US 2014/0122255 A1Published application

Story-based, multi-screen advertising framework

AssigneeADObjects, Inc.

InventorMatthew Snyder

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Abstract

A responsive advertising system is described herein that provides an advertising solution for responsive, multi-screen website design. The system allows an advertisement to change based on events, actions of the user, or other criteria that the advertiser specifies, such that the actual content of the advertisement evolves in a kind of story line. If a user first accesses a website with an embedded advertisement on the user's desktop computer, the user may see a first version of the advertisement. If the user accesses the site again from the user's smartphone or other mobile device, then the system can serve a different version of the advertisement. Thus, the system provides an advertisement authoring and serving platform that allows for the creation of a new type of highly responsive advertisement that changes over time and across devices to tell a cohesive story and does so in a unified advertising unit format.

Claims20

Dependent claims

A computer system for providing a story-based, multi-screen advertising framework, the system comprising:

a processor and memory configured to execute software instructions embodied within the following components;
an authoring component that provides an authoring environment in which an advertiser can define a single advertising unit that dynamically responds to multiple client devices having multiple screen sizes;
a publishing component that publishes the advertising unit to make the advertising unit available for clients to receive;
a request receiving component that receives requests from clients to provide a published advertising unit in a format and layout dynamically tailored to the requesting client;
a client identification component that identifies one or more client characteristics from a received request, wherein the characteristics include at least a screen size of a client device making the request;
a user identification component that identifies a user associated with the received request;
a dynamic advertisement component that dynamically selects a format and layout of an advertising unit to serve to the identified user and client device;
and
an advertisement execution component that executes the selected format and layout of the advertising unit on the client device to render the advertisement and its dynamic content on the client device.

6 more elements

A computer-implemented method to serve a responsive advertisement to a user using multiple devices over time, the method comprising:

receiving information from a user that subscribes to an Internet property that establishes a user profile and identity for the user;
waiting for requests to serve a dynamic advertisement to one or more users of the Internet property;
receiving a request from a first client device to access an advertisement to display on the first client device;
identifying the user that initiated the request;
identifying one or more characteristics of the first client device, including at least screen dimensions of the first client device;
using the identified user and characteristics of the first client device to select a first dynamic format and elements of the requested advertisement to serve to the first client device;
and
responding to the received request with the determined first dynamic format and elements of the requested advertisement, such that upon receiving a first request from a first device associated with the user and a second request from a second device associated with the user, the system determines a different dynamic format and elements to serve to each device, wherein the dynamic format and elements served to each device are responsive to one or more characteristics of each device,
wherein the preceding steps are performed by at least one processor.

6 more elements

Dependencies are inferred from the claim text.