US 2009/0157444 A1Published application

Using a directed graph as an advertising system taxonomy

AssigneeMicrosoft Corporation

InventorsOLE CHRISTIAN HELLEVIK, ASHIS K. ROY, PHANI K. VADDADI

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Abstract

Embodiments relate to generating and using a directed graph as an advertising network taxonomy. Individual delivery locations provided by publishers for presenting advertisements are identified. A directed graph is generated that includes specific advertising opportunities that each correspond with an individual delivery location. The directed graph also includes multiple general advertising opportunities that correspond with aggregations of delivery locations. Multiple aggregations may each include all or part of the same set of delivery locations. Advertisers may then use the directed graph to purchase advertising opportunities, and advertisements may be served to delivery locations based on the advertiser selections.

Claims20

Dependent claims

A method for generating a directed graph as an advertising system taxonomy, the method comprising:

identifying a plurality of specific advertising opportunities from one or more publishers, each specific advertising opportunity comprising a specific location for serving an advertisement, each specific location being defined by an environment for serving an advertisement and an advertisement product definition;
determining a plurality of general advertising opportunities, each general advertising opportunity comprising an aggregate of one or more specific advertising opportunities, wherein at least two general advertising opportunities each include a common specific advertising opportunity;
generating a directed graph based on the plurality of specific advertising opportunities and the plurality of general advertising opportunities, the directed graph including a plurality of terminal nodes having no descendent nodes, a plurality of internal nodes having descendant nodes, and a plurality of advertisement product definitions associated with the terminal nodes and the internal nodes, wherein each specific advertising opportunity is represented in the directed graph by a unique combination of a terminal node and an associated advertisement product definition, and wherein each general advertising opportunity is represented in the directed graph by a unique combination of an internal node and an associated advertisement product definition;
and
storing the directed graph.

2 more elements

One or more computer-storage media embodying computer-useable instructions for performing a method for using a directed graph as an advertising system taxonomy, the method comprising:

providing the directed graph to an advertiser, the directed graph comprising a plurality of nodes including a plurality of terminal nodes that do not have descendant nodes and a plurality of internal nodes that have one or more descendant nodes, wherein one or more advertisement product definitions are associated with each node, each advertisement product definition representing a type of advertisement, wherein a combination of a terminal node and an associated advertisement product definition represents a specific advertising opportunity corresponding with a specific location for serving an advertisement, and wherein a combination of an internal node and an associated advertisement product definition represents a general advertising opportunity corresponding with one or more specific advertising opportunities from one or more terminal nodes associated with the internal node;
receiving an advertiser selection of at least one of a specific advertising opportunity and a general advertising opportunity from the directed graph;
and
facilitating the delivery of an advertisement of the advertiser to at least one specific location associated with the at least one of a specific advertising opportunity and a general advertising opportunity.

1 more element

Dependencies are inferred from the claim text.