Facilitating smart advertising on curated content-based networking websites in an on-demand services environment

Patent metadata

Field	Value
Publication number	US-10902459-B2
Application number	US-201414511037-A
Country	US
Kind code	B2
Filing date	Oct 9, 2014
Priority date	Dec 31, 2013
Publication date	Jan 26, 2021
Grant date	Jan 26, 2021

Abstract

In accordance with embodiments, there are provided mechanisms and methods for facilitating smart advertising on curated content-based networking websites in an on-demand services environment in a multi-tenant environment according to one embodiment. In one embodiment and by way of example, a method includes receiving a request for advertisement on a website, where the request may be received from an advertising organization. The method may further include estimating one or more factors relating to the advertisement, computing, based on the estimation, expected revenue relating to the advertisement, and placing the advertisement on the website based on the expected revenue.

First claim

What is claimed is:

1. A computer-implemented method for smart placement of advertisements on a webpage as facilitated by an advertising server device, the method comprising:
identifying, by the advertising server device, contents of the webpage associated with a primary user at a client computing device, wherein the webpage displays a catalog of interests pertinent to the primary user, wherein the interests are represented through images that are pinned or re-pinned on one or more pin-boards at the webpage associated with the primary user, and based on the contents, facilitating discovery and sharing of information and linking the primary user with secondary users through the interests,
wherein a pinned image is associated with a primary source of the information and classified as basic traffic at the webpage, and wherein a re-pinned image is associated with a secondary source of the information and classified as bonus traffic at the webpage;
prior to placing an advertisement on the webpage, determining, by the advertising server device, whether the advertisement is to be placed on the webpage by:
classifying a traffic as the basic traffic or the bonus traffic and one or more of:
(a) estimating a probability of relevance of the advertisement to the user based on the basic traffic and the bonus traffic on the webpage;
(b) estimating an action rate of the advertisement based at least in part on the estimated probability of relevance, wherein the action rate is types of frequencies of actions pertaining to the advertisement anticipated to be taken by the user; and
(c) estimating a revenue to be obtained from placing the advertisement on the webpage; and

upon determining that the advertisement is to be placed on the webpage, based at least in part on the one or more of the estimated probability of relevance, the estimated action rate, and the estimated revenue, placing, by the advertising server device, the advertisement on the webpage.

2. The method of claim 1 , further comprising determining one or more of current price rates associated with the actions and payments and costs anticipated from the actions, wherein the webpage is displayed on a website comprising a curated content-based networking web site.

3. The method of claim 2 , wherein the content includes one or more of primary content obtained from primary sources, and secondary content obtained from secondary sources.

4. The method of claim 2 , wherein the probability of relevance is estimated based on one or more of the Jaccard Index, the term frequency-inverse document frequency, and a web search relevance.

5. The method of claim 1 , wherein the actions comprise one or more of clicking on the advertisement, pinning or repining the advertisement, liking the advertisement, sending or sharing the advertisement, opening the webpage, browsing the content on the webpage, and shopping on the webpage.

6. The method of claim 2 , wherein the current price rates comprise a price tag for an action associated with the advertisement, wherein the price tag includes a fixed price or a dynamic price based on one or more of supply and demand.

7. The method of claim 1 , further comprising assigning multiple advertisements to a queue prior to selecting the advertisement for placement on the webpage, wherein the advertisement is placed on the webpage if the estimated revenue is greater than or equal to an expected revenue, wherein the advertisement is not placed on the webpage if the estimated revenue is less than the expected revenue.

8. A database system comprising an advertising server device for smart placement of advertisements on a webpage, the advertising server device having a processing device coupled to a storage device having instructions, the processing device to execute the instructions to perform operations comprising:
identifying contents of the webpage associated with a primary user at a client computing device, wherein the webpage displays a catalog of interests pertinent to the primary user, wherein the interests are represented through images that are pinned or re-pinned on one or more pin-boards at the webpage associated with the primary user, and based on the contents, facilitating discovery and sharing of information and linking the primary user with secondary users through the interests,
wherein a pinned image is associated with a primary source of the information and classified as basic traffic at the webpage, and wherein a re-pinned image is associated with a secondary source of the information and classified as bonus traffic at the webpage;
prior to placing an advertisement on the webpage, determining, by the advertising server device, whether the advertisement is to be placed on the webpage by:
classifying a traffic as the basic traffic or the bonus traffic and one or more of:
(a) estimating a probability of relevance of the advertisement to the user based on the basic traffic and the bonus traffic on the webpage;
(b) estimating an action rate of the advertisement based at least in part on the estimated probability of relevance, wherein the action rate is types of frequencies of actions pertaining to the advertisement anticipated to be taken by the user; and
(c) estimating a revenue to be obtained from placing the advertisement on the webpage; and

upon determining that the advertisement is to be placed on the webpage, based at least in part on one or more of the estimated probability of relevance, the estimated action rate, and the estimated revenue, placing the advertisement on the webpage.

9. The database system of claim 8 , wherein the operations comprise determining one or more of current price rates associated with the actions, and payments and costs anticipated from the actions, wherein the webpage is displayed on a website comprising a curated content-based networking website.

10. The database system of claim 9 , wherein the content includes one or more of primary content obtained from primary sources, and secondary content obtained from secondary sources.

11. The database system of claim 9 , wherein the probability of relevance is estimated based on one or more of the Jaccard Index, the term frequency-inverse document frequency, and a web search relevance.

12. The database system of claim 8 , wherein the actions comprise one or more of clicking on the advertisement, pinning or repining the advertisement, liking the advertisement, sending or sharing the advertisement, opening the webpage, browsing the content on the webpage, and shopping on the webpage.

13. The database system of claim 9 , wherein the current price rates comprise a price tag for an action associated with the advertisement, wherein the price tag includes a fixed price or a dynamic price based on one or more of supply and demand.

14. The database system of claim 8 , wherein the operations comprise assigning multiple advertisements to a queue prior to selecting the advertisement for placement on the webpage, wherein the advertisement is placed on the webpage if the estimated revenue is greater than or equal to an expected revenue, wherein the advertisement is not placed on the webpage if the estimated revenue is less than the expected revenue.

15. A non-transitory machine-readable medium comprising a plurality of instructions which, when executed by a processing device, cause the processing device to perform operations comprising:
identifying contents of the webpage associated with a primary user at a client computing device, wherein the webpage displays a catalog of interests pertinent to the primary user, wherein the interests are represented through images that are pinned or

Assignees

• Salesforce Com Inc

Inventors

• Flake Gary

Classifications

• G06Q30/0277

  Online advertisement · CPC title

• G06Q30/0251

  Targeted advertisements · CPC title

• G06Q30/0247 Primary

  Calculate past, present or future revenues · CPC title