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    • 27. 发明申请
    • System and method for generating an orchestrated advertising campaign
    • 用于生成策划广告活动的系统和方法
    • US20060069612A1
    • 2006-03-30
    • US10950429
    • 2004-09-28
    • Michael HurtTrevor NorringtonKelvin ChanKenneth TittleShawn Horwat
    • Michael HurtTrevor NorringtonKelvin ChanKenneth TittleShawn Horwat
    • G06Q30/00
    • G06Q30/02G06Q30/0267G06Q30/0269
    • A system and related techniques host and serve selective, orchestrated advertising campaigns and other content to users depending on contributing advertisers' campaign strategies as well as use interests, prior history or experiences. According to embodiments, users may navigate to a Web or other network site which contains or invokes ads or other media or content. When ad or other content is called, according to the invention in one regard a user identifier may be checked, to determine whether the user has subscribed to or had a profile established with the orchestrated ad platform of the invention. If the user does have a unique identifier associated with them, an ad engine may perform a lookup of the identifier against potential ad campaigns or delivery modes, to deliver a more coherent or orchestrated stream of ads or other media to the user. Those selected campaigns may include for instance immersive delivery modes in which a number of ads related to an area of interest, such as cars and related services or foods and restaurants, may be delivered or streamed to the user's browser or other application at a comparatively high frequency or intensity. The sequence of that content may in one regard be conditioned on the user's browsing or other history, including topics of interest as expressed for example in prior search activity, in explicit questionnaires, or in prior purchase or shopping activity, as well as other behavioral patterns such as averaged length of browsing sessions, or other parameters. Because the experience which the user receives is targeted or tailored in nature, and in addition presents a set or series of content which is selected to reflect a meaningful relationship or theme, the effectiveness of the advertising or other content delivery campaign may be enhanced compared to undifferentiated delivery techniques.
    • 系统和相关技术托管并根据贡献广告者的广告系列战略以及使用兴趣,先前的历史或经验,为用户提供选择性的,协调的广告活动和其他内容。 根据实施例,用户可以导航到包含或调用广告或其他媒体或内容的Web或其他网络站点。 当呼叫广告或其他内容时,根据本发明,可以在一方面检查用户标识符,以确定用户是否已订阅或具有与本发明的协调广告平台建立的简档。 如果用户确实具有与其相关联的唯一标识符,则广告引擎可以针对潜在的广告活动或传递模式执行对标识符的查找,以向用户传送更连贯或协调的广告或其他媒体流。 那些所选择的活动可以包括例如身临其境的递送模式,其中与感兴趣的区域(例如汽车和相关服务或食品和餐馆)相关的多个广告可以以相当高的速度被传送或流传输到用户的浏览器或其他应用 频率或强度。 该内容的顺序可以在一个方面受到用户的浏览或其他历史的限制,包括例如在先前的搜索活动中,在明确的问卷调查中,或在先前的购买或购物活动中表达的兴趣主题,以及其他行为模式 例如浏览会话的平均长度或其他参数。 因为用户接收的体验本质上是针对性或量身定制的,并且另外呈现出被选择以反映有意义的关系或主题的一组或一系列内容,所以可以增强广告或其他内容传送活动的有效性 未分化递送技术。