초록 ▼

On the World Wide Web, and other interactive media, it is possible to show different ads to different people who are simultaneously viewing the same content. This invention is based on the fact that people who have shown a tendency for similar likes and dislikes in the past will show a tendency for

On the World Wide Web, and other interactive media, it is possible to show different ads to different people who are simultaneously viewing the same content. This invention is based on the fact that people who have shown a tendency for similar likes and dislikes in the past will show a tendency for such similarities in the future. Those people who strongly display such similarities with respect to a particular person ("the subject") are referred to as that person's "community." If the members of a subject's community tend to click on a particular Web ad, then it is likely that the subject will also tend to click on that ad. This invention combines techniques for: determining the subject's community, and determining which ads to show based on characteristics of the subject's community. The information used to determine whether a given individual should be in the subject's community is gleaned from the individual's activities in the interactive medium. Means are provided to track a consumer's activities so all the information he generates can be tied together in the database, e.g. by means of "cookies;" or by software running on the consumer's computer, such as an in-line plug-in, a screensaver working in conjunction with the Web browser, or the Web browser itself. A measure of similarity between individuals is generated. The individuals with the greatest calculated similarity become the subject's community; e.g. clusters are formed of groups of very similar consumers. Ads are presented to the subject based on his community, optionally selected based on demographics associated with the community.

대표청구항 ▼

[ Having thus described the invention, what it is desired to claim and thereby protect by Letters Patent is:] [1.] An automated system in an interactive communication medium for selectively displaying one or more advertisements to a subject comprising:a collaborative filtering means for determining

[ Having thus described the invention, what it is desired to claim and thereby protect by Letters Patent is:] [1.] An automated system in an interactive communication medium for selectively displaying one or more advertisements to a subject comprising:a collaborative filtering means for determining a subject's community, using information derived from the activities of the subject in the interactive communication medium, andmeans for determining which of the one or more advertisements to show the subject based on characteristics of the subject's community, wherein the means for determining which of the one or more advertisements to show the subject based on characteristics of the subject's community includes means for displaying a new advertisement for a training period and means for determining whether a high or low proportion of members of the subject's community have viewed further information about the advertisement.