Hybrid advertising campaign

Abstract

Keywords and placement criteria related to a campaign are received. An advertisement request that specifies a web property, e.g., a web page, is received, and keywords and placement criteria that are satisfied by the web property are identified. Based on the identified keywords and placement criteria, an advertisement to be provided with the web property is selected.

1 . (canceled) 
     
     
         2 . A computer-implemented method, comprising:
 receiving placement criteria and a topic or user interest for a campaign;   receiving, by one or more computers, data specifying a web property being requested by a user device;   identifying, by the one or more computers and based on the received placement criteria, advertisements distributed using placement criteria that identify at least one page of the web property, the identification of the advertisements based on the placement criteria being independent of a content category of the web property;   selecting, by the one or more computers, one of the identified advertisements that, in addition to being targeted using the placement criteria, is further targeted using the topic or user interest that is matched by the content category of the web property; and   providing, by the one or more computers, the selected advertisement in response to the receipt of the data specifying the web property.   
     
     
         3 . The method of  claim 2 , further comprising determining a domain in which the web property is located. 
     
     
         4 . The method of  claim 3 , wherein identifying advertisements comprises identifying advertisements for which presentation of the advertisements with a web property is conditioned, by the placement criteria for the advertisements, on the web property being in the domain. 
     
     
         5 . The method of  claim 4 , wherein identifying advertisements comprises identifying advertisements for which presentation of the advertisements with a web property is conditioned on the web property having a same URL as the requesting web property. 
     
     
         6 . The method of  claim 2 , further comprising determining a content category to which the web property has been assigned, the content category being determined independent of page keywords for the web property. 
     
     
         7 . The method of  claim 6 , wherein identifying advertisements comprises identifying advertisements for which presentation of the advertisements is conditioned on the requesting web property being assigned to the content category. 
     
     
         8 . A system comprising:
 a data store storing targeting criteria for a set of advertisements of a campaign, the targeting criteria for each advertisement in the set including:
 placement criteria with which presentation of the advertisement is conditioned independent of a content category of a web property; and 
 a topic or user interest with which presentation of the advertisement is conditioned based on a match existing between content category for the web property and one of the topic or the user interest; and 
   one or more computers configured to interact with the data store, the one or more computers being further configured to perform operations comprising:
 receiving the placement criteria and the topic or user interest for the campaign; 
 receiving data specifying a web property being requested by a user device; 
 identifying, based on the received placement criteria, advertisements distributed using placement criteria that identify at least one page of the web property, the identification of the advertisements based on the placement criteria being independent of a content category of the web property; 
 selecting one of the identified advertisements that, in addition to being targeted using the placement criteria, is further targeted using the topic or user interest that is matched by the content category of the web property; and 
 providing the selected advertisement in response to the receipt of the data specifying the web property. 
   
     
     
         9 . The system of  claim 8 , wherein the one or more computers are further configured to perform operations comprising determining a domain in which the web property is located. 
     
     
         10 . The system of  claim 9 , wherein the one or more computers are further configured to perform operations comprising identifying advertisements for which presentation of the advertisements with a web property is conditioned, by the placement criteria for the advertisements, on the web property being in the domain. 
     
     
         11 . The system of  claim 10 , wherein the one or more computers are further configured to perform operations comprising identifying advertisements for which presentation of the advertisements with a web property is conditioned on the web property having a same URL as the requesting web property. 
     
     
         12 . The system of  claim 8 , wherein the one or more computers are further configured to perform operations comprising determining a content category to which the web property has been assigned, the content category being determined independent of page keywords for the web property. 
     
     
         13 . The system of  claim 12 , wherein the one or more computers are further configured to perform operations comprising identifying advertisements for which presentation of the advertisements is conditioned on the requesting web property being assigned to the content category. 
     
     
         14 . A non-transitory computer storage medium encoded with a computer program, the program comprising instructions that when executed by one or more computers cause the one or more computers to perform operations comprising:
 receiving placement criteria and a topic or user interest for a campaign;   receiving, by one or more computers, data specifying a web property being requested by a user device;   identifying, by the one or more computers and based on the received placement criteria, advertisements distributed using placement criteria that identify at least one page of the web property, the identification of the advertisements based on the placement criteria being independent of a content category of the web property;   selecting, by the one or more computers, one of the identified advertisements that, in addition to being targeted using the placement criteria, is further targeted using the topic or user interest that is matched by the content category of the web property; and   providing, by the one or more computers, the selected advertisement in response to the receipt of the data specifying the web property.   
     
     
         15 . The computer storage medium of  claim 14 , wherein the instructions further cause the one or more computers to perform operations comprising determining a domain in which the web property is located. 
     
     
         16 . The computer storage medium of  claim 15 , wherein the instructions further cause the one or more computers to perform operations comprising identifying advertisements for which presentation of the advertisements with a web property is conditioned, by the placement criteria for the advertisements, on the web property being in the domain. 
     
     
         17 . The computer storage medium of  claim 16 , wherein the instructions further cause the one or more computers to perform operations comprising identifying advertisements for which presentation of the advertisements with a web property is conditioned on the web property having a same URL as the requesting web property. 
     
     
         18 . The computer storage medium of  claim 14 , wherein the instructions further cause the one or more computers to perform operations comprising determining a content category to which the web property has been assigned, the content category being determined independent of page keywords for the web property. 
     
     
         19 . The computer storage medium of  claim 18 , wherein the instructions further cause the one or more computers to perform operations comprising identifying advertisements for which presentation of the advertisements is conditioned on the requesting web property being assigned to the content category.