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Serving content-relevant advertisements with client-side device support

a technology for advertising and client-side devices, applied in the field of advertising, can solve the problems of difficult identification and elimination of waste, high cost of advertising, and high cost of advertising, and achieve the effect of reducing the cost of advertising

Inactive Publication Date: 2011-06-16
ANDERSON DARRELL +6
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

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 ad budget is simply wasted.
Moreover, it is very difficult to identify and eliminate such waste.
Despite the initial promise of Website-based advertisement, there remain several problems with existing approaches.
Although advertisers are able to reach a large audience, they are frequently dissatisfied with the return on their advertisement investment.
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.
Unfortunately, although past user behavior is often a useful metric for determining what ad(s) to serve to a user, such past behavior might not be indicative of a current user interest.
Further, past user behavior for a given user may be difficult to track if more than one person (such as different members of a family) use the same computer and browser to access the Internet.
Furthermore, tracking the online habits of a user raises delicate issues of that user's privacy.
Moreover, if such past user behavior is stored locally on the user's computer, it may consume needed storage resources.

Method used

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  • Serving content-relevant advertisements with client-side device support
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  • Serving content-relevant advertisements with client-side device support

Examples

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Embodiment Construction

[0026]The present invention may involve novel methods, apparatus, message formats and / or data structures for facilitating the serving of content-relevant ads using client-side applications. The following description is presented to enable one skilled in the art to make and use the invention, and is provided in the context of particular applications and their requirements. Various modifications to the disclosed embodiments will be apparent to those skilled in the art, and the general principles set forth below may be applied to other embodiments and applications. Thus, the present invention is not intended to be limited to the embodiments shown and the inventors regard their invention as any patentable subject matter described.

[0027]In the following, environments with which the present invention may operate are described in §4.1. Then, exemplary embodiments of the present invention are described in §4.2. Finally, some conclusions regarding the present invention are set forth in §4.3....

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PUM

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Abstract

A client-side application (such as a browser, a browser plug-in, a browser toolbar plug-in, etc. on an end user's computer) is used to support the serving of content-relevant ads to the client device. The client-side application may provide such support by sending document information (such as a document identifier, document content, content relevance information, etc.) to a content ad server. The client-side application may also be used to combine content of the document and the content-relevant ads. For example, the client-side application may combine content of the document and the ads in a window (e.g., in a browser window), may provide the ads in a window above, below, adjacent to a document window, may provide the ads in “chrome” of the browser, etc.

Description

§0. RELATED APPLICATIONS[0001]This application is a continuation of U.S. patent application Ser. No. 10 / 634,501 (incorporated herein by reference), titled “SERVING CONTENT-RELEVANT ADVERTISEMENTS WITH CLIENT-SIDE DEVICE SUPPORT,” filed on Aug. 5, 2003 and listing Darrell Anderson, Paul Buchheit, Jeffrey A. Dean, Georges R. Harik, Carl Laurence Gonsalves, Noam Shazeer and Narayanan Shivakumar as inventors, which is:[0002]1) a continuation-in-part of U.S. patent application Ser. No. 10 / 375,900 (incorporated herein by reference), titled “SERVING ADVERTISEMENTS BASED ON CONTENT,” filed on Feb. 26, 2003, and listing Darrell Anderson, Paul Buchheit, Alex Carobus, Claire Cui, Jeffrey A. Dean, Georges R. Harik, Deepak Jindal, and Narayanan Shivakumar as inventors, which is a continuation-in-part of U.S. patent application Ser. No. 10 / 314,427 (incorporated herein by reference), titled “METHODS AND APPARATUS FOR SERVING RELEVANT ADVERTISEMENTS”, filed on Dec. 6, 2002 and listing Jeffrey A. De...

Claims

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Application Information

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Patent Type & Authority Applications(United States)
IPC IPC(8): G06F3/01G06F17/00G06F17/30G06Q30/02H04L12/16H04N
CPCG06Q30/02G06Q30/0241G06F40/10
Inventor ANDERSON, DARRELLBUCHHEIT, PAULDEAN, JEFFREY A.HARIK, GEORGES R.GONSALVES, CARL LAURENCESHAZEER, NOAMSHIVAKUMAR, NARAYANAN
Owner ANDERSON DARRELL
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