Method and system for advertisement coordination

Patent metadata

Field	Value
Publication number	US-2016267531-A1
Application number	US-201414408222-A
Country	US
Kind code	A1
Filing date	Jun 4, 2014
Priority date	Jun 4, 2014
Publication date	Sep 15, 2016
Grant date	—

Abstract

Method and system for advertisement coordination through online bidding are provided. In one example, a bid request is received with respect to an advertisement opportunity related to an online service. The online service is to be presented with a first advertisement to a user. The first advertisement has been previously presented to the user. The user's behavior is obtained with respect to the first advertisement identified based on the bid request. A second advertisement is determined in accordance with the advertisement opportunity based on the user's behavior with respect to the first advertisement. An online bid associated with the second advertisement is generated based on the bid request. The online bid is transmitted as a response to the bid request.

First claim

What is claimed is:

1 . A method, implemented on a machine having at least one processor, storage, and a communication platform connected to a network for generating an online bid, comprising:
receiving, via the communication platform, a bid request with respect to an advertisement opportunity related to an online service, wherein
the online service is to be presented with a first advertisement to a user, and
the first advertisement has been previously presented to the user;
obtaining the user's behavior with respect to the first advertisement identified based on the bid request; determining a second advertisement in accordance with the advertisement opportunity based on the user's behavior with respect to the first advertisement; generating an online bid associated with the second advertisement based on the bid request; and transmitting the online bid as a response to the bid request.

2 . The method of claim 1 , wherein the user's behavior includes information related to at least one of:
a number of times the user has viewed content associated with the first advertisement; a number of times the user has clicked the first advertisement; and a number of times the user has taken an action related to shopping of content associated with the first advertisement.

3 . The method of claim 1 , wherein the first and second advertisements have similarity with respect to at least one of: advertisement category, targeting user group, advertisement description, and landing web page.

4 . The method of claim 1 , further comprising analyzing the bid request to generate bid related information that includes: contextual information about the online service and/or a bid mode associated with the bid request, wherein the second advertisement is determined based on the bid related information.

5 . The method of claim 1 , further comprising at least one of the following:
storing the second advertisement in a first buffer; and storing the online bid in a second buffer.

6 . A method, implemented on a machine having at least one processor, storage, and a communication platform connected to a network for managing online bidding, comprising:
generating a bid request with respect to an advertisement opportunity related to an online service, wherein
the online service is to be presented with a first advertisement to a user, and
the first advertisement has been previously presented to the user;
transmitting, via the communication platform, the bid request to one or more online bidders; receiving one or more online bids from the one or more online bidders, wherein each of the one or more online bids is associated with the advertisement opportunity; determining a winning bid from the one or more online bids; and identifying a second advertisement associated with the winning bid.

7 . The method of claim 6 , further comprising:
receiving a request for the online service from the user; obtaining content related to the online service based on the request; and detecting the advertisement opportunity based on the content, wherein the content and the first and second advertisements are to be presented to the user.

8 . The method of claim 6 , wherein generating the bid request further comprises:
obtaining information related to the online service and/or the user; retrieving one or more bid modes based on the obtained information; selecting a bid mode from the one or more bid modes; and generating the bid request based on the selected bid mode.

9 . The method of claim 6 , wherein the one or more online bidders include at least one of:
an ad exchange engine representing a plurality of advertisers; and an independent advertiser that is capable of bidding on its own.

10 . A system, having at least one processor, storage, and a communication platform connected to a network for generating an online bid, comprising:
a bid request analyzer configured to receive, via the communication platform, a bid request with respect to an advertisement opportunity related to an online service, wherein
the online service is to be presented with a first advertisement to a user, and
the first advertisement has been previously presented to the user;
a user behavior detector configured to obtain the user's behavior with respect to the first advertisement identified based on the bid request; an ad determiner configured to determine a second advertisement in accordance with the advertisement opportunity based on the user's behavior with respect to the first advertisement; and a bid generator configured to generate an online bid associated with the second advertisement based on the bid request and transmit the online bid as a response to the bid request.

11 . The system of claim 10 , wherein the user's behavior includes information related to at least one of:
a number of times the user has viewed content associated with the first advertisement; a number of times the user has clicked the first advertisement; and a number of times the user has taken an action related to shopping of content associated with the first advertisement.

12 . The system of claim 10 , wherein the first and second advertisements have similarity with respect to at least one of: advertisement category, targeting user group, advertisement description, and landing web page.

13 . A system, having at least one processor, storage, and a communication platform connected to a network for managing online bidding, comprising:
a bid requestor configured to generate a bid request with respect to an advertisement opportunity related to an online service and transmit the bid request to one or more online bidders, wherein
the online service is to be presented with a first advertisement to a user, and
the first advertisement has been previously presented to the user;
a bid receiver configured to receive one or more online bids from the one or more online bidders, wherein each of the one or more online bids is associated with the advertisement opportunity; a bid selector configured to determine a winning bid from the one or more online bids; and an ad requestor configured to identify a second advertisement associated with the winning bid.

14 . The system of claim 13 , further comprising:
a web request processor configured to receive a request for the online service from the user; a web generator/updater configured to obtain content related to the online service based on the request; and an ad space detector configured to detect the advertisement opportunity based on the content, wherein the content and the first and second advertisements are to be presented to the user.

15 . The system of claim 13 , wherein the bid requestor comprises:
a bid request controller configured to obtain information related to the online service and/or the user; a bid mode analyzer configured to retrieve one or more bid modes based on the obtained information and select a bid mode from the one or more bid modes; and a bid request generator configured to generate the bid request based on the selected bid mode.

16 . The system of claim 13 , wherein the one or more online bidders include at least one of:
an ad exchange engine representing a plurality of advertisers; and an independent advertiser that is capable of bidding on its own.

17 . A machine-readable tangible and non-transitory medium having information for generating an online bid, wherein the information, when read by the machine, causes the machine to perform the following:
receiving, via the communication platform, a bid request with respe

Assignees

• Yahoo Inc

Inventors

• Zheng Hao
• Liu Huiting
• Zeng Hongwei
• Rong Li

Classifications

• G06Q30/0277

  Online advertisement · CPC title

• G06Q30/0242

  Determining effectiveness of advertisements · CPC title

• G06Q30/0275

  Auctions · CPC title

• G06Q30/0255 Primary

  based on user history · CPC title