GB2534948A

GB2534948A - Method for advertising a product

Info

Publication number: GB2534948A
Application number: GB1509017.8A
Authority: GB
Inventors: Boegner Frank
Original assignee: Commerce Connector GmbH
Current assignee: Commerce Connector GmbH
Priority date: 2015-02-03
Filing date: 2015-05-27
Publication date: 2016-08-10
Also published as: GB201509017D0; DE102015001355A1

Abstract

A method for selecting an advertisement for a product from a plurality of advertisements for display on a data processing device (120) such as a smartphone where the advertisement for the product is transmitted by an internet services provider (118). The selection criteria (figure 3, AK) utilises information such as a keyword contained in a search query (122) initiated by the user and also proximity of the smartphone to a physical retail shop in order to display advertisements targeted to the interests and location of the user. The method according to the invention envisages that an advertisement is displayed concurrently with a response to a search query especially in case a smartphone, from which the query has been sent, is located territorially in a predefinable proximity to the physical retail shop and that an item of display context data (figure 3, AK) of the advertisement correlates in a predefinable manner with a query content of the information query.

Description

Method for Advertising a Product The invention pertains to a method for advertising a product by which an advertisement for the product is transmitted to a data processing device of a user of the data processing device by an internet services provider and is displayed on the data processing device.

In on-line or internet advertisement today products are advertised according to the current state of the art frequently by means of advertisements designed as text adverts and image adverts by so called ads like banner ads. The ads may be transmitted onto internet pages (web sites) by internet services providers as ad providers via an internet connection to a data processing device of a user of the data processing device and may be brought to display on the data processing device.

The creation of ads is performed often by the product provider itself or by a service provider for data processing authorized by it.

For the creation of ads information about the advertised product is necessary, typically a short product description, which is presented in the ad. Further an ad often comprises a so called linkage, i.e. a reference (link) to an internet target page with further information about the product or the buying process. This target page may be generated by the ad provider, the product provider or others. Thereby the target page is independent from the actual ad displaying process.

For the control of the display of an ad by the ad provider attributes or conditions specified by the product provider may be assigned to an ad. With these it can be controlled under what conditions an ad shall be displayed. These attributes and conditions may comprise certain keywords, which may be checked for example with respect to concordance with a content of an input of the user, especially when using a search engine as an ad provider (keyword advertising).

Thus, to an ad belongs information visible for the user of the data processing device as well as information hidden to him in order to control the display of the ad.

In online advertising or internet advertising respectively nowadays ads are popular, which advertise products within so called online shops respectively internet shops. A respective concrete product is advertised typically with one concrete ad. The ad mostly contains a linking, by which a product site within the online shop can be invoked. Within the online shop the product then may be ordered.

Since product providers often offer and advertise a plurality of products, often a plurality of ads have to be created. In a most simple case exactly one ad is generated per product respectively article. Since different variants of a visible product description text may incite for a purchase with variable intensity, often different variants of an ad are generated for one product respectively article. Thus, for each variant an additional ad must be generated for the corresponding product respectively article.

The plurality of generated ads is transmitted to the ad provider and is logged in for display. The ad provider decides, among others, on the basis of the described attributes or conditions whether an ad is in fact displayed.

For a comprehensive advertisement of a product assortment of a product provider thus such a great number of ads are often required, that a manual generation of the ads by a natural person is uneconomic. For the generation of ads computer programs (software) is used instead, which automatically generate the ads on the basis of product data and predefinable conditions. The generated ads can be transmitted to the ad provider either directly by the software used or by the product provider itself or by a separate tool or by a data processing service provider respectively.

The procedure described above may be performed easily by a product provider if products are advertised in an online shop, since the product provider frequently at the same time is the operator of the online shop, in which a linking is made by the ads. In this case the product provider normally knows which products to be advertised may be purchased in the online shop, i.e. are in fact available.

However, it is obvious, that the above described procedure is less appropriate, if the product provider does not know where a product marketed by it currently is available for quick purchase especially for a user of a web compatible data processing device.

It is an object of the invention, to provide an improved procedure for advertising a product in this case.

This problem is solved by a method with the features of claim 1.

In the inventive method for advertising a product according to claim 1, an advertisement for the product is transmitted by an internet services provider to a data processing device of a user of the data processing device and is brought to display on the data processing device. If predefinable display conditions are met, the internet services provider generates the advertisement to be displayed or selects the advertisement to be displayed from a plurality of advertisements being placed at its disposal. According to the invention the display conditions comprise that at least a part of predefinable display context data assigned to the advertisement correlate in a way defined by a predefinable first assignment rule with a query content of an information query transmitted from the user of the data processing device to the internet services provider, and that a first geographical location assigned to the user of the data processing device correlates in a way defined by a predefinable second assignment rule with a second geographical location assigned to a presence retail shop in which the product is offered for sale. The advertisement is thereby displayed concomitantly to a reply to the information query and contains information about the product, the presence retail shop and the second geographical location and/or a reference to a source for at least a part of this information.

The inventive method for advertising a product by displaying an advertisement for the product on a data processing device of a user of the data processing device comprises preferably the following steps. In a first procedural step a transmission of an information query of the user of the data processing device to an internet services provider takes place. In a second procedural step display contents for the advertisement to be displayed are selected by the internet services provider on the basis of a predefinable assignment rule from a number of prefabricated advertisements made available to the internet services provider. In a third procedural step a transmission of the selected advertisement to the data processing device and a display of the selected advertisement on the data processing device takes place. Thereby a first assignment rule is provided, which defines a correlation between a query content of the information query and at least a part of predefinable display context data assigned to the advertisement. Further, a second assignment rule is provided, which defines a correlation between a first geographical location assigned to the user of the data processing device and a second geographical location assigned to a presence retail shop in which the product is offered for sale. The advertisement is displayed concomitantly to a response to the information query and contains information about the product, the presence retail shop and the second geographical location and/or a reference to a source for at least a part of this information.

Thus, the method according to the invention envisages that an advertisement is displayed concomitantly to a reply to an information query especially in case the data processing device, from which the information query has been sent, is located territorially in a predefinable proximity to the presence retail shop and that an item of display context data correlates in a predefinable manner with a query content of the information query.

Within the framework of the invention it may be generally envisaged that more than one advertisement is brought to display. In this case it is preferably envisaged that the advertisements pertain to different products or that the advertisements refer to different presence retail shops for the same product. The advertisements made available to the internet services provider may be forwarded in advance for example with an especially first list.

Within the framework of the invention by a product a purchasable physical article like a television receiver or an article of clothing or a cosmetic product is to be understood. The product may also be a matter of service like a procurement of a touristic tour or a hired vehicle or a consulting service. However, preferably the product is portable product.

By an advertisement a data object is to be understood, that contains information that characterizes a product advertisement transmittable to an electronic data processing device. The information comprises information about a part of the product advertisement displayable and viewable on the data processing device and also information that is not envisaged to be displayed on the data processing device. The information for the viewable part comprises preferably information describing the product itself, information about the product provider, the presence retail shop, its geographical location, the distance of the user of the data processing device from the presence retail shop etc. Information not envisaged to be displayed serve especially as display control for the display on the data processing device. The advertisement and the associated information or the data object respectively, may be available in the form of an electronic data file, for example as text file or image file. In the following, if not otherwise stated, by an advertisement the part of the information mentioned above viewable when displayed on the data processing device is to be understood. With information associated to the advertisement reference is made especially to information of the advertisement that is not planned to be displayed. For displaying purposes the advertisement typically is embedded into a web page transmitted by the internet services provider to the data processing device and displayed there or is laid over it. The advertisement may be designed as a banner ad or a part of a banner ad and may contain information in form of text or illustration. Thereby the information may be presented in animated form.

Preferably by selecting of the advertisement or a reference (link, URL) being integrated in or otherwise associated to the advertisement by the user of the data processing device the user is connected to a further web page with further information. This web page preferably provides further information for the advertised product respectively its purchasing and brings it to display on the data processing device. This may be accomplished by routing (for example by an HTTP redirect) the user to an internet target page, especially one within the web page of the presence retail shop where the product can be bought. Upon the discretion of its operator this target web page may contain again further information. Alternatively the target page may be located on a third system, which lies not within the direct sphere of influence of the operator of the presence retail shop. The further information may comprise a depiction for the route from the first geographical location to the second geographical location. The further information may be displayed additionally or alternatively to this within the web page of the internet services provider. For this purpose this information may be integrated into the web page by a procedure known as REST (Representational State Transfer) or by so called i-frames. The kind of display of the further information may be realized by different techniques. Advantageous possibilities are besides a complete web page so called pop-ups, layers, i-frames, Java script alerts or modal dialogues. If a link is selected a statistically analysis of the link invocation (tracking) may take place optionally. The tracking may be accomplished for example by connecting an HTTP redirect ahead to the transmission to the actual information of the link. It may also be accomplished by a functionality, which is provided by the internet service supplier or a third party provider being involved with the display of the advertisement The internet services provider is a provider of a service via the internet. It may be a search engine like Google, an online community forum like Facebook or Twitter. The internet services provider may be however also a provider for information like an online magazine. The internet services provider my offer its service for example by means of a web portal. The web portal may not inevitably be personalized. The internet services provider is able to process a message transmitted to it by an internet connection. For example the internet services provider may generate a reply to the message and bring it to display on the data processing device from which the message has been sent. For this the internet services provider may use the service of a third party. It may also be envisaged, that the internet services provider makes the transmitted message accessible to users of other data processing devices or to a certain user group.

Within the framework of the invention a data processing device is to be understood as being an electronic telecommunication apparatus, which enables its user by means of an input to invoke a web page, in particular the web page of the internet services provider, via an internet connection, and to transmit a message, in particular the information query to the latter. The data processing device may be also a particularly stationary internet terminal, for example within a kiosk system or may be a personal computer (PC). Preferably the data processing device however is a mobile or a nomadic internet enabled telecommunication apparatus like a mobile phone (smartphone), a notebook, a tablet computer or the like. As user interface for example a touch screen, a keyboard, a speech input may be provided for inputting the message.

Display context data are monitoring data assigned to the advertisement, which relate to the presence retail shop and/or to the product to be advertised as well as to contents of the advertisement for the product. The display context data contain information about the product to be advertised and/or the presence retail shop, which has the product in store for purchase. Typically the display context data contain also information which may be used for the decision on an actual display of the advertisement. A product designation or data characterizing the product in more detail, like meta data, data concerning the purpose of use, the usage or the availability of the product as well as related data or information in meaning connection to this may be comprised. Is for example the product a perfume, then the trade name, the name of the perfume producer, the term "women's fragrance", the term "Eau de Toilette" may be a display context data. Likewise information concerning a period of a special sales campaign for the product may be display context data. Further the name of the presence retail shop, its address, its opening hours etc. may be display context data. Display context data may partly be envisaged to be viewable displayed with the advertisement. A part of the display context data may also remain hidden for the user of the data processing the device, i.e. may be envisaged to be not displayed.

An information query is to be understood as being a data object, which is transmitted at the instigation of the user of the data processing device from the latter via an internet connection to the internet services provider. The information query thereby contains interpretable information. By in particular semantic analysis of this information the query content of the information query is determined. The analysis thereby takes place in particular depending on the form of the information query. Within the framework of the invention a query content is to be understood as being in particular a conceptually expressible meaning, which owing to the analysis may be assigned at least to a part of the information query. Does the information query contain text, typically the query content is a part of this text. Does the information query reads "weather today" for example, the term "weather" is a query content. The display context data comprise preferably data like for example keywords, which can conceptually be associated with the query content. For example "climate" or "umbrella" could represent context data assignable to the query content. Accordingly an advertisement for an umbrella could be selected for display on the data processing device upon the mentioned information query.

A sending of the information query preferably takes place from a web page by using the user interface of the data processing device. The web page thereby typically is a web page which is transmitted from the internet services provider to the data processing device of the user and is brought to display there. The information query may be a query formulated in form of text, like a search term for example, which typically is entered into a input box of the web page provided for this. A sending of the information query to the internet services provider then occurs by pressing an actual or virtual entry key. However, the information query may be also designed as a selection of a theme-related symbol (Icon) or another selectable entry on the web page or on the display of the internet enabled data processing device. For example a so called mobile app may be concerned.

In these cases the query content results from the theme or the function, to which the symbol or the mobile app refers to. In this case the selection typically is performed by a so called click on the symbol or on the entry. Preferably thereby also a simultaneous sending of the information query occurs.

The user of the data processing device typically expects a reaction, i.e. in particular a context related reply or response to his information query. At least a part of the reply is information viewable on the data processing device, for example in form of text and/or an image. It is preferably envisaged, that at least these parts of the reply are transmitted to the data processing device of the user and are brought to display there or are made available there in a short time after sending of the information query as a direct reaction of the latter. The reply may be generated by the internet services provider itself. The reply may also be generated from a user of another data processing device to whom the information query has been made available via the internet in particular by the internet services provider, and the reply may be in turn from this user or the internet services provider brought to display or made available on the data processing device of the requesting user. It is envisaged, that the advertisement is displayed concomitantly to this. By this is meant, that the advertisement is transmitted to the data processing device of the user in direct relation to the reply to the information query and is brought to display there. Typically the advertisement is brought to display particularly at least approximately at the same time or together with at least parts of the reply to the information query.

It is envisaged that the advertisement displayed concomitantly to the reply contains information that pertain to a presence retail shop, in which the advertised product can be bought. Thereby a presence retail shop is to be understood as being an in particular stationary shop, which offers there products and/or services for sale and in particular also presents repectively shows the latter in a publicly accessible salesroom. A presence retail shop may be for example a specialized shop, a department store or a super market.

It is also envisaged, that the advertisement displayed concomitantly to the reply contains a reference to a source for information associated with the product. The reference represents an information that is transmitted to and displayed on the data processing device of the requesting user, as to how and where the user can obtain information associated with the product and which typically goes beyond the information presented with the advertisement. Preferably the reference is designed as an internet link, which enables an invocation of a web page which contains this information.

As a result that in particular due to the display conditions the advertisement is brought to display only if the advertised product can be linked with a query content of an information query sent from the user -for example with an input of a search term in a search engine it is avoided, that the user is confronted with advertising in which he is not interested in. A correlation of the query content of the information query and the display context data can be achieved by a comparing analysis of the information query and the display context data undertaken in particular automatically. For example a so called semantic targeting may be performed, in which the information query and the display context data undergo a comparing linguistic or taxonomic analysis respectively. A correlation may also be achieved by comparison of query contents and keywords contained in the display context data.

By the fact that the advertisement is related only to products, that can be bought in a presence retail shop, the inventive method is particularly applicable for an advertising of products by so called ads by an ad provider within the local retail market. The ad provider is thereby preferably the Internet services provider itself. The ad provider may be however a third party, whose services are used by the internet services provider. Thereby it is especially advantageous, that the advertisement is only brought to display, if the first geographical location correlates with the second geographical location. By this it can be ensured, that the product is quickly available for the user of the data processing device. For this purpose it is preferably envisaged, that the advertisement is displayed based on the display conditions only if the presence retail shop that offers the product for sale is located in a comparably small distance to the current location of the user. For this purpose a certain circumference may be assigned to the geographical location of each presence retail shop, in which the first geographical location must be localized, if the advertisement shall be brought to display. By application of the second assignment rule it is determined whether this is the case. If possible, more than one presence retail shops may be selected and be brought to display together with the advertisement.

As compared to the introductorily explained prevailing methods for product advertising in online shops, for a generation repectively selection of an advertisement being appropriate in an above mentioned sense, typically further information is necessary.

To this information preferably the first geographical location of the user respectively his presently used data processing device belong. The internet services provider acting as ad provider preferably itself determines this at least approximately precise. This is possible readily in particular if the data processing device is a nomadic, particularly a portable data processing device like a mobile phone for example. In this case the internet services provider receives information about the first geographical location together with the information query or can determine it easily.

Further to this information preferably the second geographical locations belong, which preferably are displayed to the user of the data processing device together with the advertisement.

The first and/or the second geographical location may be defined for example by geocoordinates, by a postal code, a (nearest) postal address or the like.

From the determined first geographical location of the user and from the data concerning the second geographical locations transmitted with the in particular prefabricated advertisements, the distance of these locations, originally unknown to the internet services provider, can be determined by it and may be added to the in particular prefabricated advertisement and the advertisement then be brought to display.

Further, to the information belong preferably also the stock of the presence retail shops in question, at least with respect to the products to be advertised. This information normally is originally unknown to internet services provider respectively not readily available. Therefore it is provided that this information is transmitted to the internet services provider from another party.

Thus, according to the invention, originally in distributed form existing information is used in order to generate respectively select an advertisement as interesting as possible for the user. Within the framework of the invention it is provided, that the mentioned information and, as the case may be, additional information is linked, in order to select the corresponding advertisement respectively to generate it at least in part. The linking may performed at least partially in advance by a third party. However, the linking may also be performed at least partially by the internet services provider, in particular based upon a predefinable linking rule. Thereby a selected advertisement respectively selected contents of the latter may be modified by the internet services provider. For example a reduction or a supplementation may be provided. Additional information may for example pertain to the name of the internet services provider, the query content, the first and/or second geographical location respectively an advantageous route between them, and possibly further information. A modification may pertain to the layout, in particular to the display size.

In an embodiment of the invention the first and/or the second assignment rule contain instructions that are at least partially precribed by a product provider, whose product range contains the product. The product provider thus determines at least largely under which conditions the advertisement is displayed or may be displayed respectively. In this way the product provider can define the display conditions at least largely. The product provider is a business company respectively a supplier, who offers the product for sale or distributes it respectively. In particular the product provider is a supplier who distributes the product to retail traders, who directly offer the product being delivered by or received from the product provider in a presence retail shop for sale to an end consumer. Alternatively, the operator of a presence retail shop may act as product provider. The product provider may also act as an organizational unit, which represents a number of presence retail shops, for example a company headquarters of a chain store with several presence retail shops (branches).

In a further embodiment of the invention the plurality of advertisements respectively prefabricated advertisements being provided to the internet service provider are provided by means of a first list. This first list can be considered as being a data object, which contains a number of advertisements with information assigned to those. The first list, as well as hereinafter further mentioned other lists, may be represented for example as tables or may be embedded in tables. Thereby to each data element, in for example a table column or table row, other data can be assigned in a simple way. A table may also contain several individual lists and information concerning mutual assignments of individual data elements. Each advertisement of the first list is assigned at least to one certain product. Preferably each advertisement of the first list is assigned to exactly one certain product. However, several advertisements may be assigned to or may be assignable to one certain product. The first list may contain advertisements for products of different product providers. The first list may contain data assigned to a respective advertisement. These data may contain data not intended to be displayed, for example parts of the display context data, as well as instructions for the formation of viewable, to be displayed contents of the advertisement. In particular data may be included, which allow to perform a correlation between query contents of the information query and the display context data or between the first and the second geographical location, respectively. In particular for this purpose a table containing cross references is advantageous.

In a further embodiment of the invention the presence retail shop is selected from a second list with a plurality of presence retail shops. The selection is preferably carried out by the internet services provider. Thereby preferably at least the second assignment rule is applied. For this the second list and the second assignment rule expediently are transmitted to the internet services provider with the first list. Advantageously the second list may also be integrated into the first list. However, the second list may be transmitted to the internet services provider in advance, before transmission of the first list. Thereby it is preferred, that the second list is prepared by a service provider for data processing. The second list is regarded as being a data object, which contains information characterizing the presence retail shops. In particular this comprises the name of the respective presence retail shops and information pertaining to the second geographical location. The first and the second list may also be embedded in a common data object, for example in a table, a particularly multidimensional matrix or in a data array or may be represented by one of these.

For each individual product a separate list of presence retail shops may be generated. It is also advantageous, that in a data object representing the second list the presence retail shops are set out together with the products and it is made clear by reference, in which presence retail shop the respective product is available.

The first and/or the second assignment rule may be transmitted to the internet services provider in advance. They may also be transmitted together with the first list and represent a part of the first list. Preferably the application of the first and/or second assignment rule occurs directly after the information query has been transmitted.

In a further embodiment of the invention the first and/or the second list are generated by a service provider for data processing. The service provider for data processing preferably is a business company, which links data pertaining to a product transmitted to it by the product provider to other data and generates modified data related to the product. Preferably the modified data are made available in particular to the internet services provider. The service provider for data processing preferably thereby takes the role of a so called ad provider, who transmits the first and/or the second list in advance to the internet services provider. In this way, the internet services provider is allowed to select or possibly to modify the advertisement to be displayed based upon data transmitted to it with the first and/or second list. For example context related data may be added to a transmitted prefabricated advertisement or reductions may be performed. Finally the internet services provider may also be allowed to generate the advertisement at least in part independently through access to the data of the first and/or the second list. It is however preferred, that the service provider for data processing itself generates the advertisements contained in particular in the first list totally or at least in part. However, the service provider for data processing may also offer a service respectively a functionality, which allows in particular the product provider who orders an advertising of the product, to provide for contents of the advertisements, instructions for the generation of the advertisement, display context data or display conditions controlling the display of the advertisement.

In a further advantageous embodiment of the invention it is provided, that the second list is generated by the product provider. In this way the product provider may define, which presence retail shops are selectable at all and may be offered to a user of a data processing device.

In a further embodiment of the invention the second assignment rule comprises the condition that the first and the second geographical location are away from each other less than a predefinable distance. The predefinable distance is preferably selected such that it may be travelled by the user of the data processing device in a short time of, for example, less than 5 min, 10 min by foot or by public transportation. According to this the predefinable distance amounts around 500 m, 1 km or about 10 km.

In a further embodiment of the invention the first assignment rule comprises the condition that a query content of the information query transmitted by the user of the data processing device to the internet services provider matches with a data element of the display context data at least largely. An identical matching of a query content like a word contained in the information query, in particular a noun, with a data element of the display context data may be stipulated. An analogous matching respectively a semantic matching may however also be stipulated. Further a matching may be considered as being present if a word, in particular a noun in of the information query is synonymous with a data element of the display context data, in particular a keyword. Thus the product is advertised when a word association exists. In this way it is ensured, that only an advertisement is shown to the user of the data processing device which is closely related to his information query. In this context, it is especially preferred, that according to a further embodiment of the invention the display context data comprise a third list with predefinable keywords assigned to the product and/or a predefinable time range.

The keywords may be provided for reconciliation with a query content of the information query, in particular based on the first assignment rule. By this a correlation, i.e. a meaningful connection of information query and product can be established.

The time range may be a daytime, a day of the week or a time of the year. In this way in particular by the product supplier as the actual ordering party the time range may be controlled in which the advertisement shall be respectively shall not be displayed. The time range may also correlate with an opening time of the presence retail shop. By this it may be achieved for example, that the advertisement is only brought to display, when the presence retail shop is open. Further time ranges for a special sales campaign may be defined. In a further embodiment of the invention it is therefore provided, that the first assignment rule comprises the condition that a point in time where the user of the data processing device transmits the information query to the internet services provider falls within the time range.

In a further preferred embodiment of the invention the third list is generated by the product provider and/or the time range is predefined by the product provider. By this it is possible for the product provider, to determine to a large extent under what conditions an advertisement for a product distributed by him may be displayed to a user of the data processing device.

Advantageous embodiments of the invention are illustrated in the drawing and are described in the following. Thereby the features mentioned above and to be explained further hereinafter can be employed not only in the respective indicated combination of features, but also in other combinations or taken alone, without leaving the scope of the present invention.

The drawing shows in: Fig. 1 a simplified structure represented by a block diagram for illustrating the procedure according to the invention; Fig. 2 a schematic, simplified representation of data structures for data that are considered for creation of an advertisement; and Fig. 3 a schematic, simplified representation of a data structure for data assigned to a created advertisement.

In the following at first an advantageous procedure for advertising a product provided for within the framework of the invention is roughly outlined with reference to Fig. 1. For this in Fig. 1 only in a rough schematic manner as block diagram a structure is depicted, which illustrates a flow of information when performing the procedure according to the invention. Thereby block 114 designates a service provider for data processing, who receives first data 112 from a product provider 110, who wants to advertise a product on the internet. The product provider 110 thereby commissions the service provider for data processing 114 to cause the advertising of the product on the internet by means of an advertisement. Typically the service provider for data processing 114 receives first data 112 from a number of product providers 110 and advertisements for a plurality of different products are provided for. To simplify matters in the following reference is made to the product provider 110, the product and the advertisement in the singular form. Further in the following, according to usual practice, an advertisement is referred to as a so called "ad". In case it is talked about an activity of the product provider 110, the service provider for data processing 114, a presence retail shop etc., it is to be understood, that a natural person or a legal person, representing the corresponding entity or acting in an authorized manner for this entity respectively, performs or can perform the activity.

On the basis of the first data 112 and further data and information 126, which the service provider for data processing 114 acquires or that are provided to it respectively from a third parties side, the service provider for data processing 114 generates second data 116, which the service provider for data processing 114 transmits to an internet services provider 118 together with an order, to transmit the ad to a telecommunication end device if certain display conditions are present, and to bring it to display. According to the order the Internet services provider 118 causes the display of the ad on a display of a data processing device 120 concomitantly to a reply to an information query 122, which a user of the data processing device 120 has sent to the internet services provider 118. As explained in more detail in the following, here the ad displayed on the data processing device 120 is an ad, which, by means of a selection represented by the block 124 if predefinable display conditions are present, the internet services provider 118 selects from a number of completed or prefabricated ads that have been transmitted to it with the second data 116, and brings to display. In case of a prefabricated ad, the internet services provider 118 modifies the prefabricated ad to obtain a completed ad. For example information, in particular information which is only available to the internet services provider 118 respectively can only found out by it, can be added.

In the following details concerning this at first roughly outlined procedure are addressed.

With respect to the first data 112, hereby data provided by the product provider 110 is concerned, which the service provider for data processing 114 receives from the product provider 110, in order to be able to prepare the ad, according to the order of the product provider 110, at least partially. In particular the product provider 110 transmits with the first data 112 product context data to each product, which describe respectively characterize the product more precisely. Product context data may however also be provided from another side to the service provider for data processing 114. The product context data thereby may be present in form of text, image or sound or otherwise. The product context data may comprise meta data of the product, data concerning their intended use, usage or availability, the producer, as well as data or information respectively being related thereto in a meaningful manner. The product context data preferably also contain instructions, under which conditions an ad for a respective product should or should not be brought to display. Thus the product context data typically comprise product information data and display conditions. The display conditions indicate, under which conditions the product provider 110 whishes the ad to be displayed on the internet. The product information data preferably represent data, which pertain to the display contents of the ad that should in fact be displayed, that is data being viewable for the user of the data processing device 120. Comprised for example is an advertising slogan and data describing the product.

Thereby the product context data may be at least a part of the display context data or may serve as a basis for their generation.

The product context data typically also comprise data, which do not belong to the display content of the ad, thus are not intended to be actually displayed. Comprised may be keywords, assigned in particular to a respective product, which may be provided for a semantic comparison with a query content of the information query 122. The keywords are contained preferably in a list or a similar data object. To the display conditions transmitted with the first data 112 an assignment rule may belong, which determines, in which way the semantic comparison has to be performed. This assignment rule serves the purpose, to provide a context relation between the information query 122 and the keywords. In the simplest case the assignment rule requires a complete or wide consistency of a keyword with a text component, for example a word, of the information query 122. To the display conditions, in particular determined by the product provider 110, a timely restriction may belong, which determines within which time range the ad shall (not) be displayed. A geographical restriction may also be comprised, which defines in which geographical area, i.e. in which region the ad shall (not) be displayed. With a further assignment rule, contained preferably in the display conditions, it may in addition be determined, that the ad should be brought to display only if the product to be advertised is available in a presence retail shop, whose geographical location correlates to a geographical location of the data processing device 120 or its user respectively, at least at the approximate point in time of the information query 122. A list of presence retail shops, which may be taken into account for an ad, may be transmitted from the product provider 110 to the service provider for data processing 114, for example with the first data 112. It may however also be provided, that the service provider for data processing 114 receives the list completely or in parts from a third party or that the list is generated by itself. In this case the service provider for data processing 114 preferably aligns the list with the product provider 110.

For generating the ad at least for the most part, the service provider for data processing 114 needs, apart from the first data 112 received from the product provider 110, further data and information 126. This concern on the one hand the presence retail shops themselves, which can be considered for a purchase of the product to be advertised. Data concerning directly the presence retail shop contain preferably at least its name. On the other hand this further data and information 126 contain data assigned to the presence retail shops, in the following designated as shop context data. The shop context data comprise for example data concerning the inventory, the product selling prices, the availability of products of the goods on offer, the geographical location of the presence retail shops and possibly further information. The geographical location of a presence retail shop may be given for example by its postal address. From this preferably a geolocation, characterized by latitude and longitude, is determined if this information has not already been transmitted anyway with the further data and information 126. The mentioned information can be transmitted from the presence retail shops to the service provider for data processing 114 or the service provider for data processing 114 acquires the information otherwise. For this the service provider for data processing 114 preferably makes arrangements concerning a data transmission with a plurality of presence retail shops.

With the received data concerning the presence retail shops the service provider for data processing 114 prepares preferably a list of a plurality of presence retail shops, which actually offer at least one certain product of at least one product provider 110 for sale. The list may however be prepared by a third party, in particular a third party being commissioned by the service provider for data processing 114, and may be provided to the service provider for data processing 114. Typically this list is a data object, in which a plurality of products of various product providers are assigned to a plurality of presence retail shops.

As a result the service provider for data processing 114 has at least essentially the data necessary for the generation of an ad, in particular the service provider for data processing 114 has product context data and shop context data available. For a buildup of display context data, product context data and shop context data may be combined. The service provider for data processing 114 thus has also information available which is necessary for the internet services provider 118 to check the display conditions. The service provider for data processing 114 can, if not contained in the data anyhow, also form the assignment rules provided for checking the display conditions which in turn determine under which conditions an ad is displayed by the internet services provider 118.

For generation of complete or at least prefabricated ads the service provider for data processing 114 concatenates the first data 112 received form the product provider 110 and the further data and information 126 and transmits the ads to the internet services provider 118 with the second data 116, preferably in form of a list as a data object being especially suitable for this. Before sending the second data 116, the service provider for data processing 114 preferably performs a quality control, by which the data are checked with respect to correctness and, if applicable, errors like typing errors, erroneous addresses or names are corrected. With the second data 116 also display context data assigned to a respective ad and being suitable for controlling respectively affecting a display of an ad are transmitted. The display context data preferably contain instructions defining the display conditions and ensuring that the ad is displayed in context relation to an information query 122 of a user of data processing device 120 directed to the internet services provider 118. The instructions further ensure that the ad is brought to display only, if the geographical location of the data processing device 120 respectively its user, determined in particular by the internet services provider 118, correlates in a way defined in particular by the product provider 110 with the geographical location of a presence retail shop, that offers the product. Preferably thereby own display context data and thus own display conditions are assigned to each ad. Thereby it is provided, that the display of the ad on a display of the data processing device 120 occurs concomitantly to a reply to the information query 122, the reply being advantageously generated by the internet services provider 118 itself.

Preferably it is envisaged, that the service provider for data processing 114 informs itself about the current availability of the products to be advertised in short distances of time, for example every hour. For this a data download from the presence retail shop or an organization which represents one or several presence retail shops may be provided. It may also be provided for, that the presence retail shops inform the service provider for data processing 114 regularly or in regular intervals about their current stock or provide for an interface over which the service provider for data processing 114 can retrieve the corresponding information. In case the service provider for data processing 114 notices that a product is no longer available in a presence retail shop, the service provider for data processing 114 preferably transmits an updated list of ads to the internet services provider 118, which no longer contains the assignment of the product to the corresponding presence retail shop. Alternatively to this the service provider for data processing 114 may cause that the ad related to this presence retail shop is locked or deleted at least temporarily. An update may be provided for in regular intervals or case-related. In this way it is ensured at least largely that a presence retail shop is not visited by a user of the data processing device 120, if he cannot get the advertised product there.

If the internet services provider 118 receives an information query 122 from a data processing device 120, the internet services provider 118 on the one hand analyzes the information query 122 and generates a context related response on the basis of the analysis. This is performed preferably by own, individual criteria and rules. The response may comprise for example a reference (link) or a number of references to web pages with further information to the information query 122.

On the other hand the internet services provider 118 checks the information query 122 according the order from the service provider for data processing 114, whether the display conditions transmitted by the service provider for data processing 114 with the second data 116 are present. Thereupon the internet services provider 118 decides whether, or if applicable, what ads transmitted with the second data 116 are to be send and displayed respectively brought to display on the data processing device 120 concomitantly with the generated reply. The decision is made based on a selection 124 from a plurality of complete ads or ads prefabricated at least to a large extent and being available to the internet services provider 118 preferably by means of a list and which the internet services provider 118 has received with the second data 116 from the service provider for data processing 114. The result of this decision is typically exactly one ad, which fulfills the display conditions. Preferably with this ad exactly one product is advertised. The result of the decision may however also be, that no ad, or two, less preferable three or more ads are selected for display and are brought to display.

The selection 124 thereby comprises a determination of the at least approximate geographical location of the data processing device 120 respectively its user. For this a permission query by the internet services provider 118 may be provided. Further the internet services provider 118 determines, whether a correlation between a query content of the information query 122 and one data item of the display context data transmitted by the service provider for data processing 114 with the second data 116 is present according to the also transmitted corresponding assignment rule. Preferably the internet services provider 118 conducts the above mentioned semantic comparison.

Is a correlation present, at least one specific product is identified by this, which could be advertised context related to the information query 122. Preferably it is provided to design the semantic comparison such, that exactly one definite outcome results, i.e. a correlation between the query content of the information query 122 with the display context data according to the assignment rule can always be present only for exactly one product. However, also in this case the product may be available for selection in several presence retail shops. Thus several ads transmitted preferably in form of a list with the second data 116 may be considered to be displayed.

For a further constraint the internet services provider 118 employs a further assignment rule preferably transmitted with the second data 116. By this it is checked, whether a correlation, given by the assignment rule, between the determined geographical location of the data processing device 120, respectively its user, and a geographical location of one of the previously determined possible presence retail shop is present. For example it may be provided to check whether a determined possible presence retail shop is located nearer than a predefinable distance to the geographical location of the data processing device 120. A maximal distance may thereby be assigned to each presence retail shop or each product respectively each ad. Is the stipulated geographical correlation present, at least one single presence retail shop is identified, which offers the product to be advertised for sale. Accordingly for this product at least one ad assigned exactly to this presence retail shop is identified, which the internet services provider 118 selects and sends to the data processing device 120 and brings to display concomitantly to a reply to the information query 122 prepared by the internet services provider 118. Does the geographical constraint within the selection 124 result in more than one ad which can possibly be displayed with the reply of the internet services provider 118, then it can be provided that further selection criteria are used so that in the end preferably exactly one, less preferable two or three ads are displayed. For example from a number of possible ads the one may be selected, that is assigned to the presence retail shop whose geographical location is nearest to the geographical location of the data processing device 120. In order to prevent that a selection taking into account the geographical locations results in more than one ad or no ad, the corresponding assignment rule generally may stipulate, that only that ad is selected, which is assigned to the presence retail shop whose geographical location is located nearest to the geographical location of the data processing device 120.

It can be provided, that the ad selected by the depicted procedure with the selection 124 is modified by the internet services provider 118 before the ad is transmitted to the data processing device 120. The modification may be a supplement lying in the interest of the internet services provider 118, for example his name or logo. It may however also be an indication for a distance or route between the geographical location of the data processing device 120 and the presence retail shop mentioned in the ad, preferably determined by the Internet services provider 118, or a link for this or for other information may be added.

In the following an advantageous procedure for linking data and information is explained, which the service provider for data processing 114 performs or controls, in order to generate complete or at least prefabricated ads. The generation of ads thereby runs at least to a large extent automatically and a respective ad is here assigned exactly to one product and to one presence retail shop, in which the product can be bought. Thereby it is in particular provided for that a product to be advertised by an ad can be actually bought in the presence retail shop mentioned in the ad at the time the ad is created. If, as preferably envisaged, the second data 116 transmitted to the internet services provider 118 are constantly updated, then it is at least approximately ensured, that with the display of the ad on the data processing device 120 the advertised product can in fact be bought in the presence retail shop mentioned in the ad. For this in a first step by the service provider for data processing 114 an acquisition of initial data concerning products and presence retail shops occurs, which in principle may be considered to be advertised by an ad.

For acquisition of the initial data the service provider for data processing 114 provides for a functionality which allows, that data can be transmitted to it. Preferably this functionality is realized by an internet based service, which is provided for third parties. This may be performed for example by a web browser, a mobile app, or comparable clients. In an advantageous variant a web page, for example in form of a portal, is provided, which allows a user of the service an input and transmission of data and information. By this a product provider 110 or a presence retail shop is enabled to directly influence the generation of an ad or to control the generation of an ad respectively. Display contents of an ad may be determined at least in part directly by the product provider 110 or by the presence retail shop or by a charged instance. This can go so far that by the product provider 110 or by the presence retail shop or by a charged instance the ad is generated largely based on the functionality provided by the service provider for data processing 114. In This case the service provider for data processing 114 must only make slight modifications to an ad and process the communication with the internet services provider 118.

The transmission of the data and information to the service provider for data processing 114 occurs typically by a so called data upload to a data processing unit in particular of the service provider for data processing 114. Preferably for the usage of the Internet based service an authorization of the user, for example in form of a request for a user name and a password, is provided for. On the other hand for the service provider for data processing 114 the possibility exists, to contact third parties in order to acquire data provided from the latter. This occurs preferably in a comparable form based on the internet by a so called data download from a data processing unit of the third party. It is envisaged that the initial data are provided respectively are put together in form of lists.

As far as the initial data of the products to be advertised is concerned, it is preferably envisaged, that these are provided to the service provider for data processing 114 as the first data 112 via a data upload or a data download from the product provider 110. A provision, respectively a transmission of the first data 112 may also be performed by a third party. A provision respectively a transmission of the first data 112 may also be organized by an administrator for a data processing unit of the service provider for data processing 114.

As far as the initial data of the presence retail shops is concerned, it is preferably envisaged, that the service provider for data processing 114 receives these with the further data and information 126 likewise via a data upload or a data download. A data upload may be performed by presence retail shops, which are interested in the display of an ad for an available product. A data upload may be also performed by a third-party provider. This may be a third party acting for a store chain of presence retail shops. A provision respectively a transmission of the further data and information 126 may also be organized by an administrator for a data processing unit of the service provider for data processing 114. The initial data concerning the presence retail shops may be acquired also via a data download of the service provider for data processing 114 or an instance charged by latter.

For illustration of the results obtained by the above described first step of acquisition of initial data about the product to be advertised and the presence retail shops, in the following reference is made additionally to Fig. 2, in which a structure of data is schematically outlined, which the service provider for data processing 114 acquires and combines.

As schematically depicted in Fig 2, after execution of the first step the service provider for data processing 114 has initial data designated with the reference sign 210 available. This initial data represent a database which forms the basis of the ads generated by service provider for data processing 114 in the end. The initial data 210 contain a shop-list, designated with the reference sign 212, for presence retail shops L1 to LI, each having at least one of the products in principle to be advertised contained in its range of products. Thereby shop context data LK1 to LKI are assigned to the presence retail shops L1 to LI, which, as explained above, contain further information about the presence retail shops L1 to LI and their range of products.

The initial data 210 further contain a product list, designated with the reference sign 214, for products W1 to Wm, which in principle are envisaged to be advertised. Thereby the product context data WK1 to WKm are assigned to the products W1 to Wm, which, as explained above, further characterize respectively describe a respective product W1 to Wm. Further the initial data 210 contain keywords SW1 to SWn as shown in Fig. 2, which are collected in a keyword list 216. The keywords SW1 to SWn, in particular assigned to the products W1 to Wm, are provided for a semantic comparison with a query content of the information query 122 to be performed by the internet services provider 118.

As explained in more detail in the following, the service provider for data processing 114 applies in a second step a set of rules to the initial data 210, in order to select the data, from which the ads are formed which are transmitted to the internet services provider 118 with the second data 116. By this selection, symbolized in Fig. 2 by an arrow 218 and in the following explained in more detail, from the initial data 210 a data base having a reduced size as compared to the initial data 210 is obtained. This quantity of data, designated in the following as basic data, is labelled by the reference sign 220 in Fig. 2. The basic data 220 contain a shop list 222, which contains a typically reduced number of presence retail shops L1 to Li and assigned shop context data LK1 to LKi as compared to the shop list 212 of the initial data 210. Analogously a product list 224 is obtained, having an amount of products W1 to Wj and thereto assigned product context data WK1 to WKj, which is typically reduced as compared to the product list 214 of the initial data 210. Furthermore, a new keyword list 226, having typically also a reduced number of keywords SW1 to SWk, is obtained.

With regard to the selection 218 of presence retail shops L1 to Li from the shop list 212 of the initial data 210 the set of rules provides for one or more, preferably all of the following conditions, which are checked whether they apply and if so, result in a selection of the corresponding presence retail shop.

A presence retail shop L1 to LI of the shop list 212 exhibits a geographical location, which lies at a predefinable distance to a given or predefinable location (defined by geo coordinates, a postal code or city name).

A presence retail shop L1 to LI of the shop list 212 exhibits a geographical location, which is located in a given or predefinable region (federal state, canton, province, country).

A presence retail shop L1 to LI of the shop list 212 belongs to a given or predefinable chain of stores or to another general organizational unit, which combines organizationally a number of presence retail shops.

A presence retail shop L1 to LI of the shop list 212 has a given or a predefinable name or designation respectively.

A presence retail shop L1 to LI of the shop list 212 has a given or a predefinable minimum number of different products of the product list 214 available.

A presence retail shop L1 to LI of the shop list 212 has a given or predefinable selection of different products of the product list 214 available. The selection may for example concern products of a certain assortment range. The selection may also concern products, to which one or more given ore predefinable Keyword SW1 to SWn of the keyword list 216 are assigned.

With regard to the selection 218 of products of the product list 214 of the initial data 210 the set of rules provides for one or more, preferably all of the following conditions, which are checked whether they apply and if so, result in a selection of the corresponding product.

A product W1 to Wm of the product list 214 is available at least in one presence retail shop L1 to LI of the shop list 212, whereby the geographical location of the corresponding presence retail shop must lie at a predefinable distance to a given or predefinable location (defined by geo coordinates, a postal code or a city name). A product W1 to Wm of the product list 214 is available at least in one presence retail shop L1 to LI of the shop list 212, whereby the geographical location of the corresponding presence retail shop must be located in a given or predefinable region (federal state, canton, province, country).

A product W1 to Wm of the product list 214 is available at least in one presence retail shop L1 to LI of the shop list 212, whereby the corresponding presence retail shop belongs to a given or predefinable chain of stores or to another general organizational unit, which combines organizationally a number of presence retail shops.

A product W1 to Wm of the product list 214 has a given or predefinable name or designation respectively.

A product W1 to Wm of the product list 214 is available in a given or predefinable number of presence retail shops L1 to LI of the shop list 212.

A predefinable minimum number of given or predefinable product context data WK1 to WKm is assigned to a product W1 to Wm of the product list 214.

It may also be provided for, that on the basis of the set of rules certain keywords of the keywords SW1 to SWn of the keyword list 216 are selected which then form the new keyword list 226. Selection conditions provided for this may be for example one or more, preferably all of the following conditions, which are checked whether they apply and if so, result in a selection of the corresponding keyword.

All keywords SW1 to SWn of the keyword list 216 are selected.

A keyword SW1 to SWn of the keyword list 216 contains a given or predefinable text component or is identical to this text component.

Preferably those keywords of the keyword list 216 are selected, that have been assigned from the beginning to the products which have been selected from the product list 214 By the selection 218 of products, presence retail shops and possibly keywords according to the mentioned selection conditions correspondingly shortened lists 222, 224, 226 are obtained. By this typically the number of complete or prefabricated ads to be created is reduced considerably and thus also the associated effort. In conjunction with the selection 218 preferably also the current availability of the selected products is checked. In case availability is not confirmed, it is preferably provided to not select the corresponding presence retail shop. In case a product is currently available in none of the possible presence retail shops, it is preferably provided to not select this product.

It may be provided for, that a modification respectively an editing of the set of rules for performing the selection 218, i.e. a modification respectively an editing of the selection conditions defining them is enabled for third parties, in particular for a product supplier 110 or a presence retail shop. For this it is preferably envisaged, that the service provider for data processing 114 or a third party charged by him, provides for an in particular internet based functionality. This may be performed for example by a web browser, a mobile app or comparable clients. In an advantageous variant a web page, for example in form of a portal is provided, which allows a user of the service an input and transmission of the corresponding data and information.

After in the second step, as explained above, the basic data 220 have been selected respectively determined from the volume of initial data 210, for generation of the ads to be displayed a mutual assignment of data of the lists 222, 224, 226 of the basic data 220 takes place in a third step symbolized by the arrow 232. For this, an assignment of the selected presence retail shops L1 to Li of the shop list 222 to the products W1 to Wj of the product list 224 according to the actual current availability of a corresponding product W1 to VVi in the presence retail shops L1 to Li or according to the product assortment of the presence retail shops is made. That is, a certain product of the product list 224 is assigned to a presence retail shop of the shop list 222 only if the corresponding product is in fact currently available in the presence retail shop or at least belongs to the official inventory of the presence retail shop. The assignment of the product context data WK1 to WKj to the products W1 to Wj thereby is maintained. The same holds for the assignment of the shop context data LK1 to LKi to the presence retail shops L1 to Li. If, as preferably provided, a predefinable assignment of keywords of the keyword list 226 to products of the product list 224 is present, this assignment is maintained. Otherwise it is formed according to predefinable conditions.

The assignment of data of the lists 222, 224 226 among themselves resulting necessarily form the circumstances is indicated in Fig. 2 by connection lines 228 and 230. The connection lines 228 and 230 thereby reflect of course only an exemplarily assumed assignment. Here the product W1 of the product list 224 is available in the presence retail shops L2 and L3 of the shop list 222 and the keywords SW1 and SW4 of the keyword list 226 are assigned to the product W1. Analogously the product with the assigned keyword SW2 is available in the presence retail shops L1, L3 and L4, etc. Thus, on the basis of the assignment of data of the lists 222, 224 and 226 among themselves, a definite quantity of data sets results, for each of which the generation of a specific ad is envisaged.

The nine data sets resulting from the assignment as indicated in Fig. 2 merely exemplarily by the connection lines 228, 230 are schematically shown in Fig. 3. Thereby the data sets are aggregated in an ad list 234. According to the number of data sets here nine ads Adl to Ad9 are generated. Each ad advertises a product, which is available in a certain presence shop or in several presence shops. Thereby to each ad display context data AK are assigned to, which comprise product context data assigned to the specific product, keywords, here also assigned to the specific product, and shop context data assigned to the specific presence retail shop.

An ad of the ad list 234 comprises preferably the following information, which preferably at least for the most part is contained in the display context data AK.

Information, which determines the part of the ad which is visible on the display of the data processing device 120, comprising preferably text and an image. The text of the ad may comprise a product name (for example "Nike sneaker") of a product from the product list 224 or a keyword form the keyword list assigned to the product (for example "inexpensive running shoe"), and/or an attribute assigned to the product to be advertised. An image of the ad may be designed for example as image-URL (URL for download or for direct display of an image from a web server). This causes an automatic loading and display of the image. The URL may thereby be contained in the display context data AK.

A link which can be invoked by the user of the data processing device 120, via which further information about the product and/or an action leading to a direct purchase in one of the presence retail shops of the list 222 can be retrieved. Preferably the link is contained in the display context data AK. Alternatively it is contained in the second data 116 transmitted to the internet services provider 118.

One or more keywords of the keyword list 226. The keyword or the keywords typically are not visible for the user of the data processing device 120. The keyword or the keywords are used by the internet services provider 118 for controlling the display of an ad, after the ad has been transmitted by a separate process with the second data 116 to the internet services provider 118.

An assignment rule, which determines, in which way a query content of an information query transmitted by the user of the data processing device 120 to the Internet services provider 118 must correlate with a keyword assigned to the ad, in order to qualify the ad for display by the internet services provider 118. The assignment rule preferably is contained in the display context data AK. Alternatively it is contained in the second data 116 transmitted to the internet services provider 118. A geographical location (geo coordinates, postal code, address) of the presence retail shop assigned to the ad. This location is compared by the internet services provider 118 with the location of the user of the data processing device 120.

An assignment rule, which determines, in which way the location of the user of the data processing device 120 must correlate with the location of the presence retail shop in order to qualify the ad for display by the internet services provider 118. The assignment rule preferably is contained in the display context data AK. Alternatively it is contained in the second data 116 transmitted to the Internet services provider 118.

The ad list 234 generated by the service provider for data processing 114 is transmitted to the internet services provider 118 with the second data 116. This transmission may occur for example by an upload by the service provider for data processing 114, in which the latter performs an upload of the second data 116 in form of a data export to the internet services provider 118. This preferably is performed in an automated manner. Alternatively or supplementary to this, for transmission the service provider for data processing 114 can use a data interface (API) of the internet services provider 118. Preferably this is performed also in an automated manner.

When with the second data 116 the ad list 234 is stored with the internet services provider 118, the Internet services provider 118 controls the display of an ad of the ad list 234 on the data processing device 120. The display control is performed by a system implemented with the internet services provider 118, and performs among others the following actions.

Execution of the instructions of the assignment rule concerning the correlation of query content of the information query 122 and the keywords of the ad list 234. The instructions specify for example, how a semantic comparison of information query and display context data AK, in particular the keywords of the ad list 234 has to be performed. In case a correlation between a keyword of an ad of the ad list 234 with the information query, in particular with an inputted search term has been determined by the semantic comparison, this qualifies the corresponding ad for display. The internet services provider 118 may display the ad in this case.

Execution of the instructions of the assignment rule concerning the correlation of the geographical location of the data processing device 120 respectively its user with the geographical location of a presence retail shop. For this the internet services provider 118 determines the geographical location of the data processing device 120 respectively its user at least approximately and compares it with the locations of the presence retail shops contained in the display context data AK. By means of the instructions a query may be stipulated, whether the presence retail shop lies in a certain vicinity of the user of the data processing device 120 or whether it exhibits a predefinable maximum distance therefrom or whether it is reachable by foot or by a vehicle within a predefinable time. If this is the case, then the corresponding ad is qualified for display. The internet services provider 118 may display the ad in this case. It may be provided in particular, that an ad for the presence retail shop is displayed, that has the product correlating with the information query available and is lying next to the geographical location of the data processing device 120. Thereby it may additionally be provided to display the distance as well, for example in form of a measure of length or in form of an expected time necessary for travelling there by foot or when using a vehicle. Further it may provided, that a list of a number of presence retail shops lying in proximity to the geographical location of the data processing device 120 is displayed together with the ad on the data processing device 120. Thereby a maximum number of for example five presence retail shops may be provided. Preferably the presence retail shops are thereby listed in the order of their distance from the geographical location of the data processing device 120. Preferably by a link contained in the ad also a geographical map may be displayed, on which the most favourable route to the presence retail shop is displayed. Preferably it thereby also displayed, that this is the nearest presence retail shop. For example the ad may contain a text like: "store XY, your nearest shop offers AB; 5 minutes' walk from your location". Alternatively or additionally a navigation may be started, which navigates the user of the data processing device120 to the presence retail shop.

It is in particular provided, that the internet services provider 118 brings an ad only to display, if for the ad the conditions of the assignment rule concerning the correlation of query content of the information query 122 and the keywords of the ad list 234 are fulfilled, as well as the conditions of the assignment rule concerning the correlation of the geographical location of the data processing device 120 respectively its user and the geographical location of a presence retail shop.

Does the internet services provider 118 when executing the instructions determine for example, that a search term sent from the user of the data processing device 120 to it correlates with the keyword SW4 of the ad list 234 in a way determined by the assignment rule, then the ads Ad1, Ad2, Ad6, Ad7 can be considered for display. In the present example according to Fig. 3, these ads are provided for advertising the products W1 and W3, which are available in the presence retail shops L2 and L3. Does the internet services provider 118 further determine when executing the instructions, that for example the geographical location of the presence retail shop L2, but not the one of the presence retail shop L3 correlates in the prescribed manner with the geographical location of the user of the data processing device 120, then the internet services provider 118 can bring Ad1 or Ad6 to display, but not Ad2 and Ad7. Preferably it is ensured by the assignment rules, that only exactly one ad from the ad list 234 can be brought to display. This may be performed for example in a way, that by execution of the assignment rules scalable correlations result, which specify a correlation quality. A usage of the assignment rules thus comprises as a result a measure for the quality of the correlation. In other words, a scalable correlation of the query content of the information query 122 and the display context data AK, in particular the keywords, as well as a scalable correlation of the geographical location of the data processing device 120 and the presence retail shops may be provided. Then an ad of the ad list 234 is selected, which exhibits the best correlations, that is, the best values for the correlation quality.

The internet services provider 118 as recipient of the ad list 234 may possibly perform a post-processing of the text or the image of the selected ad(s) in order to adjust the representation to the conditions of a web page or the data processing device 120. The post-processing may comprise for example a size scaling of the image or a reduction or supplementation of the text. An addition of a further image may also be comprised.

Thereby a user of the data processing device 120 gets an advertisement of a product, which is directly associated to his information query 122 to the internet services provider 118, wherein at the same time he is informed about a nearby presence retail shop, in which he can buy the product.

Claims

Claims Method for advertising a product, in which an advertisement for the product is transmitted by an internet services provider (118) to a data processing device (120) of a user of the data processing device (120) and is brought to display on the data processing device (120), wherein, if predefinable display conditions are met, the internet services provider (118) generates the advertisement to be displayed or selects the advertisement to be displayed from a plurality of advertisements being placed at its disposal, wherein the display conditions comprise - at least a part of predefinable display context data (AK) assigned to the advertisement correlate in a way defined by a predefinable first assignment rule with a query content of an information query (122) transmitted from the user of the data processing device (120) to the internet services provider (118) , and - a first geographical location assigned to the user of the data processing device (120) correlates in a way defined by a predefinable second assignment rule with a second geographical location assigned to a presence retail shop in which the product is offered for sale, wherein the advertisement is displayed concomitantly to a reply to the information query (122) and the advertisement contains information about the product, the presence retail shop and the second geographical location and/or a reference to a source for at least a part of this information.
2. Method according to claim 1, characterized in that the first and/or the second assignment rule contain instructions that are at least partially prescribed by a product provider (110), whose product range contains the product.
3. Method according to claim 1 or claim 2, characterized in that the plurality of advertisements being provided to the internet services provider (118) are provided by means of a first list (234).
4. Method according to any one of claims 1 to 3, characterized in that the presence retail shop is selected from a second list (222) with a plurality of presence retail shops.
5. Method according to claim 4, characterized in that the first and/or the second list (234, 222) are generated by a service provider for data processing 014).
6. Method according to any one of claims 2 to 5, characterized in that the second list (220) is generated by the product provider (110).
7. Method according to any one of claims 1 to 6, characterized in that the second assignment rule comprises the condition that the first and the second geographical location are away from each other less than a predefinable distance.
8. Method according to any one of claims 1 to 7, characterized in that the first assignment rule comprises the condition that a query content of the information query (122) transmitted by the user of the data processing device (120) to the internet services provider (118) matches with a data element of the display context data (AK) at least largely.
9. Method according to any one of claims 1 to 8, characterized in that the display context data (AK) comprise - a third list (226) with predefinable keywords assigned to the product, and/or - a predefinable time range.
10. Method according to claim 9, characterized in that the first assignment rule comprises the condition that a point in time where the user of the data processing device (120) transmits the information query (122) to the internet services provider (118) falls within the time range.

11 Method according to claim 9 or claim 10, characterized in that the third list (226) is generated by the product provider (110) and/or that the time range is predefined by the product provider (110).