Using a directed graph as an advertising system taxonomy

Abstract

Embodiments relate to generating and using a directed graph as an advertising network taxonomy. Individual delivery locations provided by publishers for presenting advertisements are identified. A directed graph is generated that includes specific advertising opportunities that each correspond with an individual delivery location. The directed graph also includes multiple general advertising opportunities that correspond with aggregations of delivery locations. Multiple aggregations may each include all or part of the same set of delivery locations. Advertisers may then use the directed graph to purchase advertising opportunities, and advertisements may be served to delivery locations based on the advertiser selections.

1 . One or more computer-storage media embodying computer-useable instructions for performing a method for using a directed graph as an advertising system taxonomy, the method comprising:
 providing the directed graph to an advertiser, the directed graph comprising a plurality of nodes including a plurality of terminal nodes that do not have descendant nodes and a plurality of internal nodes that have one or more descendant nodes, wherein one or more advertisement product definitions are associated with each node, each advertisement product definition representing a type of advertisement, wherein a combination of a terminal node and an associated advertisement product definition represents a specific advertising opportunity corresponding with a specific location for serving an advertisement, and wherein a combination of an internal node and an associated advertisement product definition represents a general advertising opportunity corresponding with one or more specific advertising opportunities from one or more terminal nodes associated with the internal node;   receiving an advertiser selection of at least one of a specific advertising opportunity and a general advertising opportunity from the directed graph; and   facilitating the delivery of an advertisement of the advertiser to at least one specific location associated with the at least one of a specific advertising opportunity and a general advertising opportunity.   
     
     
         2 . The one or more computer-storage media of  claim 2 , wherein each specific location for serving an advertisement corresponds with one or more of the following: a web page, a video game, an ad-based software, and television programming. 
     
     
         3 . The one or more computer-storage media of  claim 2 , wherein each specific location for serving an advertisement corresponds with a web page and an advertisement product definition comprising one or more of the following: a banner, a button, and a skyscraper. 
     
     
         4 . The one or more computer-storage media of  claim 2 , wherein the directed graph includes multiple sets of edges between nodes in the directed graph, each set of edges defining an independent view of the directed graph. 
     
     
         5 . The one or more computer-storage media of  claim 2 , wherein each terminal node is characterized in the directed graph based on content of an environment for serving an advertisement associated with the terminal node. 
     
     
         6 . The one or more computer-storage media of  claim 5 , wherein each of at least a portion of the internal nodes is characterized based on content associated with corresponding terminal nodes. 
     
     
         7 . The one or more computer-storage media of  claim 6 , wherein each of at least a second portion of the internal nodes is characterized by advertising targeting information. 
     
     
         8 . One or more computer-storage media embodying computer-useable instructions for performing a method, the method comprising:
 generating a directed graph representing a plurality of specific advertising opportunities and a plurality of general advertising opportunities, wherein each specific advertising opportunity corresponds with a unique delivery location for serving an advertisement, wherein each general advertising opportunity corresponds with at least a subset of the specific advertising opportunities, and wherein at least two general advertising opportunities each include a common specific advertising opportunity;   providing the directed graph to an advertiser;   receiving an advertiser selection of at least one of a specific advertising opportunity and a general advertising opportunity;   receiving at least one advertisement for the advertiser; and   facilitating the delivery of the at least one advertisement to at least one delivery location based on the advertiser selection.   
     
     
         9 . The one or more computer-storage media of  claim 8 , wherein the directed graph includes a plurality of terminal nodes and a plurality of internal nodes, wherein each terminal node corresponds with at least one specific advertising opportunity, and wherein each internal node corresponds with at least one general advertising opportunity. 
     
     
         10 . The one or more computer-storage media of  claim 9 , wherein each terminal node is characterized in the directed graph based on content of an environment for serving an advertisement associated with the terminal node, wherein each of at least a portion of the internal nodes is characterized based on content associated with corresponding terminal nodes, and wherein each of at least a second portion of the internal nodes is characterized by advertising targeting information. 
     
     
         11 . The one or more computer-storage media of  claim 9 , wherein the directed graph includes multiple sets of edges among the plurality of terminal nodes and the plurality of internal nodes in the directed graph, wherein each set of edges defines an independent view of the directed graph. 
     
     
         12 . The one or more computer-readable media of  claim 8 , wherein each unique delivery location is defined by an environment for presenting an advertisement and an advertisement product definition setting forth a type of advertisement that may be presented within the environment. 
     
     
         13 . The one or more computer-storage media of  claim 12 , wherein an environment for serving an advertisement corresponds with a web page and an advertisement product definition comprising one or more of the following: a banner, a button, and a skyscraper. 
     
     
         14 . A method for using a directed graph as an advertising system taxonomy, the method comprising:
 providing, via a first computing process, the directed graph to an advertiser, the directed graph comprising a plurality of nodes including a plurality of terminal nodes that do not have descendant nodes and a plurality of internal nodes that have one or more descendant nodes, wherein one or more advertisement product definitions are associated with each node, each advertisement product definition representing a type of advertisement, wherein a combination of a terminal node and an associated advertisement product definition represents a specific advertising opportunity corresponding with a specific location for serving an advertisement, and wherein a combination of an internal node and an associated advertisement product definition represents a general advertising opportunity corresponding with one or more specific advertising opportunities from one or more terminal nodes associated with the internal node;   receiving, via a second computing process, an advertiser selection of at least one of a specific advertising opportunity and a general advertising opportunity from the directed graph; and   facilitating, via a third computing process, the delivery of an advertisement of the advertiser to at least one specific location associated with the at least one of a specific advertising opportunity and a general advertising opportunity,   wherein the first, second, and third computing processes are performed by one or more computing devices.   
     
     
         15 . The method of  claim 14 , wherein each specific location for serving an advertisement corresponds with one or more of the following: a web page, a video game, an ad-based software, and television programming. 
     
     
         16 . The method of  claim 14 , wherein each specific location for serving an advertisement corresponds with a web page and an advertisement product definition comprising one or more of the following: a banner, a button, and a skyscraper. 
     
     
         17 . The method of  claim 14 , wherein the directed graph includes multiple sets of edges between nodes in the directed graph, each set of edges defining an independent view of the directed graph. 
     
     
         18 . The method of  claim 14 , wherein each terminal node is characterized in the directed graph based on content of an environment for serving an advertisement associated with the terminal node. 
     
     
         19 . The method of  claim 18 , wherein each of at least a portion of the internal nodes is characterized based on content associated with corresponding terminal nodes. 
     
     
         20 . The method of  claim 19 , wherein each of at least a second portion of the internal nodes is characterized by advertising targeting information.