Optimizing online advertising link and text characteristics
| Title: | Optimizing online advertising link and text characteristics |
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| Patent Number: | 8,539,351 |
| Publication Date: | September 17, 2013 |
| Appl. No: | 12/861724 |
| Application Filed: | August 23, 2010 |
| Abstract: | A method of modifying the color characteristics of advertising content and web page content to increase the click-through rate of the advertising content. The advertising content and web page content may include hyperlinks and text. The color characteristics may include saturation, hue, intensity, contrast, and RBG characteristics. The color characteristics may be modified to make the advertising content more visible to the user, which results in a higher click-through rate. |
| Inventors: | Baciu, Jonathan (San Francisco, CA, US); Martin, Tim Lawrence (San Francisco, CA, US); Menayan, Jason Vigen (Oakland, CA, US); Reitz, James Norton (Oakland, CA, US); Edmondson, Paul (Burlingame, CA, US) |
| Assignees: | YieldBuild, Inc. (San Francsico, CA, US) |
| Claim: | 1. A method for displaying advertising content on a display device, the method comprising: determining at least one color characteristic of the advertising content and the main content in a web page; increasing a first level of the at least one color characteristic for at least one portion of the advertising content, wherein the increasing of the first level comprises: calculating a higher level of the at least one color characteristic for the at least one portion of the advertising content based at least in part on a second level of the at least one color characteristics of the main content and based at least at least in part on a distance between the at least one portion of the advertising content and the main content; applying a weight value to the at least one color characteristic associated with the main content based on a distance of the main content to the at least one portion of the advertising content, wherein a higher weight value is applied to the at least one color characteristic associated when the main content is closer in distance to the at least one portion of the advertising content, and wherein a lower weight value is applied to the at least one portion of the color characteristics when the main content is farther in distance from the at least one portion of the advertising content; increasing the first level to a higher level; and decreasing the second level of the at least one color characteristic for at least one portion of the main content. |
| Claim: | 2. The method of claim 1 , further comprising matching the at least one color characteristic of the advertising content with a background that is immediately surrounding the advertising content. |
| Claim: | 3. The method of claim 1 , further comprising applying a weight value to the at least one color characteristic associated with the main content based on a distance of the main content to at least one portion of the advertising content. |
| Claim: | 4. The method of claim 1 , wherein the at least one color characteristic is saturation level. |
| Claim: | 5. The method of claim 1 , further comprising calculating a higher saturation level for one or more portions of the ad content based on the color characteristics of the main content. |
| Claim: | 6. The method of clam 1 , further comprising segmenting the web page into a distinct set of groups used for learning user click habits. |
| Claim: | 7. A non-transitory computer-readable medium including program instructions for displaying advertising content on a display device, the program instructions which when executed by a computer system cause the computer system to execute a method comprising; determining at least one color characteristic of the advertising content and the main content in a web page; increasing a first level of the at least one color characteristic for at least one portion of the advertising content, wherein the increasing of the first level comprises: calculating a higher level of the at least one color characteristic for the at least one portion of the advertising content based at least in part on a second level of the at least one color characteristics of the main content and based at least at least in part on a distance between the at least one portion of the advertising content and the main content; applying a weight value to the at least one color characteristic associated with the main content based on a distance of the main content to the at least one portion of the advertising content, wherein a higher weight value is applied to the at least one color characteristic associated when the main content is closer in distance to the at least one portion of the advertising content, and wherein a lower weight value is applied to the at least one portion of the color characteristics when the main content is farther in distance from the at least one portion of the advertising content; increasing the first level to a higher level; and decreasing the second level of the at least one color characteristic for at least one portion of the main content. |
| Claim: | 8. The non-transitory computer-readable medium of claim 7 , further comprising program instructions for matching the at least one color characteristic of the advertising content with a background that is immediately surrounding the advertising content. |
| Claim: | 9. The non-transitory computer-readable medium of claim 7 , wherein the ad content comprises ad links and ad text. |
| Claim: | 10. The non-transitory computer-readable medium of claim 7 , wherein the main content comprises main content links, main context text, and main content background. |
| Claim: | 11. The non-transitory computer-readable medium of claim 7 , wherein the at least one color characteristic is saturation level. |
| Claim: | 12. The non-transitory computer-readable medium of claim 7 , further comprising program instructions for calculating a higher saturation level for one or more portions of the ad content based on the color characteristics of the main content. |
| Claim: | 13. The non-transitory computer-readable medium of claim 7 , further comprising program instructions for segmenting the web page into a distinct set of groups used for learning user click habits. |
| Claim: | 14. A system for displaying advertising content on a display device, the system comprising: a processor device; and a storage device storing one or more stored sequences of instructions which when executed by the processor device cause the processor device to: determining at least one color characteristic of the advertising content and the main content in a web page; increasing a first level of the at least one color characteristic for at least one portion of the advertising content, wherein the increasing of the first level comprises: calculating a higher level of the at least one color characteristic for the at least one portion of the advertising content based at least in part on a second level of the at least one color characteristics of the main content and based at least at least in part on a distance between the at least one portion of the advertising content and the main content; applying a weight value to the at least one color characteristic associated with the main content based on a distance of the main content to the at least one portion of the advertising content, wherein a higher weight value is applied to the at least one color characteristic associated when the main content is closer in distance to the at least one portion of the advertising content, and wherein a lower weight value is applied to the at least one portion of the color characteristics when the main content is farther in distance from the at least one portion of the advertising content; increasing the first level to a higher level; and decreasing the second level of the at least one color characteristic for at least one portion of the main content. |
| Claim: | 15. The system of claim 14 , wherein the instructions further cause the processor device to match the at least one color characteristic of the advertising content with a background that is immediately surrounding the advertising content. |
| Claim: | 16. The system of claim 14 , wherein the ad content comprises ad links and ad text. |
| Claim: | 17. The system of claim 14 , wherein the main content comprises main content links, main context text, and main content background. |
| Claim: | 18. The system of claim 14 , wherein the at least one color characteristic is saturation level. |
| Claim: | 19. The system of claim 14 , wherein the instructions further cause the processor device to calculate a higher saturation level for one or more portions of the ad content based on the color characteristics of the main content. |
| Current U.S. Class: | 715/275 |
| Patent References Cited: | 7949935 May 2011 Friedman et al. 2007/0101291 May 2007 Forstall et al. 2007/0192164 August 2007 Nong et al. 2007/0300152 December 2007 Baugher 2008/0140481 June 2008 Gold 2008/0263143 October 2008 Takahashi et al. 2009/0094096 April 2009 Riise et al. |
| Assistant Examiner: | Mercado, Ariel |
| Primary Examiner: | Hutton, Jr., Doug |
| Attorney, Agent or Firm: | Trellis IP Law Group, PC |
| Accession Number: | edspgr.08539351 |
| Database: | USPTO Patent Grants |
| Language: | English |
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