Source: https://patents.google.com/patent/US10380651B2/en
Timestamp: 2019-10-13 21:25:16
Document Index: 586554182

Matched Legal Cases: ['Application No. 2', 'Application No. 2007', 'application No. 2008', 'Application No. 2008', 'Application No. 10', 'Application No. 10', 'application No. 2007', 'Application No. 2013', 'Application No. 2', 'Application No. 2013', 'Application No. 10', 'Application No. 2013']

US10380651B2 - Distributing mobile advertisements - Google Patents
US10380651B2
US10380651B2 US14/989,093 US201614989093A US10380651B2 US 10380651 B2 US10380651 B2 US 10380651B2 US 201614989093 A US201614989093 A US 201614989093A US 10380651 B2 US10380651 B2 US 10380651B2
US14/989,093
US20160117738A1 (en
2016-01-06 Assigned to GOOGLE INC. reassignment GOOGLE INC. ASSIGNMENT OF ASSIGNORS INTEREST (SEE DOCUMENT FOR DETAILS). Assignors: SHEN, SI, TOKUSEI, KENTARO, MILLER, STEVE, NGUYEN, GIAO, YAN, WEIPENG PAUL
2016-01-06 Priority to US14/989,093 priority patent/US10380651B2/en
2016-04-28 Publication of US20160117738A1 publication Critical patent/US20160117738A1/en
2019-08-13 Publication of US10380651B2 publication Critical patent/US10380651B2/en
This application claims priority to and is a continuation of U.S. application Ser. No. 11/360,015, titled “Distributing Mobile Advertisement” filed Feb. 22, 2006, incorporated herein by reference in its entirety.
Keywords 228 may provide a mechanism by which content provider 212 identifies which advertisements 224 to deliver to users. For example, each keyword 228 may be a word or group of words that an advertiser 216 believes to be descriptive of or linked to the product or service being advertised. For example, a provider of maps that show the voter break-down from a presidential election (red state I blue state) may produce an advertisement and associate with it keywords such as “electoral college” or “election results.”
Ad manager 214 provides an application and interface by which advertisers 216 may produce, post, and manage advertisements and advertising campaigns-such as in response to the scenarios just discussed. Although shown for clarity as a system separate from content provider 212 that connects directly to advertisers 216, the ad manager 214 may be a part of content provider 212 and may generally communicate with advertisers through an intervening network such as the internet 222. As explained in more detail below, the ad manager 214 may interact with advertisers 216 to allow them to establish advertisements to be directed to mobile devices, to set delivery parameters for such advertisements, and to manage advertisements and groups of advertisements (e.g., as parts of campaigns).
Advertisement format and placement can have an appreciable affect on the click-through rate. Placing advertisements near the top of display 400 places them in a prominent location for the user, and may initially increase click-through rates. However, such placement also blocks out the search results 408 so that a user may have to navigate simply to see any appreciable part of the search results. Thus, such placement can be a negative in the long run. Also, the format of each advertisement likewise can block more of a display in order to convey more information. The displayed advertisement format (e.g., Header(link)+description+URL″) is a relatively detailed format but also may provide high click-through rates because of the amount and form of the information conveyed.
At action 532, the advertiser may be given an opportunity to reformat one or more of the advertisements. For example, a system may initially attempt to change a non-mobile advertisement into a mobile advertisement, such as by truncating text in the advertisement and identifying the format of landing pages associated with the advertisement (e.g., to determine whether the page can be rendered with an xhtml or wml browser). The system may then present the pro forma advertisements, such as in a grid, with information provided as the system can determine it. The advertiser may then be given the opportunity to reformat any advertisement further (e.g., manually) and to check the format of all the advertisements (action 534). For example, the advertiser may look at the entries for the advertisements in a grid, or may be presented with each advertisement in turn, in the format they would take when presented to a searching user. Also, the advertiser may add certain device-specific limitations on the display of the converted advertisement, such as display to subscribers of only certain wireless carriers.
FIG. 6A is a display 600 showing a screen to allow an advertiser to create an advertisement directed at mobile devices. The screen shows the set-up options for establishing a new advertising campaign with mobile text advertisements. As indicated by the URL labels next to the “create ad” text 604, the user may alternatively create text advertisements or image advertisements for non-mobile devices. The display provides instructions 606 to a user trying to set up an advertisement, and also provides links 620 to more extensive instructions, along with a help box a user may search.
1. A method of generating relevant promotional material for transmission to a device comprising:
generating, by one or more data processors, an advertisement for distribution comprising:
generating, by one or more data processors, an advertisement based on identified advertisement content; and
designating, by the one or more data processors, the advertisement for use on a first platform;
receiving, by the one or more data processors, a query for content from a device;
determining, by the one or more data processors, device specific parameters for the device associated with the query, the device specific parameters including a parameter specifying a second platform associated with the device;
selecting, by the one or more processors, the advertisement based on the query for content from the device and based on the device specific parameters;
reformatting, by the one or more data processors, the advertisement for the second platform, the reformatting including:
determining an advertiser constraint parameter that matches a parameter of the second platform from a plurality of advertiser constraint parameters, each advertiser constraint parameter associated with a predetermined length, and
truncating text included in the identified advertisement content to the predetermined length associated with the determined advertiser constraint parameter; and
transmitting, by the one or more data processors, search results and the reformatted advertisement responsive to the query.
2. The method of claim 1, wherein the query includes an IP address associated with a telecommunications carrier of the device and the advertiser constraint parameter includes a carrier identity.
3. The method of claim 1, wherein the advertiser constraint parameter includes a device model identifier.
4. The method of claim 1, wherein the advertiser constraint parameter includes a device display language identifier.
5. The method of claim 1, wherein the advertisement is stored in an advertisement database, the advertisement classified according to a carrier identity.
6. The method of claim 1, wherein the advertiser constraint parameter is selected from a group consisting of a wireless carrier, a device model, a device maker, or a supported device display language.
7. The method of claim 1, wherein the advertiser constraint parameter is automatically selected.
8. The method of claim 1, wherein the second platform is a mobile platform.
9. The method of claim 1, wherein the first platform is a non-mobile platform.
10. A system for generating relevant promotional material for transmission to a device comprising:
generating an advertisement based on identified advertising content;
designating the advertisement for a non-mobile platform;
receiving a query from a device, the query comprising device specific parameters for the device including a parameter specifying a mobile platform associated with the device;
selecting the advertisement based on the query from the device and based on the device specific parameters;
reformatting the advertisement for the mobile platform associated with the device, the reformatting including:
truncating text included in the identified advertising content to the predetermined length associated with the determined advertiser constraint parameter; and
transmitting search results and the reformatted advertisement responsive to the query.
11. The system of claim 10, wherein the advertiser constraint parameter includes a device model identifier.
12. The system of claim 10, wherein the advertiser constraint parameter includes a device display language identifier.
13. The system of claim 10, wherein the advertisement is stored in an advertisement database, the advertisement classified according to a carrier identity.
14. The system of claim 10, wherein the one or more storage devices stores instructions that, when executed by the one or more data processors, cause the one or more data processors to perform operations further comprising:
determining an IP address associated with a telecommunications carrier of the device;
receiving the advertiser constraint parameter of a carrier identity; and
selecting the advertisement based on the device specific parameters, the device specific parameters further including a wireless carrier, a device model, a device maker, and a supported device display language.
generating an advertisement for distribution to a device, wherein generating comprises:
generating the advertisement based on identified advertisement content; and
designating the advertisement for use on a first device platform;
receiving a query for content from a device, the query including a device specific parameter for the device;
selecting advertisement based on the query for content from the device and based on the device specific parameters;
determining an advertiser constraint parameter for a different platform matches the device specific parameter for a device platform of the device, the advertiser constraint parameter associated with a predetermined length;
reformatting the advertisement for the different platform from the first device platform based on the device specific parameter, the reformatting including truncating text included in the identified advertisement content to the predetermined length associated with the determined advertiser constraint parameter; and
transmitting search results and the reformatted advertisement for display on the device responsive to the query and the devices platform of the device matching the different platform of the advertiser constraint parameter.
16. The non-transitory computer readable storage device of claim 15, wherein reformatting the advertisement is further based on a parameter indicative of a markup language supported by the device of the device specific parameters.
17. The non-transitory computer readable storage device of claim 15, wherein the advertisement is stored in an advertisement database, the advertisement classified according to a carrier identity.
18. The non-transitory computer readable storage device of claim 15 storing instructions that, when executed by one or more processors, cause the one or more processors to perform operations further comprising:
19. The non-transitory computer readable storage device of claim 15, wherein the advertiser constraint parameter includes a device model identifier and a device display language identifier.
20. The non-transitory computer readable storage device of claim 15, wherein the first device platform is a non-mobile platform and the different platform is a mobile platform.
US14/989,093 2006-02-22 2016-01-06 Distributing mobile advertisements Active 2028-05-08 US10380651B2 (en)
US14/989,093 US10380651B2 (en) 2006-02-22 2016-01-06 Distributing mobile advertisements
US11/360,015 Continuation US9251520B2 (en) 2006-02-22 2006-02-22 Distributing mobile advertisements
US20160117738A1 US20160117738A1 (en) 2016-04-28
US10380651B2 true US10380651B2 (en) 2019-08-13
US14/989,093 Active 2028-05-08 US10380651B2 (en) 2006-02-22 2016-01-06 Distributing mobile advertisements
US20180181984A1 (en) * 2015-08-17 2018-06-28 Social Gear Pte Ltd Advertisement management system and advertisement management device
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Free format text: ASSIGNMENT OF ASSIGNORS INTEREST;ASSIGNORS:SHEN, SI;TOKUSEI, KENTARO;YAN, WEIPENG PAUL;AND OTHERS;SIGNING DATES FROM 20060516 TO 20060522;REEL/FRAME:037420/0279