Classifications

• • G—PHYSICS
  • G06—COMPUTING OR CALCULATING; COUNTING
  • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
  • G06Q30/00—Commerce
• • G—PHYSICS
  • G06—COMPUTING OR CALCULATING; COUNTING
  • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
  • G06Q30/00—Commerce
  • G06Q30/02—Marketing; Price estimation or determination; Fundraising
  • G06Q30/0241—Advertisements
  • G06Q30/0251—Targeted advertisements
  • G06Q30/0255—Targeted advertisements based on user history
• • G—PHYSICS
  • G06—COMPUTING OR CALCULATING; COUNTING
  • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
  • G06Q30/00—Commerce
  • G06Q30/02—Marketing; Price estimation or determination; Fundraising
  • G06Q30/0241—Advertisements
  • G06Q30/0251—Targeted advertisements
  • G06Q30/0269—Targeted advertisements based on user profile or attribute

Definitions

• Advertisements are routinely presented to end users in computing environments.
• the targeting of advertisements to end users based on information describing the end users is often preferred in order to increase the likelihood that an end user will purchase the goods or services promoted by the advertisement.
• a number of approaches have been employed to gather information in an attempt to properly target advertisements to end users. For instance, the gathering of information to aid in the selection of targeted advertisements to present to a particular end user may be performed by analyzing the websites that the end user has visited in the past.
• Other approaches involve gathering information for targeting advertisements by tracking the searches executed by a user, tracking purchase information, tracking a user's location, as well as a wide variety of other methods.
• end users are routinely presented with advertisements for goods or services that they have no interest in purchasing. Advertisers expend vast sums blanketing the market with their advertisements and more often than not reach end users having little interest in purchasing the goods or service promoted by the advertisements.
• Embodiments of the present invention relate to selecting advertisements that are specifically targeted to a first end user and presenting the selected advertisements.
• the task of selecting advertisements that are specifically targeted to a first end user is accomplished by analyzing information describing the first end user, as provided by a second end user.
• the information provided by the second end user may be varied in nature, but in general it may describe the first user in such a way as to provide characteristics that indicate particular products or services that may interest the first end user.
• Advertisements are therefore selected for presentation to the first end user that are specifically tailored to the first end user based on the first end user's characteristics and/or interests.
• the information provided by a second end user describing a first end user may include one of the following: activities, hobbies, interests, relationship status, education background, affiliation with the second end user, or any other information that would facilitate selecting an advertisement targeted to the first end user.
• FIG. 1 is a block diagram of an exemplary computing environment suitable for use in implementing embodiments of the present invention
• FIG. 2 is a system diagram depicting an exemplary system for selecting and presenting advertisements according to one embodiment of the present invention
• FIG. 3 is a block diagram depicting the selection and presentation of advertisements according to one embodiment of the present invention.
• FIG. 4 is a block diagram depicting the selection and presentation of advertisements in accordance with another embodiment of the present invention.
• FIG. 5 is a block diagram depicting the selection and presentation of advertisements in accordance with a further embodiment of the present invention;
• FIG. 6 is a flow diagram showing a method of selecting and presenting targeted advertisements according to an embodiment of the present invention.
• FIG. 7 is a flow diagram showing a method of presenting targeted advertisements to an end user in accordance with an embodiment of the present invention;
• FIG. 8 is a flow diagram showing a method of selecting a targeted advertisement in response to a request for content at a web server according to an embodiment of the present invention; and
• Embodiments of the present invention are directed to, among other things, selecting targeted advertisements to present to a first end user based on information provided a second end user.
• the information provided by the second end user may take many forms, but generally it is information, such as biographical and socio-economic information, that describes characteristics and interests of the first end user in sufficient detail as to allow the efficient selection of advertisements to present to the first end user.
• the advertisements are specifically tailored based on the information provided by the second end user. For instance, the second end user may provide information to an advertisement server that indicates the first end user resides in one city and regularly travels to a particular city in a foreign country. The advertisement server could then select advertisements for plane tickets from the first end user's city of residence to the city in a foreign country.
• affiliate marketing to generally encompass a method where web sites direct web traffic to a retailer's website in return for monetary compensation.
• a common example involves a banner advertisement displayed on a third party website. For every user that clicks on the banner advertisement, the operator of the third party website is compensated by the purveyor of the goods or services promoted by the advertisement.
• the second end user would be in a position analogous to that of the operator of the third party website in the above-described affiliate marketing model.
• the compensation could be monetary in nature, or could take other forms in different embodiments of the invention.
• Embodiments of the present invention use computer-enabled communication between the first end user and the second end user to present the selected advertisements to the first end user.
• the advertisements may be presented before the users engage in computer-enabled communication, during the communication, or after the communication has concluded.
• advertisements selected for the first end user may be communicated during a direct communication between the first and second end users, such as real time network based messaging (instant messaging), email, etc.
• the advertisements may first be cached at a user device associated with the second user, and then transferred to a user device associated with the first user for presentation to the first end user.
• the advertisements may be retrieved from the advertisement server or associated device during a communication between the first and second end users.
• the advertisement may be presented in response to a request for content from a web server.
• the request for content may be a request to view a web page or profile created by the second end user on a social networking website or other similar type website.
• the advertisement is then presented in conjunction with the profile of the second end user.
• computing device 100 an exemplary operating environment for implementing embodiments of the present invention is shown and designated generally as computing device 100.
• Computing device 100 is but one example of a suitable computing environment and is not intended to suggest any limitation as to the scope of use or functionality of the invention. Neither should the computing environment 100 be interpreted as having any dependency or requirement relating to any one or combination of modules/modules illustrated.
• Embodiments may be described in the general context of computer code or machine-useable instructions, including computer-executable instructions such as program modules, being executed by a computer or other machine, such as a personal data assistant or other handheld device.
• computing device 100 includes a bus 110 that directly or indirectly couples the following devices: memory 112, one or more processors 114, one or more presentation modules 116, input/output (I/O) ports 118, I/O modules 120, and an illustrative power supply 122.
• Bus 110 represents what may be one or more busses (such as an address bus, data bus, or combination thereof).
• busses such as an address bus, data bus, or combination thereof.
• FIG. 1 is merely illustrative of an exemplary computing device that can be used in connection with one or more embodiments. Distinction is not made between such categories as "workstation,” “server,” “laptop,” “hand-held device,” etc., as all are contemplated within the scope of FIG. 1 and reference to "computer” or "computing device.”
• Computing device 100 typically includes a variety of computer-readable media.
• computer-readable media may comprise Random Access Memory (RAM); Read Only Memory (ROM); Electronically Erasable Programmable Read Only Memory (EEPROM); flash memory or other memory technologies; CDROM, digital versatile disks (DVD) or other optical or holographic media; magnetic cassettes, magnetic tape, magnetic disk storage or other magnetic storage devices, carrier wave or any other medium that can be used to encode desired information and be accessed by computing device 100.
• RAM Random Access Memory
• ROM Read Only Memory
• EEPROM Electronically Erasable Programmable Read Only Memory
• flash memory or other memory technologies
• CDROM compact discs
• DVD digital versatile disks
• magnetic cassettes magnetic tape, magnetic disk storage or other magnetic storage devices, carrier wave or any other medium that can be used to encode desired information and be accessed by computing device 100.
• Memory 112 includes computer- storage media in the form of volatile and/or nonvolatile memory.
• the memory may be removable, non-removable, or a combination thereof.
• Exemplary hardware devices include solid-state memory, hard drives, optical-disc drives, etc.
• Computing device 100 includes one or more processors that read data from various entities such as memory 112 or I/O modules 120.
• Presentation module(s) 116 present data indications to a user or other device.
• Exemplary presentation modules include a display device, speaker, printing module, vibrating module, etc.
• I/O ports 118 allow computing device 100 to be logically coupled to other devices including I/O modules 120, some of which may be built in.
• Illustrative modules include a microphone, joystick, game pad, satellite dish, scanner, printer, wireless device, etc.
• FIG. 2 a block diagram is provided that illustrates an exemplary system for selection and presentation of advertisements according to one embodiment of the present invention.
• this and other arrangements described herein are set forth only as examples. Other arrangements and elements (e.g., machines, interfaces, functions, orders, and groupings of functions, etc.) can be used in addition to or instead of those shown, and some elements may be omitted altogether.
• many of the elements described herein are functional entities that may be implemented as discrete or distributed components or in conjunction with other components, and in any suitable combination and location.
• Various functions described herein as being performed by one or more entities may be carried out by hardware, firmware, and/or software. For instance, various functions may be carried out by a processor executing instructions stored in memory.
• the system may include an advertisement server 202, a first user device 205, and a second user device 207.
• Each of the components shown in FIG. 2 may be any type of computing device, such as computing device 100 described with reference to FIG. 1, for example.
• the advertisement server 202 is communicatively coupled to the network 201.
• the second user device 207 and the first user device are also communicatively coupled to the network 201.
• the first user device 205 and the second user device 207 may communicate and transfer data and information to each other, as well as the advertisement server 202, through the network 201.
• the first end user 204 and second end user 206 are also depicted in FIG. 2.
• the first end user 204 and the second end user 206 are regular human users in the ordinary understanding of the term in one embodiment of the invention.
• the first end user 204 and the second end user 206 are able to input information into the second user device 207 and first user device 205, respectively. They are also able to receive outputted information from the first user device 205 and the second user device 207, respectively.
• the first user device 205 and second user device 207 may be one of the following: a personal computer, a handheld computer, a personal digital assistant (PDA), a cellular telephone, or any other device that would permit input and output of information with a human user.
• PDA personal digital assistant
• the advertisement server 202 may be one or more servers that select advertisements to present to end users.
• the advertisement server 202 utilizes information provided by a second end user 206 that describes traits and/or characteristics of a first end user 204 to select advertisements that are specifically targeted to the first end user 204.
• specifically targeted advertisements are advertisements for goods and/or services that would be of particular interest to first end user 204 based on the information provided by a second end user 206.
• the second end user 206 employs a user device 207 to provide information about a first end user 204 to the advertisement server 202.
• the advertisement server 202 selects a targeted advertisement to present to the first user 204.
• advertisements are transferred to the user device 205 of the second end user 206 for caching after they are selected by the advertisement server 202.
• the targeted advertisements are then transferred from the user device 207 of the second end user 206 to the user device 205 of the first end user 204 when the first end user 204 and second end user 206 engage in a form of computer-enabled communication.
• the advertisements are not cached at the user device 207 of the second user 206. Instead, the advertisements are transferred from the advertisement server 202 to the user device 205 of the first end user 204 when the first end user 204 and second end user 206 engage in a form of computer-enabled communication.
• the targeted advertisements are presented to a first end user 204 when they request content from a web server 208.
• the targeted advertisements may be selected in the same method as the other embodiments, but are instead presented in conjunction with a request for content from a web server 208 by a first end user 204.
• FIGS. 3, 4, and 5 are presented to depict the flow of information between the various components of the system and the first end user 204 and the second end user 206 in some embodiments of the invention.
• a second end user 206 employs a user device 207 to provide information to an advertisement server 202 that generally describes characteristics of a first end user 204.
• the advertisement server 202 uses this information to selected advertisements that are specifically targeted to the first end user 204.
• Different embodiments of the invention utilize varying methods to present the targeted advertisements to the first end user 204.
• One embodiment caches the advertisements at the user device 207 of the second end user 206, and then transfers them to the user device 205 of the first end user 204 when the users engage in a computer-enabled form of communication.
• the advertisements are then presented to the first end user 204 by their user device 205.
• the information is provided by a second end user 206 to an advertisement server 202 and the targeted advertisements are selected in a similar manner, however advertisements are communicated from the advertisement server 202 to the user device 205 of the first end user 204, and presented to the first end user 204 when engaged in a computer-enabled form of communication with the second end user 206.
• Other embodiments present selected the advertisements in a similar manner, but the advertisements are presented to the first end user 204 when they request content from a web server 208.
• the second end user 206 inputs information describing the first end user 204 into the second user device 207.
• the information describing the first end user 204 is then transferred to the advertisement server 202.
• the advertisement server 202 selects an advertisement based on the information provided by the second end user 206.
• the process strives to select advertisements that would be of special interest to the first end user 204. For instance, if the information supplied by the second end user 206 indicates that the first end user 204 builds model airplanes as a hobby, the advertisement server 202 may select advertisements for model airplanes to present to the first end user 204.
• the advertisement server 202 may select advertisements for dating services to present to the first end user 204.
• the information provided by the second end user 206 may indicate that the first end user 204 has a girlfriend in a different city than where the first end user 204 resides.
• the advertisement server 202 may select advertisements for roundtrip airfare between the different cities. Many examples may be presented, but they all share the commonality of selecting advertisements that are specifically targeted to a first end user based on information provided by a second end user. In other embodiments, a plurality of advertisements may be selected, although further reference will be made to the selection of one advertisement.
• the selected advertisement is transferred to the user device 205 of the first end user 204.
• the embodiment shown in FIG. 3 would be utilized to present selected advertisements to a first end user 204 when the first end user 204 and second end user 206 engage in a computer-enabled form of communication.
• the advertisement server 202 would transfer the selected advertisements to the first user device 205.
• the advertisements would then be presented to the first end user 204.
• FIG. 4 the flow of information and data relating to selection and presentation of advertisements is depicted according to an alternative embodiment of the invention.
• the second end user 206 inputs information describing the first end user 204 in the second user device 207.
• the information describing the first user is transferred to the advertisement server 202, and the advertisement server 202 selects an advertisement based on the information provided by the second end user 206.
• the selection is performed based on the information provided by the second end user 204.
• the process strives to select advertisements that would be of special interest to the first end user 204.
• the information provided by the second end user 206 includes characteristics describing the first end user 204 in enough detail as to permit the advertisement server 202 to select a targeted advertisement for the first end user 204.
• a plurality of advertisements may be selected, although further reference will be made to the selection of one advertisement. This advertisement is then transferred back to the second user device 207 for caching.
• the advertisement is then transferred to the first user device 205 when the first end user 204 and second end user 206 engage in a computer-enabled form of communication.
• Computer-enabled forms of communication include, but are not limited to: electronic mail, voice telephone communication, real time network based messaging between the first and second end user (hereinafter referred to as "instant messaging"), or any other form of communication between the first and second user that is implemented through the use of any type of computing device.
• the advertisement is then output by the first user device 205 to the first end user 204.
• the advertisement is outputted to the first end user 204 through any combination of video or audio display methods.
• a plurality of advertisements may be selected by the advertisement server 202 for presentation to the first end user 204.
• FIG. 5 the flow of information and data relating to selection and presentation of advertisements is depicted according to another embodiment of the present invention.
• the second end user 206 inputs information describing the first end user 204 in the second user device 207. This information is transferred to an advertisement server 202.
• the advertisement server 202 selects an advertisement based on the information provided by the second end user 206. The selection is performed based on the information provided by the second end user 204. The process strives to select advertisements that would be of special interest to the first end user 204.
• the information provided by the second end user 206 includes characteristics describing the first end user 204 in enough detail as to permit the advertisement server 202 to select a targeted advertisement for the first end user 204.
• a plurality of advertisements may be selected, although further reference will be made to the selection of one advertisement.
• the first end user 204 then requests content by interfacing with the first user device 205.
• the first user device 205 interprets the first end user's 204 request for content and transmits the request to the web server 208.
• the web server 208 processes this request and in conjunction therewith retrieves an advertisement from the advertisement server for the first end user 204 based on the information provided by the second end user 206.
• the advertisement is transferred to the first user device 205.
• the advertisement is then output by the first user device 205 to the first end user 204.
• the advertisement is outputted to the first end user 204 through any combination of video or audio display methods.
• a plurality of advertisements may be selected by the advertisement server 202 for presentation to the first end user 204.
• a flow diagram is provided illustrating a method of selecting and presenting targeted advertisements in accordance with one embodiment of the present invention.
• information is received about a first end user, such as the first end user 204 of FIG. 2, from a second end user, such as the second end user 206 of FIG. 2. This information will typically be ultimately received at an advertisement server, such as the advertisement server 202 of FIG. 2.
• the information may describe the first user by way of: activities, hobbies, interests, relationship status, educational background, affiliation with the second user, or any other information that would permit the advertisement server to select an advertisement specifically targeted to the first end user.
• Illustrative examples of this information include an interest in model airplanes, a romantic relationship with a significant other that resides in a city different than that of the first end user, or an interest of the first end user in traveling to Russia.
• the information provided by the second end user describing the first end user is disassociated from the name of the first end user. This could be accomplished through the assignment of a unique identification number to the information provided by the second end user.
• the first end user could be referred to by a username or handle.
• an advertisement is selected that is specifically targeted to the first end user.
• the selection is performed based on the information provided by the second end user .
• the process strives to select advertisements that would be of special interest to the first end user. For instance, if the information supplied by the second end user indicates that the first end user builds model airplanes as a hobby, the advertisement server may select advertisements for model airplanes to present to the first end user . If the information provided by the second end user indicated that the first end user was not married, the advertisement server may select advertisements for dating services to present to the first end user . In another example, the information provided by the second end user may indicate that the first end user has a girlfriend in a different city than where the first end user resides.
• the advertisement server may select advertisements for roundtrip airfare between the different cities. Many examples may be presented, but they all share the commonality of selecting advertisements that are specifically targeted to a first end user based on information provided by a second end user. In other embodiments, a plurality of advertisements may be selected in block 620, although further reference will be made to the selection of one advertisement in block 620. [0035] In block 630, the advertisement selected in block 620 is presented to the first end user through a computer-enabled form of communication between the first end user and the second end user.
• Computer-enabled forms of communication include, but are not limited to: electronic mail, voice telephone communication, social networking websites, real time network based messaging between the first and second end user (hereinafter referred to as "instant messaging"), or any other form of communication between the first and second user that is implemented through the use of any type of computing device.
• the presentation of the advertisement to the first end user may occur before, during, or after the computer-enabled communication between the first end user and the second end user in various embodiments of the invention.
• advertisements for model airplanes may be presented to the first end user while the first end user and the second end user are engaged in an instant messaging session.
• the advertisement could be displayed to first end user in a part of the window of the instant messaging application.
• an audio recording of an advertisement for model airplanes could be played on the first user device.
• the advertisement could be displayed immediately before the first end user and the second end user begin their instant messaging session.
• This embodiment would have the advantage of providing a lesser intrusion into the computer enabled form of communication, because the advertisement would only be presented for a short period of time at the beginning of the session. In other embodiments, the advertisement could be displayed on the tail end of the session in similar fashion.
• FIG. 7 a flow diagram is provided illustrating a method of presenting selected advertisements to a first end user in accordance with an embodiment of the present invention.
• information is first provided to an advertisement server by a second end user describing the characteristics of a first end user.
• the advertisement server selects an advertisement specifically targeted to the first end user. The selection is performed based on the information provided by the second end user. The process strives to select advertisements that would be of special interest to the first end user.
• the information provided by the second end user 206 includes characteristics describing the first end user 204 in enough detail as to permit the advertisement server 202 to select a targeted advertisement for the first end user 204.
• the advertisement is transferred from the advertisement server to the second user device for caching in block 710.
• the advertisements may be stored or cached in any form of computer readable media at the second user device.
• the transfer of advertisements between the advertisement server and the second user device may occur as a background computing process when the second user device is an otherwise idle state, so as not to interfere in the second end user's use of the second user device.
• the transfer of a plurality of advertisements to the second user device from the advertisement server may be limited to a set number of advertisements per period of time, or an allocated percentage of the available bandwidth between the advertisement server and the second user device.
• the advertisements are then transferred from the second user device to the first user device. This transfer may be accomplished through the network 201 depicted in FIG. 2.
• the advertisements may be transferred from the second user device to the first user device through a variety of computer-enabled forms of communication.
• Computer-enabled forms of communication include, but are not limited to: electronic mail, voice telephone communication, real time network based messaging between the first and second end user (hereinafter referred to as "instant messaging"), or any other form of communication between the first and second user that is implemented through the use of any type of computing device.
• this embodiments differs from others presented in that the selected advertisement is transferred from the advertisement server to the second user device for caching or storage.
• the advertisement is then transferred from the second user device to the first user device, in a method similar to that of peer to peer networks.
• the advertisements are then presented to the first end user in step 750.
• a flow diagram is provided showing a method of selecting a targeted advertisement in response to a request for content at a web server according to embodiments of the present invention.
• a request is received for content at a web server 208 from a first end user 204.
• the web server 208 may be a server for serving web pages for a social networking website.
• Social networking websites are generally recognized by those skilled in the art to be online social networks where people create profiles describing their hobbies, interests, and activities. The goal of social networking websites is to connect people through a network of trusted friends. Examples of social networking websites include FACEBOOK, MYSPACE, and FRIENDSTER, to name a few.
• the request for content from the first end user is effectuated through a communication initiated by the first end user on the first user device and transmitted from the first user device to the web server.
• FIG. 5 depicts this transfer of information and requests between the components of the system.
• the requested content may include the profile of a second end user or other content associated with the second end user.
• the profile of the second end user would be created by the second end user and would describe in some embodiments the hobbies, activities, relationship status, or other interests of the second end user.
• an advertisement is selected that is specifically targeted to the first end user based on information provided by a second end user.
• the information provided by a second end user may be similar to the information described in reference to step above, although alternative embodiments may utilize information not specifically iterated above.
• the information could be provided to the web server by the second end user through a creation of a profile describing the first end user. This profile would differ from conventional profiles created by the first end user describing their own interests. Instead, the profile would be created by the second end user and provide information about the first end user. This information would be similar in nature to that provided in block 610 above.
• the method of selecting the advertisement specifically targeted to the first end user is similar to the method described in block 620 above, except that after advertisements are selected they may be cached at the web server.
• Advertisements are presented to the first end user in response to the request for content from the web server.
• the advertisements could be presented in conjunction with the content requested by the first end user.
• the advertisement could be displayed to the first end user before the requested content is displayed. This could be in the form of an advertisement in the form of what is known in the art as a "pop up" advertisement.
• the advertisement could be displayed after the first end user is finished viewing or utilizing the requested content.
• the selected advertisement could be displayed in conjunction with the requested content. This presentation could take the form of a "banner advertisement” as known in the art. In this form the selected advertisement would be presented at the same time as the requested content and be integrated into the requested content, such that the first end user would be assured to view the selected advertisement.

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• 2008
  • 2008-02-28 US US12/039,429 patent/US20090222315A1/en not_active Abandoned
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