USOO8433611B2
`
`US 8,433,611 B2
`(10) Patent No.:
`(12) Unlted States Patent
`
`Lax et a].
`(45) Date of Patent:
`Apr. 30, 2013
`
`(54) SELECTION OF ADVERTISEMENTS FOR
`PLACEMENT WITH CONTENT
`
`(75)
`
`Inventors: Reuven Lax, Seattle, WA (US); Poorva
`Arankalle, Redmond, WA (US);
`Shamim Samadi, Mountain View, CA
`(Us). Rajas Moonka San Ramon CA
`(US)’
`’
`’
`
`.
`.
`.
`(73) ASSlgneeI G00g1e 1nc-s Mountain View, CA (US)
`
`( * ) Notice:
`
`Subject to any disclaimer, the term of this
`patent is extended or adjusted under 35
`U.S.C. 154(b) by 0 days.
`
`5,740,549 A
`5,848,397 A
`5,948,061 A
`6,026,368 A
`6,044,376 A
`6,078,914 A
`6,091,416 A
`6,144,944 A
`6,167,382 A
`6,188,398 B1
`6,269,361 B1
`6,282,548 B1
`6,282,713 B1
`6,393,158 B1
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`FOREIGN PATENT DOCUMENTS
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`Flled:
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`Prior Publication Data
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`(Continued)
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`OTHER PUBLICATIONS
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`Related US. Application Data
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`(Continued)
`
`(60)
`
`(51)
`
`§;o;182)o7nal appl1cat1on No. 60/946,702, filed on Jun.
`’
`i
`Int. Cl.
`G06Q 30/00
`52 US, C],
`()
`USPC ...................... .. 705/14.4; 707/706; 705/14.49
`(58) Field of Classification Search .................. .. 705/14,
`705/14.45 1449; 707/706
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`
`(2012.01)
`
`(56)
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`
`ABSTRACT
`(57)
`ro-
`et 0 s, s stems, an a
`aratus, 1nc u 1n com uter
`p
`Mhdy
`dpp
`'ld'g p
`gram productS, for selecting advertisements. A request for
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`document is received. One or more candidate sponsored con-
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`criteria includes information related to the content item inde-
`
`pendent ofthe document, and information related to the docu-
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`are selected. The selected sponsored content items are trans-
`mitted for presentation with the content item.
`
`33 Claims, 6 Drawing Sheets
`
`
`
`Content
`Sponsor
`
`1 04
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`
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`Advertisement
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`Ex. 2003 (1/24)
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`Ex. 2003 (1/24)
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`

`

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`

`

`US 8,433,611 B2
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`
`Ex. 2003 (3/24)
`
`Ex. 2003 (3/24)
`
`

`

`US. Patent
`
`Apr. 30, 2013
`
`Sheet 1 of6
`
`US 8,433,611 B2
`
`100
`
`106
`
`User Device
`
`104
`
`Content
`
`Sponsor
`
`
`
`Advertisement
`
`Provider
`
`FIG. 1
`
`Ex. 2003 (4/24)
`
`Ex. 2003 (4/24)
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`

`

`U.S. Patent
`
`Apr. 30, 2013
`
`Sheet 2 of 6
`
`US 8,433,611 B2
`
`200
`
`2 5
`User Device
`
`
`Application
`
`
`Content Player Module
`
`
`
`
`
`
`
`
`
`
`
`
`Advertising Module
`
`Content Sponsor 2 3
`
`
`
`
` Content Server
`
`21
`
`
`Advertisement Provider 2 1
`
`
`Content Analyzer 2 2
`
`
`Documents
`
`Video Content
`and Video
`Metadata
`
`Speech to Text m
`Module
`
`Image Recognition
`Module
`
`m S
`
`urrounding Content
`Module
`
`
`
`Advertisements
`
`Ad Server
`
`
`
`Ad Selection Module
`
`
`FIG. 2
`
`Ex. 2003 (5/24)
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`Ex. 2003 (5/24)
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`

`

`U.S. Patent
`
`Apr. 30, 2013
`
`Sheet 3 of 6
`
`US 8,433,611 B2
`
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`Ex. 2003 (6/24)
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`

`

`U.S. Patent
`
`Apr. 30, 2013
`
`Sheet40f6
`
`US 8,433,611 B2
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`Ex. 2003 (7/24)
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`

`

`US. Patent
`
`Apr. 30, 2013
`
`Sheet 5 of6
`
`US 8,433,611 B2
`
`500
`
`KA
`
`Receive request for advertisements for presentation
`
`with a video embedded in a document
`
`Identify candidate advertisements
`
`&
`
`Selecting one or more of the candidate
`advertisements
`
`Transmit advertisements for presentation with the
`video
`
`FIG. 5
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`Ex. 2003 (8/24)
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`

`

`US. Patent
`
`Apr. 30, 2013
`
`Sheet 6 of6
`
`US 8,433,611 B2
`
`FIG.6
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`Ex. 2003 (9/24)
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`Ex. 2003 (9/24)
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`

`

`US 8,433,611 B2
`
`1
`SELECTION OF ADVERTISEMENTS FOR
`PLACEMENT WITH CONTENT
`
`RELATED APPLICATIONS
`
`This application claims the benefit under 35 U.S.C. §119 of
`US. patent application Ser. No. 60/946,702, titled “Selection
`ofAdVertisements for Placement with Content,” filed Jun. 27,
`2007, which is incorporated by reference herein in its entirety.
`
`BACKGROUND
`
`The subject matter of this specification relates generally to
`advertising.
`Online Video is a growing medium. The popularity of
`online Video serVices reflects this growth. Advertisers see
`online Video as another way to reach their customers. Many
`adVertisers are interested in maximizing the number of
`actions (e.g.,
`impressions and/or click-throughs) for their
`adVertisements. To achieVe this, adVertisers make efforts to
`place adVertisements with content that is releVant to their
`adVertisements. For example, an adVertiser can target its car
`adVertisements to a website about cars.
`
`SUMMARY
`
`In general, one aspect ofthe subject matter described in this
`specification can be embodied in methods that include the
`actions of receiVing a request for sponsored content for pre-
`sentation with a content item, where the content item is
`included in a document; identifying one or more candidate
`sponsored content items based on a plurality ofcriteria, which
`includes information related to the content item independent
`of the document and information related to the document;
`selecting one or more of the candidate sponsored content
`items; and transmitting the selected sponsored content items
`for presentation with the content item. Other embodiments of
`this aspect include corresponding systems, apparatus, and
`computer program products.
`In general, another aspect ofthe subject matter described in
`this specification can be embodied in methods that include the
`actions of receiVing a request for sponsored content for pre-
`sentation with a content item, where the content item is
`included in a presentation enVironment; identifying one or
`more candidate sponsored content items based on a plurality
`of criteria, which includes information related to the content
`item and information related to the presentation enVironment;
`selecting one or more of the candidate sponsored content
`items; transmitting the selected sponsored content items for
`presentation with the content item in the presentation enVi-
`ronment. Other embodiments of this aspect include corre-
`sponding systems, apparatus, and computer program prod-
`ucts.
`
`Particular embodiments of the subject matter described in
`this specification can be implemented to realize one or more
`of the following adVantages. AdVertisements can be placed
`for presentation with third party Video content. The placed
`adVertisements are selected for releVance to Video content,
`content of a page in which the Video is embedded, and other
`related content. AdVertisers can automatically and dynami-
`cally target embedded Video content that may change 0Ver
`time.
`
`The details of one or more embodiments of the subject
`matter described in this specification are set forth in the
`accompanying drawings and the description below. Other
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`features, aspects, and adVantages of the subject matter will
`become apparent from the description, the drawings, and the
`claims.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`FIG. 1 is a block diagram illustrating an example network
`enVironment.
`
`FIG. 2 is a block diagram illustrating an example adVertis-
`ing deliVery system.
`FIGS. 3-4 are examples of a user interface illustrating
`adVertising content displayed on a screen with Video content.
`FIG. 5 is a flow diagram illustrating an example process for
`selecting and deliVering adVertisements.
`FIG. 6 is a block diagram illustrating an example generic
`computer and an example generic mobile computer deVice.
`Like reference numbers and designations in the Various
`drawings indicate like elements.
`
`DETAILED DESCRIPTION
`
`FIG. 1 shows an example of a network enVironment 100.
`The enVironment 100 includes a sponsored content (e.g.,
`adVertisement) pr0Vider 102, a content sponsor (e.g., pro-
`Vider) 104, and one or more user deVices 106, at least some of
`which communicate across network 108. By way of example,
`discussion pr0Vided herein will make reference to the deliV-
`ery of adVertisements to a content pr0Vider. Other forms of
`sponsored content are possible. In some implementations, the
`adVertisement pr0Vider 102 can pr0Vide adVertising content
`(e.g., adVertisements or “ads” or “ad” in the singular) for
`presentation with content items (e.g., text, images, Video,
`audio, games, multimedia playlists (such as static, dynamic or
`executable lists of multiple content items to be played),
`embedded executables or software) pr0Vided by the content
`pr0Vider 104. For example, a Video can be pr0Vided by the
`content pr0Vider 104 through the network 108 to one or more
`user deVices 106. The ad content can be distributed, through
`network 108, to one or more user deVices 106 before, during,
`or after presentation of the Video. In some implementations,
`adVertisement pr0Vider 102 is coupled with one or more
`adVertising repositories (not shown). The repositories store
`adVertising that can be presented with Various types of con-
`tent items, including Video and audio.
`In some implementations, the enVironment 100 can be used
`to identify releVant adVertising content based on the content
`of the content item and perhaps other criteria. For example,
`the adVertisement pr0Vider 102 can acquire information
`about the subject matter of a Video, such as by reading Video
`metadata that includes keywords that describe the subject
`matter of the Video, and/or analyzing speech in the Video,
`and/or analyzing the Visual content of the Video, for example.
`The information can be used to identify releVant adVertise-
`ments, from which one or more are selected for presentation
`with the Video.
`
`In some implementations, content items can include Vari-
`ous forms of electronic media. For example, a content item
`can include text, audio, Video, adVertisements, configuration
`parameters, documents, Video files published on the Internet,
`teleVision programs, audio podcasts, Video podcasts, liVe or
`recorded talk shows, Video Voicemail, segments of a Video
`conVersation, and other distributable resources.
`In some implementations, a “Video content item” is an item
`of content that includes content that can be perceiVed Visually
`when played, rendered, or decoded. A Video includes Video
`data, and optionally audio data, executable code, hyperlinks,
`and metadata. Video data includes content in the Video that
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`US 8,433,611 B2
`
`3
`can be perceived Visually when the Video content item is
`played, rendered, or decoded. Audio data includes content in
`the Video that can be perceiVed aurally when the Video content
`item is played, decoded, or rendered. Executable code
`includes, for example, interactiVe ADOBE FLASH, JaVaS-
`cript, or other forms of interactiVe content. Hyperlinks
`include, for example, links embedded in or associated with
`the Video or executable code that pr0Vide an address link,
`such as a Uniform Resource Locator (URL), to other content
`or executable code. A Video can include Video data and any
`accompanying audio data regardless of whether or not the
`Video is ultimately stored on a tangible medium. A Video can
`include, for example, a liVe or recorded teleVision program, a
`liVe or recorded theatrical or dramatic work, a music Video, a
`teleVised eVent (e.g., a sports eVent, a political eVent, a news
`eVent, etc.), Video Voicemail, etc. Video, audio or other con-
`tent items can also be part of a media playlist.
`A Video content item can also include many types of asso-
`ciated data or metadata. Metadata includes, for example, tags,
`labels, keywords, time stamps, XML-enclosed data, or other
`non-displayed information about the content. Examples of
`types of associated data include Video data, audio data,
`closed-caption or subtitle data, a transcript, content descrip-
`tions (e.g., title, actor list, genre information, first perfor-
`mance or release date, etc.), related still images, user-supplied
`or pr0Vider-pr0Vided tags and ratings, etc. Some of this data,
`such as the description, can refer to the entire Video content
`item, while other data (e. g., the closed-caption data) may be
`temporally-based or timecoded. In some implementations,
`the temporally-based data may be used to detect scene or
`content changes to determine releVant portions ofthat data for
`targeting ad content to users. The executable code and/or
`metadata may include interactiVe playlists of media content,
`such as lists ofVideo, audio, web links, or other content types.
`In some implementations, a Video content item has one or
`more interstitial adVertisement slots. One or more Video
`
`adVertisements can be presented in between the portions of
`the Video separated by an adVertisement slot, similar to tele-
`Vision adVertising commercials that are presented between
`portions of a teleVision program. The positions of the adVer-
`tisement slots can be specified by metadata associated with
`the Video and stored at the Video pr0Vider 209. The positions
`of the slots can be manually specified by the author of the
`Video or automatically determined based on an analysis ofthe
`Video. An example technique for analyzing a Video to deter-
`mine positions of adVertisement slots is disclosed in US.
`patent application Ser. No. 1 1/737,038, titled “Characterizing
`Content for Identification ofAdVertising,” filedApr. 18, 2007,
`which is incorporated by reference in its entirety herein.
`Further details related to adVertisement slots are disclosed in
`
`US. patent application Ser. No. 11/550,388, titled “Using
`Viewing Signals in Targeted Video AdVertising,” filed Oct.
`17, 2006, which is incorporated by reference in its entirety
`herein.
`
`In some implementations, an “audio content item” is an
`item of content that can be perceiVed aurally when played,
`rendered, or decoded. An audio content item includes audio
`data and optionally metadata. The audio data includes content
`in the audio content item that can be perceiVed aurally when
`the Video content item is played, decoded, or rendered. An
`audio content item may include audio data regardless of
`whether or not the audio content item is ultimately stored on
`a tangible medium. An audio content item may include, for
`example, a liVe or recorded radio program, a liVe or recorded
`theatrical or dramatic work, a musical performance, a sound
`recording, a teleVised eVent (e.g., a sports eVent, a political
`eVent, a news eVent, etc.), Voicemail, etc. Each of different
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`forms or formats ofthe audio data (e. g., original, compressed,
`packetized, streamed, etc.) may be considered to be an audio
`content item (e.g., the same audio content item, or different
`audio content items).
`AdVertising content can include text, graphics, Video,
`audio, banners, links, executable code and scripts, and other
`web or teleVision programming related data. As such, ad
`content can be formatted differently, based on whether it is
`primarily directed to websites, media players, email, teleVi-
`sion programs, closed captioning, etc. For example, ad con-
`tent directed to a website may be formatted for display in a
`frame within a web browser. As another example, ad content
`directed to a Video player may be presented “in-stream” as a
`Video content item is played in the Video player. In some
`implementations, in-stream ad content may replace the Video
`content item in a Video player for some period of time or
`inserted between portions of the Video content item. An in-
`stream ad can be pre-roll (before the Video content item),
`post-roll (after the Video content item), or interstitial. An
`in-stream ad may include Video, audio,
`text, animated
`images, still images, or some combination thereof. The adVer-
`tisement can appear in the same form as Video content, as an
`0Verlay 0Ver Video content, or in other forms. Examples of
`forms of adVertisements for Video that can be used with the
`
`implementations described in this specification are disclosed
`in US. Pr0Visional Application No. 60/915,654, entitled
`“User Interfaces For Web-Based Video Player,” filed May 2,
`2007; and US. patent application Ser. No. 11/760,709,
`entitled “Systems and Processes for Presenting Informational
`Content,” filed Jun. 8, 2007, which are incorporated by ref-
`erence in their entirety herein.
`The content pr0Vider 104 can present content to a user
`deVice 106 through the network 108. In some implementa-
`tions, the content pr0Viders 104 are web servers where the
`content includes webpages or other content written in the
`Hypertext Markup Language (HTML), or any language suit-
`able for authoring webpages. In general, content pr0Vider 104
`can include users, web publishers, and other entities capable
`of distributing content 0Ver a network. In some implementa-
`tions, the content pr0Vider 104 may make the content acces-
`sible through a known URL.
`The content pr0Vider 104 can receiVe requests for content
`(e.g., articles, discussion threads, music, audio, Video, graph-
`ics, search results, webpage listings, etc.). The content pro-
`Vider 104 can retrieVe the requested content in response to the
`request or serVice the request in some other way. The adVer-
`tisement pr0Vider 102 can broadcast content as well (e. g., not
`necessarily responsiVe to a request).
`Content pr0Vided by content pr0Vider 104 can include
`news, weather, entertainment, or other consumable textual,
`audio, Video, game, or multimedia content. More particularly,
`the content can include Various resources, such as documents
`(e.g., webpages, plain text documents, dynamic network
`applications pr0Vided to the user on-the-fly, Portable Docu-
`ment Format (PDF) documents, images), Video or audio clips,
`etc. In some implementations, the content can be graphic-
`intensiVe, media-rich data, such as, for example, FLASH-
`based content that presents Video and audio, Asynchronous
`JaVaScript and XML (AJAX) based web applications or web
`pages, and the like.
`The content pr0Vider 104 can pr0Vide Video content items
`for presentation to a user. The content pr0Vider 104 can pro-
`Vide a Video content item as a stream or as a downloadable file
`
`to a user deVice 106. The content pr0Vider 104 can also
`pr0Vide a Video player module with a Video. In some imple-
`mentations, a content item (e.g., a Video content item, an
`audio content item) and a player module from the content
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`US 8,433,611 B2
`
`5
`provider 104 is embedded into a document (e.g., a webpage
`provided by content provider 104). The document includes
`the player module and a reference to the Video or audio
`content item. The document can be sent to a user device 106.
`
`At the user device 106, the embedded player module can
`retrieve the referenced video or audio content item for play-
`back at the user device 106. The player can provide a one or
`more pieces of content, such as via a playlist.
`In some implementations, a document and a content item
`embedded in the documents are provided by different content
`providers. In an example implementation, a video from a first
`content provider is embedded in a document (e.g., a webpage)
`from a second content provider. The document includes a
`location (e. g., a URL) ofthe video at the first content provider.
`When the document is rendered at the user device 106, the
`video can be obtained from the second content provider and
`played back at the user device 106.
`The environment 100 includes one or more user devices
`
`106. The user device 106 can include a desktop computer,
`laptop computer, a media player (e.g., an MP3 player, a
`streaming audio player, a streaming video player, a television,
`a computer, a mobile device, etc.), a mobile phone, a browser
`facility (e.g., a web browser application), an e-mail facility,
`telephony means, a set top box, a television device or other
`electronic device that can access advertisements and other
`
`content via network 108. The content provider 104 may allow
`user device 106 to access content (e.g., webpages, videos,
`etc.).
`The network 108 facilitates wireless or wireline commu-
`
`nication between the advertisement provider 102, the content
`provider 104, and any other local or remote computers (e.g.,
`user device 106). The network 108 may be all or a portion of
`an enterprise or secured network. In another example, the
`network 108 may be a virtual private network (VPN) between
`the content provider 104 and the user device 106 across a
`wireline or a wireless link. While illustrated as a single or
`continuous network,
`the network 1