Dynamic generation of advertisement text

Patent metadata

Field	Value
Publication number	US-9852430-B2
Application number	US-53830906-A
Country	US
Kind code	B2
Filing date	Oct 3, 2006
Priority date	Oct 3, 2006
Publication date	Dec 26, 2017
Grant date	Dec 26, 2017

Abstract

Systems, methods, and computer-readable media for dynamically generating text associated with an advertisement are provided. Core text associated with an advertisement is received from an advertiser, as is at least one attribute relevant to the advertiser and/or a user. Based upon the received attribute(s), it is determined whether customization of the core text is desired. If customization is desired, the core text is modified and presented in association with the advertisement. If customization is not desired, the core text is presented in association with the advertisement. In one embodiment, target advertisement placement information may also be utilized to determine whether customization of the core text is desired.

First claim

The invention claimed is:

1. One or more computer storage memory hardware devices having computer-executable instructions embodied thereon that, when executed, cause one or more processors to perform a method for dynamically generating text associated with an advertisement, the method comprising:
obtaining a first user attribute corresponding to online activity of a first user and a second user attribute corresponding to online activity of a second user;
receiving from an advertiser through an advertiser interface, core text associated with the advertisement and a client attribute the advertiser indicates warrants customizable text associated with the advertisement, wherein the core text is designated as a default message to present with the advertisement;
storing the core text, the first user attribute, the second user attribute, and the client attribute in at least one database in association with the advertisement;
determining, by a text authoring engine, that customization of the core text is not desirable for the second user based on the second user attribute failing to match the client attribute;
in response to the determining customization of the core text is not desirable for the second user, providing from the at least one database, over an internet network, the core text to a first computing device associated with the second user for presentation by a first user interface of the default message to the second user in association with the advertisement;
determining, by the text authoring engine, that customization of the core text is desirable for the first user based on the first user attribute matching the client attribute;
in response to the determining customization of the core text is desirable for the first user, dynamically generating, by the text authoring engine utilizing at least a portion of information stored in the at least one database, modified text in the customization by changing the text itself of the core text thereby modifying the default message and further customizing presentation of the core text; and
providing, over the internet network, the modified core text to a second computing device associated with the first user for presentation by a second user interface of the modified default message to the first user in association with the advertisement.

2. The one or more computer storage memory hardware devices of claim 1 , wherein the dynamically generating modified text comprises dynamically generating modified text utilizing the first user attribute.

3. The one or more computer storage memory hardware devices of claim 1 , wherein the first user attribute comprises a geographic location of the first user and the client attribute comprises a geographic location of the advertiser, and wherein the client attribute is retrieved from an advertiser profile that is independent of content of the advertisement.

4. The one or more computer storage memory hardware devices of claim 1 , wherein the first user attribute comprises one of a user behavior attribute, an environmental attribute, and a user demographic attribute.

5. The one or more computer storage memory hardware devices of claim 4 , wherein the first user attribute comprises a user behavior attribute, and wherein the user behavior attribute comprises one of the first user's Internet browsing history, the first user's Internet search history, the first user's online purchasing history, the first user's online publishing history, the first user's online investment history, and the first user's online membership activities.

6. The one or more computer storage memory hardware devices of claim 4 , wherein the first user attribute comprises an environmental attribute, and wherein the environmental attribute comprises one of a time of day, a day of week, a day of month, a month of year, a season, content of one or more active websites, and the first user's geographic location.

7. The one or more computer storage memory hardware devices of claim 4 , wherein the first user attribute comprises a user demographic attribute, and wherein the user demographic attribute comprises one of the first user's age, the first user's gender, the first user's income, the first user's marital status, the first user's race, the first user's nationality, the first user's primary spoken language, the first user's interests, and the first user's occupation.

8. The one or more computer storage memory hardware devices of claim 1 , wherein the client attribute comprises an advertiser attribute, and wherein the advertiser attribute comprises one of the advertiser's industry, the advertiser's geographic location, and the advertiser's target demographic associated with the advertisement.

9. The one or more computer storage memory hardware devices of claim 1 , wherein the method further comprises receiving information associated with target placement of the advertisement, and wherein the determining whether customization of the core text is desirable comprises determining, based on the first user attribute and the information associated with target placement of the advertisement, whether customization of the core text is desirable.

10. The one or more computer storage memory hardware devices of claim 1 , wherein the method further comprises:
determining the first user's response to the presented modified text and advertisement; and
storing the first user's response as a user behavior attribute.

11. The one or more computer storage memory hardware devices of claim 3 , wherein the method further comprises:
determining the first user's response to the presented modified core text and advertisement; and
storing the first user's response as a user behavior attribute.

12. One or more computer storage memory hardware devices having computer-executable instructions embodied thereon that, when executed, perform a method for dynamically generating text associated with an advertisement, the method comprising:
obtaining a first user attribute corresponding to online activity of a first user and a second user attribute corresponding to online activity of a second user;
receiving from an advertiser through an advertiser interface, core text associated with the advertisement and a client attribute the advertiser indicates warrants customizable text associated with the advertisement, wherein the core text is designated as a default message to present with the advertisement;
storing the core text, the first user attribute, the second user attribute, and the client attribute in at least one database in association with the advertisement;
determining, by a text authoring engine, that customization of the core text is not desirable for the second user based on the second user attribute failing to match the client attribute;
in response to the determining customization of the core text is not desirable for the second user, providing from the at least one database, over an internet network, the core text to a first computing device associated with the second user for presentation by a first user interface of the default message to the second user in association with the advertisement;
determining, by the text authoring engine, that customization of the core text is desirable for the first user based on the first user attribute matching the client attribute;
in response to the determining customization of the core text is desirable for the first user, dynamically generating, by the text authoring engine utilizing at least a portion of information stored in the at least one database, modified text in the customization by changing the text itself of the core text thereby modifying the default message and further customizing presentation of the core te

Assignees

• Zhou Ming
• Niu Cheng
• Tang Zhaohui
• Li Ying
• Lin Chin-Yew
• Li Li
• Burdick Brian
• Microsoft Technology Licensing Llc

Inventors

• Zhou Ming
• Niu Cheng
• Tang Zhaohui
• Li Ying
• Lin Chin-Yew
• Li Li
• Burdick Brian

Classifications

• G06Q30/0242

  Determining effectiveness of advertisements · CPC title

• G06Q30/0276

  Advertisement creation · CPC title

• G06Q30/0261

  based on user location · CPC title

• G06Q30/02 Primary

  Marketing; Price estimation or determination; Fundraising · CPC title

• G06Q30/0255

  based on user history · CPC title