US 2017/0249663 A1 · METHOD OF TARGETING WEB-BASED ADVERTISEMENTS

Abstract

Embodiments of the invention provide a computer-implemented method of participating in a web-based content provision process, e.g. an ad-bidding process for proposing an ad to serve for an ad impression. The method can include recording physical behavioural information, e.g. emotional state, attentiveness, gaze tracking, etc., to infer or further refine a user profile for a user or to establish or further refine a target profile for a piece of media content, e.g. an advertisement. A quantitative indicator can be obtained by comparing user profiles with target profiles, which can be used to automate the content provision process. The process can use a plurality of preset user types and a plurality of preset ad target types, whereby each user is allocated to one or more of the preset user types and each ad is allocated to one or more of the preset ad types.

Claims28

Dependent claims

A computer-implemented method of participating in a web-based ad bidding process, the method comprising:

receiving notification of an ad impression, the notification including a user identifier associated with a user of a remote client device on which the ad impression is located;
selecting a candidate ad for the ad impression;
sending the user identifier and an ad identifier associated with the candidate ad to an evaluation engine;
obtaining a user profile associated with the user identifier and indicative of the user's behavioural characteristics;
obtaining an ad target profile associated with the ad identifier and indicative of a target user's desired behavioural characteristics;
comparing the user profile with the ad target profile to generate a quantitative indicator of the similarity between the user profile and the ad target profile;
returning the quantitative indicator to the ad network;
and
determining, based on the quantitative indicator, a bid for the candidate ad in response to the ad impression.

6 more elements

Dependencies are inferred from the claim text.

Method of targeting web-based advertisements

Life of this patent

Method of targeting web-based advertisements

Life of this patent

Abstract

Claims28