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US 9,852,452 B2Granted
Expected activity of a user
AssigneeGoogle Inc.
InventorsDong Lin, Shankar R. Ponnekanti
Life of this patent
Estimating the term…
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AssigneeGoogle Inc.
InventorsDong Lin, Shankar R. Ponnekanti
Estimating the term…
Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, for serving content to a user. A method includes: receiving a request for content from a user, the content to be displayed in a slot associated with an online resource; determining an expected activity score for the user based at least in part on one or more criteria associated with a context of presenting the online resource to the user; comparing the expected activity score for the user to a threshold; selecting one or more content items to serve to the user based at least in part on the comparison; and serving the selected content items to the user responsive to the request.
A computer-implemented method comprising:
A computer program product tangibly embodied in a computer-readable storage device and comprising instructions that, when executed by a processor, cause the processor to:
A system comprising:
Dependencies are inferred from the claim text.
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From the US filing history. Foreign family members aren’t listed.
Targeted advertisements: based on user profile or attribute
Targeted advertisements: based on user history
Based on user profile or attribute: personalized advertisement
Intralayer communication protocols among peer entities or protocol data unit [PDU] definitions: in the application layer [OSI layer 7]
About 6 years 8 months of term left · ends 10 Jul 2033 (estimated)
This specification relates to content management.
The Internet provides access to a wide variety of resources. For example, video and/or audio files, as well as web pages for particular subjects or particular news articles, are accessible over the Internet. Access to these resources presents opportunities for other content (e.g., advertisements) to be provided with the resources. For example, a web page can include slots in which content can be presented. These slots can be defined in the web page or defined for presentation with a web page, for example, along with search results.
Slots can be allocated to content sponsors, such as through a reservation system, an auction system, or a combination of these. For example, content sponsors can provide bids specifying amounts that the sponsors are respectively willing to pay for presentation of their content. In turn, a reservation can be made or an auction can be performed, and the slots can be allocated to sponsors according, among other things, to their bids, reservation information, and/or the relevance of the sponsored content to content presented on a page hosting the slot or a request that is received for the sponsored content.
FIG. 1 is a block diagram of an example environment for providing content to a user.
FIG. 2 illustrates an example content sponsor user interface.
FIG. 3 illustrates an example system for serving content.
Like reference numbers and designations in the various drawings indicate like elements.
A user interface can be presented to a content sponsor for designating one or more criteria for providing content associated with a campaign to users. The user interface can include, for example, one or more controls, that when selected, can be used to determine when content from the campaign is delivered to users, such as when the user has an expected activity score that is above a predefined target level. Campaign selections made by the content sponsor can be stored. Subsequent to the storing, a request for content can be received from a user, where the content is to be displayed, for example, in a slot associated with a resource (e.g., a web property).
An expected activity score can be determined for the user based at least in part on one or more criteria associated with a context of presenting the resource to the user. For example, the expected activity score can be determined based on one or more of subject matter related to the resource, the time of the request, or the location of the request. If the expected activity score for the user is at or above a predefined level, a first type of content can be served to the user in response to the request. For example, action-soliciting content, such as a click-to-convert advertisement (as opposed to informational content) can be served to the user since the expected activity score being above the threshold indicates a likelihood that the user may interact with the action-soliciting content. In some implementations, an expected activity score can be calculated with reference to a particular content item, a particular user, a particular resource, or particular subject matter. Other variants are possible.