Yahoo! Inc.

Excalibur Ip, LLC

Joshua M Koran

Hongfeng Yin

Long-ji Lin

Christina Yip Chung

Abhinav Gupta

George H John

Richard Frankel

Glen Anthony Ames

Shyam Kapur

Jignashu Parikh

David Anthony Burgess

Chad Brower

Amit Umesh Shanbbag

Brian Coppola

A system and method to identify targeting criteria for online advertising campaigns based on natural query event data are described. A request to determine targeting criteria is received from an advertiser entity. Natural or algorithmic query event data related to the advertiser entity is retrieved from a data storage module. Attribute data associated with targeted customers is extracted based on the retrieved natural query event data. Finally, the attribute data is further processed to determine a set of criteria to target advertisements to the customers.

Content delivery system using natural query events

A behavioral targeting system determines user profiles from online activity. The system includes a plurality of models that define parameters for determining a user profile score. Event information, which comprises on-line activity of the user, is received at an entity. To generate a user profile score, a model is selected. The model comprises recency, intensity and frequency dimension parameters. The behavioral targeting system generates a user profile score for a target objective, such as brand advertising or direct response advertising. The parameters from the model are applied to generate the user profile score in a category. The behavioral targeting system has application for use in ad serving to on-line users.

Behavioral targeting system

A behavioral targeting system determines user profiles from online activity. The system includes a plurality of models that define parameters for determining a user profile score. Event information, which comprises on-line activity of the user, is received at an entity. To generate a user profile score, is model is selected. The model comprises recency, intensity and frequency dimension parameters. The behavioral targeting system generates a user profile score for a target objective, such as brand advertising or direct response advertising. The parameters from the model are applied to generate the user profile score in a category. The behavioral targeting system has application for use in ad serving to on-line users.

Behavioral targeting system that generates user profiles for target objectives

Systems and methods for determining a type of a digital ad are disclosed. Generally, an ad type determination module automatically determines a type of a digital ad, such as a direct response ad or a branding ad, based on at least one of (1) a number of hyperlinks associated with the digital ad, (2) a number of click throughs associated with the digital ad, (3) a click-through rate associated with the digital ad, and (4) an industry associated with the digital ad. After the ad type determination module determines a type of the digital ad, an indication of the type of digital ad may be exported to a system of an online advertisement service provider so that the online advertisement service provider may perform actions such as optimizing the digital ad, or generating reports regarding the digital ad, based on the determined type of the digital ad.

System and method for automatically determining an advertisement type of a digital advertisement

Use of natural query events to improve online advertising campaigns

A system and method to facilitate optimization of targeted advertisements based on user profile information are described. A set of event keywords associated with an event or action performed by the user or an agent of the user is identified in a data storage module. User profile information, if available, is further retrieved from the data storage module. A set of profile keywords is further identified from the retrieved user profile information and the set of profile keywords is compared to the set of event keywords based on predetermined business rules to determine a set of resulting keywords. Advertising information related to the set of resulting keywords is further retrieved from an advertising storage module. The retrieved advertisements are ranked based on one or more parameters within one or more keyword/advertisement matrices based on user, segment, or time parameters, and, finally, top ranked advertisements are transmitted to the user or the agent of the user for further display in connection with the requested content.

Optimization of targeted advertisements based on user profile information

A system and method to facilitate interactive selection of groupings of clusters and presentation of related datasets are described. An interactive data interface is presented to a user in a display window, the interactive data interface configured to display multiple alternate groupings of clusters associated with at least one dataset of records targeted by the user. Selection of a grouping of clusters from the plurality of selectable groupings is further facilitated based on one or more predetermined parameters associated with each grouping of clusters and the individual clusters within a respective grouping, such as, for example, a target ratio value and a target count value corresponding to each cluster of records.

System and method for facilitating interactive selection of clusters and presentation of related datasets

Incremental update of long-term and short-term user profile scores in a behavioral targeting system

A method is described for augmenting sponsored search results in a search engine, which includes extracting attribute data from a plurality of natural searches for a search term linked to a plurality of uniform resource locators (URLs), analyzing the attribute data of one or more attributes for clickers and non-clickers to determine at least one greatest distinguishing factor between the clickers and non-clickers, and integrating the at least one greatest distinguishing factor into a matching algorithm used by the search engine to rank order and display a plurality of the most relevant ads corresponding to the plurality of URLs in response to a search for the term. The method may also integrate the at least one greatest distinguishing factor into a marketer algorithm to enable a marketer of a URL to strategically choose a search term, along with the at least one greatest distinguishing factor, on which to bid.

Using natural search click events to optimize online advertising campaigns

A system and method to facilitate automatic categorization of events in a network, wherein one or more keywords are retrieved from a keyword database, each retrieved keyword matching a corresponding event unit of an event input by a user over a network. A dominant keyword corresponding to a highest parameter value calculated for each retrieved keyword is then selected. Finally, the event is categorized based on one or more categories associated with the dominant keyword. The dominant keyword may be selected based on one or more keyword categories associated with each retrieved keyword and an ambiguity parameter value calculated for each keyword. Alternatively, the dominant keyword may be selected based on a highest-ranked output value calculated for each retrieved keyword. One or more categories associated with the dominant keyword are subsequently retrieved from the keyword database and the event is categorized based on the category associated with the dominant keyword.

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Mountain View, CA, United States of America

Joshua M Koran