System and method for contextual video advertisement serving in guaranteed display advertising

Patent metadata

Field	Value
Publication number	US-10922722-B2
Application number	US-201514815334-A
Country	US
Kind code	B2
Filing date	Jul 31, 2015
Priority date	Jul 31, 2015
Publication date	Feb 16, 2021
Grant date	Feb 16, 2021

Abstract

The technologies described herein serve contextually relevant advertisements under a guaranteed advertisement campaign. A publisher retrieves a guaranteed advertisement campaign related to a webpage available for serving an advertisement, and identifies a set of advertisements relating to the guaranteed advertisement campaign. Advertisement selecting circuitry of the publisher determines whether an advertisement that is contextually relevant to content published at the webpage is present in the set of advertisements. If there is no contextually relevant advertisement in the set of advertisements, the advertisement selecting circuitry selects an alternative advertisement from the set of advertisements that minimizes an under-delivery risk related to the guaranteed advertisement campaign. If there is a contextually relevant advertisement in the set of advertisements, the advertisement selecting circuitry selects the contextually relevant advertisement. Then, the publisher provides the selected advertisement to a client device.

First claim

What is claimed is:

1. A method for providing advertisements in a guaranteed display advertising system, the method comprising:
retrieving a guaranteed advertisement campaign related to a webpage available for serving one or more advertisements;
identifying a set of advertisements relating to the guaranteed advertisement campaign;
determining whether the set of advertisements includes an advertisement that is contextually relevant to content published at the webpage,
wherein determining whether the set of advertisements includes an advertisement that is contextually relevant to content published at the webpage comprises:
extracting metadata and visual features of the content published at the webpage;
identifying a first advertisement of the set of advertisements, wherein the first advertisement is different than the content published at the webpage;
extracting a landing page of the first advertisement of the set of advertisements;
calculating a first score based upon a comparison of the metadata of the content published at the webpage with the landing page of the first advertisement;
calculating a second score based upon the visual features of the content published at the webpage;
calculating a similarity score between the first advertisement and the content published at the webpage based upon:
(i) the first score corresponding to the comparison of the metadata of the content published at the webpage with the landing page of the first advertisement, and
(ii) the second score corresponding to the visual features of the content published at the webpage and visual features of the first advertisement; and

determining whether the similarity score is higher than a threshold similarity score;

responsive to the similarity score not being higher than the threshold similarity score, determining that the set of advertisements does not include the advertisement that is contextually relevant to the content published at the webpage and selecting an alternative advertisement from the set of advertisements that minimizes an under-delivery risk related to the guaranteed advertisement campaign;
responsive to the similarity score being higher than the threshold similarity score, determining that the set of advertisements includes the advertisement that is contextually relevant to the content published at the webpage and selecting the advertisement that is contextually relevant to the content published at the webpage; and
providing the alternative advertisement or the advertisement to a client device.

2. The method of claim 1 , wherein determining whether the set of advertisements includes an advertisement that is contextually relevant to content published at the webpage comprises:
responsive to determining that the similarity score is not higher than the threshold similarity score, identifying a second advertisement of the set of advertisements.

3. The method of claim 1 , wherein determining whether the set of advertisements includes an advertisement that is contextually relevant to content published at the webpage comprises:
responsive to determining that the similarity score is higher than the threshold similarity score, determining that the first advertisement is contextually relevant to at least some content published at the webpage, wherein the first advertisement is selected as the advertisement that is contextually relevant.

4. The method of claim 1 , wherein the metadata of the content published at the webpage comprises at least one of a title of the content published at the webpage or a description of the content published at the webpage.

5. The method of claim 1 , wherein providing the alternative advertisement to the client device minimizes the under-delivery risk by increasing a number of advertisement impressions related to the guaranteed advertisement campaign.

6. A server comprising:
campaign matching circuitry configured to select a guaranteed advertisement campaign related to a webpage available for serving an advertisement and collect a set of advertisements relating to the guaranteed advertisement campaign;
advertisement matching circuitry configured to identify one or more contextually relevant advertisements relevant to content to be published at the webpage; and
optimizing circuitry configured to:
determine whether the set of advertisements includes a contextually relevant advertisement,
wherein determining whether the set of advertisements includes a contextually relevant advertisement comprises:
extracting metadata and visual features of the content to be published at the webpage;
identifying a first advertisement of the set of advertisements;
extracting a landing page of the first advertisement of the set of advertisements;
calculating a first score based upon a comparison of the metadata of the content to be published at the webpage with the landing page of the first advertisement;
calculating a second score based upon the visual features of the content to be published at the webpage; and
calculating a similarity score between the first advertisement and the content to be published at the webpage based upon:
(i) the first score corresponding to the comparison of the metadata of the content with the landing page of the first advertisement, and
(ii) the second score corresponding to the visual features of the content and visual features of the first advertisement;

when the set of advertisements does not include the contextually relevant advertisement, select an alternative advertisement from the set of advertisements that minimizes an under-delivery risk related to the guaranteed advertisement campaign;
when the set of advertisements includes the contextually relevant advertisement, select the contextually relevant advertisement; and
provide the alternative advertisement or the contextually relevant advertisement to a client device.

7. The server of claim 6 , wherein the content is video content and the set of advertisements comprises video advertisements.

8. The server of claim 6 , wherein determining whether the set of advertisements includes a contextually relevant advertisement comprises:
determining whether the similarity score is higher than a threshold similarity score.

9. The server of claim 8 , wherein determining whether the set of advertisements includes a contextually relevant advertisement comprises:
responsive to determining that the similarity score is higher than the threshold similarity score, determining that the first advertisement is the contextually relevant advertisement.

10. The server of claim 6 , wherein the guaranteed advertisement campaign guarantees delivering a certain number of advertisements.

11. A machine-readable non-transitory storage medium having stored thereon a computer program comprising at least one code section executable by a machine for causing the machine to perform acts of:
retrieving a guaranteed advertisement campaign related to a webpage available for serving an advertisement;
identifying a set of advertisements relating to the guaranteed advertisement campaign;
determining whether the set of advertisements includes an advertisement that is contextually relevant to content published at the webpage,
wherein determining whether the set of advertisements includes an advertisement that is contextually relevant to content published at the webpage comprises:
extracting metadata and visual features of the content published at the webpage;
identifying a first advertisement of the set of advertisements;
generating a category based upon analysis of the metadata of the content published at the webpage;
extracting a landing page of the first advertisement of the set of advertisements;
calculat

Assignees

• Yahoo Holdings Inc
• Verizon Media Inc

Inventors

• Cetintas Suleyman
• Ravindran Srinath
• Saberian Mohammad
• Soni Sandeep
• Lee Kuang-Chih
• Yao Hong
• Yang Jian
• Pattanayak Pradhan

Classifications

• G06Q30/0277

  Online advertisement · CPC title

• G06Q30/0269 Primary

  based on user profile or attribute · CPC title