Flexible advertising system which allows advertisers with different value propositions to express

22 Pages·2013·2.09 MB·English

US008326689B2
(12) United States Patent (10) Patent N0.: US 8,326,689 B2
Agarwal et a]. (45) Date of Patent: Dec. 4, 2012
(54) FLEXIBLE ADVERTISING SYSTEM WHICH FOREIGN PATENT DOCUMENTS
ALLOWS ADVERTISERS WITH DIFFERENT JP 2003-076921 3/2003
VALUE PROPOSITIONS TO EXPRESS SUCH JP HEI 17-190005 7/2005
VALUE PROPOSITIONS TO THE WO WO 2005/006282 1/2005
ADVERTISING SYSTEM
OTHER PUBLICATIONS
(75) Inventors: Sumit AgarWal, San Carlos, CA (US); Hicks, Matthew, “Google Reinvents AdWords with Auctioned CPM
Gregory Joseph Badros, Mountain Ads,” eWeekcom (Apr. 27, 2005) (Downloaded from http://www.
eweek.corn/c/a/Search/Google-Reinvents-AdWords-with-Auc
View, CA (US); John Fu, Sunnyvale,
tioned-CPM-Ads/, pp. 1-4.)
CA (US)
PCT/ISN220, “Noti?cation of Transmittal of the International
Search Report and the Written Opinion of the International Searching
(73) Assignee: Google Inc., Mountain View, CA (US) Authority, or the Declaration” for PCT/U S06/36062,mai1ed Aug. 14,
2007 (1 pg.)
(*) Notice: Subject to any disclaimer, the term of this PCT/ISN210, “International Search Report” for PCT/US06/ 36062,
mailed Aug. 14, 2007 (2 pgs.)
patent is extended or adjusted under 35
PCT/ISN237, “Written Opinion of the International Searching
U.S.C. 154(b) by 1169 days.
Authority” for PCT/US06/36062, mailed Aug. 14, 2007 (6 pgs.)
Examiner’s First Report for Australian Patent Application No.
(21) Appl. N0.: 11/22s,5s3 2006292491, mailed Aug. 21, 2009 (2 pgs.)
(Continued)
(22) Filed: Sep. 16, 2005
Primary Examiner * Alvin L Brown
(65) Prior Publication Data (74) Attorney, Agent, or Firm * John C. Pokotylo; Straub &
Pokotylo
US 2007/0067215 A1 Mar. 22, 2007
(57) ABSTRACT
(51) Int. Cl.
Different advertisers that may have different value proposi
G06Q 30/00 (2006.01)
tions and that may desire different types of ad spots may
(52) US. Cl. ................. .. 705/14.54; 705/14.43; 235/375 effectively participate in an advertising network. An adver
(58) Field of Classi?cation Search ................... .. 705/14 tiser may express various value propositions using various
See application ?le for complete search history. types of offers, such as offers (or maximum offers) per
impression, selection, and/or conversion (or some other user
(56) References Cited event). Probabilities of events, associated with offers, occur
ring may be used to allow different advertisers with different
U.S. PATENT DOCUMENTS value propositions to compete against one another in an arbi
tration such as an auction. Advertisers may target the serving
2004/0103024 A1 5/2004 Patel et a1.
of their ads to keywords (search and/or content), particular
2005/0097204 A1 5/2005 Horowitz
publications or properties, particular vertical categories,
2006/0122879 A1* 6/2006 O’Kelley ...................... .. 705/14
2006/0271389 A1* 11/2006 Goodman .... .. 705/1 other types of ad spots, etc.
2007/0038508 A1* 2/2007 Jain etal. 705/14
2007/0061328 A1* 3/2007 Ramer et a1. .................. .. 707/10 9 Claims, 8 Drawing Sheets
261 0 9 250
AD USER DEVICE
SERVER (CLIENT)
240
220
EMAIL NETWORK(S)
SERVER SEARCH
_ ENGINE
OFFLINE OFFLINE AD
230 CONTENT 232 CONTENT SPOT $234
SERVER ‘9
PROVIDER PROPERTY
ICN Q
US 8,326,689 B2
Page 2
OTHER PUBLICATIONS Of?ce Action for Israeli Patent Application No. 190132, mailed Sep.
18, 2011 (3 pgs.).
Translation of Notice of Reasons for Rejection for Japanese Patent
Notice of Preliminary Rejection of Korean Patent Application No.
Application No. 2008-531363, mailed Feb. 15, 2011 (2 pgs.).
10-2011-7008597, mailed Oct. 7, 2011 (3 pgs.) With translation (3
Communication for European Patent Application No. 06 803 690.4
PgS~)~
2221, mailed on Mar. 2, 2010 (1 pg.).
Notice of Preliminary Rejection for Korean Patent Application No. Extended European Search Report for European Patent Application
10-2008-7009120, mailed Mar. 31, 2010 (8 pgs.) With translation (9 No. 068036904, mailed Nov. 23, 2009 (4 pgs.).
PgS~)~
EXaminer’s Report for Australian Patent Application No.
Re-EXamination Report for Korean Patent Application No. 10-2008 2006292491, mailed Nov. 25, 2010 (2 pgs.).
7009120, mailed May 24, 2011 (2 pgs.) With translation (2 pgs.).
Notice of Final Rejection for Korean Patent Application No.
Notice of Reasons for Rejection for Japanese Patent Application No.
2008-531363, mailed Jun. 14, 2011 (3 pgs.) With translation (2 pgs.). 10-2008-7009120, mailed Dec. 29, 2010 (4 pgs.) With translation (4
PgS~)~
Noti?cation of the First Of?ce Action for Chinese Patent Application
No. 2006800427528, dated Jul. 14, 2010 (3 pgs.) With translation (5 EXaminer’s Report for Canadian Patent Application No. 2,622,655,
PgS~)~ Feb. 20, 2012 (4 pgs.).
Noti?cation of the Second Of?ce Action for Chinese Patent Appli
cation No. 2006800427528, mailed Aug. 24, 2011 (4 pgs.) With
translation (7 pgs.). * cited by examiner

US. Patent Dec. 4, 2012 Sheet 2 of8 US 8,326,689 B2
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US. Patent Dec. 4, 2012 Sheet 4 of8 US 8,326,689 B2
ADVERTISER USER
INTERFACE
ASK ADVERTISER FOR DESIRED
CHARACTERISTIC OF AD SPOT (e.g.,
GENERAL SEARCH WITH ANY
MATCHING SERVING CONSTRAINTS, 510
GENERAL CONTENT WITH ANY ’\1
MATCHING CONCEPTS, SERVING
CRITERIA (e.g., KEYWORD) SPECIFIC,
PROPERTY SPECIFIC, SPOT TYPE
SPECIFIC, VERTICAL SPECIFIC, ETC.)
ACCEPT ADVERTISER INPUT 520
WITH RESPECT TO DESIRED /\/
CHARACTERISTIC OF AD SPOT
ACCEPT OFFER PER IMPRESSION,
OFFER PER SELECTION, OFFER /\/53°
PER CONVERSION, AND/OR OFFER
PER ANY OTHER “EVENT”
SAVE ACCEPTED 540
OFFER INFORMATION r\/
550
FIGURE 5
US. Patent Dec. 4, 2012 Sheet 5 0f8 US 8,326,689 B2
DESIRED CHARACTERISTIC (EVENT, VALUE ,
0|: AD SPOT VALUEIMPRESSION VALUESELECTIOMCLICK) pRogAmu-rysjzz?
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FIGURE 6
US. Patent
Dec. 4, 2012 Sheet 6 0f 8 US 8,326,689 B2
ACCEPT REQUEST FOR AD(S) K310
WITH AD SPOT INFORMATION
Y
GET ELIGIBLE (e.g., ,\/72o
RELEVANT) ADS
SCORE ELIGIBLE ADS USING
STORED OFFER PER IMPRESSION,
OFFER PER SELECTION, OFFER 730
PER CONVERSION, OFFER PER r\/
EVENT AND/OR PROBABILITIES
(9.9., OF IMPRESSION, SELECTION,
CONVERSION, EVENT, ETC.)
PLACE AD(S) IN AD f\7/40
SPOT(S) USING SCORES
50
FIGURE 7
US. Patent Dec. 4, 2012 Sheet 7 of8 US 8,326,689 B2
(A0 ACCOUNTING IBILLING )
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810
OCCURRENCE OF CONDITION
PRECEDENT TO CHARGE
l
DETERMINE PAYMENT USING 820
OFFER(S) OF AD (AND/OR lb
OFFER(S) OF OTHER A08)
830
FIGURE 8
US. Patent Dec. 4, 2012 Sheet 8 of8 US 8,326,689 B2
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