Source: https://patents.google.com/patent/US7680796B2/en
Timestamp: 2019-03-20 14:10:57
Document Index: 176615102

Matched Legal Cases: ['§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', 'art 1', 'Application No. 04', 'Application No. 2006', 'Application No. 2004271567', 'Application No. 2004271567', 'Application No. 1144', 'Application No. 10', 'Application No. 2006']

US7680796B2 - Determining and/or using location information in an ad system - Google Patents
Determining and/or using location information in an ad system Download PDF
US7680796B2
US7680796B2 US10/654,265 US65426503A US7680796B2 US 7680796 B2 US7680796 B2 US 7680796B2 US 65426503 A US65426503 A US 65426503A US 7680796 B2 US7680796 B2 US 7680796B2
US10/654,265
US20050050097A1 (en
2003-09-03 Application filed by Google LLC filed Critical Google LLC
2003-09-03 Priority to US10/654,265 priority Critical patent/US7680796B2/en
2004-08-23 Priority claimed from KR1020067004465A external-priority patent/KR20060083201A/en
2005-03-03 Publication of US20050050097A1 publication Critical patent/US20050050097A1/en
2006-03-02 Assigned to GOOGLE, INC. reassignment GOOGLE, INC. MERGER (SEE DOCUMENT FOR DETAILS). Assignors: GOOGLE TECHNOLOGY, INC.
2006-03-02 Assigned to GOOGLE TECHNOLOGY, INC. reassignment GOOGLE TECHNOLOGY, INC. ASSIGNMENT OF ASSIGNORS INTEREST (SEE DOCUMENT FOR DETAILS). Assignors: YEH, LESLIE, RAMASWAMY, SRIDHAR, QIAN, ZHE
2010-03-16 Publication of US7680796B2 publication Critical patent/US7680796B2/en
Advertisers have developed several strategies in an attempt to maximize the value of such advertising. In one strategy, advertisers use popular presences or means for providing interactive media or services (referred to as “Websites” in the specification without loss of generality) as conduits to reach a large audience. Using this first approach, an advertiser may place ads on the home page of the New York Times® Website, or the USA Today® Website, for example. In another strategy, an advertiser may attempt to target its ads to more narrow niche audiences, thereby increasing the likelihood of a positive response by the audience. For example, an agency promoting tourism in the Costa Rican rainforest might place ads on the ecotourism-travel subdirectory of the Yahoo Website. An advertiser will normally determine such targeting manually.
The hosts of Websites on which the ads are presented (referred to as “Website hosts” or “ad consumers”) have the challenge of maximizing ad revenue without impairing their users'experience. Some Website hosts have chosen to place advertising revenues over the interests of users. One such Website is the OVERTURE® Website, “Overture.com,” which hosts a so-called “search engine” service returning advertisements masquerading as “search results” in response to user queries. The Overture.com Website permits advertisers to pay to position an ad for their Website (or a target Website) higher up on the list of purported search results. If such schemes where the advertiser only pays if a user clicks on the ad (i.e., cost-per-click) are implemented, the advertiser lacks incentive to target their ads effectively, since a poorly targeted ad will not be clicked and therefore will not require payment. Consequently, high cost-per-click ads show up near or at the top, but do not necessarily translate into real revenue for the ad publisher because viewers don't click on them. Furthermore, ads that viewers would click on are further down the list, or not on the list at all, and so relevancy of ads is compromised.
FIG. 2 illustrates an environment 200 in which the present invention may be used. A user device (also referred to as a “client” or “client device”) 250 may include a browser facility (such as the Internet Explorer® browser from Microsoft, the Opera® Web Browser from Opera Software of Norway, the Netscape Navigator® browser from AOL/Time Warner, etc.), an e-mail facility (e.g., Outlook® from Microsoft), etc. A search engine 220 may permit user devices 250 to search collections of documents (e.g., Web pages). A content server 210 may permit user devices 250 to access documents. An email server (such as Hotmail® from Microsoft Network, Yahoo Mail, etc.) 240 may be used to provide e-mail functionality to user devices 250. An ad server 210 may be used to serve ads to user devices 250. The ads may be served in association with search results provided by the search engine 220. However, content-relevant ads may be served in association with content provided by the content server 230, and/or e-mail supported by the e-mail server 240 and/or user device e-mail facilities.
FIG. 3 is a bubble diagram illustrating various operations that may be performed by the present invention, and various information that may be used and/or generated by the present invention. An ad selection operation 310 may be used to generate a set of ads 340 using ad information 330 and request information 320. In an exemplary embodiment of the present invention, the set of ads 340 may include ads relevant to the request information 320. For example, if the request information 320 is associated with a search query, the ads 340 may be relevant to terms of the search query. Alternatively, if the request information 320 is associated with a document to be served, the ads 340 may be relevant to content of the document. In any event, the request information 320 may include geolocation information. For example, the request information 320 may include geolocation of an end user that submitted a search query or document request (or some other entity, such as a cable head end, a network access point, etc., associated with the request), or information from which such geolocation information can be derived. Exemplary data structures that may be used to store request information 320 and ad information 330 are described in § 4.2.1 below with reference to FIGS. 4 and 5, respectively. Exemplary methods that may be used to perform the ad selection operation 310 are described in § 4.2.2 below with reference to FIG. 6.
Still referring to FIG. 3, a scoring operation 350 may be used to generate a set 360 of ads and associated scores using the first set 340 of ads and ad information 330. The scoring operation 350 may consider geolocation information, such as geolocation performance information, and/or geolocation price information for example, of the ads. Exemplary methods that may be used to perform the scoring operation 350 are described in § 4.2.2 below with reference to FIG. 7.
Ad modification operations 370 may be used to generate a set 380 of ads with location specific creative content, and/or a location specific landing page from the set 360 of ads. Although not shown, the ad modification operations 370 may use geolocation information. Exemplary methods that may be used to perform the ad modification operations 370 are described in § 4.2.2 below with reference to FIG. 8.
The ad information 330 may include geolocation-based performance information. Such information may be provided, and/or tracked by user behavior feedback operations 390. Exemplary methods that may be used to perform the user behavior feedback operations are described in § 4.2.2 below with reference to FIG. 9.
Finally, the ad information 330 may include geolocation targeting, and/or geolocation price information. This information may be entered and/or modified by advertisers, or their representatives via ad information entry and/or management operations 335. Exemplary methods that may be used to perform these operations 335 are described in § 4.2.2 below with reference to FIG. 10.
FIG. 4 illustrates exemplary ad request information 320′ that is consistent with the present invention. The ad request information 320′ may include information such as that described in § 4.1.1 above. Further, the ad request information may include end user (or some other entity, simply referred to as “end user” in the specification) geolocation information, or information from which end user geolocation can be derived or estimated. For example, the end user geolocation information may include one or more of a country, a region (e.g., pacific coast, north-east, mid-Atlantic, south-west, etc.), a state, a metro area (e.g., San Francisco Bay Area, Metro District of Columbia Area, etc.), a city, a town, a postal zip code, a telephone area code, etc.
FIG. 5 illustrates exemplary ad information 330′ that is consistent with the present invention. The ad information 330′ may include information such as that described in § 4.1.1 above. For example, the ad information 330′ may include a unique ad identifier, ad creative content (or a pointer to such creative content), and/or a landing page link, etc. Further, the exemplary ad information 330′ may include at least one of geolocation targeting information and geolocation price information. Geolocation performance information (not shown) may be tracked and associated with the ad.
United States: $1.00/impression;
New Jersey: $0.00/impression; and
Florida: $0.15/impression.
max cost per click=$1.00 in San Diego;
CTR=0.02 in United States;
CTR=0.04 in California;
CTR=0.20 in San Diego.
Ad B: max cost per click=$0.50;
max cost per click=$2.00 in Florida;
CTR=0.07 in United States;
CTR=0.02 in California;
CTR=0.02 in San Diego.
§ 4.2.4 Alternatives
12. The online ad serving system of claim 11 wherein the geolocation information includes at least one of (a) at least one country, (b) at least one region, (c) at least one state, (d) at least one metro area, (e) at least one city, (f) at least one town, (g) at least one postal zip code, and (h) at least one telephone area code.
US10/654,265 2003-09-03 2003-09-03 Determining and/or using location information in an ad system Active 2025-11-16 US7680796B2 (en)
US10/654,265 US7680796B2 (en) 2003-09-03 2003-09-03 Determining and/or using location information in an ad system
US10/823,508 US7668832B2 (en) 2003-09-03 2004-04-12 Determining and/or using location information in an ad system
KR1020067004465A KR20060083201A (en) 2003-09-03 2004-08-23 Determining and/or using location information in an ad system
EP04781844A EP1668546A4 (en) 2003-09-03 2004-08-23 Determining and/or using location information in an ad system
PCT/US2004/027239 WO2005024667A1 (en) 2003-09-03 2004-08-23 Determining and/or using location information in an ad system
CA2537191A CA2537191C (en) 2003-09-03 2004-08-23 Determining and/or using location information in an ad system
BRPI0414125-3A BRPI0414125A (en) 2003-09-03 2004-08-23 determination and / or use of location information in an ad system
JP2006525355A JP4550820B2 (en) 2003-09-03 2004-08-23 Determination and / or usage of the arrangement information in the advertising system
AU2004271567A AU2004271567C1 (en) 2003-09-03 2004-08-23 Determining and/or using location information in an ad system
CN 200480029591 CN1864161A (en) 2003-09-03 2004-08-23 Determining and/or using location information in an ad system
KR20087024188A KR100913688B1 (en) 2003-09-03 2008-10-02 Determining and?or using location information in an ad system
US12/693,274 US8549033B2 (en) 2003-09-03 2010-01-25 Using location-specific price and/or performance information in an ad system
JP2010044589A JP4908602B2 (en) 2003-09-03 2010-03-01 In the advertising system, the determination of the arrangement information and / or use
US13/285,885 US8560388B2 (en) 2003-09-03 2011-10-31 Using location information from a request to control ad serving
US13/285,832 US8812359B2 (en) 2003-09-03 2011-10-31 Using location-specific ad creatives and/or ad landing pages in an ad system
US13/285,856 US8818856B2 (en) 2003-09-03 2011-10-31 Tracking location-specific ad performance
US14/321,758 US9501784B2 (en) 2003-09-03 2014-07-01 Location-specific advertising
US10/823,508 Continuation-In-Part US7668832B2 (en) 2003-09-03 2004-04-12 Determining and/or using location information in an ad system
US20050050097A1 US20050050097A1 (en) 2005-03-03
US7680796B2 true US7680796B2 (en) 2010-03-16
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US10/654,265 Active 2025-11-16 US7680796B2 (en) 2003-09-03 2003-09-03 Determining and/or using location information in an ad system
US10/823,508 Active 2025-11-17 US7668832B2 (en) 2003-09-03 2004-04-12 Determining and/or using location information in an ad system
US12/693,274 Active US8549033B2 (en) 2003-09-03 2010-01-25 Using location-specific price and/or performance information in an ad system
US13/285,885 Active US8560388B2 (en) 2003-09-03 2011-10-31 Using location information from a request to control ad serving
US13/285,856 Active US8818856B2 (en) 2003-09-03 2011-10-31 Tracking location-specific ad performance
US13/285,832 Active US8812359B2 (en) 2003-09-03 2011-10-31 Using location-specific ad creatives and/or ad landing pages in an ad system
US14/321,758 Active US9501784B2 (en) 2003-09-03 2014-07-01 Location-specific advertising
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JP (1) JP4908602B2 (en)
KR (1) KR100913688B1 (en)
CN (1) CN1864161A (en)
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