MARKETING

TECHNICAL FIELD

Generally, the present disclosure relates to targeted advertisement. More specifically, the present disclosure relates to user interfaces that enable an advertiser to select one or more tags relating to an advertisement so that the advertisement may be targeted to select real and/or virtual world entities that is/are most representative of the selected tag(s).

BACKGROUND

A global telecommunications network has become an integral part of people's lives. In a broader sense, the global telecommunications network encompasses many interconnected networks at various levels and of different forms including, for example, computer networks, telephone networks, satellite networks, etc. People interact with various portions of the global telecommunications network (e.g., browsing the world wide web, gathering information from various resources, posting text or media files online, etc.) and with other people via various portions of the global telecommunications network (e.g., making telephone calls, sending emails or instant messages, chatting in online chat rooms, conducting business transactions at e-commerce websites, etc.) using various types of electronic devices (e.g., computers, smart telephones, smart appliances or vehicles, personal digital assistants (PDA), etc.). As a result of people using their electronic devices in connection with portions of the global telecommunications network, a great deal of information is generated, which may provide insight into people's daily lives: where do they go, where do they work and live, with whom do they socialize, what activities do they conduct, what daily or monthly schedules do they follow, what merchandises do they purchase, and so on. In addition, some people provide their profiles to websites, such as when they become registered users of these websites or through daily content or status publication services. The profile data may include demographical information such as a person's ethnicity, age, gender, marital or family status, education level, income bracket, profession, hobbies, interests, etc. These types of information may be used to provide commercial opportunities to advertisers and businesses.

Advertisement, whether conducted online or in the real world, has long been one of the most important aspects of the world of commerce. Constant effort is made to improve the effectiveness and efficiency of advertisement. Advertisers generally prefer to achieve maximum return for their money and effort spent on advertisement. Often, it is desirable to target specific advertisement toward an appropriate audience, i.e., consumers who have relatively higher degree of interest in the subject matter of the advertisement. Similarly, it is often more effective to target specific advertisement at appropriate locations and/or during appropriate time intervals. For example, an advertisement about luxury sports cars may be more effective when placed in a web page whose content relates to automobiles than in a web page whose content relates to classical music. Similarly, the luxury sports car advertisement may be more effective when placed in a stadium during race car events than in an opera house.

There has been some effort to personalize or individualize advertisement. Common examples include making product recommendations based on people's purchasing history or placing individualized ad banners in web pages based on people ^' s browsing history. However, personalized targeted advertisement still requires further improvement. SUMMARY

Generally, the present disclosure relates to targeted advertisement. More specifically, the present disclosure relates to user interfaces that enable an advertiser to select one or more tags relating to an advertisement so that the advertisement may be targeted to select real and/or virtual world entities that is/are most representative of the selected tag(s).

In the context of the present disclosure, "W4 data" refers to information related to the "where, when, who, and what," which may be used to describe both real world entities (RWE), such as a person, an animal, an object, a device, an event, an activity, a location, a time, etc., and virtual world entities, such as a concept, a topic, an online site, a process, an application, a location, a virtual persona, etc. W4 data may be generated and collected via a variety of methods, such as from online and offline activities.

An "entity," in the broadest sense, refers to anything that may exist in either the real or the virtual world. Within the real world, an entity may be a person, an animal, an object, an event, an activity, etc. Within the virtual world, an entity may be a concept, a topic, an idea, a process, an application, an online site, etc. In various embodiments, an entity may be represented by one or more pieces of W4 data.

A "tag" refers to a free-form text string that may be attached to or associated with a piece of data, and more specifically, a piece of W4 metadata attributed to some other data or metadata. Each piece of W4 data may represent a real world or virtual world entity. Thus, a tag may be associated with a real world or virtual world entity. A tag, in general, describes one or more aspects or attributes of the associated piece of data, i.e., the real world or virtual world entity, with which it is associated. A tag may be explicitly or implicitly generated. Each real world or virtual world entity may be associated with one or more tags. Each tag may be associated with a real world or virtual world entity one or more times. In addition, a tag may be associated with a group of related real world or virtual world entities.

According to various embodiments of the present disclosure, for each available tag, the most representative real world or virtual world entities associated with the tag are determined based on term frequency-inverse document frequency (tf-idf). The real world or virtual world entities may be divided into various categories and subcategories, and within each, the most representative real world or virtual world entities associated with each tag are determined. For example, one category may relate to locations, distances, or proximity, i.e., the "where" data, and for each tag, the most representative locations associated with the tag are determined. Another category may relate to time, i.e., the "when" data, and for each tag, the most representative time intervals associated with the tag are determined. A third category may relate to people or groups of people, i.e., the "who" data, and for each tag, the most representative people, i.e., users, associated with the tag are determined. A fourth category may relate to real world objects, interests, and activities, i.e., the "what" data, and for each tag, the most representative objects, interests, and activities associated with the tag are determined. Alternatively, real world or virtual world entities may be divided into various categories and subcategories based upon some combinations of all four of the above categories, e.g. by location, time, user demographic, and user interest or activity data. Any number of such categories may exist and may be used over time to distinguish among real world and virtual world entities.

According to various embodiments, the relatively more unique and/or more frequent a tag is associated with an entity in comparison to all the other available entities, the relatively more representative the entity is for the tag.

The most representative entities for each tag may be reevaluated and updated from time to time or as new information becomes available. According to various embodiments, user interfaces are provided to advertisers so that an advertiser may select one or more tags relating to an advertisement. Based on the advertiser's tag selection, additional related tags may be recommended to the advertiser. In addition, the most representative entities for the tags selected by the advertiser and optionally, the cost of advertising to these entities are provided so that the advertiser may make an informed decision as to the entities (e.g., people, locations, time, etc.) toward which the advertisement should be targeted.

These and other features, aspects, and advantages of the disclosure are described in more detail below in the detailed description and in conjunction with the following figures.

BRIEF DESCRIPTION OF THE DRAWINGS

The present disclosure is illustrated by way of example, and not by way of limitation, in the figures of the accompanying drawings and in which like reference numerals refer to similar elements and in which:

Figure IA illustrates a hierarchical tree structure that may be used to represent and organize various locations.

Figure IB illustrates a linear structure that may be used to represent and organize temporal points. Figure 1C illustrates a social network.

Figure 2 illustrates a real world entity having a unique identifier and is associated with multiple tags.

Figures 3A-3P illustrate a set of user interfaces that enable advertisers to select tags relating to their advertisements and receive the most representative locations for the selected tags according to one embodiment of the present disclosure. Figures 4A-4C illustrate a similar set of user interfaces as that illustrated in Figures 3A-3P but presented in a different format according to one embodiment of the present disclosure.

Figure 5 illustrates a method a method of providing an user interface that enables advertisers to make various selections for targeted advertisement according to one embodiment of the present disclosure.

Figure 6 illustrates a general computer system suitable for implementing embodiments of the present disclosure.

DETAILED DESCRIPTION

The present disclosure is now described in detail with reference to a few preferred embodiments thereof as illustrated in the accompanying drawings. In the following description, numerous specific details are set forth in order to provide a thorough understanding of the present disclosure. It is apparent, however, to one skilled in the art, that the present disclosure may be practiced without some or all of these specific details. In other instances, well known process steps and/or structures have not been described in detail in order to not unnecessarily obscure the present disclosure. In addition, while the disclosure is described in conjunction with the particular embodiments, it should be understood that this description is not intended to limit the disclosure to the described embodiments. To the contrary, the description is intended to cover alternatives, modifications, and equivalents as may be included within the spirit and scope of the disclosure as defined by the appended claims.

According to various embodiments of the present disclosure, W4 data, i.e., information relating to the "where, when, who, and what," and tags associated with the real world and virtual world entities represented by the W4 data are generated and collected using various methods. For each tag, the most representative entities for the tag are determined using term frequency-inverse document frequency. According to various embodiments, the relatively more unique and/or more frequent a tag is associated with an entity in comparison to all the other available entities, the relatively more representative the entity is for the tag. The information is then used for targeted advertisement. According to various embodiments, user interfaces are provided so that an advertiser may select one or more tags relating to an advertisement. Based on the advertiser's tag selection, one or more related tags may be recommended to the advertisement. The most representative entities of the tags selected by the advertiser and optionally, the cost of advertising to these entities are provided to the advertiser so that the advertiser may make an informed decision for targeting the advertisement toward appropriate entities.

W4: WHERE, WHEN, WHO, WHAT In the context of the present disclosure, "W4 data" refers to information related to the "where, when, who, and what," which may be used to describe both real world entities (RWE) and virtual world concepts or topics. A real word entity (RWE) refers to an entity that exists in the real world, such as, for example, a person, an animal, an object, a device, a location, an event, an activity, a time or time interval, an organization, etc. In the world of computers, there also exists a virtual world, also referred to as an online world. Various objects, concepts, topics may exist in the virtual world. Common examples of entities that exist in the virtual world may include, without limitation, web pages, emails, messages, digital files, online activities, topics of interests, abstract ideas, etc. Thus, in the broadest sense, an entity may be anything that may exists in the real or the virtual world. According to various embodiments, entities may be represented by the W4 data. In other words, the W4 data may include data relating to both the real world entities and the virtual world entities.

Generally speaking, the spatial "where" data refer to locations, which may include geographical locations in the real, physical world as well as virtual locations in the virtual world. A geographical location may refer to an area of any size. On the larger scale, a state, a country, a continent, even the entire planet may each be considered a geographical location. On the smaller scale, a city, a few street blocks, a building, or a specific spot may each be considered a geographical location. Consequently, geographical locations may be organized using a hierarchical tree structure, such as the one illustrated in Figure IA. In Figure IA, the hierarchical tree structure 100 has multiple levels of nodes and each node represents a geographical location. Locations representing larger areas are positioned near the top of the tree 100 (e.g., nodes 101 , 102, 103, 104, and 105), and locations representing smaller areas are positioned near the bottom of the tree 100 (e.g., nodes 116, 117, 118, and 119). The positioning of the nodes indicates the relationships among the various locations. For example, node 101 has four branches: nodes 102, 103, 104, and 105, which indicates that the location area represented by node 101 encompasses the four location areas represented by nodes 102, 103, 104, and 105 respectively. At the same time, the four location areas represented by nodes 102, 103, 104, and 105 are relatively close to each other since they are enclosed in the same larger location area represented by node 101. Similarly, node 102 has two branches: nodes 106 and 107, which indicates that the location area represented by node 102 is larger than the two location areas represented by nodes 106 and 107 respectively and encompasses the two location areas represented by nodes 106 and 107 respectively. Furthermore, since node 101 is at the top of the tree 100, the location area represented by node 101 is the largest area in the context of this tree 100 and encompasses all the smaller areas represented by the other nodes in the tree 100.

A virtual location may refer to a location in the virtual world, such as a chat room, a blog, a website, a virtual environment, etc. Although some virtual locations have various types of relationships among themselves, it is not necessary for all virtual locations to exist within a hierarchy. For example, an online service provider such as Yahoo!® Group may host many discussion groups that are divided into categories and sub-categories so that the groups may be arranged in a hierarchy. On the other hand, the discussion groups hosted by Yahoo!® Group may not have any relationship with the discussion groups hosted by another online service provider such as Baidu's discussion bars.

In addition to physical or virtual locations, the temporal "where" data may be extended to include events, activities, sensors, or other types of entities that are associated with a spatial reference point or location.

The "when" data refer to temporal information, i.e., information relating to time, which may be a specific point in time, a period of time, a pattern with respect to time, etc. Since time is linear in the ordinary cases, temporal data may be organized in a linear structure, such as the one illustrated in Figure IB. Each node in Figure IB represents a period of time or a point in time. Often, patterns with respect to time may emerge from a relatively large set of W4 data. For example, the days of the week may be divided into weekdays and weekends. On weekdays, a person usually follows some form of routine (e.g., at work during the day, at home in the evenings). On the weekends, a person's behavioral patterns may not be as consistent as on weekdays (e.g., attending a concert on one Saturday but visiting with families on another Saturday). In another example, a day may be divided into morning, afternoon, and evening; a year may be divided into twelve month or four seasons. Thus, between temporal points, there are linear distances and periodic distances. A linear distance refers to the distance between two temporal points in real time. For example, from Monday 8:00 am to Tuesday 8:00 am, the linear distance is 24 hours, and from January 1, 2008 to January 1, 2009, the linear distance is one year. A periodic distance refers to the distance between two temporal points within the context 5 of various temporal patterns.

The "where" data may be extended to include events associated with temporal points, such as natural temporal events, collective user temporal events (e.g., holidays, anniversaries, elections, etc.), and user-defined temporal events (e.g., birthdays, smart- timing programs, etc.).

10 The social "who" data refer to information relating to individual people as well as interactions and relationships among the people. Each person is associated with other people through various relationships: families, friends, co-workers, acquaintances, etc.

—.—-Xαnseiμientl^ςx^ may be represented in a mesh structure, such as the one illustrated in Figure 1C. Each 15 node in Figure 1 C represents a person and each edge connecting two nodes represents a social relationship or connection between two people represented by the two nodes respectively. For example, the person represented by node 131 has direct relationships with the four people represented by nodes 132, 139, 140, and 141 respectively. The relationships may be different. Some relationships may be socially closer than others. 20 The person represented by node 132 may be a friend of the persona represented by node 131 ; the person represented by node 139 and the persona represented by node 131 may be husband and wife; and so on.

Often, two people may have multiple types of relationships. For example, two people may be friends, co-workers, and may frequently participate in the same activities. 25 A different edge may represent each of these different relationships. Thus, two nodes representing two people may be connected by multiple edges, each representing a different type of relationship. Sometimes, multiple persons may be grouped together according to various criteria, and a group of people may be treated as a unit. When people interact with each other, the interactions may be direct and personal or via proxies (e.g., devices, agents, etc.).

The topical "what" data refer to both the physical and the virtual entities, objects, activities, topics, concepts, etc. For example, it may refer to a physical object (e.g., a device, an animal, a piece of equipment, etc.), an event, an environment, an activity, a concept, a topic, a piece of information, a piece of news, an abstract idea, weather, news, information, etc. In fact, in a broader sense, the "what" data may refer to a great variety of objects and concepts that exist in the physical and the virtual world.

One skilled in the art will understand that Figures IA- 1 C are simplified for illustration purposes. In practice, these structures have much greater complexity in terms of the number of nodes and the relationships among the nodes. Pieces of W4 data are often interconnected. A person may be at a particular location during a particular time interval performing a particular activity. Within this context, the person "who", the location "where", the time interval "when", and the activity "what" are interconnected. In a more concrete example, a man may attend a ballet performance at the War Memorial Opera House in San Francisco on a Saturday evening. Here, the "who" is the man; the "where" is the War Memorial Opera House in San Francisco; the "when" is Saturday evening; and the "what" is the ballet performance. The four pieces of W4 data together describe an event. If the man attends the ballet performance with his wife, then the woman is another piece of "who" data. The two pieces of "who" data representing the man and the woman are not only socially connected, being husband and wife, but are also connected to the same event, both attending the same ballet performance. If the same concept is extended to all the W4 data available, then the entities they represent may be interconnected in one way or another, such as via social connections, temporal connections, location connections, activity connections, event connections, co-presence connections, etc. One skilled in the art will appreciate that as more data becomes available, various types of patterns, e.g., behavioral patterns, interest patterns, social patterns, etc., will emerge. These patterns may be used to predict future occurrences. For example, if is know that a particular group of people, e.g., a family, often visits a particular place during a particular time, e.g., visiting Hawaii during the month of August for a family vacation, then it may be predicted that the same family will likely to visit Hawaii again in August the next year. In other words, with sufficient amount of data, it may be possible to predict what a particular group of people is likely to do given a specific point in space-time.

The W4 data may be generated and collected via various methods, one of which is within the context a W4 Communications Network. W4 COMN: W4 COMMUNICATIONS NETWORK

A "W4 Communications Network" or W4 COMN, provides information related to the "where, when, who, and what" of interactions within the network. According to various embodiments, the W4 COMN is a collection of users, devices, and processes that foster both synchronous and asynchronous communications between users and their proxies, providing an instrumented network of sensors providing data recognition and collection in real- world environments about any subject, location, user, or combination thereof.

According to various embodiments, the W4 COMN is able to handle the routing/addressing, scheduling, filtering, prioritization, replying, forwarding, storing, deleting, privacy, transacting, triggering of a new message, propagating changes, transcoding, and/or linking. Furthermore, these actions may be performed on any communication channel accessible by the W4 COMN.

The W4 COMN uses a data modeling strategy for creating profiles for not only users and locations, but also any device on the network and any kind of user-defined data with user-specified conditions. Using social, spatial, temporal, and logical data available about a specific user, topic or logical data object, every entity known to the W4 COMN can be mapped and represented against all other known entities and data objects in order to create both a micro graph for every entity as well as a global graph that relates all known entities with one another. According to various embodiments, such relationships between entities and data objects are stored in a global index within the W4 COMN.

A W4 COMN network relates to what may be termed "real-world entities", or RWEs. A RWE refers to, without limitation, a person, device, location, or other physical thing known to a W4 COMN. In one embodiment, each RWE known to a W4 COMN is assigned a unique W4 identification number that identifies the RWE within the W4 COMN.

RWEs may interact with the network directly or through proxies, which may themselves be RWEs. Examples of RWEs that interact directly with the W4 COMN include any device such as a sensor, motor, or other piece of hardware connected to the W4 COMN in order to receive or transmit data or control signals. RWE may include all devices that can serve as network nodes or generate, request and/or consume data in a networked environment or that can be controlled through a network. Such devices include any kind of "dumb" device purpose-designed to interact with a network (e.g., cell phones, cable television set top boxes, fax machines, telephones, and radio frequency identification (RFID) tags, sensors, etc.). Examples of RWEs that may use proxies to interact with W4 COMN network include non-electronic entities including physical entities, such as people, locations (e.g., states, cities, houses, buildings, airports, roads, etc.) and things (e.g., animals, pets, livestock, gardens, physical objects, cars, airplanes, works of art, etc.), and intangible entities such as business entities, legal entities, groups of people or sports teams. In addition, "smart" devices (e.g., computing devices such as smart phones, smart set top boxes, smart cars that support communication with other devices or networks, laptop computers, personal computers, server computers, satellites, etc.) may be considered RWE that use proxies to interact with the network, where software applications executing on the device that serve as the devices' proxies. According to various embodiments, a W4 COMN may allow associations between

RWEs to be determined and tracked. For example, a given user (an RWE) can be associated with any number and type of other RWEs including other people, cell phones, smart credit cards, personal data assistants, email and other communication service accounts, networked computers, smart appliances, set top boxes and receivers for cable television and other media services, and any other networked device. This association can be made explicitly by the user, such as when the RWE is installed into the W4 COMN.

An example of this is the set up of a new cell phone, cable television service or email account in which a user explicitly identifies an RWE (e.g., the user's phone for the cell phone service, the user's set top box and/or a location for cable service, or a username and password for the online service) as being directly associated with the user. This explicit association can include the user identifying a specific relationship between the user and the RWE (e.g., this is my device, this is my home appliance, this person is my friend/father/son/etc. , this device is shared between me and other users, etc.). RWEs can also be implicitly associated with a user based on a current situation. For example, a weather sensor on the W4 COMN can be implicitly associated with a user based on information indicating that the user lives or is passing near the sensor's location.

According to various embodiments, a W4 COMN network may additionally include what may be termed "information-objects", hereinafter referred to as IOs. An information object (10) is a logical object that may store, maintain, generate or otherwise provides data for use by RWEs and/or the W4 COMN. In one embodiment, data within in an IO can be revised by the act of an RWE An IO within in a W4 COMN can be provided a unique W4 identification number that identifies the 10 within the W4 COMN. IOs include passive objects such as communication signals (e.g., digital and analog telephone signals, streaming media and inter-process communications), advertisements, email messages, transaction records, virtual cards, event records (e.g., a data file identifying a time, possibly in combination with one or more RWEs such as users and locations, that can further be associated with a known topic/activity/significance such as a concert, rally, meeting, sporting event, etc.), recordings of phone calls, calendar entries, web pages, database entries, electronic media objects (e.g., media files containing songs, videos, pictures, images, audio messages, phone calls, etc.), electronic files and associated metadata.

In one embodiment, IOs include any executing process or application that consumes or generates data such as an email communication application (such as Outlook by Microsoft Inc., or Yahoo! Mail by Yahoo! Inc.), a calendaring application, a word processing application, an image editing application, a media player application, a weather monitoring application, a browser application and a web page server application. Such active IOs can or can not serve as a proxy for one or more RWEs. For example, voice communication software on a smart phone can serve as the proxy for both the smart phone and for the owner of the smart phone. In one embodiment, for every IC) there are at least three classes of associated RWEs. The first is the RWE that owns or controls the 10, whether as the creator or a rights holder (e.g., an RWE with editing rights or use rights to the 10). The second is the RWE(s) that the IO relates to, for example by containing information about the RWE or that identifies the RWE. The third are any RWEs that access the IO in order to obtain data from the IO for some purpose.

Within the context of a W4 COMN, "available data" and "W4 data" means data that exists in an IO or data that can be collected from a known IO or RWE such as a deployed sensor. Within the context of a W4 COMN, "sensor" means any source of W4 data including PCs, phones, portable PCs or other wireless devices, household devices. cars, appliances, security scanners, video surveillance, RFID tags in clothes, products and locations, online data or any other source of information about a real-world user/topic/thing (RWE) or logic-based agent/process/topic/thing (10).

W4 COMN is described in more detail in: (1) U.S. Patent Application Number 12/273,259, filed on November 18, 2008, entitled "System and Method for URL Based Query for Retrieving Data Related to a Context;" (2) U.S. Patent Application Number 12/352,753, filed on January 13, 2009, entitled "Optimization of Map Views Based on Real-Time Data;" and (3) U.S. Patent Application Number 12/242,656, filed on September 30, 2008, entitled "System and Method for Context Enhanced Ad Creation."

TAG

According to various embodiments, each real world entity may be assigned a unique identifier (ID). Similarly, each virtual world entity may also be assigned a unique ID. The ID may be alphanumeric. In addition, one or more tags may be associated with an entity. In the context of the present disclosure, a "tag" refers to a free-form string that usually describes one or more aspects or attributes of the entity with which it is associated. Generally, the tags are visible to the general public, i.e., people other than the person creating the tags. Thus, an entity may be identified with a unique ID and may be associated with one or more tags. Figure 2 illustrates an entity 210 that has a unique ID 220 and is associated with four tags 231 , 232, 233, 234.

A tag may also be associated with a group of related entities. As explained above, multiple entities may be connected, such as by an event. For example, an event may include one or more people entities, a time entity, a location entity, and one or more activity entities. A tag may be associated with the event as a whole, which encompasses several individual entities of various types.

A tag may be associated with an entity one or more times, i.e., the frequency a tag is associated with an entity. This often results from multiple people associating the same tag with the same entity. For example, thousands of tourists visit the Golden Gate Bridge in San Francisco each year. Many of these tourists may associate the tag "vacation" with the Golden Gate Bridge In another example, many people attend opera performances at the War Memorial Opera House in San Francisco, the thus many may associate the tag "opera" with the War Memorial Opera House.

A tag that is associated with an entity often describes the entity in some aspect or attribute. For example, a photograph may have several tags indicating the location the photograph was taken, the time the photograph was taken, the person who took the photograph, the device used to take the photograph, the content of the photograph, etc. A media file may have several tags indicating the title of the file, the name of the artist, the name of the album, the genera of the media, etc.

A tag may be explicit or implicit. An explicit tag is specifically created for an entity and associated with the entity, usually by a person. For example, when a person uploads his or her photographs online, he or she may provide tags for each photograph, describing the content and other information of each photograph. Similarly, when a person uploads a media (e.g., music or video) file online, he or she may provide tags for the content of the media file, the name of the composer and/or performer, the date of the production, the genre, the format of the file, etc.

An implicit tag may be inferred from different sources, such as the context of the entity, the activities surrounding the entity, etc. For example, if a person makes a telephone call on his or her mobile telephone, based on the location of the mobile telephone and the time of the telephone call, implied tags may be generated that indicate that the person is at the location of the mobile telephone during the time of the telephone call. In another example, if a person purchases a round-trip plane ticket to Hawaii for the first week of July, it may be inferred that the person is in Hawaii during the first week of July, even if the person does not provide any explicit information about his or her trip. In a third example, suppose it is know that a particular person is very interested in fishing and often goes to Halfmoon Bay, California to fish. The tag "fishing" may be inferred for Halfmoon Bay based on this information to indicate that Halfmoon Bay is a popular location for fishing. In some cases, tags may be derived from the metadata available in the files.

Sometimes, people create self-referential tags with respect to an entity or a group of related entities. For example, when a person travels from one location to anther location, he or she may take photographs of various points along the route at various times. He or she may provide a tag for each photograph, indicating that the particular photograph was taken at a particular location at a particular time along the route he or she has traveled. Consequently, the tag also indicates that the person was at such location at such time. As a result, the person is associated with the specific location-time. In addition to tagging other entities, a person may also tag himself or herself. If a person is interested in photography, he or she may tag himself or herself as a "photographer." In this way, self-referencing tags may be used to describe one's attributes or aspects.

Often, multiple people may associate the same tag with the same entity, and consequently, an entity may be associated with the same tag multiple times. For example, many people visit the Golden Gate Bridge in San Francisco each year, and they take photographs to memorize the occasions. Some of these people come to San Francisco on vacation, and as a result, they may associate the tag "vacation" with their photographs of the Golden Gate Bridge as well as other San Francisco landmarks. As a result, the Golden Gate Bridge may be associated with the "vacation" tag many times. Similarly, many people visit the Napa valley for wine tasting each year. As a result, many people may associate the tag "wine" with the Napa valley. Basketball is a popular game that many people enjoy, and many people may associate the tag "sport" with Basketball.

In one sense, tags represent people's interest in the entities with which they are associated. If a person explicitly associates the tag "wine" with Napa, it may suggest that the person is interested in wine and/or Napa. If a person attends a basketball game, it may suggest that the person is interested in basketball, and an implied tag may be associated with the person.

Since tags are free-form strings, multiple strings may describe the same or similar concept, and thus are equivalent for the present purpose. For example, "bicycling" and "biking" both refer to the same activity; "Italian food" and "Italian cuisine" both refer to the same type of food. According to some embodiments, these equivalent tag strings may be considered the same for targeted advertisement purposes. In other words, the tags may be normalized so that two equivalent tags are considered the same tag. In practice, there may be thousands of tags associated with the various entities. For each tag, some entities are more representative of the tag than other entities. An entity is relatively more representative of a tag if the tag is relatively more uniquely and/or frequently associated with that entity. In other words, the more uniquely and/or frequently a tag is associated with an entity, the more representative the entity is for the tag. Theoretically for uniqueness, at one extreme, if a tag is only associated with a single entity, then that entity is the most representative entity of that tag since the tag is absolutely unique to the entity. At the other extreme, if a tag is associated with most of the entities, then none of the entities is representative of the tag since the tag is not unique to any of the entities. In addition, if a tag is associated with an entity many times, then that entity is more representative of the tag. Conversely, if a tag is not associated with an entity or is associated with an entity only a few times, then that entity is less representative or not representative of the tag.

According to various embodiments, for each available tag, the most representative entities, such as locations, time, activities, and/or users, are determined using term frequency-inverse document frequency (tf-idf). The tf-idf weight is often used in information retrieval and text mining. The weight is a statistical measure used to evaluate how important a word is to a document in a collection or corpus. As applied to the context of the present disclosure, the tf-idf weight is a statistical measure used to evaluate how important a tag is to a particular entity among a set of entities that includes the entity. The term frequency (tf) is the number of times a given tag is associated with each entity within the set. Optionally, the count may be normalized to prevent various forms of bias. The inverse document frequency is a measure of the general importance of the tag. According to various embodiments, the location entities may be organized hierarchically, as illustrated in Figure IA, where a larger location encompasses multiple smaller locations. For example, the world encompasses multiple continents, each continent encompasses multiple countries, each country encompasses multiple states or provinces, each state or province encompasses multiple cities, each city encompasses multiple streets, and so on. Of course, it is not necessary to divide the geographical locations according to continents, countries, states, cities, etc. Any granularity level may be used, such that a larger region encompasses multiple smaller regions, and so on.

Using continents, countries, states, cities as an example for convenience, each city may be associated with one or more tags, each state may be associated with one or more tags, each country may be associated with one or more tags, each continent may be associated with one or more tags, and so on. To determine whether a tag is unique to a particular location, e.g., a city, the other cities within the same state, the same country, or the same continent are examined to determine the number of other cities with which the same tag is associated. If the tag is only associated with a few other cities, then the tag is unique to the few cities with which it is associated. If the tag is associated with many cities, then the tag is not unique to any of the cities with which it is associated. In other words, each entity is compared against a larger set of entities that includes the entity to determine the number of entities within the set with which a particular tag is associated. If the tag is only associated with a relatively smaller number of entities within the set, then the tag is unique to these few entities. If the tag is associated with a relatively larger number of entities within the set, then the tag is not unique to any of the entities. The set of entities may be of any size. For a city, it may be compared against all the other cities within the same state, all the other cities within the same country, all the other cities within the same continent, and even all the other cities in the world separately. At each granularity level, the uniqueness of a tag with respect to a city may be determined. Consequently, the level of representativeness the city provides the tag may be determined at different granularity levels. As described above, the entities may be divided into categories and subcategoπcs. One skilled in the art will appreciate that the entity categories or subcategories may be based on any concept or model. Although in the context of the W4 data, a natural category division may be based on the "where," "when," "who," and "what," other categories are equally possible. The categories may be divided based on any single concept or a combination of concepts.

The most representative entities to a tag may be determined within each category or subcategory. In this case, only the entities within the particular category or subcategory are analyzed using the tf-idf weights, instead of all the entities. In addition, the most representative entities to a tag may be determined for a specific group of people, e.g., for people of a particular gender, for people from a particular age group, for people having a particular profession, for people within an income bracket, etc. To determine the most representative entities to a tag for a specific group of people, only the explicit or implicit tags that are associated with the entities by the people from the specific group are used in the tf-idf analysis. One skilled in the art will appreciate that because different people associate different tags to the entities, the most representative entities to a tag determined for one group of people often differ from the most representative entities to the same tag determined for another group of people.

USER INTERFACE FOR SELECTING TAGS THAT ARE RELATED TO AN ADVERTISEMENT

Using the tf-idf weights, the most representative entities, such as locations, time, activities, users, etc., for each tag may be determined. Furthermore, these entities may be ranked for a tag based on their levels of representativeness, i.e., the tf-idf weights, with respect to the tag. According to various embodiments, the entities may be divided into categories and/or subcategories, and the most representative entities within each category may be determined for each tag. For example, for a particular tag, the most representative locations, time, activities, people, etc., may be separately determined. Such information may then be used for targeted advertisement. The categories and/or subcategories may be based on any model or criteria, i.e., not necessarily along the W4 data divisions. Furthermore, the most representative entities may be determined for specific groups of people, in which case only data relating to the tags associated with the entities by the people belonging to the groups are used to determine the most representative entities for the tags.

The tags and their most representative entities may be used for targeted advertisement. According to various embodiments, when an advertiser wants to conduct targeted advertisement, one or more tags that are suitable for the advertisement are determined. The suitable tags usually are related to the content or subject matter of the advertisement. The tags may be explicitly specified or implicitly inferred from the content of the advertisement. For example, if a wine maker wishes to advertise its products, it may choose the tag "wine" as a suitable tag for its advertisement. Moreover, depending on the actual products, the wine maker may choose more specific tags, such as "red wine," "white wine," "champagne," etc., for its advertisement. Alternatively or in addition, the tags may be inferred from the subject matter or content of the advertisement. In another example, if the advertisement relates to red wine, the tags may be "wine" or "red wine." Similarly, since the advertiser is a wine maker, it may be inferred that the advertisement is related to "wine." Some advertisement includes keywords, which may be used to determine the suitable tags. Of course, more than one tag may be selected or inferred for an advertisement. Targeting advertisement to entities that are most representative of the tags relating to the advertisement is described in more detail in (1 ) U.S. Patent Application Number 12/357,345, filed concurrently with the present disclosure on January 21, 2009, entitled "Interest-Based Location Targeting Engine;" and (2) U.S. Patent Application Number 12/357,332, filed concurrently with the present disclosure on January 21, 2009, entitled "Interest-Based Activity Marketing."

According to various embodiments, a set of user interfaces may be provided to enable the advertisers to select one or more targets for their advertisements. There may be many different kinds of adverting targets, such as locations, i.e., targeting advertisements to specific locations, interests, i.e., targeting advertisements to promote specific interests, demographical groups, i.e., targeting advertisement s to specific groups of people, activities, i.e., targeting advertisements to participants of specific activities or events, and so on. The selected advertising targets may correspond to one or more tags. Additional information, such as related targets, most representative entities of the tags corresponding to the selected targets, cost of advertisement, etc. may also be provided in order to help the advertisers make informed advertising decisions.

Figures 3A-3P illustrate a set of user interfaces that enable advertisers to select tags relating to their advertisements and receive the most representative locations for the selected tags according to one embodiment of the present disclosure. In this example, the advertiser is guided through the selection process step-by-step through a series of interface screens. In Figure 3 A, an advertiser may select the type of advertising targets to start the process. In this example, three types of advertising targets are provided in screen 300: "Location" 301 , "Interests" 302, and "Demographics" 303. The fourth option, "Dashboard" 304, allows the advertiser to change the view of the user interface for advanced users. Dashboard view is described in more detail below with Figures 4Λ-4C. Of course, in other embodiments, different or additional options may be provided.

In the example shown in Figure 3A, the advertiser has chosen to start with the "Interest" 302 option. By clicking on the "Continue" button 305, the user interface proceeds to the next screen 310 as shown in Figure 3B, which presents the advertiser with a set of choices suitable for the "Interest" 302 option. Had the advertiser chosen another option, e.g., the "Location" 301 option, the next screen would present the advertiser with a different set of choices appropriate for the chosen option. In Figure 3B, the advertiser is able to enter one or more interests in the interest input text field 31 1. Usually, the interests are related to what the advertiser wishes to target for its advertisement. Thus, the interests often relate to the subject matter or content of the advertisement for which the advertiser wishes to find the targeted entities. According to one embodiment, an "interest" may correspond to one or more tags. In Figure 3C, the advertiser has first entered "road trip" in the interest input text field 31 1. By clicking on the "+" button 312, the entered interest, "road trip," is added to the interest list. The advertiser has the option of selecting more than one interest. By selecting "road trip" as an interest, according to one embodiment, the advertiser has selected those tags same, equivalent, or similar to the string "road trip." In Figure 3D, the advertiser may enter another interest in the interest input text field 31 1 as before. Alternatively or in addition, the advertiser may select one or more interests from the "Related Interests" list 3115. The "Related Interests" are related or connected to the interests already selected, and in this case, "road trip" 313. According to one embodiment, one interest is "related" to another interest when both interests are associated with the same entity similarly as two tags are associated with the same entity. As explained before, each entity may be associated with multiple tags. Suppose the tag corresponding to the interest "road trip" has been associated with 20 different entities. Each of these 20 entities is also associated with other tags. For example, 18 of the 20 entities may also be associated with the tag "route 66;" 17 of the 20 entities may also be associated with the tag "California;" and so on. According to one embodiment, the tags that are most frequently associated with the entities with which the selected interests are associated are considered the interests "related" to the selected interests. In this sense, two interests or their corresponding tags are related, i.e., linked, through the common entities with which they are both associated. Thus, two interests or their corresponding tags are related or connected via one or more commonly associated entities.

In the example shown in Figure 3D, if "road trip" is associated with 20 different entities, and each of these 20 entities is also associated with a number of other tags, then it is possible to determine all the different tags associated with the 20 entities with which the tag "road trip" is associated. Suppose there are a total of 50 tags associated with the 20 entities with which the tag "road trip" is associated. By looking at the frequencies each of these 50 tags are associated with the 20 entities, the tags connected to "road trip ^" may then be determined as those tags among the 50 tags that are most frequently associate with the 20 entities. In this example, the top 10 most popular tags are presented to the advertiser in the "Related Interests" list 315. The advertiser may choose any of the "Related Interests" to add to the selection.

In Figure 3E, the advertiser has chosen "route 66" from the "Related Interest" list 315 to add to its selected interests list. Note that the content of the "Related Interests" list 315 is updated accordingly as there are now two selected interests: "road trip" 313 and "route 66" 314. The "Related Interests" list 315 has the top 10 most popular tags that are related to both of the selected interest, "road trip" 313 and "route 66" 314, instead of just "road trip" 313 as in the previous step.

The method of determining "related interests" for multiple selected interests is similar to that for a single selected interest. The tags associated with each entity with which both of the selected interests are associated are determined and the most popular, i.e., frequently appeared, tags are selected as the "related interests" for both of the selected interests.

Although not shown, one skilled in the art will appreciate that new interests may be added to the list of interests. Interests already on the list may be modified or removed from the list. When the advertiser has chosen all of the interests, he or she may proceed to the next step by clicking the "Continue" button 316.

The advertisement may be targeted to a group of people. The next screen 320 shown in Figure 3E enables the advertiser to select the group of people to whom the advertisement is targeted based on demographical information. In this example, the advertiser may choose a group of people based on "Gender" 321 or "Age" 322. The advertiser has chosen both genders, i.e., male and female, and has not made any selection for particular age groups.

Based on the information selected by the advertiser, i.e., "road trip" and "route

66" as selected interests and both genders, the most representative locations are presented in screen 330 in Figures 3G and 3H. Due to size constraints, Figure 3G shows the top portion of screen 330 and Figure 3H shows the bottom portion of screen 330. In this example, the most representative locations are limited to states and cities in the United

States, but the same method may be applied to locations anywhere in the world.

Similarly, other types of the most representative entities, e.g., activities, time intervals, virtual sites, etc., may be provided.

In Figures 3G and 3H ₅ the locations are arranged with states at the first level and cities within each state at the second level. For example, the state of Arizona 331 includes 22 cities that are representative of the two selected interests, "road trip" and

"route 66," and for the specified user group, both genders. The 22 cities within Arizona state 331 are provided in expanded view. Figure 31 shows the same screen 330 with only the most representative states. The cities within each state are not expanded. To expand a state to view the cities within that state, the advertiser may click on the icon to the left of the state, e.g., 332. For example, in Figure 3 J, the advertiser has clicked on icon 334 to expand the view for California 333. There are 20 cities within California 333 that are considered representative of the two selected interests and for the specified user group.

At any time, the advertiser may go back to the previous steps to edit the selected interests and/or demographics by clicking on the appropriate "Edit" buttons 335 and 336. In Figure 3K, the advertiser has added another interest "Big Sur" 316 to the list of selected interests. This causes the most representative locations to be adjusted accordingly. In Figure 3J, when only two interests are selected, i.e., "road trip" 313 and "route 66" 314, the most representative city in California is Carmel-by-the Sea. In Figure 3K, when three interests are selected, i.e., "road trip" 313, "route 66" 314, and "Big Sur" 316, the most representative city in California is Big Sur. Carmel-by-the-Sea is moved down to the second position.

In Figure 3L, the advertiser has made another modification to the selection of interests. "Big Sur" 316 has been deleted and "desert" 317 has been added. Again, the most representative locations have been adjusted accordingly. For example, the most representative city in California is now Pioneertown, due to the effect of "desert" be selected for the interest list.

As shown in Figures 3 J, 3K, and 3 L, as the advertiser modifies his or her selections for the "Interest" and "Demographics" information, the most representative locations changes accordingly. This provides a convenient way for the advertiser to receive useful information, e.g., possible targeted locations, for the advertisement and compare different selections, e.g., interests, demographics, etc., to determine the most desirable locations for different types of advertisement.

The advertiser may select a state, for one or more cities within each state as the targeted locations for its advertisements. In Figure 3 M, the advertiser has selected Pioneertown in California as one of the targeted locations. In Figure 3N, the advertiser has returned to viewing the representative states, and in Figures 30 and 3P, the advertiser has selected Nebraska state, which includes 3 cities as additional targeted locations for its advertisement. Again, due to size constraints, Figure 30 shows the top portion of screen 330 and Figure 3 P shows the bottom portion of screen 330.

In Figures 3G-3P, states and the cities within each state are list, i.e., ranked, according to their levels of representativeness for the selected interests and demographic group. Ranking entities, e.g., locations, based on their levels of representativeness for one or more tags are described in more detail in U.S. Patent Application Number 12/357,285, filed concurrently with the present disclosure on January 21, 2009, entitled "Interest-Based Ranking System for Targeted Marketing." To briefly summarize, for each entity to be ranked for a tag, two scores are calculated. The first score indicates the level of relative uniqueness the tag is to the entity in comparison to the other entities to be ranked, and the more uniquely a tag is associated with the entity, the higher the first score. The second score indicates the number of people connected with the entity, and the more people connected with the entity, the higher the score. The two scores are combined to obtain a total score, and the entities are ranked according to their respective total scores.

In Figures 3G-3P, each state and each city within a state is associated with a monetary amount. For example, as shown in Figure 3M, in California, Pioneertown has a monetary value of $1 ,604.00 337 and Desert Center has a monetary value of $945.00 338. This value indicates the cost of advertisement should the advertiser wishes to target its advertisement in these cities. Thus, it would cost $1,604.00 to advertise in Pioneertown and $945.00 to advertise in Desert Center. Similarly, California has a monetary value of $7,998.00 339, which indicates the cost of advertisement should the advertiser wishes to target its advertisement in 22 cities within California. According to one embodiment, the cost to advertise in a state equals the sum of the costs to advertise in all the representative cities listed within that state.

According to one embodiment, the cost to target an advertisement in a location is determined based on the rank of the location in terms of its level of representativeness for the tags selected for the advertisement. The more representative the location is to an advertisement, the higher the cost to target the advertisement to that location. In the example shown in Figure 3M, for the 3 selected interests, "road trip" 313, "route 66" 314, and "desert" 317, within California, the most representative city is Pioneertown when ranked according to each city's total score as described above, and the second representative city is Desert Center. Thus, it costs more to target an advertisement relating to "road trip," "route 66," and "desert" in Pioneertown than in Desert Center.

One skilled in the art will appreciate that the actual design and implementation of the user interface often varies depending on the specific requirements of the embodiments. Different interface components may be used and the interface components may be arranged differently. Sometimes more information may be provided and sometimes less information may be sufficient. Figures 4A-4C illustrate a similar set of user interfaces as that illustrated in Figures 3A-3P but presented in a different format according to one embodiment of the present disclosure. Instead of guiding an advertiser through the process step-by-step, advanced advertisers may choose this view, the Dashboard view, so that he or she may make all the selections from one screen 400. Due to size constraints, Figure 4A shows the top portion of screen 400; Figure 4B shows the middle portion of screen 400; and Figure 4C shows the bottom portion of screen 400.

In this view example, an advertiser may select interests and demographics information and immediately see the results of the most representative locations based on his or her selection, all within the same screen 400. In Figure 4A, the advertiser has selected interest "beer" and both males and females as the targeted demographic group. In Figures 4B and 4C, the most representative states are listed, along with the cost of advertising in each of these states. The top 3 states are New York 431, Wisconsin 432, and Pennsylvania 433 for the interest "beer," and the cost for target advertising in each state is provided according to their ranks in terms of levels of representativeness. In Figure 4C, the advertiser has selected Pennsylvania as the target state for its advertisement, and it is listed under the "Selected States ^'" 441 section. The advertiser has not selected any individual cities, and thus, no city is listed under the "Selected Cities" 442 section. The total advertising cost 451 is provided so that the advertiser may plan its advertising budget accordingly. According to one embodiment, the total advertising cost 451 is the sum of the individual selected states 441 and cities 442. In addition, advertising cost may be either actual cost or forecast cost.

Figure 5 illustrates a method a method of providing an user interface that enables advertisers to make various selections for targeted advertisement according to one embodiment of the present disclosure. A user interface is presented to an advertiser (step 510). The user interface may have any suitable design, and may, for example, include one or more screens, and each screen may include one or more interface components. Some of these components enable the advertiser to input information while other components provide information to the advertiser.

When the advertiser makes a selection of a target (step 520), the selected target is added to a list of targets (step 530). The target may be of various types. For example, the target may be an interest, a location, a demographic group, an activity, an event, etc. Again, the user interface may be designed to enable the advertiser to select any type of targets. The target may be entered as a free-form text string and selected from a predefined list of available targets. Optionally, a list of additional targets linked to the targets on the list of selected targets is provided so that the advertiser may select additional targets from the list (step 540). Accordingly to one embodiment, the additional targets and the selected targets are linked via the common entities with which they are associated. The entities with which the selected targets are associated may be associated with other targets, e.g., tags, and the relatively more popular of these other targets are presented as targets linked to the selected targets.

Steps 520, 530, and 540 may be repeated any number of times so that the advertiser may select multiple targets. Thereafter, a list of most representative entities, e.g., locations, groups of people, time intervals, activities, etc., is presented for the selected targets (step 550). The entities are ranked based on their relative levels of representativeness for the selected targets. Optionally, the estimated cost of advertising to each entity is also provided. Again, the advertiser may adjust the selected targets to obtain different sets of the most representative entities for each list of the selected targets. Upon receiving a selection of one or more of the representative entities (step 560), the estimated total cost of advertising to the selected entities are presented so that the advertiser may use the information in his or her targeted advertising effort. The information presented to the advertisers, e.g., the list of additional linked targets or the most representative entities for the selected targets, are updated as new inputs arc received from the advertiser so that the advertiser may adjust his or her selections based on the information presented. COMPUTER SYSTEM

The user interfaces described above may be presented to users on any type of display device, such as a computer monitor, and may be implemented as computer software using computer-readable instructions and stored in computer-readable medium. The software instructions may be executed on various types of computers. For example. Figure 6 illustrates a computer system 600 suitable for implementing embodiments of the present disclosure. The components shown in Figure 6 for computer system 600 are exemplary in nature and are not intended to suggest any limitation as to the scope of use or functionality of the API. Neither should the configuration of components be interpreted as having any dependency or requirement relating to any one or combination of components illustrated in the exemplary embodiment of a computer system. The computer system 600 may have many physical forms including an integrated circuit, a printed circuit board, a small handheld device (such as a mobile telephone or PDA), a personal computer or a super computer. Computer system 600 includes a display 632, one or more input devices 633 (e g., keypad, keyboard, mouse, stylus, etc.), one or more output devices 634 (e.g., speaker), one or more storage devices 635, various types of storage medium 636.

The system bus 640 link a wide variety of subsystems. As understood by those skilled in the art, a "bus" refers to a plurality of digital signal lines serving a common function. The system bus 640 may be any of several types of bus structures including a memory bus, a peripheral bus, and a local bus using any of a variety of bus architectures. By way of example and not limitation, such architectures include the Industry Standard Architecture (ISA) bus, Enhanced ISA (EISA) bus, the Micro Channel Architecture (MCA) bus, the Video Electronics Standards Association local (VLB) bus, the Peripheral Component Interconnect (PCI) bus, the PCI-Express bus (PCI-X), and the Accelerated Graphics Port (AGP) bus.

Processor(s) 601 (also referred to as central processing units, or CPUs) optionally contain a cache memory unit 602 for temporary local storage of instructions, data, or computer addresses. Processor(s) 601 are coupled to storage devices including memory 603. Memory 603 includes random access memory (RAM) 604 and read-only memory (ROM) 605. As is well known in the art, ROM 605 acts to transfer data and instructions uni-directionally to the processor(s) 601, and RAM 604 is used typically to transfer data and instructions in a bi-directional manner. Both of these types of memories may include any suitable of the computer-readable media described below. A fixed storage 608 is also coupled bi-directionally to the processor(s) 601 , optionally via a storage control unit 607. It provides additional data storage capacity and may also include any of the computer-readable media described below. Storage 608 may be used to store operating system 609, EXECs 610, application programs 612, data 61 1 and the like and is typically a secondary storage medium (such as a hard disk) that is slower than primary storage. It should be appreciated that the information retained within storage 608, may, in appropriate cases, be incorporated in standard fashion as virtual memory in memory 603.

Processor(s) 601 is also coupled to a variety of interfaces such as graphics control 621, video interface 622, input interface 623, output interface, storage interface, and these interfaces in turn are coupled to the appropriate devices. In general, an input/output device may be any of: video displays, track balls, mice, keyboards, microphones, touch- sensitive displays, transducer card readers, magnetic or paper tape readers, tablets, styluses, voice or handwriting recognizers, biometrics readers, or other computers. Processor(s) 601 may be coupled to another computer or telecommunications network 630 using network interface 620. With such a network interface 620, it is contemplated that the CPU 601 might receive information from the network 630, or might output information to the network in the course of performing the above-described method steps. Furthermore, method embodiments of the present disclosure may execute solely upon CPU 601 or may execute over a network 630 such as the Internet in conjunction with a remote CPU 601 that shares a portion of the processing.

In addition, embodiments of the present disclosure further relate to computer storage products with a computer-readable medium that have computer code thereon for performing various computer-implemented operations. The media and computer code may be those specially designed and constructed for the purposes of the present disclosure, or they may be of the kind well known and available to those having skill in the computer software arts. Examples of computer-readable media include, but are not limited to: magnetic media such as hard disks, floppy disks, and magnetic tape; optical media such as CD-ROMs and holographic devices; magneto-optical media such as floptical disks; and hardware devices that are specially configured to store and execute program code, such as application-specific integrated circuits (ASICs), programmable logic devices (PLDs) and ROM and RAM devices. Examples of computer code include machine code, such as produced by a compiler, and files containing higher-level code that are executed by a computer using an interpreter.

As an example and not by way of limitation, the computer system having architecture 600 may provide functionality as a result of processor(s) 601 executing software embodied in one or more tangible, computer-readable media, such as memory 603. The software implementing various embodiments of the present disclosure may be stored in memory 603 and executed by processor(s) 601. A computer-readable medium may include one or more memory devices, according to particular needs. Memory 603 may read the software from one or more other computer-readable media, such as mass storage device(s) 635 or from one or more other sources via communication interface. The software may cause processor(s) 601 to execute particular processes or particular steps of particular processes described herein, including defining data structures stored in memory 603 and modifying such data structures according to the processes defined by the software. In addition or as an alternative, the computer system may provide functionality as a result of logic hardwired or otherwise embodied in a circuit, which may operate in place of or together with software to execute particular processes or particular steps of particular processes described herein. Reference to software may encompass logic, and vice versa, where appropriate. Reference to a computer-readable media may encompass a circuit (such as an integrated circuit (IC)) storing software for execution, a circuit embodying logic for execution, or both, where appropriate. The present disclosure encompasses any suitable combination of hardware and software.

While this disclosure has described several preferred embodiments, there are alterations, permutations, and various substitute equivalents, which fall within the scope of this disclosure. It should also be noted that there are many alternative ways of implementing the methods and apparatuses of the present disclosure. It is therefore intended that the following appended claims be interpreted as including all such alterations, permutations, and various substitute equivalents as fall within the true spirit and scope of the present disclosure.