Patent Publication Number: US-2015088623-A1

Title: Method and apparatus for identifying high performing ad placement pages

Description:
BACKGROUND OF THE INVENTION 
     Advertising using traditional media, such as television, radio, newspapers and magazines, is well known. Unfortunately, even when armed with demographic studies and entirely reasonable assumptions about the typical audience of various media outlets, advertisers recognize that much of their advertisement budget is simply wasted. Moreover, it is very difficult to identify and eliminate such waste. 
     Recently, advertising over more interactive media has become popular. For example, as the number of people using the Internet has exploded, advertisers have come to appreciate media and services offered over the Internet as a potentially powerful way to advertise. 
     Interactive advertising provides opportunities for advertisers to target their ads to a receptive audience. That is, targeted ads are more likely to be useful to end users since the ads may be relevant to a need inferred from some user activity (e.g., relevant to a user&#39;s search query to an interne search engine, relevant to content in a document requested by the user, etc.). Query keyword targeting has been used by interne search engines to deliver relevant ads. For example, the Advertisement Words advertising system by Google Inc. of Mountain View, Calif., delivers ads targeted to keywords from search queries. Similarly, content targeted advertisement delivery systems have been proposed. 
     As can be appreciated from the foregoing, serving ads relevant to concepts of text in a text is useful because such ads presumably concern a current user interest. Consequently, such content-targeted advertising has become increasingly popular. However, such advertising systems still have room for improvement. 
     The success of the content-targeted advertising networks, such as a Google AdSense program for example, relies on three important constituents—advertisers, website publishers (referred to below as “Web publishers”), and end users. Many advertisers want be assured that the websites where their ads are displayed are high performing websites which have high performing advertisement placement pages. High performing websites are typically websites of a high quality, websites that will generate a positive return on investment (ROI), and websites that will generally not cause any controversy for the advertiser. Web publishers need to continue to attract end users through relevant and high quality content. Last, but not least, end users generally want to visit websites that provide a good experience. Further, end users generally select only those ads that are relevant to the context of a website, or webpage within that website, and that help them find a product or service that meets their needs. A high-quality advertising network is thus critical to ensure that a virtuous cycle is created that helps expands the advertising network by attracting new publishers, advertisers and end users. 
     Advertisers often run their marketing campaigns on several different pages across the Internet. Advertisers may do so with help of the advertising network, such as the Google Ad Sense program, or by directly negotiating advertising contracts with websites. Advertisers may spend a significant amount of time identifying high performing websites where an advertising campaign may lead to a positive return on investment. After several iterations, an advertiser may often end up getting few high performing websites from the many websites that carry ads from an advertising campaign for that advertiser. 
     Accordingly, there is a need for a method and apparatus for automatically, and more reliably, identifying and expanding the number of high performing websites for a particular advertising campaign. 
     SUMMARY 
     The present invention is defined by the following claims, and nothing in this section should be taken as a limitation on those claims. 
     In one aspect, a method for identifying a high performing website for placement of an advertisement is provided. The method includes, but is not limited to, compiling a list of N number of existing high performing websites for which a preselected advertisement performs well, reviewing an interne search engine&#39;s search logs which contain search results, compiling a list of websites which appear together along with any existing high performing website in a search result, and flagging any website which appears together along with an existing high performing website in a statistically significant number of search results as a statistically significant website. The method also includes, but is not limited to, determining a co-occurrence rate for each statistically significant website and each existing high performing website. If the co-occurrence rate for a statistically significant website is equal to or greater than a predetermined percentage of existing high performing websites, then the statistically significant website is designated as a potential high performing website. 
     In one aspect a method for identifying a high performing website for placement of an advertisement is provided. The method includes, but is not limited to, compiling a list of N number of existing high performing websites for which a preselected advertisement performs well, generating a list of prominent keywords from each high performing website, performing a search query for each prominent keyword generated using an interne search engine in order to generate a search result from each prominent keyword, compiling a list of websites which appear together along with any existing high performing website in each search result, and flagging any website which appears together along with an existing high performing website in a statistically significant number of search results as a statistically significant website. The method also includes, but is not limited to, determining a co-occurrence rate for each statistically significant website and each existing high performing website. If the co-occurrence rate for a statistically significant website is equal to or greater than a predetermined percentage of existing high performing websites, then the statistically significant website is designated as a potential high performing website. 
     In one aspect, a non-transitory computer-readable medium that stores instructions executable by one or more processors to perform a method for identifying a high performing website for placement of an advertisement is provided. The non-transitory computer-readable medium includes, but is not limited to, instructions for compiling a list of N number of existing high performing websites for which a preselected advertisement performs well, instructions for compiling a list of websites which appear together along with any existing high performing website in a search result, instructions for flagging any website which appears together along with an existing high performing website in a statistically significant number of search results as a statistically significant website, and instructions for determining a co-occurrence rate for each statistically significant website and each existing high performing website. If the co-occurrence rate for a statistically significant website is equal to or greater than a predetermined percentage of existing high performing websites, then the statistically significant website is designated as a potential high performing website. 
    
    
     
       BRIEF DESCRIPTION OF THE FIGURES 
       The accompanying figures, where like reference numerals refer to identical or functionally similar elements throughout the separate views, together with the detailed description below, are incorporated in and form part of the specification, and serve to further illustrate embodiments of concepts that include the claimed invention, and explain various principles and advantages of those embodiments. 
         FIG. 1  is an exemplary diagram of a high performing website for placement of an advertisement in accordance with some embodiments. 
         FIG. 2  is an exemplary diagram of first search results that may be used in identifying a high performing website for placement of an advertisement in accordance with some embodiments. 
         FIG. 3  is an exemplary diagram of second search results that may be used in identifying a high performing website for placement of an advertisement in accordance with some embodiments. 
         FIG. 4  is a flowchart of a method for identifying a high performing website for placement of an advertisement in accordance with some embodiments. 
     
    
    
     Skilled artisans will appreciate that elements in the figures are illustrated for simplicity and clarity and have not necessarily been drawn to scale. For example, the dimensions of some of the elements in the figures may be exaggerated relative to other elements to help to improve understanding of embodiments of the present invention. 
     The apparatus and method components have been represented where appropriate by conventional symbols in the drawings, showing only those specific details that are pertinent to understanding the embodiments of the present invention so as not to obscure the disclosure with details that will be readily apparent to those of ordinary skill in the art having the benefit of the description herein. 
     DETAILED DESCRIPTION 
     Methods and devices consistent with the present invention overcome the disadvantages of conventional methods by providing method for identifying a high performing website which identifies statistically significant websites using search results and then, based on a co-occurrence rate for each statistically significant website an each high performing website, determines if the statistically significant website is a potential high performing website. In this manner, a more reliable and automated method for identifying high performing websites may be provided. 
     With reference to  FIG. 1 , an exemplary diagram of a high performing website  100  for placement of an advertisement  110  in accordance with some embodiments is shown. Advertisers which place advertisements  110  on websites  140  prefer that the websites  140  upon which their advertisements  110  are displayed are high performing websites  100 . High performing websites  100  are websites which have been deemed to have high performing advertisement placement webpages. High performing websites  100  are typically websites of a high quality, websites that will generate a positive return on investment (ROI), and websites that will generally not cause any controversy for the advertiser. Preferably, the advertiser, another user, or a computer, screens various websites  140  upon which a preselected advertisement  110  or advertisements are displayed, preferably all from the same advertisement campaign, and then determines which websites  140  provide the best results for the preselected advertisement  110  and then designates those websites  140  to be high performing websites  100 . Preferably, at least one, and preferably more than one, and most preferably N number of high performing websites  140  are designated to be high performing websites  100 . Preferably, N is at least 5, and more preferably at least 10, and more preferably at least 20, and more preferably at least 50. Designating a website  140  to be a high performing website  100  may be done objectively, such as by providing a set of rules, or subjectively. 
     Preferably, a high performing website  100  has a lower cost per action than a predetermined amount. The cost per action of a high performing website  100  is defined as the amount of advertising dollars spent for each time a consumer selects an advertisement  110  and performs an “action” for that advertisement  110  is attempting to try and get the user to perform, such as, purchasing a product or service, performing a survey, signing up for a newsletter, expressing intent to know more details about the product/services of the company, and spending more than X number of minutes on website interacting with content. Preferably, a high performing website  100  has a low cost per action, and preferably a cost per action which is lower than a predetermined amount of money. 
     With reference to  FIG. 2 , a method  200  for identifying a high performing website  100  for placement of an advertisement  110 . Preferably, the advertisement  110  is from an advertiser, such as a person or company, and preferably is part of an advertisement campaign. The method  200  starts at block  202  by first compiling a list of N number of existing high performing websites  140  for which a preselected advertisement  110 , or advertising campaign, performs well. Preferably, the high performing websites  140  have been selected, as discussed above. Preferably, N is large enough so as to obtain a reliable sampling. Preferably, N is at least 5, and more preferably at least 10, and more preferably at least 20, and more preferably at least 50. An advertising campaign may have a number of similar, but not exactly the same, advertisements  110  which all relate to a single theme, company, or product. 
     Moving to block  204 , upon compiling a list of N number of existing high performing websites  140 , search results  120  are obtained either by performing a search query  122  for prominent keywords  124  in each high performing website  140  from the list of N number of existing high performing websites  140  using a first internet search engine or by reviewing a second internet search engine&#39;s search logs. Prominent keywords  124  are words from a high performing website  100  which help to describe or identify the high performing website  100  when performing a search query  122  on an internet search engine. Preferably, a list of prominent keywords  124  is either manually or automatically generated from each high performing website  100  either by manually reviewing the website  100  or by using an algorithm to automatically review the website  100  and generate a list of prominent keywords  124 . 
     Preferably, each prominent keyword  124  or a derivation of that prominent keyword  124  is used alone, or in combination with other prominent keywords  124  or derivations of that or other prominent keywords  124 , as a term or terms within a search query  119  on an internet search engine. Then, preferably, a search query  119  is performed for at least one prominent keyword  124  or a combination of prominent keywords  124 , or their derivations, and preferably L number of prominent keywords  124  and combinations, and more preferably each prominent keyword  124  or combinations thereof generated using an internet search engine in order to generate search results  118  from each prominent keyword  124 . 
     Upon performing the search query  119 , a search result  118  is obtained which lists a number of websites  140  or webpages  142 , as shown in  FIGS. 2 and 3 . Preferably L number search queries  119 , such as a first search query  122  and a second search query  132 , obtaining L number of search results  118 , such as a first search result  120  and a second search result  130 , are performed using a single or a combination of prominent keywords  124 , or their derivations, as terms within the search queries  119 . Preferably, L is large enough so as to obtain a reliable number of search results  118 . Preferably, L is at least 5, and more preferably at least 10, and more preferably at least 20, and more preferably at least 50. Upon performing L number of search queries  119  using a single or a combination of prominent keywords  124 , or their derivations, L number of search results  118  is obtained. Preferably, any search results  118  obtained by performing search queries  119  using a single or a combination of prominent keywords  124 , or their derivations, which list a high performing website or websites  100  are flagged as being of particular relevance and set aside for further review, as shown in  FIGS. 2 and 3 . 
     In one embodiment, search results  120  are obtained by reviewing an interne search engine&#39;s search logs. An interne search engine typically retains a record of search queries  119  conducted by users of that interne search engine along with any search results  118  obtained by those search queries  119 . As a result, by reviewing an interne search engine&#39;s search logs, search results  118  can be found as well. Search results  118  typically provide a listing of websites  140  or webpages  142  which are particularly relevant to a particular search query  119 . Preferably, in reviewing an interne search engine&#39;s search logs, the search results  118  which list a high performing website or websites  100  are flagged as being of particular relevance and set aside for further review. 
     Moving to block  206 , upon obtaining search results  118 , and preferably, upon flagging any search results  118  found which list a high performing website or websites  100 , a list of websites  140  which appear together along with any existing high performing website  100  in the obtained search results  118 , is compiled. 
     Preferably, the compiling of a list of websites  140  which appear together along with any existing high performing website  100 , includes only compiling websites  140  which appear together along with an existing high performing website  100  within a first M number of websites  140 , or webpages  142  each of which are associated with a website  140 , listed in a search result  118 . Preferably, M is less than 100, and preferably less than 50, and preferably less than 20, and preferably less than 10. Preferably, any website  140  which appears together with an existing high performing website  100  is a give within the first M number of websites  140  listed in a search result  118  and does this again for a statistically significant number of search results  118 , is flagged as a statistically significant website  150 . 
     For example, with reference to  FIGS. 2 and 3 , in the first search results  120  a high performing website  100 , “www.arba.net,” is the second website  140  listed in the search results  120  and a website  140 , “rabbitbreeders.us” is the eight website  140  listed in the search results  120 . In the second search results  130 , the high performing website  100 , “www.arba.net,” is the tenth website  140  listed in the search results  130  and the website  140 , “rabbitbreeders.us” is the third website  140  listed in the search results  130 . Since the website  140 , “rabbitbreeders.us,” appears together along with the high performing website  100 , “www.arba.net,” both of which appear within a first M number of websites  140  listed in a search result  118 , in this case the first  10  websites, for at least two search results, search results  120  and  130 , and assuming two search results is a statistically significant number of search results  118 , then the website  140 , “rabbitbreeders.us,” would be deemed a statistically significant website  150 . Preferably, a statistically significant number of search results  118  is at least two, and preferably, at least 10, and preferably, at least 20 search results  118 . 
     Moving to block  210 , upon flagging websites  140  as a statistically significant websites  150 , a co-occurrence rate is determined for each statistically significant website  150  and each existing high performing website  100 . The co-occurrence rate is defined as the amount of times a statistically significant website  150  appears with an existing high performing website  100  in a statistically significant manner. A statistically significant website  150  appears with a particular existing high performing website  100  in a statistically significant manner when that website  150  appears within a first M number of websites  140 , or webpages  142  each of which are associated with a website  140 , listed in a search result  118 , and when that website  150  does so with that particular existing high performing website  100  for a statistically significant number of search results  118 . 
     For example, if a website  140 , such as “rabbitbreeders.us,” appears with a first high performing website  100 , “www.arba.net,” within a first M number of websites  140  listed in a search result  118 , and does this for, a statistically significant number of search results  118 , then that website is deemed a statistically significant website  150  which appears with 100 the first high performing website  100 , “www.arba.net,” in a statistically significant manner. If the website  140 , “rabbitbreeders.us,” also appears with only two other high performing websites  100  in in a statistically significant manner, and there are a total of N=4 number of existing high performing websites  100  (i.e. the compiled list of N number of existing high performing websites  100  has only N=4 high performing websites  100 ), then the co-occurrence rate in which the website  140 , “rabbitbreeders.us,” appears with an existing high performing website  100  in a statistically significant manner is 3 out of 4, or 75% of existing high performing websites  100 . 
     Moving to block  212 , if the co-occurrence rate for a statistically significant website  150  is equal to or greater than a predetermined percentage of existing high performing websites  100 , then the statistically significant website  150  is designated as a potential high performing website  160 . Preferably, the predetermined percentage is at least 20%, and preferably at least 40%, and preferably at least 60%, and preferably at least 80%. 
     A potential high performing website  160  is a website  140  which is flagged as having the potential to be a high performing website  160 . Preferably, any advertisement  110  from an advertisements campaign which is currently on a high performing website  160  is also suggested to be run on, or actually run, or placed on any potential high performing website  160  in order to increase the success of an advertisement campaign and the effectiveness of an advertisement, and in order to increase the quality of an ad or advertisement network which runs such advertisements  110 . Preferably, the ad network upon which the advertisements are run on finds potential high performing websites  160  and presents them to users of the ad network, such as advertisers, in order to increase the quality of the ad network. 
     In the foregoing specification, specific embodiments have been described. However, one of ordinary skill in the art appreciates that various modifications and changes can be made without departing from the scope of the invention as set forth in the claims below. Accordingly, the specification and figures are to be regarded in an illustrative rather than a restrictive sense, and all such modifications are intended to be included within the scope of present teachings. 
     The benefits, advantages, solutions to problems, and any element(s) that may cause any benefit, advantage, or solution to occur or become more pronounced are not to be construed as a critical, required, or essential features or elements of any or all the claims. The invention is defined solely by the appended claims including any amendments made during the pendency of this application and all equivalents of those claims as issued. 
     Moreover in this document, relational terms such as first and second, top and bottom, and the like may be used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions. The terms “comprises,” “comprising,” “has”, “having,” “includes”, “including,” “contains”, “containing” or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises, has, includes, contains a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. An element proceeded by “comprises . . . a”, “has . . . a”, “includes . . . a”, “contains . . . a” does not, without more constraints, preclude the existence of additional identical elements in the process, method, article, or apparatus that comprises, has, includes, contains the element. The terms “a” and “an” are defined as one or more unless explicitly stated otherwise herein. The terms “substantially”, “essentially”, “approximately”, “about” or any other version thereof, are defined as being close to as understood by one of ordinary skill in the art, and in one non-limiting embodiment the term is defined to be within 10%, in another embodiment within 5%, in another embodiment within 1% and in another embodiment within 0.5%. The term “coupled” as used herein is defined as connected, although not necessarily directly and not necessarily mechanically. A device or structure that is “configured” in a certain way is configured in at least that way, but may also be configured in ways that are not listed. 
     It will be appreciated that some embodiments may be comprised of one or more generic or specialized processors (or “processing devices”) such as microprocessors, digital signal processors, customized processors and field programmable gate arrays (FPGAs) and unique stored program instructions (including both software and firmware) that control the one or more processors to implement, in conjunction with certain non-processor circuits, some, most, or all of the functions of the method and/or apparatus described herein. Alternatively, some or all functions could be implemented by a state machine that has no stored program instructions, or in one or more application specific integrated circuits (ASICs), in which each function or some combinations of certain of the functions are implemented as custom logic. Of course, a combination of the two approaches could be used. 
     Moreover, an embodiment can be implemented as a non-transitory computer-readable storage medium having computer readable code stored thereon for programming a computer (e.g., comprising a processor) to perform a method as described and claimed herein. Examples of such non-transitory computer-readable storage mediums include, but are not limited to, a hard disk, a CD-ROM, an optical storage device, a magnetic storage device, a ROM (Read Only Memory), a PROM (Programmable Read Only Memory), an EPROM (Erasable Programmable Read Only Memory), an EEPROM (Electrically Erasable Programmable Read Only Memory) and a Flash memory. Further, it is expected that one of ordinary skill, notwithstanding possibly significant effort and many design choices motivated by, for example, available time, current technology, and economic considerations, when guided by the concepts and principles disclosed herein will be readily capable of generating such software instructions and programs and ICs with minimal experimentation. 
     The Abstract of the Disclosure is provided to allow the reader to quickly ascertain the nature of the technical disclosure. It is submitted with the understanding that it will not be used to interpret or limit the scope or meaning of the claims. In addition, in the foregoing Detailed Description, it can be seen that various features are grouped together in various embodiments for the purpose of streamlining the disclosure. This method of disclosure is not to be interpreted as reflecting an intention that the claimed embodiments require more features than are expressly recited in each claim. Rather, as the following claims reflect, inventive subject matter lies in less than all features of a single disclosed embodiment. Thus the following claims are hereby incorporated into the Detailed Description, with each claim standing on its own as a separately claimed subject matter.