Source: http://www.google.de/patents/US9501784
Timestamp: 2017-11-22 16:28:41
Document Index: 368984772

Matched Legal Cases: ['Application No. 2', 'Application No. 2', 'Application No. 04', 'Application No. 2004271567', 'Application No. 2004271567', 'Application No. 2004271567', 'application No. 1144', 'Application No. 10', 'Application No. 10', 'Application No. 2006', 'Application No. 200480029591', 'Application No. 200480029591', 'Application No. 20480029591', 'Application No. 2004271567']

Patent US9501784 - Location-specific advertising - Google Patentsuche
The usefulness, and consequently the performance, of advertisements are improved by allowing businesses to better target their ads to a responsive audience. Location information is determined (or simply accepted) and used. For example, location information may be used in a relevancy determination of...http://www.google.de/patents/US9501784?utm_source=gb-gplus-sharePatent US9501784 - Location-specific advertising
Veröffentlichungsnummer US9501784 B2
Anmeldenummer US 14/321,758
Eingetragen 1. Juli 2014
Prioritätsdatum 3. Sept. 2003
Auch veröffentlicht unter CN1864161A, US7668832, US7680796, US8549033, US8560388, US8812359, US8818856, US20050050027, US20050050097, US20100131350, US20120109742, US20120109744, US20120116884, US20140316893
Veröffentlichungsnummer 14321758, 321758, US 9501784 B2, US 9501784B2, US-B2-9501784, US9501784 B2, US9501784B2
Erfinder Leslie Yeh Johnson, Sridhar Ramaswamy, Zhe Qian, Mark Rose
Patentzitate (65), Nichtpatentzitate (36), Klassifizierungen (13), Juristische Ereignisse (1)
US 9501784 B2
The usefulness, and consequently the performance, of advertisements are improved by allowing businesses to better target their ads to a responsive audience. Location information is determined (or simply accepted) and used. For example, location information may be used in a relevancy determination of an ad. As another example, location information may be used in an attribute (e.g., position) arbitration. Such location information may be associated with price information, such as a maximum price bid. Such location information may be associated with ad performance information. Ad performance information may be tracked on the basis of location information. The content of an ad creative, and/or of a landing page may be selected and/or modified using location information. Tools, such as user interfaces, may be provided to allow a business to enter and/or modify location information. The location information used to target and/or score ads may be, include, or define an area.
receiving, using one or more processors, geolocation information associated with an end user request;
determining, using the one or more processors, whether an ad has geolocation-specific information corresponding to the received geolocation information; and
responsive to a determination that the ad has geolocation-specific information corresponding to the received geolocation information,
modifying, using the one or more processors, an ad creative based at least in part on one or more of (A) the geolocation information associated with the end user request, and (B) the geolocation-specific information of the ad, wherein modifying the ad creative includes selecting one of one or more candidate ad creatives,
selecting, using the one or more processors, one of a plurality of candidate ad landing pages based at least in part on the geolocation information, and
providing, using the one or more processors, the modified ad creative on a client device,
otherwise, responsive to a determination, using the one or more processors, that the ad does not have geolocation-specific information corresponding to the geolocation information, providing the ad creative to the client device.
2. The computer-implemented method of claim 1, wherein modifying the ad creative comprises modifying a content of the creative.
3. The computer-implemented method of claim 1, wherein modifying the ad creative comprises inserting geolocation-specific content into the ad creative.
4. The computer-implemented method of claim 1, wherein the geolocation-specific information corresponds to a circular area having a radius about a specified geographic reference point.
5. The computer-implemented method of claim 1, wherein the geolocation-specific information corresponds to an area defined by at least three geographic reference points.
6. The computer-implemented method of claim 1, wherein the geolocation information associated with the end user request and the geolocation-specific information each include at least one of (a) at least one region, (b) at least one state, (c) at least one metro area, (d) at least one city, (e) at least one town, (f) at least one postal zip code, or (g) at least one telephone area code.
7. The computer-implemented method of claim 1, the method further comprising:
responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information, serving a first ad creative, the first ad creative including a link to the selected one of the plurality of candidate ad landing pages, to provide the first ad creative to the client device.
one or more non-transient computer readable storage device storing instructions which, when executed by the one or more processor, cause the one or more processors to perform operations comprising:
receiving, using one or more computers, geolocation information associated with an end user request;
determining, whether an ad has geolocation-specific information corresponding to the geolocation information; and
responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information,
modifying an ad creative based at least in part on one or more of (A) the geolocation information associated with the end user request, and (B) the geolocation-specific information of the ad, wherein modifying the ad creative includes selecting one of one or more candidate ad creatives,
selecting one of a plurality of candidate ad landing pages based at least in part on the geolocation information, and
providing the modified ad creative on a client device,
otherwise, responsive to a determination that the ad does not have geolocation-specific information corresponding to the geolocation information, providing the ad creative to the client device.
9. The system of claim 8, wherein modifying the ad creative comprises modifying a content of the creative.
10. The system of claim 8, wherein modifying the ad creative comprises inserting geolocation-specific content into the ad creative.
11. The system of claim 8, wherein the geolocation-specific information corresponds to a circular area having a radius about a specified geographic reference point.
12. The system of claim 8, wherein the geolocation-specific information corresponds to one of (A) a circular area having a radius about a specified geographic reference point, or (B) an area defined by at least three geographic reference points.
13. The system of claim 8, wherein the geolocation information associated with the end user request and the geolocation-specific information each include at least one of (a) at least one region, (b) at least one state, (c) at least one metro area, (d) at least one city, (e) at least one town, (f) at least one postal zip code, or (g) at least one telephone area code.
14. The system of claim 8, wherein responsive to the determination that the ad has the geolocation-specific information corresponding to the geolocation information, further comprises:
serving a first ad creative, the first ad creative including a link to the selected one of the plurality of candidate ad landing pages, to provide the first ad creative to the client device.
15. A non-transitory storage medium storing processor-executable instructions which, when executed by at least one processor, cause the at least one processor to perform operations comprising:
receiving geolocation information associated with an end user request;
determining whether an ad has geolocation-specific information corresponding to the geolocation information; and
16. The non-transitory storage medium of claim 15, storing processor-executable instructions wherein modifying the ad creative comprises modifying a content of the creative.
17. The non-transitory storage medium of claim 15, storing processor-executable instructions wherein modifying the ad creative comprises inserting geolocation-specific content into the ad creative.
18. The non-transitory storage medium of claim 15, storing processor-executable instructions wherein the geolocation-specific information corresponds to a circular area having a radius about a specified geographic reference point.
19. The non-transitory storage medium of claim 15, storing processor-executable instructions wherein the geolocation-specific information corresponds to an area defined by at least three geographic reference points.
20. The non-transitory storage medium of claim 15, storing processor-executable instructions wherein the geolocation information associated with the end user request and the geolocation-specific information each include at least one of (a) at least one region, (b) at least one state, (c) at least one metro area, (d) at least one city, (e) at least one town, (f) at least one postal zip code, or (g) at least one telephone area code.
This application is a continuation of U.S. patent application Ser. No. 13/285,832, titled “USING LOCATION-SPECIFIC AD CREATIVES AND/OR AD LANDING PAGES IN AN AD SYSTEM,” and filed on Oct. 31, 2011, which is a continuation of U.S. patent application Ser. No. 12/693,274 (referred to as “the '274 application”), titled “USING LOCATION-SPECIFIC PRICE AND/OR PERFORMANCE INFORMATION IN AN AD SYSTEM,” filed Jan. 25, 2010, now issued as U.S. Pat. No. 8,549,033, and listing Leslie Yeh, Sridhar Ramaswamy, Zhe Qian and Mark Rose as inventors, the '274 application being a continuation of U.S. patent application Ser. No. 10/823,508 (referred to as “the '508 application”), titled “DETERMINING AND/OR USING LOCATION INFORMATION IN AN AD SYSTEM,” filed on Apr. 12, 2004, now issued as U.S. Pat. No. 7,668,832, and listing Leslie Yeh, Sridhar Ramaswamy, Zhe Qian and Mark Rose as inventors, the '508 application being a continuation-in-part of U.S. patent application Ser. No. 10/654,265 (referred to as “the '265 application”), titled “DETERMINING AND/OR USING LOCATION INFORMATION IN AN AD SYSTEM,” filed on Sep. 3, 2003, now issued as U.S. Pat. No. 7,680,796, and listing Leslie Yeh, Sridhar Ramaswamy and Zhe Qian as inventors. Each of the above-identified patent applications is expressly incorporated herein by reference.
In one embodiment of the present invention, geolocation targeting information can be inferred from geolocation price information. For example, if an advertiser submits a maximum bid per impression of $ 1.50 for the geolocation DC metro, it may be assumed that the advertiser wants to target its ads to end users in the DC metro area. Similarly, if the advertiser submits a bid per impression of $ 0.00 for a given state, it may be assumed that the advertiser wants to avoid serving its ads to end users in the state. For example, if a car insurance provider is licensed to provide insurance in all states except for New Jersey, and is not as interested in writing less profitable policies in Florida, it can provide the following geolocation price information:
US6298351 11. Apr. 1997 2. Okt. 2001 International Business Machines Corporation Modifying an unreliable training set for supervised classification
US6343317 29. Dez. 1999 29. Jan. 2002 Harry A. Glorikian Internet system for connecting client-travelers with geographically-associated data
US6625456 8. Sept. 2000 23. Sept. 2003 Telefonaktiebolaget Lm Ericsson (Publ) Mobile communication system enabling location associated messages
US6643640 7. Febr. 2002 4. Nov. 2003 Verizon Laboratories Inc. Method for performing a data query
US7089264 22. Juni 2001 8. Aug. 2006 Navteq North America, Llc Geographic database organization that facilitates location-based advertising
US7421278 13. März 2001 2. Sept. 2008 Intellions, Inc. Method and apparatus for time-aware and location-aware marketing
US8131585 14. Juni 2002 6. März 2012 Nicholas Frank C Method and system for providing network based target advertising
US8549033 25. Jan. 2010 1. Okt. 2013 Google Inc. Using location-specific price and/or performance information in an ad system
US8560388 31. Okt. 2011 15. Okt. 2013 Google Inc. Using location information from a request to control ad serving
US8812359 * 31. Okt. 2011 19. Aug. 2014 Google Inc. Using location-specific ad creatives and/or ad landing pages in an ad system
US8818856 31. Okt. 2011 26. Aug. 2014 Google Inc. Tracking location-specific ad performance
US20010032122 7. Dez. 2000 18. Okt. 2001 Hankla James Kirk Just-in-time advertising system
US20010042054 23. Jan. 2001 15. Nov. 2001 Klaus Dietrich Postage meter machine with access protection
US20020016741 15. Dez. 2000 7. Febr. 2002 Black Peter M. Targeted e-commerce system
US20020044067 31. Okt. 1996 18. Apr. 2002 Technical Visions, Inc. Message delivery based upon geographical and temporal parameters
US20020161633 * 27. Apr. 2001 31. Okt. 2002 Joseph Jacob Delivery of location significant advertising
US20030078832 4. Sept. 2002 24. Apr. 2003 Alvarez Alan P. System and method for determining the effectiveness and efficiency of advertising media
US20030093318 12. Nov. 2002 15. Mai 2003 Nec Corporation Advertisment distribution methos, server terminal, user terminal, and program
US20110137548 7. Dez. 2009 9. Juni 2011 Microsoft Corporation Multi-Modal Life Organizer
US20120109742 31. Okt. 2011 3. Mai 2012 Leslie Yeh Using location information from a request to control ad serving
US20120109744 31. Okt. 2011 3. Mai 2012 Leslie Yeh Tracking location-specific ad performance
US20120116884 31. Okt. 2011 10. Mai 2012 Leslie Yeh Using location-specific ad creatives and/or ad landing pages in an ad system
CA2402047A1 2. März 2001 7. Sept. 2001 Super Internet Site System Pty Ltd. On-line geographical directory
EP1253542A2 11. Apr. 2002 30. Okt. 2002 Hewlett-Packard Company Delivery of location significant advertising
JP2001318925A Titel nicht verfügbar
JP2002024276A Titel nicht verfügbar
JP2003077000A Titel nicht verfügbar
JP2003108591A Titel nicht verfügbar
KR20000059098A Titel nicht verfügbar
KR20020014897A Titel nicht verfügbar
WO2001065426A1 2. März 2001 7. Sept. 2001 Super Internet Site System Pty Ltd On-line geographical directory
1 "3G European Location Based Advertising", Public Mid-Term Report, version 1.0, published on Oct. 16, 2003 by the ELBA Consortium, 17 pages.
2 Brin et al., "The Anatomy of a Large Scale Hypertextual Web Search Engine", Proceedings of the Seventh International Conference on World Wide Web, Brisbane, Australia, Apr. 14-18, 1998, 20 pages.
3 Bruner, "Sites Help Marketers Think Global, Advertise Local, 'Geo-Coding', Other Tools Make Ads More Relevant", Advertising Age, Mar. 24, 2007, p. 3.
4 Bunn, "Machine Age, Electioneering", The Village Voice, vol. XLIII, No. 17, Apr. 28, 1998, 3 pages.
5 Canadian Office Action to Canadian Patent Application No. 2,537,191, dated Apr. 9, 2013, 4 pages.
6 Canadian Office Action to Canadian Patent Application No. 2,537,191, dated Aug. 11, 2010, 7 pages.
7 Chen et al., "A Survey of Context-Aware Mobile Computing Research", Technical Report TR2000-381, Department of Computer Science, Dartmouth College, 2000, 16 pages.
8 Cheverst et al., "Developing a Context-Aware Electronic Tourist Guide: Some Issues and Experiences", CHI 2000 Conference on Human Factors in Computing System, The Hague, The Netherlands, Apr. 1-6, 2000, pp. 17-24.
9 Cheverst et al., "Experiences of Developing and Deploying a Context-Aware Tourist Guide: The GUIDE Project", The Sixth Annual International Conference on Mobile Computing and Networking, Boston, Massachusetts, Aug. 6-11, 2000, pp. 20-31.
10 Clark, "DoubleClick Localizes Web Ads", CNET News.com, Jul. 14, 1998, pp. 1-2.
11 Communication for European Patent Application No. 04 781 844.8-1527, mailed on Oct. 24, 2007, 5 pages.
12 Examiner's Re-Examination Report for Australian Patent Application No. 2004271567, mailed Nov. 3, 2011, 3 pages.
13 Examiner's Report No. 2 for Australian Patent Application No. 2004271567, mailed Sep. 29, 2009 (2 pages).
14 Examiner's Report No. 3 for Australian Patent Application No. 2004271567, mailed Oct. 29, 2009 (2 pages).
15 First Examination Report for Indian Patent application No. 1144/CHENP/2006, dates Mar. 20, 2008, 5 pages.
16 Gallagher et al., "A Framework for Targeting Banner Advertising on the Internet", Proceedings of the Thirteenth Hawaii International Conference on System Sciences, vol. 4, No. 7, Jan. 7, 1997, pp. 265-274.
17 Gwertzman, "Autonomous Replication in Wide-Area Intemetworks", Center for Research in Computing Technology, Harvard University, Apr. 10, 1995, 103 pages.
18 Long et al., "Rapid Prototyping of Mobile Context-Aware Applications: The Cyberguide Case Study, Proceedings of the 2nd Annual International Conference on Mobile Computing and Networking", White Plains, New York, Nov. 11-12, 1996pp. 97-102.
19 * lyengar et al., Distributed Computing Systems, 1998. Proceddings. 18th International Conference on, Year: 1998, pp. 58-65, DOI: 10.1109/ICDCS.1998.679487.
20 Morimoto et al., "Extracting Spatial Knowledge from the Web", Proceedings of the 2003 Symposium on Applications and the Internet, Piscataway, New Jersey, Jan. 27-31, 2003, pp. 326-333.
21 NetGravity AdServer 3.5 Announcement, published on Sep. 9, 1998, 1 page.
22 NetGravity AdServer AdMaster's Guide, 1999, pp. 1-59.
23 NetGravity AdServer User Assistance Guide, 1998, pp. 1-329.
24 Notice of Preliminary Rejection for Korean Patent Application No. 10-2006-7004465, mailed Nov. 4, 2008, with translation, 7 pages.
25 Notice of Preliminary Rejection for Korean Patent Application No. 10-2008-7024188, mailed Nov. 27, 2008 with translation, 6 pages.
26 Notices of Reasons for Rejection for Japanese Patent Application No. 2006-525355, mailed Mar. 31, 2009 with translation, 6 pages.
27 Notification of the Fourth Office Action for Chinese Patent Application No. 200480029591.X, mailed Dec.. 14, 2011 with translation, 4 pages.
28 Notification of the Third Office Action for Chinese Patent Application No. 200480029591.X, dated Nov. 15, 2010 with translation, 3 pages.
29 Office Action to U.S. Appl. No. 10/654,265, mailed Aug. 24, 2007, Paper No. 20070816, 9 pages.
30 Office Action to U.S. Appl. No. 10/654,265, mailed Jan. 4, 2007, Paper No. 20061227, 11 pages.
31 Office Action to U.S. Appl. No. 10/654,265, mailed May 12, 2008, Paper No. 20080430, 21 pages.
32 Office Action to U.S. Appl. No. 10/654,265, mailed May 9, 2006, Paper No. 20060503, 10 pages.
33 Rejection Decision for Chinese Patent Application No. 20480029591.X, mailed Mar. 14, 2011 with translation, 4 pages.
34 Statement on Grounds and Particulars in Support of Opposition for Australian Patent Application No. 2004271567, dated Jun. 24, 2010, 12 pages.
35 The Gale Group, "Dollars and Eyeballs: The Net Advertising Equation", Publishing Technology review, vol. 3, No. 10, Nov. 1, 1996, 4 pages.
36 Translation of Japanese Patent Application Publication No. 2000-020433 with drawings, Jan. 21, 2000, 21 pages.
Internationale Klassifikation G06Q30/02, G06F17/30, G06F7/00, G06Q30/00
Unternehmensklassifikation G06Q30/0257, G06F17/3087, G06Q30/0254, G06Q30/0205, G06Q30/0246, G06Q30/02, G06Q30/0244, G06Q30/0261, G06Q30/0242
Free format text: ASSIGNMENT OF ASSIGNORS INTEREST;ASSIGNORS:YEH, LESLIE;RAMASWAMY, SRIDHAR;QIAN, ZHE;AND OTHERS;REEL/FRAME:034914/0367