Techniques for advertising in electronic commerce

摘要

Disclosed is a system for performing online data queries and purchasing advertisements associated with business listings. The system for performing online data queries is a distributed computer system with a plurality of server nodes each fully redundant and capable of processing a user query request. Each server node includes a data query cache and other caches that may be used in performing data queries. The data query, as well as request allocation, is performed in accordance with an adaptive partitioning technique with a bias towards an initial partitioning scheme. Generic objects are created and used to represent business listings upon which the user may perform queries. Various data processing and integration techniques are included which enhance data queries. An update technique is used for synchronizing data updates as needed in updating the plurality of server nodes. A multi-media data transfer technique is used to transfer non-text or multi-media data between various components of the online query tool. Optimizations for searching, such as the common term optimization, are included for those commonly performed data queries. Also disclosed is a system for targeting advertisements that are displayed to a user of the system. Advertisements may also be purchased using this system. Advertisements are linked to the business listings that may result from a user query for particular types of businesses or listings.

主权项

1. A method for advertising in electronic commerce comprising:
creating an electronic advertisement while connected to a computer network, wherein creating the electronic advertisement comprises: accessing a server included in said computer network; selecting at least one advertising service from a plurality of advertising services provided in a menu of advertising services, each of said advertising services including:
an advertisement format specific to the advertising service,an associated display area in which the advertising service is to be presented, the associated display area corresponding to one of a plurality of display areas, where the plurality of display areas include:
a priority placement area, andat least one other placement area,an associated advertiser priority indicating a particular order for presenting the advertising service relative to other advertising services, andan associated cost; establishing the advertisement format as including presentation information specific to the advertising service such that the plurality of advertising services collectively include a plurality of different advertisement formats; and paying at least a portion of the associated cost via said server while connected to said computer network.