Note: Descriptions are shown in the official language in which they were submitted.
CA 02818358 2013-06-11
Atty. Docket No.: LONG0002
ADVERTISING UNIQUELY IDENTIFIABLE OBJECTS
ALONG WITH THIRD PARTY SEARCH RESULTS
Inventors: Lance Schafer, Jeremy Charney and Daniel Legal
Field of the Invention
[001] The invention relates generally to online advertisements,
and more specifically, to advertising of uniquely identifiable
objects in search results.
Cross-References to Related Applications
[002] This application claims priority as a continuation-in-part
to US Patent Application No. [Atty. Dckt. No. LONG0001], by
Schafer et al., entitled ATTRIBUTING INDIVIDUAL PPC VALUES FOR
ONLINE ADVERTISING OF UNIQUELY IDENTIFIABLE OBJECTS, and filed
on [DATE], the contents of which are hereby incorporated by
reference.
Background of the Invention
[003] Online advertisements, such as sponsored search results,
are important revenue generators for online service providers.
For example, users of search engine services enter search
queries. Sponsored search results can appear more prominently
in a SERP (search engine results page) than when not sponsored.
The search result can have a higher ranking, appear more
conspicuously, and the like. In other words, a marketer can pay
for increasing the likelihood that users will click on their
search results.
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[0)4] A uniquely identifiable object can be distinguished from
all other objects, even those with substantially similar
manufacturing specifications. While a UPC (universal product
code) specifies a species of product, a uniquely identifiable
object is distinguishable even within the product species.
[005] One problem with sponsored search results for uniquely
identifiable objects is that marketers have never been offered a
mechanism to effectively advertise sponsored uniquely
identifiable objects in search results. As a result, sponsored
SERPs on major search engines are limited to general items, for
example, at a keyword level of specificity. Sometimes a general
search engines passes search query values to a vertical search
engine of an online service provider for a specified niche
search. However, the general search engine forgoes the
opportunity for advertising revenue for that sponsored search
result.
[00H3] Additionally, vertical search engines that index niche
objects for an online service provider are typically limited in
the ability to effectively advertise sponsored uniquely
identifiable objects in search results. The online service
provider can generate revenue for non-sponsored listings, but
misses opportunities for monetizing sponsored search results.
Moreover, the locally hosted listings may not generate revenue
at all (e.g., free listings).
[007] What is needed is a technique for third-party display of
sponsored search results for uniquely identifiable objects.
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Summary
[008] To meet the above-described needs, methods, computer
program products, and systems for third-party display of
sponsored search results for uniquely identifiable objects.
[ON] In one embodiment, an advertisement server can provide
listings for uniquely identifiable objects to remote horizontal
(third party) search engines. The remote search engines display
the listings locally as sponsored search results. The
advertisement server can programmatically verify sponsored
search results remain eligible for display, in real-time with a
query (e.g., search query) or other user input received by the
remote third party search engine. The verification can be based
on PPC (pay-per-click) values associated with an ad campaign.
[010] In another embodiment, a vertical third party search engine
can receive third-party listings for uniquely identifiable
objects from a remote host. The listings are displayed
responsive to search queries received from users (i.e.,
potential consumers). The vertical third party search engine
can flag non-sponsored listings that match third-party listings
as eligible for a sponsored search result. The flagging can
occur during pre-processing in batch to minimize response time
when search queries are received. At a later point in time,
when the search query is received, eligibility of the flagged
listing can be verified programmatically with the remote host.
[011] Advantageously, search engines can monetize sponsored
search results for web site and mobile specific searches. At
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the same time, the web sites receive additional revenue streams
with third-party sponsored search results.
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Brief Description of the Drawings
[012] In the following drawings, like reference numbers are used
to refer to like elements. Although the following figures
depict various examples of the invention, the invention is not
limited to the examples depicted in the figures.
[013] FIG. 1 is a high-level block diagram illustrating a system
for third-party display of sponsored advertisements of uniquely
identifiable objects, according to one embodiment.
[014] FIG. 2 is a more detailed block diagram illustrating a
remote advertisement server of the system of FIG. 1, according
to one embodiment.
[015] FIG. 3 is a flow diagram illustrating a method for
displaying third-party sponsored advertisements of uniquely
identifiable objects, according to one embodiment.
[016] FIG. 4 is a more detailed flow diagram illustrating a
method for flagging a list of non-sponsored online listings for
the method of FIG. 3, according to one embodiment.
[017] FIG. 5 is a flow diagram illustrating a method for
distributing sponsored advertisements of uniquely identifiable
objects for third-party display, according to one embodiment.
[018] FIG. 6 is a block diagram illustrating an exemplary
computing device, according to one embodiment.
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Detailed Description
[019] The present invention provides methods, computer program
products, and systems for third-party display of sponsored
search results for uniquely identifiable objects. In general, a
uniquely identifiable object can be individually distinguished
over all other objects, and even those that have nearly
identical manufacturing specifications, by a unique
identification code (e.g., a serialized number or other type of
distinguishing data). The sponsored search results can be
displayed in SERPs (search engine results pages).
[0o)] In one example, a user searches for used cars on a mobile
device (e.g., a cell phone device, a tablet device, an Internet-
enable television, and the like). The user can access an
automobile marketplace web site. The marketplace is a publisher
that hosts direct revenue-generating online advertisements or
free advertisements submitted directly by sellers. A search
engine integrated within the website returns search results to
user queries for specific types of automobiles. To augment the
results, the automobile marketplace web site can also list
third-party sponsored advertisements or search results within
the other search results. As a result, if the user clicks on
one of the advertisement, the automobile marketplace web site
can generate additional revenue from click-throughs to the third
party sponsored search results of uniquely identifiable objects.
[021] As used herein, the terms "third party" and "remote" are
relative. From a publisher point of view, an advertisement
server is a remote, third party. From an advertisement server
point of view, the publisher is a remote, third party. The
point of views and above terms are used interchangeably herein.
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p0221 Also, please note that the disclosure herein often refers
to automobiles solely for the purposes of thoroughly delineating
a preferred embodiment. However, one of ordinary skill in the
art will recognize, given the disclosure, that the techniques
can be applied to other individually distinguishable products
such as real estate or artwork. Further, services such as
dentistry can be uniquely identified by time, location and/ or a
particular dentist within an office. Besides sponsored search
results, other forms of online advertisements can be provided
such as pop-ups or click-through advertisements appearing in
locations other than the SERP. The sponsored search results can
be limited to listings that would have appeared in a non-
sponsored listing, or expanded to appear more frequently.
Additional details of the techniques are provided with reference
to the figures of the disclosure.
[0m] FIG. 1
[02it] FIG. 1 is a high-level block diagram illustrating a system
100 for third-party display of sponsored advertisements of
uniquely identifiable objects, according to one embodiment. The
system 100 comprises a remote advertisement server 110, a
publisher 120, a sponsor web site 130, and a consumer 140. The
components can be coupled to a network 199, such as the
Internet, a local network or a cellular network, through any
suitable wired (e.g., Ethernet) or wireless (e.g., Wi-Fl or 3G)
medium, or combination. Other embodiments of communication
channels are possible, including hybrid networks. Additional
network components can also be part of the system 100, such as
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firewalls, virus scanners, routers, switches, application
servers, databases, and the like.
[025] The remote advertisement server 110 can be a computer, a
set of distributed computers, a server, a virtual server, or the
like. The remote advertisement server 110 can be operated by an
entity that is independent from an entity operating the
publisher 120. Embodiments of the remote advertisement server
115 are discussed in more detail below in association with FIG.
2.
[1:03] The publisher 120 can be a computer, a set of distributed
computers, a server, a virtual server, or the like. Examples of
the publisher includes search engines (e.g., Google or Bing),
marketplaces (e.g., LemonFree.com or Amazon.com), and the like.
In the shown embodiment, the publisher includes an integrated
search engine 125. However, in other embodiments, the
components are not integrated, and can be owned and/ or operated
by a third party. The search engine 125 provides search results
for user queries. In some embodiments, the search results
include uniquely identifiable objects. Further, the search
results can include sponsored advertisements hosted by a third
party. The advertisements can be positioned at a location that
is peripheral to search results, such as alongside search
results with other advertisements.
[W] The sponsor web site 130 can be an online inventory of
products or services. In some embodiments, the search engine
125 sends a consumer to the sponsor web site 130. To maintain a
connection with the SERP, the sponsor web site 130 can be
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displayed within a frame of a web page controlled by the search
engine 125. Alternatively, a new tab or browser instance can be
spawned. Note that the sponsored web site 130 is just one
example of a termination point associated with an advertisement.
Other exemplary termination points include an SMS message, a
telephone number, an address that can include directions, a VDP
(vehicle description page) or other deep link, an automated
telephone call to the consumer 140, and the like.
[028] The consumer 140 can be an individual, a corporate entity
(e.g., car dealership), an automated process, or the like, using
a computing device to use the third-party search engine 125.
The computing device can be mobile (e.g., a smartphone) or
stationary.
[0N] FIG. 2
[OW] FIG. 2 is a more detailed block diagram illustrating a
remote advertisement server 110 of the system 100 of FIG. 1,
according to one embodiment. The remote advertisement server
110 includes an account manager 210, a uniquely identifiable
object database 220, a search engine interface 230, and a
network module 240. The components can be implemented in
hardware, software, or a combination of both.
[031] The account manager 210 is an interface for a marketer to
manage online advertisements. Settings can be global to the
account, or particular to a uniquely identifiable object.
Exemplary settings include a PPC (pay-per-click) value, a daily
overall budget (e.g., a maximum spending allowance, a maximum
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number of clicks), a per uniquely identifiable object budget, a
per uniquely identifiable object bid amount, a bid geography, a
fallback termination point, and a marketing agency. In some
embodiments, the account manager 210 logs click-throughs. A
marketer may access the account manager 210 using a viewer such
as a web browser or a local client.
[0:3;] The uniquely identifiable object database 220 stores data
entered by a marketer about uniquely identifiable objects
through the user interface, and stores data harvested from
external data sources. For instance, a relational database
stores a record for each uniquely identifiable object. Other
data stored can include a uniquely identifiable object key
(e.g., a unique identification code, such as a serial number, a
VIN, or the like), a marketer identification, a bid amount, a
termination point, a daily maximum, and a time stamp (i.e.,
record last updated), and external data (e.g., Carfax.com data).
A user interface allows the marketer to manually enter PPC
values.
Kaq The search engine interface 230 communicates with search
engines concerning sponsored search results. In a first
instance, the search engine interface 230 provides listings from
the uniquely identifiable object database 220 to include in
SERPs. In an embodiment, identification data for the listings
are provided in batch during periodic (e.g., overnight) data
transfers. The listings can be updated during specified
intervals between batch transfers. For example, VINs for
automobiles can be provided to a webs site like
RobbiesCarLot.com or LemonFree.com for pre-processing against a
local database, as described in more detail below.
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[0341 In a second instance, the search engine interface 230
verifies eligibility in substantially real-time when a search
query is received by a remote search engine. Further, the
search engine interface 230 can suggest which sponsored
advertisements to display if more than one advertisements are
available. Various selection algorithms can be implemented to
affect the sort order. One algorithm matches keywords of a
search query from a consumer to keywords associated with an
online advertisement to create relevancy. Another factor can be
a bid amount and an available budget for an ad campaign to
create economic ranking rationale.
[0m] The network module 240 provides lower-level interfaces with
external devices such as remote search engines. The network
module 240 translates commands sent and received according to a
specific protocol or API (application programming interface).
Moreover, network cards manage the transmission of data over a
network with the external devices using IEEE standards.
gol FIG. 3
[0] FIG. 3 is a flow diagram illustrating a method 300 for
displaying third-party sponsored advertisements of uniquely
identifiable objects, according to one embodiment. The method
300 can be implemented by, for example, the remote search engine
125 of FIG. 1.
[0m] At step 310, sponsored advertisements are pre-processed
(e.g., flagged). By pre-processing, advertisements can be
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placed on-the-fly, such as when a SERP is being generated.
Detailed embodiments of the pre-processing step 310 are
discussed below with respect to FIG. 4.
[0M)] At step 320, a search query is received from a user. For
example, a consumer can enter specifications for a used car.
The search query is just one form of defining a user interest.
Other activity can also be used to identify interest, such as
roll over activity on parts of a web page, browser history, user
interests, user preferences, user cookies, and other indicators.
Essentially, any activity that can provide data has a potential
to be matched to sponsored search results.
[040] The search data can be used to identify sponsored listings
that are relevant. In one implementation, key words from the
search query are compared to data points associated with
sponsored listings. If a returned listing is flagged, it is
eligible as a sponsored advertisement. Various implementation-
specific algorithms can be used.
[GO] At step 330, sponsored advertisements are displayed among
additional search results relevant to the query. The
advertisement can be displayed within the search results, on a
side along with other advertisements, as a banner (including,
for example, a static image, a dynamic image, a video, and the
like), in another frame, in another tab of a browser, in another
instance of a browser, on a desktop, on a mobile device, and the
like. In one implementation, the search results are returned
quickly within the SERP. The advertisement verification process
may take longer than generation of the SERP. To solve this
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problem, a box (e.g., a Java object) is returned at
substantially the same time as the SERF, and may even be part of
the SERP. However, content for the box (e.g., video, images,
and text) can be received after the SERF has already been
rendered.
[042] At step 340, the method 300 holds until a user selection of
a sponsored advertisement is received by continuing to loop at
step 345. For example, a user click, or hover will break the
loop. But the loop can also be broken at step 345 by an action
that ends the process at step 395, such as the user clicking on
a non-sponsored listing or closing the Internet browser.
[04.3] At step 350, a selection is examined to determine whether
the sponsored advertisement is still eligible for click-through.
If not, a default action is taken at step 355. The sponsored
search results can be verified in substantially real-time with
the query. In some cases, a daily budget has been exceeded in
the time between flagging and receipt of the query, or a PPC
value may not exceed a threshold required by the search engine.
These embodiments are discussed more fully below with respect to
FIG. 5. On the other hand, some search engines merely provide
flagged listings as sponsored search results without
verification at this point.
[04it] Sponsored advertisements are displayed along with or within
additional search results of a SERF. Non-sponsored listings
that are non-sponsored are listed in order of variance, price,
or other factors. However, sponsored search results can be
displayed more prominently. For example, the search results are
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displayed at the top of the search results, using contrasting
colors and text to draw attention of the consumer. Enhanced
information can be provided, such as a telephone number, an
index of deep links within the sponsored search result,
directions to a physical location, or any type of multimedia.
[045] The display can be implemented in many other ways. In the
search engine embodiment, the online advertisement can be
displayed within search results of a SERP. Also, the
advertisement can be displayed in a peripheral location relative
to the search results, such as to a side, as a banner, or in a
different portion of a frame.
pem At step 360, a user is directed in accordance with a
termination point associated with the sponsored advertisement,
if the selected advertisement is still eligible for click-
through in step 350. In a preferred embodiment, the termination
point is a URL (Universal Resource Locator) reachable through a
network. In other embodiments, the termination point can be an
SMS message, a telephone number, an address with directions, a
telephone to a customer, and the like.
[047] FIG. 4
[04Z] FIG. 4 is a more detailed flow diagram illustrating a
method 320 for flagging a list of non-sponsored online listings
for the method 300 of FIG. 3, according to one embodiment.
pet% At step 410, records for non-sponsored online listings
received locally from users are created. For example, a car
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dealer provides individual listings of automobiles, a uniquely
identifiable object.
pm At step 420, identification data is received from a remote
host (e.g., remote advertisement server 110) for a list of
uniquely identifiable objects. The identification data can be,
for example, unique identification codes, serial numbers, VINs,
addresses, or any other appropriate data to uniquely identify
each object. The objects can be distinguished even if
manufactured to the same specifications. In one implementation,
VINs are not available for cars manufactured prior to 1981, so a
unique identification code can be generated.
[051] Other data can also be sent along with the identification
data. If an advertisement is an enriched listing, information
can be downloaded ahead of time (e.g., multimedia files).
[054 At step 430, identification data for non-sponsored online
listings is compared against identification data for remotely
hosted sponsored search results. In the car dealer example, the
locally hosted listing may be a free listing, or otherwise
devoid of revenue. By finding a third-party sponsorship, a
publisher is able to monetize the listing. Of course, step 420
is optional in that third-party sponsored listings can be
monetized by a service provider even without a matching local
listing.
[053] At step 440, a flag is stored in association with matching
non-sponsored online listings. A database is updated with the
flag. For instance, individual records include an entry field
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with a binary value of '0' for no flag and '1' for flag.
Numerous variations are possible.
[054] FIG. 5
[055] FIG. 5 is a flow diagram illustrating a method 500 for
distributing sponsored advertisements of uniquely identifiable
objects for third-party display. The method 500 can be
implemented in, for example, the remote advertisement server 110
of FIG. 1.
[0M] At step 510, sponsorship information for search listings of
uniquely identifiable objects from a retailer are stored. An
account is created, and individual uniquely identifiable objects
are populated. Identification information is automatically or
manually added to the listings. Also, PPC values and associated
ad campaign data is furnished.
[057] At step 520, identification data for a list of uniquely
identifiable objects that are sponsored is sent to a remote
search engine for pre-processing (e.g., flagging as described
herein). Relevant listings are harvested and provided for one
or more search engines. The search engines can be independent,
or part of the same entity.
[058] At step 530, a verification request is received from a
remote search engine in response to, for example, a user search
query (or some other user input). Specifically, the remote
search engine needs to know if the user should be directed to a
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termination point at step 550. If not verified, a denial can be
sent at step 555.
[059] At step 540, it is determined whether the sponsored search
listings remain eligible for click-through. The determination
can be based on influencing factors such as PPC values and other
account information.
[OM At step 550, authorization to direct a user to a
termination point associated with an advertisement is sent.
Variations of a termination point are discussed in detail above.
[061] FIG. 6
[0m] FIG. 6 is a block diagram illustrating an exemplary
computing device 600 for use in the system 100 of FIG. 1,
according to one embodiment. The computing device 600 is an
exemplary device that is implementable for each of the
components of the system 100, including the remote advertisement
server 110, the publisher 120, the sponsor web site 130, and the
consumer 140. Additionally, the system 100 is merely an example
implementation itself, since the system 100 can also be fully or
partially implemented with laptop computers, tablet computers,
smart cell phones, Internet appliances, and the like.
gm The computing device 600, of the present embodiment,
includes a memory 610, a processor 620, a hard drive 630, and an
I/O port 640. Each of the components is coupled for electronic
communication via a bus 699. Communication can be digital and/
or analog, and use any suitable protocol.
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[064] The memory 610 further comprises network applications 620
and an operating system 622. The network applications 620 can
include the modules of advertisement server 115 of FIG. 2.
Other network applications can include a web browser, a mobile
application, an application that uses networking, a remote
application executing locally, a network protocol application, a
network management application, a network routing application,
or the like.
[065] The operating system 622 can be one of the Microsoft
Windows family of operating systems (e.g., Windows 95, 98, Me,
Windows NT, Windows 2000, Windows XP, Windows XP x64 Edition,
Windows Vista, Widows 7, Windows CE, Windows Mobile), Linux, HP-
UX, UNIX, Sun OS, Solaris, Mac OS X, Alpha OS, AIX, IRIX32, or
IRIX64. Other operating systems may be used. Microsoft Windows
is a trademark of Microsoft Corporation.
PM The processor 620 can be a network processor (e.g.,
optimized for IEEE 802.11), a general purpose processor, an
application-specific integrated circuit (ASIC), a field
programmable gate array (FPGA), a reduced instruction set
controller (RISC) processor, an integrated circuit, or the like.
Atheros, Broadcom, and Marvell Semiconductors manufacture
processors that are optimized for IEEE 802.11 devices. The
processor 620 can be single core, multiple core, or include more
than one processing elements. The processor 620 can be disposed
on silicon or any other suitable material. The processor 620
can receive and execute instructions and data stored in the
memory 610 or the storage drive 630.
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[067] The storage drive 630 can be any non-volatile type of
storage such as a magnetic disc, EEPROM, Flash, or the like.
The storage drive 630 stores code and data for applications.
[068] The I/O port 640 further comprises a user interface 642 and
a network interface 644. The user interface 642 can output to a
display device and receive input from, for example, a keyboard.
The network interface 644 connects to a medium such as Ethernet
or Wi-Fl for data input and output.
pm Many of the functionalities described herein can be
implemented with computer software, computer hardware, or a
combination.
[070] Computer software products (e.g., non-transitory computer
products storing source code) may be written in any of various
suitable programming languages, such as C, C++, C#, Java,
JavaScript, PHP, Python, Pen, Ruby, and AJAX. The computer
software product may be an independent application with data
input and data display modules. Alternatively, the computer
software products may be classes that are instantiated as
distributed objects. The computer software products may also be
component software such as Java Beans (from Sun Microsystems) or
Enterprise Java Beans (EJB from Sun Microsystems).
[071] Furthermore, the computer that is running the previously
mentioned computer software may be connected to a network and
may interface to other computers using this network. The
network may be on an intranet or the Internet, among others.
The network may be a wired network (e.g., using copper),
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telephone network, packet network, an optical network (e.g.,
using optical fiber), or a wireless network, or any combination
of these. For example, data and other information may be passed
between the computer and components (or steps) of a system of
the invention using a wireless network using a protocol such as
Wi-Fi (IEEE standards 802.11, 802.11a, 802.11b, 802.11e,
802.11g, 802.111, and 802.11n, just to name a few examples). For
example, signals from a computer may be transferred, at least in
part, wirelessly to components or other computers.
K721 In an embodiment, with a Web browser executing on a
computer workstation system, a user accesses a system on the
World Wide Web (WWW) through a network such as the Internet. The
Web browser is used to download web pages or other content in
various formats including HTML, XML, text, PDF, and postscript,
and may be used to upload information to other parts of the
system. The Web browser may use uniform resource identifiers
(URLs) to identify resources on the Web and hypertext transfer
protocol (HTTP) in transferring files on the Web.
gmq This description of the invention has been presented for
the purposes of illustration and description. It is not intended
to be exhaustive or to limit the invention to the precise form
described, and many modifications and variations are possible in
light of the teaching above. The embodiments were chosen and
described in order to best explain the principles of the
invention and its practical applications. This description will
enable others skilled in the art to best utilize and practice
the invention in various embodiments and with various
modifications as are suited to a particular use. The scope of
the invention is defined by the following claims.
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