Chen T Yu

US Patent:

7031932, Apr 18, 2006

Filed:

Jul 25, 2000

Appl. No.:

09/626266

Inventors:

Scott Eric Lipsky - Seattle WA, US
Chen Yu - Pittsburgh PA, US

Assignee:

aQuantive, Inc. - Seattle WA

International Classification:

G06F 17/60

US Classification:

705 14

Abstract:

A facility for adjusting the execution of an advertising campaign in which advertising messages are presented using a plurality of advertising alternatives as described. During a first time period, the facility presents advertising messages using each of the advertising alternatives in accordance with an initial allocation for each of the advertising alternatives. Also during the first time period, the facility tracks the performance of the advertising campaign with respect to each of the advertising alternatives. Based upon the tracking during the first time period, the facility attributes a performance score to each of the advertising alternatives for the first time period. The facility compares these scores, and, based upon the comparison, adjusts the allocations for the advertising alternatives so as to increase one or more allocations for advertising alternatives which compare favorably in the comparison, and so as to reduce one or more allocations for advertising alternatives comparing disfavorably in the comparison. The facility then, during a second time period, presents advertising messages using each of the advertising alternatives in accordance with the adjusted allocation for each of the advertising alternatives.

US Patent:

20030014304, Jan 16, 2003

Filed:

Jul 10, 2001

Appl. No.:

09/902833

Inventors:

Sarah Calvert - Seattle WA, US
Chen Yu - Seattle WA, US

Assignee:

Avenue A, Inc.

International Classification:

G06F017/60

US Classification:

705/014000

Abstract:

A method of evaluating Internet advertisement effectiveness that involves collecting Internet activity information associated with a multitude of cookies, and storing the information in a database. An advertisement strategy is generated for evaluation, and a plurality of user segments are established, each having a different Internet activity characteristic. An advertising strategy is assigned to each segment. When a user visits a site where an advertisement is to be served, a cookie is determined. The stored Internet activity information for the cookie is retrieved, and based on the retrieved information, the cookie is assigned to a user segment associated with the retrieved Internet activity information. Then, an advertisement is served based on the assigned advertising strategy.

US Patent:

20030023481, Jan 30, 2003

Filed:

Jul 24, 2001

Appl. No.:

09/912475

Inventors:

Sarah Calvert - Seattle WA, US
Chen Yu - Mountain View CA, US

International Classification:

G06F017/60

US Classification:

705/014000

Abstract:

A method of serving Internet advertisements to users having associated cookies includes receiving a cookie from a user visiting a publisher, then retrieving a database record of past Internet activity associated with the cookie. Based on the record, is it determined whether the cookie is associated with past interactions with any of the advertisers. If the cookie has had interactions with multiple advertisers, an advertisement associated with the advertiser with the greatest level of desired attributes is served. If there are no past interactions, past web activity of the cookie is analyzed to determine the advertiser with the best prospects for success.

US Patent:

20060184421, Aug 17, 2006

Filed:

Apr 12, 2006

Appl. No.:

11/402354

Inventors:

Scott Lipsky - Seattle WA, US
Chen Yu - Pittsburgh PA, US

International Classification:

G06Q 30/00

US Classification:

705014000

Abstract:

A facility for adjusting the execution of an advertising campaign in which advertising messages are presented using a plurality of advertising alternatives as described. During a first time period, the facility presents advertising messages using each of the advertising alternatives in accordance with an initial allocation for each of the advertising alternatives. Also during the first time period, the facility tracks the performance of the advertising campaign with respect to each of the advertising alternatives. Based upon the tracking during the first time period, the facility attributes a performance score to each of the advertising alternatives for the first time period. The facility compares these scores, and, based upon the comparison, adjusts the allocations for the advertising alternatives so as to increase one or more allocations for advertising alternatives which compare favorably in the comparison, and so as to reduce one or more allocations for advertising alternatives comparing disfavorably in the comparison. The facility then, during a second time period, presents advertising messages using each of the advertising alternatives in accordance with the adjusted allocation for each of the advertising alternatives.