Browse Prior Art Database

Method and System for Displaying Relevant Advertisements to Users Based on Referrer URLs

IP.com Disclosure Number: IPCOM000198737D
Publication Date: 2010-Aug-13
Document File: 7 page(s) / 475K

Publishing Venue

The IP.com Prior Art Database

Related People

Anurag Kumar: INVENTOR [+2]

Abstract

A method and system for displaying relevant advertisements to users based on referrer Uniform Resource Locators (URLs) is disclosed. The method facilitates in deriving rich contextual information about a user from referrer URLs (for example search URL along with a keyword, a page URL of a news article etc.) that are transmitted to the user along with an advertisement call.

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Method and System for Displaying Relevant Advertisements to Users Based on Referrer URLs

Abstract

A method and system for displaying relevant advertisements to users based on referrer Uniform Resource Locators (URLs) is disclosed.  The method facilitates in deriving rich contextual information about a user from referrer URLs (for example search URL along with a keyword, a page URL of a news article etc.) that are transmitted to the user along with an advertisement call.

Description

Disclosed is a method and system for displaying most relevant advertisements to users based on referrer Uniform Resource Locators (URLs).  An advertisement exchange assigns a unique cookie to each individual user who is served an advertisement through the advertisement exchange.  This unique cookie may be used at a later period of time for deriving rich contextual information about a user by monitoring the user’s activities for past few seconds, minutes, hours, days and weeks.  The activities are inferred from referrer URLs (for example search URL along with a keyword or phrase, a page URL of a news article etc.) that are transmitted by a publisher or a website along with an advertisement call to the advertisement exchange.  Thus, the referrer URLs provide rich contextual information about the user’s past activities and interests.  Thereafter, the advertisement exchange or the publisher uses this contextual information for displaying most relevant advertisements to the user.

A three-step approach is used for gathering rich contextual information about the user’s activities and interests based on different types of keywords.  For example, following is the approach for gathering rich contextual information about a user such as User1.

In the first approach, initially, the advertising exchange assigns a unique cookie such as Cookie1 to User1 for deriving rich contextual information about User1 by monitoring User1’s activities for few hours, days and weeks.  Subsequently, for this purpose, search keywords searched by the User1 are monitored for deriving rich contextual information about the user’s activities and interests.  In order to do so, lists of search keywords searched by the User1 are gathered by parsing the referral URLs.  In addition, by parsing the referral URLs, it is checked whether a search engine, used by the User1 for searching, belongs to any popular search engines.  Once the search engine used by the User1 is identified, the percentage of total users redirected to the advertisement exchange through search engines may be determined.  In addition, the percentage of advertisement impressions referred using the search engine is also determined.  Therefore, in case, if a match of a search engine is identified after parsing referral URL, the search keywords searched by the User1 are extracted from query parameters.  For example, consider a following referral URL:

http://ca.search.yahoo.com/search?p=valley+news+dispatch&toggle=1&cop=ms...