Advertising.com applies for patent on advertising

Trying to quickly understand how well an online advertising campaign is doing is important.

There are a lot of factors to look at, to make sure that it is working, and a lot of methods to use to test those ads.

A patent application from Advertising.com describes one method they are using:

Systems and methods of achieving optimal advertising
United States Patent Application 20050289005
Inventors: John B. Ferber, Scott Ferber, Mark Hrycay, and Robert Luenberger
Published December 29, 2005
Filed: May 18, 2005

Abstract:

A system and method for achieving optimal advertising is disclosed.

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People helping People

With my first post of the new year, I decided that I would point out a site that captured my imagination earlier this evening:

Favorville is an “social experiment in Good Will.”

I’m hoping that spirit of reaching out, and helping others when they need it will be something we see a lot of in 2006.

Happy New Year. I hope that it is a good one to you.

Human Friendly Driving Directions From Google?

Google Human Friendly Driving Directions

I need landmarks when I get driving directions. I get lost without them.

The last time I took a long trip by car, I used a couple of different online mapping programs to get me to where I was going. Or at least most of the way there. The directions worked fine the first 320 miles until I had less than a couple of miles to go.

Then I drove around for 40 minutes, in the middle of Massachusetts, trying to find a hotel that I had made reservations at.

I wish that there was something better. Something that was human friendly.

Yep, I didn’t ask someone for directions. I should have. A couple of good landmarks would have really helped.

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A Goto.com Time Capsule: Looking at a Four Year Old Vision of Paid Search

Back before there was Yahoo! Search Marketing, and prior to Overture, there was Goto.com. Goto.com changed its name to Overture in September of 2001, and was purchased by Yahoo! a little over two years later for the small sum of $ 1.6 billion.

goto logo

John Battelle’s book, The Search paints an interesting picture of what this search engine was like, and he posted an excerpt on his site this summer, to give you a glimpse: The Sugar Daddy: It’s All About Arbitrage.

A couple of posts ago, I noted that I was surprised by seeing Stephen Jobs name listed as an inventor of one of the patent applications I looked at. I was even more startled to see Goto.com listed as the assignee in another patent application this morning. This one was originally filed back before the October 2001 name change, and wasn’t published for the public to get a gander at until today.

In many ways, coming across it was a little like unearthing a time capsule. You have to look in the internet archive to get a first hand taste of what it was like, and be reminded that it has an even longer history under an older name. In How We Got To GoTo, we are told that the site’s original name was the World Wide Web Worm, and before it was acquired, it was one of the first searchable sites that automatically indexed the web with its own web crawler.

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Yahoo Acquisitions since Overture

Yahoo! has a history of looking for, and acquiring companies and their technology and hiring employees from those businesses. I focused upon the most recent companies with this post, and will followup sometime in the near future with the rest that I can uncover. Here are a number of the Yahoo acquisitions since October 2003:

3721 Network Software Co.

3721 Network Software Co. (November 2003) 3721 NSC is a Hong Kong based language keyword search engines and real name address system. This company owned the Chinese company, Beijing 3721 Technology Co. Ltd (aka 3721). There’s a nice illustration on the Beijing page on how their real names translation (Chinese keywords are typed in the browser address bar instead of a URL) from English to Chinese works.

I’m not certain if the Beijing branch was sold to Yahoo! in the purchase. I’ve seen a couple of conflicting reports on that part of the acquisition.

Kelkoo

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Can Google Read Your Mind? Processing Predictive Queries

A new patent application published this morning doesn’t involve ESP, but it does attempt to anticipate what searchers are looking for. The document has the names of some prominent Google employees on it.

Anticipated query generation and processing in a search engine
United States Patent Application 20050283468
Published: December 22, 2005
Filed: June 22, 2004

The focus of this document is on returning search results quicker, and enabling personalization to make those results more relevant for the person searching.

In my recent Google Acquisition post, one of the companies I mentioned, Kaltix, specialized in personalization and speeding up search results. I also linked to a patent application there, assigned to Kaltix, which covered those types of issues.

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