Excalibur IP, LLC

R2 Solutions, LLC

Arpit Gupta

Techniques are provided for use in connection with online advertising exchanges. Methods are provided in which information is obtained, including, for each of multiple publisher sites, a set of publisher site tags, and for each of multiple advertisements, a set of advertisement tags. Methods are provided that include, in selection of an advertisement to be served in connection with a serving opportunity, utilizing, as a factor in the selection, matching of publisher site tags, associated with a publisher site associated with the serving opportunity, with advertisement tags of the advertisement.

Online advertising with enhanced publisher involvment

Online advertising with enhanced publisher involvement

Embodiments are directed towards dynamically updating, in real-time, an emoticon pool of a user based on a current personal construct of the user. In one embodiment, real-time changes in the current personal construct of a user may result in a real-time update to the emoticon pool of the user, which can allow the user's emoticon pool to dynamically track the user's current personal construct. The current personal construct of a user may be determined by examining user targeted information associated with the user. In some embodiments, the user targeted information may include, but not limited to, static user information, dynamic user information, implicit user information, and/or dynamic external information. In one embodiment, a user's emoticon pool may be dynamically updated by modifying an appearance of one or more base emoticons in a base emoticon pool and/or one or more existing emoticons in the user's emoticon pool.

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Bengaluru, India

Arpit Gupta