WO2011029177A1 - Synthèse de messagerie en utilisant un contexte fourni par des utilisateurs - Google Patents

Synthèse de messagerie en utilisant un contexte fourni par des utilisateurs Download PDF

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Publication number
WO2011029177A1
WO2011029177A1 PCT/CA2010/001382 CA2010001382W WO2011029177A1 WO 2011029177 A1 WO2011029177 A1 WO 2011029177A1 CA 2010001382 W CA2010001382 W CA 2010001382W WO 2011029177 A1 WO2011029177 A1 WO 2011029177A1
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WIPO (PCT)
Prior art keywords
consumer
content
promoted
messaging
promoter
Prior art date
Application number
PCT/CA2010/001382
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English (en)
Other versions
WO2011029177A4 (fr
Inventor
Peter Sweeney
Original Assignee
Primal Fusion Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Priority claimed from US12/555,293 external-priority patent/US9292855B2/en
Priority claimed from US12/555,222 external-priority patent/US20110060645A1/en
Priority claimed from US12/555,341 external-priority patent/US20110060644A1/en
Application filed by Primal Fusion Inc. filed Critical Primal Fusion Inc.
Priority to CN201080047908.8A priority Critical patent/CN102713956B/zh
Priority to CA2774075A priority patent/CA2774075C/fr
Priority to JP2012528200A priority patent/JP2013504137A/ja
Publication of WO2011029177A1 publication Critical patent/WO2011029177A1/fr
Publication of WO2011029177A4 publication Critical patent/WO2011029177A4/fr
Priority to IL218508A priority patent/IL218508A/en

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR 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
    • G06Q30/0277—Online advertisement
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR 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
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR 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

Definitions

  • the present invention relates to synthesized messaging and real-time consumer contextual information.
  • the present invention more specifically relates to synthesizing messaging to automate advertising processes.
  • the present invention provides a computer network implementable method for synthesizing messaging from a domain of information, using a consumer-generated context, the method characterized by: (a) obtaining or receiving content from the domain of information; (b) receiving a consumer-generated context; and (c) synthesizing, or facilitating a synthesis, by one or more computer processors, messaging based on the said content and the consumer-generated context, wherein the messaging is traceable to at least one promoter.
  • the present invention also provides a computer system for synthesizing messaging from a domain of information, using a consumer- generated context over a computer network linked to a plurality of computing devices, the system characterized by: (a) a first set of computing devices, and a second set of computing devices for receiving or obtaining content from the domain of information from the first set of computing devices; (b) a third set of computing devices for obtaining, receiving or generating a consumer-generated context and providing the consumer- generated context to the second set of computing devices; and (c) a synthesizing means linked to the second set of computing devices for synthesizing messaging based on the said content and the consumer-generated context, wherein the messaging is traceable to the at least one promoter.
  • FIG. 1 illustrates relevance matching between promoters' messaging and media placements.
  • FIG. 2 illustrates a comparison between a prior art approach and the present invention where the present invention makes a promoter's content available through dispersed concepts.
  • FIG. 3 illustrates bypassing of the process where a promoted message is matched to media placement.
  • FIG. 4 illustrates a process where promoted content is a processed integral output.
  • FIG. 5 illustrates an analysis stage where a message is grouped with non-promoted content as part of the concept definition generated by various algorithms.
  • FIG. 6 illustrates a synthesis stage where a consumer-related input initiates semantic synthesis.
  • FIG. 7 illustrates a semantically synthesized web page.
  • FIG. 8 illustrates a networked implementation in accordance with the present invention, in one aspect thereof.
  • cognates means content constituting abstract thoughts, ideas, conceptualizations, and semantics that may or may not be associated with other content
  • consumer includes any entity to whom synthesized messaging created in accordance with the present invention is directed; it may be a person, a collection of people, or in other system integration scenarios a consumer may be a machine-based consumer of the information in support of further processing;
  • content includes any data or media content including raw data, information, text, documents, images, or multimedia, more complex content such as web pages or websites, documents, advertisements, market analytics, etc.
  • content includes information that describes other content, such as semantic data, metadata, and information that describes abstract “concepts”;
  • domain means a source of content that is made available to the present invention
  • domain administrator includes any entity that makes available to the present invention one or more domains; domain administrators may be “promoters” but may also be service operators of the present invention, or non-affiliated individuals or organizations within the broader value chain (such as public website operators);
  • “media representation” provides the container for the promoted message or messaging, which may take different forms across different media, such as text, audio, video, etc., so that the same message or messaging may be represented in different forms to suit the media;
  • “message” or “messaging” includes the synthesized content created in accordance with the present invention and directed to a consumer; “non-promoted content” has the meaning provided in the Overview, below; “promoted content” has the meaning provided in the Overview, below;
  • promoter includes an entity that wishes to benefit from the present invention by directing messaging, whether for promoting specific content, seeding concepts or content, or influencing a consumer to read or view content, think about ideas, take an action (such as visit a website), etc.;
  • seed or “seeding” includes directing "concepts" or other high level content to consumers in order to identify reaction of consumers with such concepts or other high level content in order to gather information regarding consumers, such as their interests, requirements, intentions, or otherwise.
  • the present invention provides a computer system, computer implemented method, and computer program, to create messaging based on, or informed by, one or more domains of content and to direct a consumer of the domain to, or present to a consumer of the domain, messaging comprising relevant content from one or more domains.
  • Content can be utilized for a wide range of purposes as outlined below, whether for a specific commercial purpose such as generating messaging such as advertising, or influencing the creation of new content by presenting ideas from a domain that embody "looser" associations to encourage lateral thinking by the consumers.
  • the created messaging provides advertising process automation.
  • the domain may be semantically analyzed, and a means of semantic synthesis may be used for generating or creating a semantic network to represent the domain.
  • the semantic network may be a thought network, in accordance with that disclosed in PCT/CA2009/000567, however, it should be understood that other means for generating or creating a semantic network may be used.
  • the present invention includes interaction between a promoter and the functionality of the present invention, wherein the promoter directs messaging created by the present invention to a consumer such that that the messaging may be based on (i) promoted content; (ii) promoted content and additionally non-promoted content; or (iii) non-promoted content.
  • a promoter is able to direct a consumer to messaging comprising the content from the domain by seeding "concepts" or other content in the domain (a specific example of “seeding” is provided below under the heading "Providing a Domain of Information and a Semantic Representation of the Domain ".
  • the present invention discovers relations between the seeded concepts or content and the promoted or non-promoted content within the domain of information.
  • the promoter may supply the concepts or other content directly to the domain to use as an underpinning for the domain as promoted content and/or the promoter may direct a domain administrator to use as underpinning for the domain, non-promoted content that are already part of the domain.
  • the present invention could automatically provide the relations, however a promoter or domain administrator may leverage their knowledge of the relations that may be made in order to appropriately seed concepts and/or content.
  • Connections can be created or inferred (for example, hyperlinks that encode links between data, documents, semantics, or other informational entities) between the non-promoted content and the particular concepts or other content.
  • the promoted content and non-promoted content that comprises the underpinning of the domain is combined, integrated or blended prior to a consumer interaction with the domain.
  • the promoter may optionally supply concepts or other content directly to the domain as promoted content while the non-promoted content that comprises the underpinning of the domain may be combined, integrated or blended prior to a consumer interaction with the domain.
  • a consumer can interact with the semantic network representing the domain.
  • consumer interaction information (which provides a context) interacts with this combined, integrated or blended content and delivers messaging comprising content derived from the underpinning of the domain, which may include promoted content, non-promoted content, or new content, to the consumer based on the concepts and content and the connections between the concepts or other content and the domain.
  • the consumer perceives the message, for example, as part of a consumer experience but in fact is receiving a specific message tuned to the specific consumer interaction (consumer input or other consumer action) at hand by operation of the present invention.
  • the combination, integration or blending by semantic analysis and/or synthesis can be used to position the message in an association that is close to the consumer interaction occurring in that instant.
  • This integration and interaction approach displaces the current practise of matching a message (which may be promoted), for example to a consumer based on media placement, in a way that it is believed will be of interest to the consumer.
  • the integration and interaction approach is responsive to actual consumer interaction rather than consumer interaction that is likely in relation to a particular media placement location, therefore enabling more targeted messaging (such as advertising).
  • the promoter need not incur the time and cost of creating relatively complex messaging such as advertisements, or multiple versions of advertisements for different consumer contexts, but rather may simply provide the underpinning of the domain by integrating content with many different consumer contexts by leveraging the creation of, through the operation of the present invention, messaging closely associated with such different consumer contexts.
  • the promoter is able to direct the consumer to the messaging by leveraging the domain and the connections between the concepts or other content represented by the domain and the consumer.
  • the promoted content may be created or generated from a number of sources.
  • the promoted content may be any content created by or for a promoter, or collected by or for a promoter, whether for monetary or non-monetary purposes. This may include content for which the promoter is willing to pay for distribution to a consumer.
  • An example of such content is advertising that includes hyperlinks to a related website, wherein the promoter is interested in ensuring that advertising reaches a target audience.
  • the non-promoted content may be content that exists in the domain without any current contribution or collection by or on behalf of the promoter.
  • the non-promoted content could relate to previously contributed information (for example, advertisements that were used in previous advertising campaigns), contributions by others not associated with the promoter, or generally available content (e.g. content obtained from public domains).
  • a domain administrator administering or facilitating the use of the present invention may create or facilitate the creation or inference of connections between the non-promoted content and concepts or other content of interest to the promoter.
  • the domain administrator has knowledge of the connections in the domain and can target particular consumer contexts to the concepts or other content of interest to or desired by the promoter.
  • the promoter can direct this messaging to the consumer without being required to provide promoted content.
  • the functions provided herein may be performed by different entities.
  • the domain administrator may facilitate the selection or accumulation of non-promoted content, whereas another entity may determine what consumers are interested in, and yet another may allow the connection or inference between the content and the consumer interest.
  • the entity can use automated means for performing these processes.
  • the various functionalities of the present invention can be distributed across a plurality of different computer systems.
  • promoted content and non-promoted content in certain cases are not mutually exclusive.
  • a promoter may want to promote specific content within a domain of publicly available content made available by the promoter.
  • the specific content may be put forward by the promoter (promoted content), and also be represented in the broader domain of publicly available information used as the underpinning for the promoted information objects (i.e. non-promoted content).
  • the present invention comprises a computer network implemented method to create or generate a semantic network, including receiving promoted or non-promoted content, semantically analyzing the content and combining, integrating or blending the content by generating semantic representations of concepts (hereafter, "concept definitions"), such that a media representation of the relevant promoted or non-promoted content within the generated concept definitions is traceable to the promoter. Additionally, the concept definitions that are generated may be used as part of the non-promoted content.
  • relevant concept definitions are compared to consumer interaction information, and relevant concept definitions may be semantically synthesized along with the consumer interaction information into consumer concept definitions with promoted and non-promoted content, such that a media representation of relevant promoted or non-promoted content within the synthesized consumer concept definitions is traceable to the promoter and is provided to the consumer.
  • the system can obtain a consumer interaction information before, concurrently, or after obtaining promoted and optionally non- promoted content.
  • the promoted and optionally non- promoted content is obtained prior to the consumer interaction information, but the order can be changed without affecting the invention.
  • the present invention also comprises a computer-network-based implementation that includes simultaneously receiving promoted content and non-promoted content, semantically analyzing the promoted content with the non-promoted content and combining, integrating or blending the promoted content with the non-promoted content at a consumer interaction stage, such that such that a media representation of relevant promoted or non-promoted content within the combined, integrated or blended content is traceable to a promoter.
  • the consumer interaction, with the semantically analyzed content results in messaging that is a semantic synthesis of the relevant semantically analyzed content to be displayed as part of a network web page, for example, such that the combined, integrated or blended content is in a hypertext format.
  • the present invention further comprises a computer-network-implementable method to combine, integrate or blend consumer interaction information with promoted and non-promoted content by semantically synthesizing all content with the consumer interaction information into consumer concept definitions, such that a media representation of relevant promoted or non-promoted content within the synthesized consumer concept definitions is traceable to a promoter.
  • the present invention still further comprises a system for executing a computer-network- implementable method to combine, integrate or blend promoted and non-promoted content before a consumer interaction with the network, the system comprising a computer network, means to receive content, means to perform semantic analysis, and means to output combined, integrated or blended synthesized content on the network, the system operable to receive promoted and non-promoted content, semantically analyze the content and combine, integrate or blend the content by generating concept definitions, such that a media representation of relevant promoted or non-promoted content within the generated concept definitions is traceable to a promoter.
  • the full implementation of the invention is operable on a distributed and networked computing environment.
  • Internet-based computing further includes software as a service (“SaaS”), distributed web services, variants described under Web 2.0 and Web 3.0 models, and other Internet-based distribution mechanisms.
  • SaaS software as a service
  • distributed web services variants described under Web 2.0 and Web 3.0 models
  • other Internet-based distribution mechanisms In order to illustrate the implementation of the present invention in such distributed and networked computing environments, including through cloud computing, the disclosure refers to certain implementations of the invention using multiple sets of computers. It should be understood that the present invention is not limited to its implementation on any particular computer system, architecture or network.
  • the present invention is not limited to a wired network and is implementable using mobile computers and wireless networking architectures, for example by linking wireless devices to the system by a wireless gateway.
  • at least one set of computing devices would generate or retrieve and send the promoted or non-promoted content (or both) over the network to a second set of computing devices to stage, semantically analyze and synthesize relevant content to provide a domain of information, and at least a third set of computing devices from which the consumer interaction information originates sends the consumer interaction information to the second set of computing devices, where it is received.
  • the third set of computing devices also receives the messaging provided by the second set of computing devices over the network and displays the messaging to the consumer.
  • the present invention may include a feedback loop from the output to the analysis stage (or to the synthesis stage).
  • This represents a feedback report on the performance of promoted or non- promoted content that comprise the message displayed within the output, as well as a mechanism for revealing to the promoter the market segmentation and other market analytics discovered by the system.
  • the semantic analysis and synthesis processes are adaptive to the performance report, with resulting adjustment to more optimally integrate the promoted or directed content into the messaging over time.
  • the present invention provides a system, computer network implementable method and computer program to create or generate messaging based on, or informed by, a domain of information and direct a consumer of the domain to the messaging, which comprises relevant content.
  • a promoter of the particular information is able to direct the consumer to the messaging by seeding concepts or other content in the domain to provide the underpinning of the domain.
  • the seeded concepts or other content may relate to promoted or non-promoted content within the domain of information.
  • the promoter may supply the concepts directly to the domain as promoted content or may direct a domain administrator to mine or create non- promoted content that is already part of the domain and create or facilitate the creation or inference of connections by automated means between the non-promoted content and the concepts desired by the promoter.
  • the promoted and non-promoted content are combined, integrated or blended prior to a consumer interaction with the domain.
  • the domain comprises either or both of promoted or non-promoted content.
  • promoted content need not be created by the promoter. It could instead comprise non-promoted content that is collected and contributed by the promoter to the domain, or this could be done on the promoter's behalf.
  • the promoter, or an entity on its behalf creates or collects content that creates or facilitates the creation of connections between a particular context and the message to which the consumer is directed.
  • Non-promoted content may be content that exists in the domain without any current contribution or collection by the promoter.
  • the non-promoted content could relate to previously contributed information (for example, advertisements that were used in previous advertising campaigns), or contributions by others not tied to the promoter.
  • a domain administrator can mine this information to create or facilitate the creation or inference of connections by automated means between the non-promoted content and concepts or other content desired by the promoter.
  • the non-promoted content may also consist of publicly available information (public domains) that by operation of the invention can provide the underpinning for the creation of content.
  • the domain administrator may have access to one or more domains that contain non-promoted content that is semantically relevant to the promoter.
  • the domain administrator may have knowledge of the connections in each domain and can target particular consumer contexts to the concepts or other content desired by the promoter.
  • the promoter can direct a consumer to the messaging without being required to provide promoted content.
  • the domain administrator may compile a list of keywords or terms that relate to other keywords or terms.
  • a promoter can consult with the domain administrator regarding non- promoted content to which it desires connections and can engage the domain administrator to create or discover connections between keywords and terms, relevant to a given context, on such a list with other terms of relevant non-promoted content.
  • These new connections when semantically analyzed with the domain and when the semantic network is created or generated, enable a consumer to be directed to messaging comprising the content when a given context is provided by the consumer.
  • the domain administrator can use automated processes to carry out its functions, including for example assembling content from the one or more domains.
  • the domain comprising either or both of promoted or non-promoted content, may be semantically analyzed and a means of semantic synthesis may be used for generating or creating a semantic network to represent the domain.
  • the semantic network may be a thought network, in accordance with that disclosed in PCT/CA2009/000567, as previously described.
  • a consumer can interact with the semantic network representing the domain.
  • consumer interaction information (which provides a context) interacts with this combined, integrated or blended content and delivers a directed message to the consumer based on the concepts and the connections between the concepts and the domain.
  • the consumer is provided with a media representation of the directed message as part of a consumer experience.
  • the combination, integration or blending by semantic analysis and synthesis can be used to position the message as close as possible to the consumer interaction tasks at that instant.
  • the one or more domains providing non-promoted content for the messaging can be selected as directed by the domain administrator or on an automated basis. For example, the one or more domains can be selected based on consumer interaction information or other consumer-generated context.
  • the one or more domains can also be selected as a subset, either randomly or on a systemic basis, from a plurality of domains that are semantically relevant to the consumer interaction information, for example where only a limited amount of non-promoted content is required for the messaging, but a greater amount of non-promoted content is available across the plurality of domains.
  • the consumer interaction information may be consumer driven or machine driven.
  • consumer interaction information may include consumer input provided via a user interface, consumer demographic information, consumer browsing information, machine generated data, GPS data, sensor data, or any combination thereof.
  • the consumer input may be provided in response to a web based search query.
  • the consumer browsing information can also be analysed to determine a major theme or themes of consumer browsing (such as one that recurs or is dominant relative to other themes).
  • the consumer may store information, for example thoughts, gathered during the course of one or more consumer interactions.
  • the consumer may select content for gathering of consumer interaction information, for example by selecting part of a web page, document or email.
  • the thoughts or selection can be set aside by the consumer, or by the present invention as so configured, and later provided as the consumer interaction information.
  • a tool could be provided for enabling the consumer to set aside these thoughts and selections and provide them as the consumer interaction information by a consumer action or on an automated basis.
  • the consumer interaction information can be provided in real-time, on a delayed basis, or in a collective set.
  • a collective set of consumer interactions which, for example, may consist of a set built up over time and processed on a set frequency or a set built up to a threshold number of consumer interactions, can be processed together by the system.
  • the collective set can be parsed prior to its use with the system.
  • the promoter displaces the current practise of matching message to media placement.
  • the promoter does not have to incur the time and expense of creating and disseminating several complex and intricate promoted materials since the promoter can simply use the present invention to automatically integrate content with many different consumer contexts.
  • the promoter is able to direct the consumer to the messaging by leveraging the underpinnings of the domain and the connections between the concepts represented by the domain and the consumer.
  • the present invention comprises a computer network implementable method to create or generate a semantic network, including receiving promoted or non-promoted content, semantically analyzing the content and combining, integrating or blending the content by generating concept definitions, such that a media representation of the relevant promoted or non-promoted content within the generated concept definitions is traceable to the promoter.
  • the generated concept definitions are compared to a consumer interaction information, and relevant concept definitions are semantically synthesized along with the consumer interaction information into consumer concept definitions with promoted and non-promoted content, such that a media representation of relevant promoted or non-promoted content within the synthesized consumer concept definitions is traceable to the promoter and is provided to the consumer.
  • the present invention provides an interactive consumer experience wherein shaping of messaging that is consumer directed information is based substantially on consumer participation.
  • the consumer may be an existing or potential customer or existing customer or end-user of a product or service.
  • the messaging may include promoted and non-promoted content.
  • the promoted content may be, for example, any content that are desired by a promoter to be included in the consumer directed information for a consumer, as previously described.
  • the promoter may be an advertiser promoting the sales of a product or service, a political advocacy group promoting a particular cause, a government body distributing information into the public domain, a community or social group distributing information to its members, among many other use cases.
  • the messaging may include advertisements and/or other communications directed to a consumer, or an information product, for example information created specifically for the consumer and based on a consumer interaction.
  • the messaging may also include non-promoted content, for example publicly provided content or content enabling the creation or inference of connections to the consumer interaction. Messaging may be created by inferring connections between a consumer context and the promoted content, non-promoted content and related content. The connections may be inferred using a means of semantic synthesis. The resulting consumer directed content are conceptually relevant to the consumer context.
  • the interactive consumer experience could also be implemented by utilizing the information source of promoted content (for example, a promoted communication), for example an advertisement or other message, to bypass the relevance matching process by performing an information process on not just the consumer-related or created content, but also on the information source.
  • promoted content for example, a promoted communication
  • advertisement or other message for example an advertisement or other message
  • the promoted content consist of advertising-related content
  • an approach to processing the information source of promoted content with non-promoted content may disrupt much of the onerous practices of conventional advertising at the process level.
  • consumers not promoters, can shape both the consumer context and the messaging, allowing advertisers to bypass much of the hard work in such areas as market analysis, strategy development and positioning steps that are generally required to effectively direct messaging to consumers with a particular purpose in mind.
  • there is no longer a need for expensive and time-consuming communication development, audience segmentation, or complex media buying and placement activities thus dramatically lowering the cost of advertising and promotion.
  • the messaging and associated relevant promoted or non-promoted content, and an effective context for their presentation are defined by the consumer, not the promoter, increasing the overall effectiveness of the messaging.
  • Another major advantage is that properly targeted and timed messages are perceived by consumers as useful information, not an annoyance (unlike most advertising as delivered under the conventional process).
  • market feedback and analysis are greatly simplified by displacing traditionally laborious upfront activities with market analytics that are automatically discovered and reported through the operation of the present invention.
  • the present invention thus provides a discovery-based mode of advertising and promotion, since the promoters do not need to precisely define and target their audiences. Broader and unanticipated audiences are another advantage of this discovery-based approach. Since the requirements of market analysis and segmentation are diminished or displaced entirely, promoters can promote activities without a precise definition of their audience and in turn learn what are the optimal audiences and markets for their promotional needs. Further, advertisers can discover what aspects of their content resonate with the market, enabling them to make appropriate adjustments to their content.
  • Semantic synthesis may be provided for performing synthesis on a lexicon of terms provided by the results of a semantic analysis on a domain of information.
  • a means of semantic analysis may optionally be provided for generating consumer concept definitions that are input for semantic synthesis.
  • semantic analysis and synthesis are applied to the problem space of promoting content to consumers. It simplifies and disrupts the conventional approach by displacing many of the conventional activities altogether.
  • the present invention may be enabled by a process such as that illustrated in FIG. 4, which is more fully described below.
  • the system enabled by the present invention in accordance with this aspect, may include the steps of staging, analysis, synthesis, generation of consumer concept definitions, output, and feedback, as is more fully described below.
  • constraints may be provided for optimizing the system based on physical limitations presented by the system or environment.
  • the limitations may include staging, analysis or generation time limits based on processing time, available CPU cycles or maximum CPU cycles desired to be used, limits on the volume of data to be occupied, bandwidth limitations, or any other meaningful limitation that can impact the performance of the system.
  • a domain of already analysed content can be provided.
  • an annotated domain or structured domain providing a semantically analyzed domain can be used by the system.
  • the means for semantic analysis could be provided by a third party and/or at a remote location.
  • Input to the semantic synthesis stage could be provided by obtaining or receiving semantic analysis rather than generating it.
  • the system may load, retrieve or otherwise be provided with content from sources the promoter creates or collects and provides or identifies, and it may deconstruct this content to an elemental level.
  • the system may create messaging, for example advertisements assembled from those elements, using information about consumer context to ensure that the messaging is relevant and appropriate.
  • the content could be created or derived by an entity based on the consumer's interests, which could be based on indirect means, for example, websites the consumer is visiting, profiling data such as social networking profiles, or service usage analytics and logs.
  • Another entity could process promoted content, while a third entity could manage the connection between the information and the promoted content.
  • the third entity can provide the messaging to the consumer's computing device for output.
  • the system may collect data regarding the nature and volume of the messaging it creates. From this, it may create reports that the promoter can use to make adjustments to its source content and to monitor its promotion.
  • the system may be implemented using a distributed and networked computing environment comprising, for example, at least three sets of computing devices including devices associated with the source promoted content, the consumer, and the processing engines described herein.
  • the consumer may provide inputs and receive outputs from the computing devices using a consumer interface, or the consumer information could be provided by other means, such as tracking of demographic information or browsing information related to the consumer.
  • the underpinning of the domain is promoted content consisting of advertising.
  • the non-promoted content in this example consists of content available in the public domain.
  • the underpinning of the domain can be non-promoted content, for example where a domain administrator enables or facilitates the creation or inference of connections between the non- promoted content and the domain of information.
  • the present invention provides a computer-implemented method and system to match advertisement source content in a media representation (such as a web page) with a consumer- generated input on a network such as the Internet.
  • the domain of information could comprise all or a subset of media representations (such as web pages and other digital media) on the Internet.
  • the present invention uses advertisement source content to match to a consumer. This can be implemented by deconstructing the advertisement source content to an atomic level (that is, deconstructing many different concepts that taken together comprise the meaning of the advertisement) and synthesizing messaging leads that are associated with the atomised concepts.
  • the advertisement source content is semantically analyzed with the domain of information, or provided to the system, and a means of semantic synthesis of the collection of atomised concepts provides a semantic network for representing the domain (including the source content). Possible methods for semantic analysis and synthesis are more fully described below.
  • the atomised concepts here refer to elemental concepts that may be progressively broken down further into increasingly narrow meaning.
  • the messaging leads as a whole casts a wide net around consumer-generated information, they can further get matched individually to measurable semantic differences of consumer interests within a unique topic. This micro-level matching bypasses the whole process of relevance matching, by combining, integrating or blending consumer interests with advertisement source content that has already been combined, integrated or blended with relevant public and/or private domain information.
  • FIG. 2 A comparison between prior art approaches and the present invention is illustrated by FIG. 2, where the prior art advertisement is conveyed to a consumer in whole.
  • the present invention makes promoted or non-promoted content available by attaching them to concepts dispersed across an output, wherein the output is a result of consumer-defined context, which forms the basis for one or more messages.
  • Staging of content refers to a phase where external content (from various sources, including the domain of information, promoted content, and non-promoted content) are mapped to the system schema.
  • the external content may be identified based on criteria including the nature of the content that can be processed.
  • content from a selectable domain may include all content that is operable to be processed by a means of semantic analysis (including approaches such as natural language processing of unstructured text, named entity extraction, mapping to linked data through open standards for semantic representation, and many other approaches that are well known in the art).
  • External content may also be provided by other structured domains of information, for example semantically annotated web content or a thought network from one or more consumers.
  • a tool may be provided for enabling a thought network to be provided as external content to be staged. It should be understood as well that other forms of external content can be provided.
  • staged content is deconstructed into semantically analyzed and annotated content that is then synthesized into a message that matches a consumer context created by consumer information.
  • the semantic analysis of content refers to a phase where content from all sources has been deconstructed to an elemental level (atomised concepts) and is ready for semantic synthesis.
  • the content may include promoted content, either directly disclosed or collected by the promoter, and non-promoted content, either from public websites or non-public sources, such as an intranet, SS feeds, private blogs or any sources of network-available private content.
  • the processed advertisement source content may include messaging leads synthesized using the atomised concepts or elemental content from the content source of the advertisement message.
  • the source of this content may be any source linked to a promoter including, for example, an advertiser's web page, a third-party web page containing an advertisement for the promoter, direct content disclosed by the promoter, content linked by a promoter, content related to a promoter's product, technical content relating to advertiser promoter or its products, etc.
  • An additional source for content may be provided by facilitating promoters with a self-service utility having a user interface. This self-service utility would allow promoters to register and disclose, online, their information source, whether it be a link to a website or direct material submission.
  • the promoters would be able to choose from a selectable options list to enter into a commercial transaction for the service with which they would be provided.
  • the promoter's interactive information may be made available to consumer interactions. This enables the promoter to enter into transactions with consumers in a way that is more conceptually relevant to the consumer context.
  • a promoter might register through the self-service utility to identify one or more domains as a source for consumer interactions.
  • a website or an online store are examples of this type of domain.
  • Consumers that are existing users of these domains, such as customers at a store, may elect to include these domains as a source of their synthesized information and messaging.
  • a customer of an online electronics store may wish to be informed of related products from this store as they are exploring subjects related to electronics.
  • There are numerous monetization and revenue models to support this type of promoter-consumer interaction including affiliate models, transactional advertising models, sponsorship models, and many others.
  • the advertisement information source such as a public website
  • the advertisement information source may be provided as input to staging to prepare it for generation or creation of semantic representation along with the public and other related content, which for example may be processed by semantic analysis.
  • the means for generating or creating semantic representation may produce consumer concept definitions relevant to the consumer context.
  • Semantic analysis as one example of a means for generating or creating these consumer concept definitions, can be performed using a number of approaches including, but not limited to, schema mapping, statistical clustering, natural language processing, entity extraction and facet analysis.
  • the advertisement information is processed along with non- promoted information and is tracked.
  • the information generated through the analysis stage may be stored in the form of semantic representations such as concept definitions, where the advertiser information is grouped with relevant subjects.
  • An example is:
  • the semantic analysis stage may be followed by a semantic synthesis stage where consumer interaction information is submitted to generate or create semantic representations, such as consumer concept definitions.
  • the consumer interaction information may be consumer-provided information, including search queries, semantic networking creation information or consumer- related collected information, such as demographic information, content of a third-party website that has been browsed by the consumer or a browsing history that is submitted to construct consumer concept definitions.
  • the semantic network to be created could, for example, be a thought network, wherein the consumer interaction information is part of building the thought network and the output is a web page with content organized and collated by the resulting thought network.
  • the semantic synthesis may be performed using any number of semantic synthesis approaches, including but not limited to, faceted classification, semantic reasoners, formal concept analysis, multi-document summarization or a hybrid semantic synthesis protocol that combines many such approaches.
  • Consumer concept definitions are concepts made from relevant concept definitions related to consumer-submitted information as shown in FIG. 6.
  • the consumer concept definitions are created by applying semantic synthesis rules, which might be dependent on the type of algorithm being used.
  • promoted or non-promoted content in a media representation can be traceable to a promoter (such as an advertiser). Making promoted or non-promoted content in a media representation traceable to a promoter could be implemented, for example, by providing a unique identifier (ID) for each promoted or non- promoted content.
  • ID unique identifier
  • the media representation generated by the semantic synthesis may also be linked to the ID so that the media representation is linked to the promoter. This traceability enables not only the identification of the promoter for specific represented content, but also the feedback loop described herein
  • the combined, integrated or blended output of promoted and non-promoted content essentially complete the process whereby the combined, integrated or blended semantically synthesized content are now ready to be utilized as a base for a wide range of applications including developing knowledge-bases, displaying search results, creating automatically -generated documents such as a web page as displayed by FIG. 7, or any other customized application taking a consumer input and displaying an output result.
  • These applications will combine, integrate or blend the synthesized content within the media representation.
  • FIG. 7 One example of a media representations is shown in FIG. 7, wherein a web page being accessed by a consumer is modified by embedding the promoted content using the messaging leads.
  • FIG. 4 there could be a feedback loop from the output to the analysis stage and/or the synthesis stage.
  • This represents a feedback report on the performance of the message within the media representations.
  • the promoted or non- promoted content may be deconstructed and recombined, reintegrated or reblended into a variety of different messages and consumer-generated contexts.
  • This feedback report is thus able to inform the promoter (an advertiser for example) as to the messaging and content that is resonating with consumers. It allows the promoter to avoid trying to predict and measure this effectiveness in advance, and rather discover the messaging and content that should be targeted.
  • Metrics that may be used to inform this feedback report may include information about the number of times particular promoted content is clicked or followed-up (accessed), the followed- up/times-displayed ratio over all consumer contexts, and the followed-up/times-displayed ratio within each different consumer context.
  • the semantic processing of the feedback report can be at the analysis stage and/or the synthesis stage.
  • This performance report may be fed into the analysis stage, which may be automatically configured to adjust the display priority for promoted or non-promoted content.
  • These display priorities may include removing or re-ordering a promoter's content from a certain consumer context, where it has a low followed-up/times-displayed ratio, to replace it with another promoter's content within the same consumer context.
  • This process ensures a redistribution of promoted and non-promoted content takes place within a given consumer context.
  • the redistribution may be further enhanced by automatically replacing optimally successful promoters for a given consumer context with other promoters after a certain definable or arbitrary time limit or for a trial basis. This step would make way for the exposure of new promoters testing their content.
  • the performance report may also or alternatively be fed back to the synthesis stage.
  • the synthesis stage could adapt to those metrics which can be processed by the synthesis stage such as discontinuing a promoter and bringing in a new promoter or shuffling the priority of a promoter based upon feedback data, where the analysis need not be changed, just the priority.
  • a higher display priority for a promoter can also be used to assign a higher probability that the promoter's content will be displayed and/or to assign a higher number in an order sequence for display.
  • Content from a third-party website that is browsed by the consumer can also act as a context generator (providing consumer interaction information as well as the non-promoted content from which to generate messaging leads).
  • a promoter can direct a domain administrator to enable or facilitate the creation or inference of connections between the content from the third-party website and the consumer context.
  • the content from the third-party website would provide both context and non-promoted content that will be semantically processed along with promoted content.
  • the semantic process may begin with staging, shift to analysis and eventually synthesize messaging based upon consumer context that is inferred or implied by the subject matter of the page.
  • This aspect would support a distributed content network and would effectively outsource management of non-promoted content in a conventional promoter-publisher model.
  • This distribution model would, for example, support the operations of advertising networks, affiliate networks, or similar multi-party promotion models.
  • monetization may also take place after the consumer clicks the message or after an actual purchasing action takes place.
  • Monetization may depend on a combination of transactions or interactions. Monetization may also depend, in portion, on the service of processing of promoted content at the semantic analysis stage. Another form of monetization would be by a CPM model, which refers to advertising bought on the basis of impressions. Further, another form of monetization could come from forwarding performance results and feedback reports to the promoter.
  • the present invention also provides matching of messaging (for example, advertising) to consumers based on only non-promoted content, i.e. without promoted content, without need for a promoter to provide any source domain information.
  • the promoter may provide concepts only, without specifying content on which messaging created by operation of the invention will be based.
  • promoters influence the analysis and synthesis operations by manipulating parameters for creating content rather than providing promoted content other than the concepts; and (2) promoters take a "passive" approach to creation of messaging that is similar to “seeding" concepts as described above.
  • a user interface provided by operation of the system can expose parameters within the system's analysis and synthesis methods to promoters.
  • the promoters can use these parameters to bring about different outcomes in the analysis and synthesis of concepts and connections. Tuning these parameters can create a different consumer experience in relation to the created messaging, which can in turn be tied to specific promoter goals or objectives. For example, if the promoter wants to create a conservative impression in keeping with their brand, they can tighten the parameters to reduce the variability in the concepts and connections produced. Similarly, if a promoter wants to make more of a freewheeling, creative impression, the parameters can be tuned to increase the variability of concepts and connections produced.
  • the promoter takes a passive role and does not try to influence the operations of the system through domain information or method parameters. Instead, the promoter selects from one or more possible promotional goals which a service design implemented by the system of the invention provides. These goals may include activities such as directing consumers to a specific website or supporting messaging for specific branding programs.
  • the system can align these goals to specific configurations of method parameters and community (public or shared) domains. In both modes of operation, the system can evolve and optimize advertising campaigns over time via the feedback loop described above.
  • communities of users may represent the market as a whole. These communities may be an aggregation of consumers providing interactions, a focus group providing aggregate consumer interaction information, or a combination of the two wherein individual consumer interactions are first aggregated and then provided to the system.
  • the community need not be structured, as individual consumers can be placed in a community by the system, based for example on shared interests of the consumers.
  • the community may create or add to the domain by contributing content or by linking to content external to the domain.
  • promoters may take a largely passive role, but still provide promoted content. Promoters may also provide promoted content implicitly by providing a website address as a goal. The system can then automatically harvest the website for particular promoted content. It should be understood that in this last example, by providing the website address, the advertiser will have still provided promoted content by putting forward a location where these can be found.
  • FIG. 8 illustrates a networked implementation in accordance with the present invention.
  • the present invention should not be considered to be limited to the particular network implementation illustrated.
  • the present invention may be implemented using a distributed and networked computing environment comprising at least one computing device.
  • at least three sets of computing devices may be provided.
  • Each set of computing devices may comprise one or more computing devices linked by a network.
  • at least one set of computing devices would generate and send the promoted and/or non-promoted content over the network to a second set of computing devices.
  • the second set of computing devices receives the content, and may combine, integrate or blend the content.
  • the second set of computing devices would stage, semantically analyze and synthesize relevant content.
  • the generation of the content, the combination, integration or blending of content, and the analysis and synthesis of content may be processed on any number of computing devices from one to many.
  • At least a third set of computing devices may be used to obtain or receive or be the source of the consumer interaction information also sent to the second set of computing devices for further staging, analysis, and synthesis.
  • the consumer interaction information could be provided on the same computing devices as described above, or any number of other computing devices.
  • the consumer interaction information may be consumer generated or machine generated.
  • the consumer interaction information may be generated by the consumer using an interface, which may be operable to receive queries or other contextual input from the consumer, may be generated using demographic information or browsing information related to the consumer, or may be provided as any other consumer interaction as described above.
  • Machine generated consumer interaction information may be based on, for example, GPS data, other sensor data, etc.
  • the third set of computing devices would also receive the resulting content and information over the network and display to the consumer the output that has been semantically customized by the second set of computing devices.
  • the means for displaying the output could be a monitor or other display device linked to the third set of computing devices.
  • the wireless devices may be equipped with video/image stabilizers, for example accelerometers, to enhance the user experience.
  • the consumer may be associated with a consumer profile linked to the third set of computing devices.
  • the profile may be operable to link consumer information to the consumer each time the consumer interacts with the network.
  • the consumer information can be provided back to the consumer as it is generated or created.
  • the second set of computing devices may be linked to a staging engine, analysis engine, and synthesis engine.
  • the staging engine extracts, transforms, and loads content from the promoted content sources into the system for analysis.
  • the system may maintain promoted content separately from non-promoted content, such as that from public sources. This may enable both tracing of the promoted content to a promoter and the ability to process promoted content differently than non-promoted content.
  • the analysis engine deconstructs all the staged content, including promoted content, to an elemental level, extracting semantic data and compressing it into a semantic kernel. After analysis, promoted and non-promoted content may be maintained as separate data sources.
  • the synthesis engine synthesizes the relevant promoted or non-promoted content into messaging leads that the system dynamically assembles into messages, which are the output of the system.
  • the output may be provided to the consumer using the applications described above.
  • the output is displayed in one or more web pages containing links in hypertext or hypermedia format.
  • the links may be embedded based on the messaging leads linked to the promoted content, such as the promoter's website or other content provided by the promoter, as described above, or non-promoted content including public content linked to a promoter.
  • synthesis could be provided on a computing device either local to or under the control of the consumer.
  • the relevant messaging provided by the synthesis could, therefore, be kept under more private control of the consumer.
  • a utility may be provided wherein the engines can be configured to process promoted content and non-promoted content differently, so that it is more or less likely that promoted content will surface in the output to the consumer.
  • a facility may be provided for direct or indirect configuration of the ratio of promoted to non-promoted content placed in the output.
  • the ratio may be determined based on the likelihood of particular promoters or classes of promoters having their content used. This content could be collected based on offline statistical analysis or real-time automated analysis.
  • the facility could also be used to configure monetization as described above, or to configure the appropriate actions to be taken with respect to the performance report (for example, the display priorities) described above or the metrics described above.
  • an additional initial step may be provided for performing a synthesis of a portion of the domain to enhance the performance of delivering relevant messaging to the consumer.
  • a portion of the domain can be input to the analysis and/or synthesis engine along with the consumer interaction information to provide relevant messaging faster than would otherwise be possible.
  • a pre-analysis stage could be provided to enhance the functionality of the invention, for example summarizing particular content prior to analysis and/or synthesis of the domain.
  • a pre-analysis stage could be provided to enhance the functionality of the invention, for example summarizing particular content prior to analysis and/or synthesis of the domain.
  • already existing semantic databases or already completed semantic representations may be input.
  • the annotated web is a particular example of this type of content.
  • a specific level of the domain could be defined for limiting the amount of the domain to interact with, for increasing performance.
  • the network may be or include a wireless network, the wireless network including a wireless gateway for linking the wireless network to the Internet.
  • the first set of computing devices may include or be linked to a wireless gateway, the wireless gateway being linked to the Internet so as to enable one or more wirelessly networked devices to access the Internet.
  • One or more of the second set of computing devices could similarly be provided as wirelessly networked devices linked to the Internet by a wireless gateway.
  • the third set of computing devices may include for example wireless smartphones, wireless computers or computers linked wirelessly to the Internet by a wireless computer network or cellular network, for example.
  • the wireless networked devices described may include a browser for obtaining, receiving or being the source of consumer interaction information and for displaying or otherwise providing output to the consumer.
  • the wirelessly networked devices could also be equipped with additional functionality for providing consumer interaction information, including for example a GPS receiver operable to provide GPS location information as part of the consumer interaction information and/or one or more accelerometers or other movement sensors operable to provide movement-based or gesture-based information.
  • the messaging to be returned to the consumer may include location, movement and/or gesture relevant content.

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Abstract

La présente invention concerne une intégration implémentable dans un réseau informatique d'informations de promotion avec un contenu de non promotion avant une interaction d'utilisateur avec le réseau, de sorte que, lorsque l'utilisateur interagit avec le réseau, des informations d'utilisateur interagissent avec ce contenu intégré et délivrent un message à l'utilisateur de sorte que l'utilisateur visualise ce message en tant que partie d'une expérience d'utilisateur sans être distrait de la tâche d'interaction avec le réseau en cours. L'intégration est facilitée par une analyse et une synthèse sémantiques pour positionner naturellement le contenu de promotion aussi près que possible des tâches d'interaction d'utilisateur à cet instant. Cette approche déplace la pratique actuelle de mise en correspondance d'un message avec un emplacement de multimédia tout en permettant en outre à un promoteur des ventes d'évaluer et de réagir à des données de rétroaction représentant l'efficacité du message de sponsor. Le réseau en question est n'importe quel réseau informatique tel qu'Internet ou un intranet.
PCT/CA2010/001382 2009-09-08 2010-09-08 Synthèse de messagerie en utilisant un contexte fourni par des utilisateurs WO2011029177A1 (fr)

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CA2774075A1 (fr) 2011-03-17
CA2985910C (fr) 2018-11-27
JP2016164789A (ja) 2016-09-08
CA2774075C (fr) 2018-02-27
JP2013504137A (ja) 2013-02-04
IL218508A0 (en) 2012-07-31
CN107403333B (zh) 2021-04-09
IL218508A (en) 2017-03-30
WO2011029177A4 (fr) 2011-05-05
CN102713956A (zh) 2012-10-03
CN102713956B (zh) 2017-07-28
CN107403333A (zh) 2017-11-28
JP2014238858A (ja) 2014-12-18
JP5913467B2 (ja) 2016-04-27
CA2985910A1 (fr) 2011-03-17

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