produces 81 preparation uses.Advertisement engine 87 bring into use it 81, when search program 85 starts again, discharge previous index to be updated.
When ad system 99 was accepted an ad-request 56, its produced (by advertisement engine 87) fetches suitable advertisement from this index 81 inquiry.This inquiry is based on that key word that current web page key word, past seen by the user and static subscriber's character constitutes.
The current web page key word is to provide in the network address of ad-request 56.They are transfused to user's historical confession of key word and fetch in the future.They are posting dates, so performance is tracked recently, and if in user's history, run into them, then counter adds one, so that can tracking frequencies.Based on the score of property and frequency recently, the propelling power factor is distributed to this key word.When this EOP (end of program), the inquiry that produces following form: " keyword:word1^boost1 word2^boost2 word3^boost3...null[key word: word 1^ propelling power 1 word 2^ propelling power 2 word 3^ propelling power 3... zero] ".Last zero factor is that to fetch the advertisement that does not aim at any key word completely requisite.
In addition, spectators user-brief introduction 17 is according to all static nature generations of the spectators-user who is determined (deductions).For any character type that finds one or more numerical value therein, advertisement member 99 constructs the inquiry clause of " property:(value1 value2 value3...null＜[Lambda]〉0.5) [character: (numerical value 1 numerical value 2 numerical value 3... zero ^0.5)] " form.It is that the advertisement of target also is retrieved that last null guarantees ambiguously with this character, but the thing that does not have score and one of any and those numerical value to mate.For the still unspecified any character of spectators-user, ad system 99 all adds the standard of " property:null[character: zero] " form.
Above-mentioned clause is tied with certain connected mode, so as last inquiry seem a bit picture this: ny pa va nj zero ^0.5)+(sex: the male sex zero ^0.5)+(taking in: zero) ... ＂ "+(keyword:mathematics^10 games^5null)+(state:ny pa va nj null^0.5)+(gender:male null^0.5)+(income:null) ... [+(key word: mathematics ^10 play ∧ 5 zero)+(state:.
Advertisement engine 87 is fetched advertisement by this inquiry from index 81.Then, by reducing score (preferably after the accuracy limitations of the points-scoring system of Lucene is adjusted work) gradually with the order ads of fetching and be shown to terminal user (spectators-user).If certain advertisement clicked (being selected) by the terminal user, then based on this advertisement with respect to showing that the score that is lower than its next advertisement aspect the right of priority 89 calculates adjusted bid.Adjusted bid is such, so that it is enough to keep its position (supposing that advertisement is under its complete competitive bidding valency) to the lower advertisement of the next one just for this advertisement, that is (Adjusted bid) 1*score1, consequently〉(Actual bid) 2*score2[(charges after adjusting) 1* score 1〉(actual charging) 2* score 2].In one embodiment, no matter the minimum of 0.05 dollar of per 1000 impression is the charge of each advertisement of this score.
In some embodiments, ad system 99 offers " more ads like these (more advertisement like the multiclass) " option spectators-user or links and gives spectators-user.This finds out similar advertisement by ad system 99 search advertisements databases 110 based on directed type, product type, geographic area, product expense scope, language and key word and finishes.System 100 may check that the option of other similar advertisements is shown to spectators user to the categorization based on one group of advertisement of current demonstration.When spectators-user selected this option, demonstration of at least one original advertisement that shows was kept in system's one or more similar advertisements of 100 demonstrations simultaneously.And then system 100 permits other the similar advertisement of spectators-user response and/or for each similar advertisement, provides corresponding option to show the advertisement of more same classification.
In one embodiment, system 100 permits advertiser users (i) and goes out more money competitive bidding and stop the demonstration of above-mentioned option or the (ii) defrayment demonstration of removing this option.In this case, create and set up in advertisement during (budget and bid part), point out that advertiser-user in this quantity/expense of appending, system 100 suitably responds and is flag of this advertisement setting or property value/parameter.This advertisement is stored in the database 110 together with its demonstration and other attribute (comprising " do not display more like these option[does not show how same Class Options ").
In other embodiment, the advertisement that ad system 99 shows from index 81 comprises the advertisement that given spectators-user had before met.Use given spectators user's user profile 17, the advertisement that 100 these users of identification of system had responded in the past.System 100 provides the option of the advertisement (or its catalogue) of seeing him and before having seen or responded for spectators-user.In one embodiment, system 100 shows advertisement (or its catalogue) that those given spectators-users had before seen and points out that by blast or other way wherein which is that he before responded.Some advertisement may be omitted.
In addition, use user profile 17, the user (for example, advertiser-user) that system 100 permits other sees the advertisement that given terminal user had responded in the past.This makes given terminal user can see the advertisements that his friend, colleague or other connections 31 had been responded in the past.This user (company) can be seen accumulate in a place by those with that user's homepage 51 or the effectively advertisement seen of the people of web site url.In some embodiments, 100 these the given terminal users of allowance of system determine whether other user can see the advertisement that he has seen.System 1OO in user profile 17 suitable parameter is set or attribute is finished this task.
Use user profile 17, system 100 classifies advertisement by popularity.Similarly, use user profile 17 and advertising database 110, system 100 permits users the ad classification of before having been seen by another user or colony.Classification may be to be undertaken by advertiser, product type, the property recently of checking, the frequency of checking and/or advertiser's grade or rank.Default user's classification may be employed.
The bidding management of CPC (each clicking cost)
Outline
The advertising service algorithm of main frame company 60 may be put heading advertiser just at every turn and ask for fixing expense.For instance, the expense of asking for is the bid that advertiser keys in for this advertisement.This bid is relevant with the input of this advertisement, so to ask for higher price be reasonably for advertisement being placed on higher position, but advertiser perhaps overbids vastly and therefore cost than the much more money of the necessary money of advertisement putting that guarantees him.
(for example, Google) found the bid management function is that advertiser alleviates this problem to other advertisement engine.Suppose that advertisement A-D will show to the user with following bid
| Advertisement | Bid |
| A | $0.50 |
| B | $0.25 |
| C | $0.15 |
| D | $0.10 |
Google is advertisement as shown, but the substitute is by the quantity of bid and ask for the expense of each click to advertiser, they will be to each advertisement to Duo the $0.01 price charge of (in other words, just being enough to keep its position) than the bid of the advertisement that is lower than it.So advertisement A will charge by $0.26, the rest may be inferred.Advertisement D will be $0.10 by the each clicking cost of assessment (CPC) still.
The details that the present invention bids to manage
Be different from Google, the applicant is considering some other factors aspect the order ads except bid quantity.The applicant does not use the simple bid management algorithm of summarizing previously, because may be out of order according to those advertisements of viewpoint of simple bid.On the contrary, the applicant is by the estimated value advertisement of advertisement to the expected value of host site (company) or advertising network 60.Bid factor clauses and subclauses are within this, but the applicant also merge may advertisement will be by by (on seen that by one the terminal user selects).Bid is resolved into this, but the applicant also will be incorporated into advertisement by the probability that point advances.(i) bid quantity and (ii) this advertisement defined expected value of the present invention by the product of the probability of terminal user selection (click), this expected value is used as order standard in advertisement subsystem 99.
Estimate that clicking probability is the work of a complexity.Very coarse estimation can obtain with this advertisement or the click-through rate in similar advertisement past.In order to simplify the description of preferred embodiment, requisite is to have to calculate the click probability of estimating (numeral between 0 and 1) someway.In order to determine this expected value, this numeral is multiplied by bid quantity.
For instance, when advertisement concentrates on certain specific author or the specific story (content), click probability can set quite high (near 1).
Consider the situation identical, but the estimated value of clicking probability included now with the description of front:
| Advertisement | Bid | Click probability (%) | Expected value |
| A | $0.50 | 1 | 0.5 |
| B | $0.25 | 2.5 | 0.625 |
| C | $0.15 | 0.5 | 0.075 |
| D | $0.10 | 1 | 0.1 |
Please note that those advertisements now should have different orderings.B should come the front of A, and D should come the front of C.
This means that also bid adjustment be different.If people use Google mechanism, click advertisement B will spend than the bid of A Duos 0.01 dollar, promptly 0.51 dollar.Obviously this is wrong, because it is than the maximum bid quantity height of B.On the contrary, people need find out the bid that makes this expected value just surpass next lower advertisement.If the bid of B is 0.20 dollar, its expected value will be 0.5 (=0.20 dollar * 2.5) and it will be tied with A with regard to ordering so.So B should receive 0.21 dollar (Duo 0.01 dollar than 0.20 dollar of bid quantity, this makes the numerical value of expection just surpass advertisement A).Equally, if the bid of D is 0.075 dollar, then it will be tied with C aspect ordering aspect expected value and therefore.So the bid of D should be 0.08 dollar (=0.01 dollar+0.075 dollar).
Being used for the formula that justice bids is y=(expected value of next lower advertisement)/(the click probability of this subject advertisements).Adjusted bid is (a y+0.01 dollar) to this subject advertisements, or under the situation of 1 cent of less than, the calculated value rounding that makes progress.
Suitably with the list sorting of front and fill in adjusted bid, obtain following table:
| Advertisement | Maximum bid | Click probability (%) | Expected value | Adjusted bid |
| B | $0.25 | 2.5 | 0.625 | $0.21 |
| A | $0.50 | 1 | 0.5 | $0.11 |
| D | $0.10 | 1 | 0.1 | $0.08 |
| C | $0.15 | 0.5 | 0.075 | $0.15 |
In one embodiment, property and frequency are utilized recently together with terminal user's key word in the combination of the current clicking rate of advertisement.If an advertisement has just entered samsara, click-through rate (CTR) can not accurately be calculated at once.In order to give this advertisement " fair shakes ", the applicant supposed certain click-through rate before the data that are enough to estimate actual click-through rate (CTR) are arranged.A kind of method of doing like this is to use weighted mean that the click-through rate of hypothesis " is mixed " with real click-through rate before receiving enough impression.If it is 1% that people suppose click-through rate, and wish that this click-through rate is effective in about the 10000th impression (people wish to consider real click-through rate at that point) before.Then, people can provide adjusted clicking rate with formula [(1%*10000)+# actual click]/(the actual impression of 10000+#).If the actual click rate is 0.5%, this function will as follow show so:
| The # impression | Adjusted |
| 0 | 1％ |
| 1000 | 0.95％ |
| 5000 | 0.83％ |
| 10000 | 0.75％ |
| 20000 | 0.67％ |
| 50000 | 0.58％ |
| 100000 | 0.54％ |
Along with the impression number increases gradually, adjusted click-through rate was still given the display machines meeting of a justice of this advertisement near the actual click rate before advertisement orientation system 99 is relevant for its any data.
The front just is used for making mathematics to become fairly simple as 1% and 10000 of constant use in this demonstration formula.In actual applications, certain embodiment begins (though this may be can adjusted parameter) with the 3000 impression numbers as hypothesis.This put number percent into as advertisers to all their advertisement ask average click-through rate.If he is new advertiser, it will be average total click-through rate.
People will understand different embodiments may be used to different units bid quantity and may show the response that they are different.For instance, the input dollar number of the embodiment unit of an acceptance number of views (impression number), and when responding, point out to import the impression and the average number of throwing in of this subject advertisements that dollar number might produce.In other embodiment, input dollar number is the cost of advancing of each point or whenever finishes the expense of once selling or whenever finish the once cost of registration.In addition, this response points out that the point that might produce advances number, the average input of this subject advertisements and total cost of this subject advertisements.
Above-mentioned rank 89 (selecting the expectation probability of subject advertisements to multiply by corresponding bid quantity based on the terminal user) may comprise is not checked by the terminal user along with one of every N advertisement but selected and make the terminal user select the expectation probability of this subject advertisements to reduce afterwards.N is greater than zero.Other schemes that are used for that the advertisement rank is descended or advertisement is stopped are suitable.
Therefore, technology that advertisement orientation system of the present invention uses and the Vickrey auction is similarly bidded, wherein but the highest people of bid wins pays with the price of second highest quotation.Fig. 6 a-6k illustrates the user interface of using for the advertiser users of system 100 of the present invention.
Fig. 6 a illustrates the first fluorescent screen view or the webpage 132 of the module (47 (Fig. 2 b)) of the advertiser of the system of being used as 100-user's registration.Advertiser-user keys in CompanyName, his name and contact information in corresponding zone.Continue advertiser-user and register 47, Fig. 6 b illustrates the next procedure 134 of this program, and advertiser-user is created in first advertisement of throwing in the system 100 in this step.Module 47 prompting advertiser-users name to subject advertisements and give the electioneering name relevant with this subject advertisements.Electioneering has many advertisements and advertiser-user may add some advertisements afterwards in this electioneering.Work webpage/fluorescent screen view 134 further points out advertiser-user that headline and description and the demonstration network address among other parts of this advertisement and the destination network address (hyperlink) of this subject advertisements are provided.
Fig. 6 c illustrates fluorescent screen view 136, and advertiser-user points out the key word of the subject advertisements that is used for creating recently in this view.As mentioned above, (and therefore for this subject advertisements definition) key word of here pointing out is used for key word on the webpage that user with system 100 seeing or the keyword matching in the user profile 17 so that definite this advertisement input applicatory.Therefore, the number of advertiser-user's key word of appointment in fluorescent screen view 136 influences the scope of this subject advertisements.Use less key word to make this advertisement very concentrated, and use more key word to be increased in the frequency of this advertisement of displaying/demonstration in the system 100.Module 47 suitably is stored in new (theme) advertisement created and corresponding key word in the advertising database 110.
Fig. 6 d-1 and Fig. 6 d-2 illustrate fluorescent screen view/webpage 138, and advertiser-user creates the brief introduction of the desirable customers that is fit to step on the project in subject advertisements in this view.Fluorescent screen view/work webpage 138 prompting advertiser-users to give this brief introduction name (in order discerning) and to specify the relevant sex that is used for the brief introduction of advertisement orientation, age colony, family income, marital status or the like.The directed brief introduction of advertisement is stored in the advertising database 110 and is suitably relevant with correspondent advertisement.
Continue first advertisement and accreditation process 47 with reference to Fig. 6 e, advertiser-user sets up budget for the new advertisement of creating.Fluorescent screen view/webpage 140 is finished this part thing by providing " maximum CPC bid " (each clicking cost) zone 130 and " the electioneering budget of every day " zone 131 to insert corresponding numerical value for advertiser-user.The maximum bid of each clicking cost is that advertiser-user is willing to mean the maximum quantity that each spectators-user selects (click) this subject advertisements payment.This bid is high more, and the display machines of this advertisement in system 100 can be just frequent more.Recall, this ad system 99 Duo the sales volume of this advertisement of Cost Optimization of a cent by collecting than the highest advertisement of next one bid, bids up to the CPC of maximum.The numerical value in these zones 130,131 is stored in the advertising database 110 or otherwise with this subject advertisements and is pointed out in advertising database 110 at this subject advertisements.
" the electioneering budget of every day " setting 131 allows advertiser-users to control his budget and sets him and be willing to how much electioneering that means every day spends.For this purpose, the expense of this subject advertisements is calculated by system 100, and this expense is the quantity that clicks multiply by actual CPC (each clicking cost).When (setting value of being keyed in " the electioneering budget of every day " zone 131 by advertiser-user) quota was reached, system 100 ended input (demonstrations) activity of these subject advertisements and restarts such activity next day.
In one embodiment, fluorescent screen view 140 comprises that every day, the user checked that the expectation numeral (impression number) of this subject advertisements changes the graphic formula illustration with the bid number change.Sliding shoe or other Basic Elements of Graphic User Interface 142 make advertiser-user can point out bid (CPC) quantity, and system 100 (ad system 99) produces curve Figure 144 of this subject advertisements in response, and the impression number of showing every day is put into number with the variation of the expense of each click (user's selection) with the variation of the expense of unit impression number or the expectation user of every day.This will be used for predicting according to the expectation clicks of unit impression the effectiveness of specific bid.User profile 17 in the subscriber's meter 122, be stored in the record of the advertisement in the database 110 and be client's (audience) brief introduction and key word back-up system 100 when doing these designs and producing curve Figure 144 of this subject advertisements definition.
Screen last in advertiser's accreditation process/assembly 47 shows (webpage) the 146th, and is illustrational with Fig. 6 f.The information that work fluorescent screen view 146 is set up about book keeping operation advertiser-user.What included is book keeping operation address and charge account (for example, credit card) information or similar information.
The accredited members (advertiser-user) that successfully become system 100 advertiser-user afterwards, he can equally with reader-user and/or the author-user utilize the various feature of system 100 and aspect (as described in No. the 11/371st, 462, relevant U.S. Patent application) and as the advertiser-business partner of host site (company) 60.In that respect, the advertisement that he throws in system 100 may be handled as creative work 29, by other user's evaluations with rank and follow the author-remedial program that in relevant patented claim, describes in detail and compensate to him.In one embodiment, the expense of compensation is inconsistent, depends on that this advertisement putting pays down actually or with system's 100 credit payments.This part thing supported in the record of publication table 124 and advertising database 110.In another embodiment, have only and select the advertisement user be shown or this advertisement that is shown is evaluated as creative work 29 by the user that the advertisement that is shown is bought.
Translate into Fig. 6 g-6k, illustrate user-interface that the register advertisements merchant-user for system 100 uses.After registration and throwing in first advertisement, advertiser-user can check, edits and add electioneering, advertisement and client (audience) brief introduction.Fig. 6 g illustrates advertiser-user can be obtained about electioneering, advertisement and the similar fluorescent screen view/webpage 148 of the various report of thing.In one embodiment, function of reporting is permitted to advertiser-user report advertisement current or that initiatively show and the indication of the advertisement selected by the terminal user.These reports comprise any combination of sales figure, reservation numeral and registration numeral that the terminal user obtains by correspondent advertisement.Subscribing here may be to company (advertiser) website and other reservation.
Fig. 6 h illustrates the webpage 150 that makes advertiser-user can manage electioneering.Electioneering is with name, state, budget every day, clicks so far, click-through rate (CTR%), on average cost and total cost are listed.These operation elements (for example, " button ") make advertiser-user can begin and stop electioneering when needed.Be subjected to the beginning and stopping of the electioneering of advertiser-user guided to be to implement here by the record in the advertising database 110.Specifically, any technology among specification of variables, flag and the various known technology that is used for handling advertising record all may be used.Webpage 150 is also listed customer profile on the name next door.This allows advertiser-user to check and edit customer profile and increase (establishment) new client (audience) brief introduction, further illustrates among Fig. 6 j that is discussed below.
In order to create the advertisement of appending, system 100 is illustrational to advertiser-user's display web page 152 as Fig. 6 i.Webpage 152 provides electioneering name, subject advertisements name and the subject advertisements information similar to the fluorescent screen webpage 134 that is used in Fig. 6 b creating first advertisement.In addition, the audience of targeting advertising and the step of setting up budget are followed those that (being similar to) describe in Fig. 6 c and 6e.
In Fig. 6 j, webpage 154 is permitted advertiser-user and is looked back client's (audience) brief introduction of previous establishment and create new customer profile.Webpage 154 is listed the summary that customer profile and demonstration obtain every part of brief introduction that record data corresponding in the advertising database 110 support by name.
Fig. 6 k illustrates and makes advertiser-user can look back the webpage 156 of his advertisement.Each advertisement is listed with name, indication, advertisement state, the CPC bid of the electioneering of the correspondence that obtains storage ad data support corresponding in the database 110 is arranged and be the actual each clicking cost collected of this advertisement.Advertiser-user is chosen in the advertisement of listing on this fluorescent screen view/webpage 156 and permits budget CPC quantity of this advertisement of advertiser-user's modification and its correspondence or the like.For each the advertiser-user who enters editor in fluorescent screen view 148,150,152,154 and 156, system 100 is corresponding attribute and record in the new database 110 more.And the data of using in report and the fluorescent screen view of Fig. 6 g-6k are by system 100 and/or ad system 99 tracking and be stored (renewal) in advertising database 110, support those tables and/or user profile 17.
Although this invention showed particularly with reference to its preferred embodiment and describe, the people who is familiar with this technology will understand in various change aspect form and the details and can finish under the situation that does not break away from the scope of the present invention that claims include.
For instance, above state code exemplary and the algorithm that is used for realizing embodiment of the present invention.These are as illustration rather than restriction.Other code language and calculating of equal value are suitable.
Claims (46)
1. a brief introduction targeted ads user in the global network of computing machine method, this method comprises following computer realization step:
Use online means to obtain the demographic information from the terminal user;
The monitoring terminal User Activity is also determined key word in view of the above; And
Depict the terminal user as movable key word of fixed terminal user and acquired terminal user demographic information's function, so that terminal user's brief introduction can be with the advertisement coupling and can is that the basis makes advertisement aiming terminal user with terminal user's brief introduction therefore.
2. according to the process of claim 1 wherein that the online form of being finished by the terminal user that provides is provided described acquisition demographic information's step.
3. according to the process of claim 1 wherein that described acquisition demographic information's step comprises the demography of inferring the terminal user.
4. according to the method for claim 3, wherein said deduction demography comprises:
With the area code of finding in terminal user's activity is the area code that the basis supposition is fit to the terminal user,
With other people age of in terminal user's activity, finding serve as basis supposition terminal user's age,
With other people sex of finding in terminal user's activity is basis supposition terminal user's sex.
5. according to the process of claim 1 wherein that described acquisition demographic information's step comprises the consensus data who solicits another terminal user to a terminal user.
6. according to the process of claim 1 wherein that the step of described definite key word comprises following any combination:
Determine the key word that the terminal user reads,
Determine the key word that the terminal user writes,
Determine the key word that the terminal user searches,
Determine the key word that the terminal user browses,
Determine the key word that the terminal user transmits,
Determine the key word that the terminal user arranges,
Determine the key word in terminal user's note,
Determine key word that in terminal user's Email Information, receive or transmission,
The property recently of the key word of being read or writing by the terminal user, and
The frequency of the key word of being read or writing by the user.
7. according to the process of claim 1 wherein that the step of described definite key word comprises following any combination:
Determine the category key word of terminal user's browsing content;
Determine that the terminal user reads the category key word of content;
Determine that the terminal user writes the category key word of content;
The terminal user reads or writes the property recently of category key word;
The frequency of the category key word that the terminal user reads or writes;
Determine the label key word of the content of being browsed, reading or writing by the terminal user;
The terminal user reads or writes the frequency of label key word; And
The terminal user reads or writes the property recently of label key word.
8. according to the method for claim 7, any combination that further comprises the following steps:
So that property or frequency are basis termination category key word recently accordingly; And
So that property or frequency are basis termination label key word recently accordingly.
9. the method for a targeting advertising in the global network of computing machine, this method comprises following computer realization step:
Use online means to obtain the demographic information from the terminal user;
The monitoring terminal User Activity is also determined key word in view of the above;
Acceptance has the subject advertisements of key word associated therewith; And
With movable key word of (i) fixed terminal user and acquired terminal user demographic information's combination and (ii) this subject advertisements key word relatively serve as the basis definite be the terminal user of target with this subject advertisements.
10. according to the method for claim 9, wherein said combination is advertiser's definition.
11. the method according to claim 9 further comprises the steps:
Scope at audient in the works obtains bid quantity, and wherein audient's scope is that to be determined to be the terminal user's of target estimative figure with this subject advertisements.
12. method according to claim 11, the step of wherein said acquisition bid quantity comprises utilizes graphic user interface, the curve map that this graphic user interface has the push-and-pull examination conduct that controlled by the user of the terminal user's who checks every day or select estimative figure that the cost of each examination is drawn.
13. according to the method for claim 11, the step of wherein said acquisition bid quantity comprises:
Receive the input dollar number of each examination numbering, and
In response, point out to import the impression numeral that dollar number might produce and the average input of this subject advertisements.
14. according to the method for claim 13, the step of wherein said reception input dollar quantity is each the sale number finished or registration that each is finished.
15. according to the method for claim 11, the step of wherein said acquisition bid quantity comprises:
Receive the input dollar number that each point advances, and
In response, point out that the point that might produce advances the average input of number of times, this subject advertisements and the total cost of this subject advertisements.
16., further comprise give to determine with the advertisement being that to rent that the finance of borrowing website or advertising service network thanks with a gift be this subject advertisements is paid the utmost attention on the basis in some way with respect to other advertisement step for terminal user's the main frame of target according to the method for claim 11.
17. according to the method for claim 11, the step of wherein said acquisition bid quantity is used the auction of Vickrey style.
18. according to the method for claim 17, wherein said bid quantity is the expense of each expense of clicking, each examination or each by by one of expense of the acquisition thing of advertisement item design.
19. according to the method for claim 11, the step of wherein said acquisition bid quantity comprises at specific author or specific story finds out higher bid quantity.
20. a method of advertisement being aimed at and being shown to the terminal user in the global network of computing machine, this method comprises following computer realization step:
Obtain the demographic information from the terminal user;
The monitoring terminal User Activity is also determined key word in view of the above;
One or more advertisements that key word associated therewith is arranged are provided; And
The subclass of advertisement compared to given terminal user as any demographic information of the function of advertisement keywords and given terminal user and/or the given movable key word of terminal user show.
21. according to the method for claim 20, wherein said step display comprises the advertisement of selecting and ordering this subclass based on described advertisement bid quantity separately.
22., further comprises and predict that respectively given terminal user selects the possibility of the advertisement in this subclass, and described step display comprises the function that described advertisement is shown as prediction probability separately according to the method for claim 20.
23. according to the method for claim 22, wherein said step display comprises and described advertisement be multiply by the function ordering of bid quantity separately as separately prediction probability and the advertisement in the subclass is shown to given terminal user according to described order.
24. method according to claim 23, wherein said ordering comprises that further every N the given terminal user of those advertisements checks or not by the selected corresponding prediction probability degradation of all this terminal user being selected the advertisement in this subclass of terminal user, wherein N is greater than zero.
25., further comprise the terminal user being shown and the order report of selected advertisement is given gray step according to the method for claim 20.
26. according to the method for claim 25, wherein said reporting step comprises to be clicked the terminal user the formed sales figure of correspondent advertisement, subscribe to numeral, registers any combined report of numeral to advertiser.
27. according to the method for claim 25, wherein said reporting step comprises with demography, key word, category, context and/or terminal user's behavior filters report.
28. according to the method for claim 25, wherein said reporting step comprises with demography, key word/phrase, category, context and/or terminal user's behavior and shows and break down in report.
29., comprise that further acquisition is shown the step of terminal user's grade of advertisement according to the method for claim 20.
30. according to the method for claim 29, wherein said acquisition step is just from the terminal user of the advertisement of selecting to be shown or the terminal user who buys by the advertisement that is shown.
31. according to the method for claim 20, wherein said advertisement is by any one classification in advertiser's type, product type, geographic area, product expense scope, language and the key word.
32. according to the method for claim 31, wherein said step display comprises to given terminal user's Show Options so that check other similar advertisements based on the ad classification of this subclass.
33., wherein when the terminal user selects option, show one or more similar advertisements and keep at least one advertisement in this advertisement subclass visible according to the method for claim 32.
34. according to the method for claim 32, wherein said Show Options comprises:
(i) allow the terminal user to respond other similar advertisements, or
(ii), provide corresponding option so that show the advertisement that more quilt is similarly classified for each similar advertisement.
35. according to the method for claim 32, further comprise allow advertiser (i) with more money competitive bidding with stop this option of demonstration or (ii) the defrayment step of deleting the demonstration of this option arrive.
36. according to the method for claim 20, wherein said advertisement subclass comprises the advertisement that given terminal user had before seen, the advertisement that given terminal user has responded, that the past has been identified has been recorded with its indication.
37. according to the method for claim 36, wherein said step display comprises certain option is offered given terminal user so that see the advertisement of before having been checked by him or responded.
38. according to the method for claim 36, the step that wherein shows the advertisement that given terminal user had before met comprises the indication of those advertisements that show that he had before responded.
39., comprise that further the terminal user who allows other sees the advertisement that this given terminal user had responded in the past according to the method for claim 36.
40., further comprise the step that makes given terminal user can see the advertisement that his friend, colleague or other connection had been responded in the past according to the method for claim 36.
41., further comprise the advertisement that is collected at a place that those people of the user can being seen link with this user check recently according to the method for claim 36.
42., further comprise with the step of situation of selling well with ad classification according to the method for claim 36.
43. method according to claim 36, comprise further making the user can be that described classification is by advertiser, product type, the property recently of checking or frequency, advertiser's rank or grade separation with the step of the ad classification of before having been checked by another user or colony.
44. according to the method for claim 43, the default classification that wherein is suitable for this user is practical.
45., further comprise making given terminal user can determine whether other user can see the step of the advertisement that he has checked according to the method for claim 36.
46. according to the method for claim 36, the advertisement of particular type is omitted in the advertisement that wherein is identified.
Applications Claiming Priority (4)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| US69000505P | 2005-06-13 | 2005-06-13 | |
| US60/690,005 | 2005-06-13 | ||
| US60/734,690 | 2005-11-08 | ||
| US11/371,462 | 2006-03-09 |
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| Publication Number | Publication Date |
|---|---|
| CN101512577A true CN101512577A (en) | 2009-08-19 |
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| Application Number | Title | Priority Date | Filing Date |
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| CNA2006800285546A Pending CN101512577A (en) | 2005-06-13 | 2006-06-12 | Computer method and apparatus for targeting advertising |
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| Country | Link |
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| CN (1) | CN101512577A (en) |
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