WO2009148967A2 - Search tool advertising - Google Patents
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- WO2009148967A2 WO2009148967A2 PCT/US2009/045697 US2009045697W WO2009148967A2 WO 2009148967 A2 WO2009148967 A2 WO 2009148967A2 US 2009045697 W US2009045697 W US 2009045697W WO 2009148967 A2 WO2009148967 A2 WO 2009148967A2
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- advertisement
- content item
- user
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- 238000000034 method Methods 0.000 claims description 54
- 238000010586 diagram Methods 0.000 description 17
- 230000008569 process Effects 0.000 description 10
- 238000006243 chemical reaction Methods 0.000 description 9
- 238000012545 processing Methods 0.000 description 6
- 230000002452 interceptive effect Effects 0.000 description 5
- 230000004044 response Effects 0.000 description 3
- 238000004891 communication Methods 0.000 description 2
- 238000005259 measurement Methods 0.000 description 2
- 230000004075 alteration Effects 0.000 description 1
- 230000006399 behavior Effects 0.000 description 1
- 230000000694 effects Effects 0.000 description 1
- 230000006870 function Effects 0.000 description 1
- 238000010295 mobile communication Methods 0.000 description 1
- 238000012986 modification Methods 0.000 description 1
- 230000004048 modification Effects 0.000 description 1
- 230000003287 optical effect Effects 0.000 description 1
- 230000003068 static effect Effects 0.000 description 1
- 230000008685 targeting Effects 0.000 description 1
Classifications
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0255—Targeted advertisements based on user history
- G06Q30/0256—User search
Definitions
- This disclosure relates to information retrieval.
- Interactive media e.g., the Internet
- content items e.g., advertisements
- ad syndication which allows advertisers to extend their marketing reach by distributing ads to additional partners.
- third party online publishers can place an advertiser's text or image ads on the publishers' web pages to drive online customers to the advertiser's web page.
- ads may be placed on run on television channels to drive viewers to use or purchase online products or services.
- a computer-implemented method includes presenting a content item to at least one user using a first medium, the content item identifying a target concept, measuring a difference in use (e.g., a decrease or increase in use) of a second medium subsequent to the presentation of the content item, and modifying a value associated with a subsequent presentation of the content using the first medium based on the measured difference in use of the second medium.
- measuring the difference in use of a second medium includes measuring the use of the target concept in the second medium. Measuring the use of the target concept in the second medium can also include measuring the use of the target concept as search term in a search tool associated with the second medium.
- the method also includes presenting a second content item including the target concept in the second medium.
- the method can also include receiving, in the second medium, at least one user selection identifying the content item.
- the method can include identifying a search of the target concept, and identifying one or more search results associated with the target concept.
- measuring the difference in use of a second medium can include measuring a number of the at least one user selections identifying the content item. The revenue generated from the received user-selection of the content item can also be measured.
- presenting the content item to at least one user can also include determining whether the content item is contextually relevant to a content of a web page, and presenting the content item on the web page based on the determination.
- Presenting the content item to at least one user can also include presenting an advertisement to the at least one user.
- the method can include determining the location of the content item on a web page prior to presenting the content item to the at least one user.
- the content item can be an advertisement
- the advertisement can include the target concept and/or identify the name of a search tool.
- the target concept can include a search query or can be associated with one or more search queries.
- modifying a value associated with a subsequent presentation of the content can include modifying a cost of presenting the content item or modifying a placement position of the content item in the first medium, or modifying a time or duration of presenting the content item using the first medium.
- the method can include presenting an advertisement to at least one user on a web page, the advertisement identifying an Internet search tool and a target concept, and measuring a number of requests at the search tool for the target concept subsequent to presenting the advertisement to the at least one user.
- the method can also include identifying a time the advertisement was presented to the at least one user.
- measuring the number of requests at the search tool for the target concept can include measuring the number of requests at the search total for the target concept for a period of time beginning at the time the advertisement was presented to the at least one user, or for a period of time following the time the advertisement was presented to the at least one user.
- the method can include identifying a presentation position of the advertisement relative to one or more other advertisements, which can be the order of presentation of the advertisement relative to the one or more other advertisements.
- the method can also associate the measured number of requests with the identified presentation position.
- the method can also present the advertisement for at least one subsequent time at a different presentation position relative to one or more other advertisements.
- the method can include measuring the number of requests at the search tool for the target concept subsequent to presenting the advertisement for the at least one subsequent time at the different presentation position.
- the measured number of requests for the advertisement at the presentation position can also be compared to the measured number of requests for the advertisement at the different presentation position.
- a system includes a means for presenting a content item to at least one user on a web page, the content item identifying an Internet search tool and a target concept, and a means for receiving a user- selection of the content item.
- the system also includes a means for automatically executing a search of the target concept using the Internet search tool upon receiving the user selection of the content item, and a means for identifying one or more search results associated with the target concept.
- a system includes a means for presenting a television or radio advertisement to at least one user, the advertisement identifying a search tool and a target concept, a means for measuring a number of requests at the search tool for the target concept subsequent to presenting the advertisement to the at least one user, and a means for. modifying a value associated with a subsequent presentation of the content using the first medium.
- Fig. 1 is a block diagram of an example advertising system.
- Fig. 2 is a flow diagram of an example process for providing advertisements.
- Fig. 3 is a flow diagram of an example process for processing a content item in an interactive environment.
- Fig. 4 is a block diagram of an example advertising system.
- Fig. 5 is flow diagram of an example process for measuring effectiveness of television, radio, and/or print advertisements.
- Fig. 6 is a schematic diagram of an example computer system that can be utilized to implement the systems and methods described herein.
- Fig. 1 is a block diagram of an example content delivery (e.g., advertising) system 100.
- the system 100 provides content items, in response to, for example, a query.
- the system 100 provides content items to users via television, radio, or print media in response to paid placement of the content items.
- the content items can be in the form of advertising or advertisements ("ads"). Other forms of content including other forms of sponsored content are possible.
- One or more networks 110 such as a local area network (LAN), wide area network (WAN), the Internet, television or radio distribution systems (e.g., a satellite delivery system, hybrid fiber-coax system, etc.) or a combination thereof, connects the advertisers 102, an advertisement system 104, publishers 106, and/or users 108.
- LAN local area network
- WAN wide area network
- radio distribution systems e.g., a satellite delivery system, hybrid fiber-coax system, etc.
- one or more advertisers 102 can directly, or indirectly, enter, maintain, and track advertisement (“ad”) information in an advertisement system 104.
- the advertisements may be in the form of graphical advertisements, such as banner advertisements, text only advertisements, image advertisements, audio advertisements, video advertisements, advertisements combining one of more of any of such components, etc.
- Advertisements for placement in a user-interactive environment, such as for placement on a web page may also include embedded information, such as links, meta- information, and/or machine executable instructions.
- the advertisements can include meta-information that includes a target concept, such as a search query. For instance, an advertisement may instruct a user to execute a search for "auto insurance" on the search tool Google ® .
- One or more publishers 106 may submit requests for advertisements to the system 104.
- the request may come directly from the users 108 upon executing publisher 106 embedded code as instructed by the advertisement system 104.
- the system 104 can respond by sending advertisements (e.g., when an associated publication is rendered) to either the requesting publisher 106 or directly to the user 108 (e.g., for placement on one or more of the publisher's properties (e.g., web pages and other network-distributed content)).
- the advertisements may be transmitted to the user(s)
- a television or radio distribution system such that the user can view or listen to the advertisements via conventional advertising mediums, such as a television, radio, newspaper, printed publication or the like.
- advertising mediums such as a television, radio, newspaper, printed publication or the like.
- other content items can be provided by the system 104.
- Other entities such as users 108 and the advertisers 102, as well as the publishers 106 can provide usage information to the system 104, such as, for example, whether one or more users in a user-interactive medium, for instance, the Internet, are entering queries related to the subject matter (e.g., target concept) presented in an advertisement.
- the usage information can also include a measurement of a number of requests at an Internet search tool for the target concept identified by an advertisement after the advertisement is presented to the user 108, such as in a television or radio advertisement, or in a print advertisement.
- Third party information providers can also provide usage information, including, for instance, estimates on the number of users that viewed or listened to a television or radio advertisement.
- usage information can identify whether a click-through related to an interactive (e.g., web page) advertisement has occurred, whether a conversion has occurred, or whether some other defined event has occurred.
- Such usage information can be processed to measure performance metrics, such as click-through rates, conversion rates, etc.
- a value associated with a subsequent presentation of the content and/or target concept can be modified. For instance, based on the usage information the price, time, and/or duration of a subsequent presentation can be altered. According to another implementations, the advertising medium for subsequent can also be changed based on the usage information.
- a click-through can occur, for example, when a user of a device selects or "clicks" on an advertisement.
- the click-through rate can be a performance metric that is obtained by dividing the number of users that clicked on the advertisement or a link associated with the advertisement by the number of times the advertisement was delivered.
- a "conversion" occurs when a user, for example, consummates a transaction related to a previously served advertisement. What constitutes a conversion may vary from case to case and can be determined in a variety of ways. For example, a conversion may occur when a user clicks on an advertisement, is referred to the advertiser's web page and consummates a purchase there before leaving that web page.
- a conversion may be defined as a user being shown an advertisement, and making a purchase on the advertiser's Web page within a predetermined time (e.g., seven days).
- a conversion rate can be defined as the ratio of the number of conversions to the number of impressions of the advertisement (i.e., the number of times an advertisement is rendered) or the ratio of the number of conversions to the number of selections (or the number of some other earlier event).
- usage information and/or performance metrics can also be used.
- the usage information and/or performance metrics can, for example, be revenue related or non- revenue related.
- the performance metrics can be parsed according to time, e.g., the performance of a particular content item may be determined to be very high on weekends, moderate on weekday evenings, but very low on weekday mornings and afternoons, for example.
- This usage information can include measured or observed user behavior related to advertisements that have been served.
- the system 104 performs financial transactions, such as crediting the publishers 106 and charging the advertisers 102 based on the usage information.
- performance metrics can be identified as corresponding to the time an advertisement is presented to a user via a first medium such as television, radio, or print advertisement. For instance, the number of requests at a second medium, such as an Internet search tool, for a particular target concept identified by an advertisement may be measured for a period of time following the presentation of the concept to users via the first medium, such as via television, radio, or print advertisement.
- Performance metrics can also associate metrics with the presentation position of a television or radio ad within a group of ads.
- metrics identifying a number of requests at a search tool for a particular target concept may identify the number of requests when the advertisement runs as the first commercial in a two-minute commercial segment, the number of requests when the advertisement runs as the second commercial in a segment, and the like, such that differences in the effectiveness of an advertisement based on its presentation position can be determined.
- an advertisement can be presented to users via the radio and a particular radio station in order to encourage those users to utilize an Internet search tool to perform one or more specific searches. Advertisements for the radio station and/or target concept may be presented to users that execute searches corresponding to or identifying the target concept.
- One example of a publisher 106 is a general content server that receives requests for content (e.g., articles, discussion threads, music, video, graphics, search results, web page listings, information feeds, etc.), and retrieves the requested content in response to the request.
- the content server may submit a request for advertisements to an advertisement server in the system 104, or embed code in the rendered page for the user 108 to execute and retrieve said ads.
- the advertisement request may include a number of advertisements desired.
- the advertisement request may also include content request information.
- This information can include the content itself (e.g., page or other content document), a pointer to the content by way of a uniform resource locator ("URL"), a category corresponding to the content or the content request (e.g., arts, business, computers, arts-movies, arts-music, etc.), part or all of the content request, content age, content type (e.g., text, graphics, video, audio, mixed media, etc.), geo-location information, etc.
- content e.g., page or other content document
- URL uniform resource locator
- category corresponding to the content or the content request e.g., arts, business, computers, arts-movies, arts-music, etc.
- content age e.g., text, graphics, video, audio, mixed media, etc.
- geo-location information e.g., geo-location information, etc.
- the content server (or a viewer (e.g., browser) associated with a content requestor) can combine the requested content with one or more of the advertisements provided by the system 104. This combined content and advertisements can be sent/presented to the user 108 that requested the content.
- the content server can transmit information about the advertisements back to the advertisement server, including information describing how, when, and/or where the advertisements are to be rendered (e.g., in HTML or JavaScriptTM).
- the advertising system 104 can serve publishers 106 such as content servers.
- the system 104 permits serving of advertisements targeted to content (e.g., documents) served by content servers.
- content servers may include one or more documents.
- Documents may include web pages, email, content, embedded information (e.g., embedded media), meta-information and machine executable instructions, and advertisement spots available.
- the advertisements inserted into advertisement spots in a document can vary each time the document is served or, alternatively, can have a static association with a given document.
- the publisher 106 can combine content with the one or more advertisements provided by the system 104 on a web page associated with the publisher 106 based on psychographic, demographic, as well as contextual relevance of the content and the advertisement.
- FIG. 1 Another example of a publisher 106 in the system 100 is a television, print, or radio publisher that is capable of serving advertisements requested by the advertisement system 104 and/or advertisers 102.
- this process is illustrated in FIG. 1 and described as automated in an user-interactive environment such as the Internet, the process of placing a video or audio (e.g., radio) advertisements in television or radio media, such as a broadcast, may be done at least in part manually, as is well known.
- an advertiser 102 may request the placement of an advertisement that includes the identity of a search tool and a target concept in television, radio, or print (e.g., newspaper) media.
- the advertisement can be distributed manually (e.g., as is possible in the case of print media) and/or via one or more networks for distribution to one or more users 108.
- advertisements can be distributed to users via web pages, as described above, simultaneously with the running of an advertisement in television, radio, or print media.
- a value associated with a subsequent presentation of the content and/or target concept can be modified.
- the price, time, and/or duration of a subsequent presentation for a radio or television ad can be altered based on the performance metrics collected, for instance, at an Internet search tool immediately after the original presentation of the target concept in a television, radio, or print advertisement.
- the advertising medium for subsequent can also be changed based on the usage information.
- Fig. 2 is a flow diagram of an example process 200 for providing advertisements.
- the process 200 can, for instance, be implemented in a system such as the system 100 of Fig. 1.
- a content item is identified, along with at least one target concept, for presentation to a user 202.
- the content item and/or target concept can be identified by an advertiser manually or automatically via a content engine.
- the target concept is incorporated into the content item 204, for instance, by the advertiser or the advertisement system 204.
- the content item can be an advertisement for a search tool
- the target concept can be a target search term or terms (i.e., search query) the advertisement seeks to have a user execute.
- the content item can represent a banner ad that states "Looking for car insurance? Do a search for 'car insurance' at Google.com", where the target concept is 'car insurance'.
- the same or a similar advertisement may be placed as a television, radio, or print advertisement.
- the placement of the content item in a media is determined 206, and the content item is presented to one or more users via the media 208.
- the placement of the content item in a media can be executed by the advertisement system, publishers, and/or advertisers, and can include a determination as to the type of media (e.g., Internet web page(s), television, radio, print, etc.) as well as a determination as to time, form, and placement specifics.
- a content item that is an Internet banner advertisement may be placed on one or more web pages based, for instance, on the content of the web pages, and may be placed in several locations on web pages, as is known in the art.
- a content item that is a television advertisement may be placed on particular television channels, during specific time slots, and may be placed in one or more presentation positions within a series of commercials.
- Fig. 3 is a flow diagram of an example process 300 for processing a content item in an interactive environment.
- the process 300 can, for instance, be implemented in a system such as the system 100 of Fig. 1.
- a user-selection of a content item is received 302.
- a content item may be selected by a user via a point and click selection of the content item, which may be a banner advertisement on a web page.
- the content item may be a banner ad that states "Looking for car insurance? Do a search for 'car insurance' at Google.com.”
- the receipt of the user selection may be executed, for instance, by a computer serving a web page to the user, as is known.
- a search is automatically executed for the target concept 304.
- a search may be executed for 'car insurance' using a particular search tool.
- the search tool used to execute the search may represent the advertiser, which may wish to drive use of the search tool.
- the search is automatically executed by a search tool.
- One or more search results associated with the target concept are identified 306, and may be presented to the user.
- metrics associated with the search results, presentation and/or placement of the content item may be measured to gauge effectiveness of the content item.
- the number of user selections of the content item for each display of the content item may be measured.
- revenue resulting from the content item may be collected.
- This information may be useful to an advertiser in determining the effectiveness of the content item.
- this information may be tied to a subsequent display of content items 310, where a value associated with the display may be modified, such as the cost of their placement, their placement position, the time of day, their duration, their creative presentation, and the like.
- FIG. 4 is a block diagram of an example advertising system 400 for placement of television, radio, and print advertisements.
- the system 400 includes one or more television, radio, and/or print advertisement placement systems 402.
- these systems 402 can include the one or more networks 110 described with respect to Fig 1, and serve to place an advertisement in the advertiser- selected media for presentation to one or more users 108, where the advertisement identifies at least one target concept.
- the one or more television, radio, and/or print advertisement placement systems 402 can also track presentation information, including when and where the advertisements are placed in the television, radio and/or print media. For instance, the channels and time of a television advertisement are tracked and stored by the one or more television, radio, and/or print advertisement placement systems 402. [0035]
- the advertising system 400 also includes an online search tool 404.
- this may represent a search system with a front-end web page interface, such as Google.com.
- the block diagram of the system 400 illustrates that the users 108 that receive a presentation of an advertisement via television, radio, and/or print advertisement placement system 402 may then communicate with the online search tool 404. For instance, if a television advertisement instructs users 108 to execute a search for the target concept 'car insurance' at the search tool 'Google.com', the users 108 that are subjected to the advertisement may proceed to use the online search tool 'Google.com.' [0036]
- the advertising system 400 further includes a metrics tool 406.
- the metrics tool 406 is in communication with the one or more television, radio, and/or print advertisement placement systems 402 and the online search tool 404.
- the metrics tool 406 receives the presentation information identifying when and where the advertisements are placed in the television, radio and/or print media.
- the metrics tool 406 also receives metrics from the online search tool 404, including the number of requests at the search tool for the target concept, the times of those search requests, and other information such as online revenue generated for the target concept searches.
- the metrics tool 406 can provide reports to the advertisement system 104 to identify whether the presentation of advertisements are associated with increased traffic at the online search tool 404, which suggests that the advertisements are effective.
- the metrics tool 406 can identify the effectiveness of advertisements having different presentation information. For instance, an advertisement that is placed before any other advertisements during a commercial break may result in greater use of the online search tool 404 than the same advertisement placed second to another advertisement in the same time slot.
- one or more metrics reports can be provided to the advertisement system 104 and/or to advertisers, which can use the information to alter the placement of advertisements, including when or where advertisements are placed, and/or their form or content.
- the metrics tool 406 may receive data from third parties that identifies metrics associated with the audience of a placed advertisement.
- the metrics tool 406 may receive an estimate of the number of users that view a particular advertisement presented by the one or more television, radio, and/or print advertisement placement systems 402.
- the metrics tool 406 can associate this information with metrics from the online search tool and the presentation information to determine the percentage of viewing (i.e., in television or print systems) or listening (i.e., in radio systems) users that use the online search tool 404 subsequent to the presentation of an advertisement for the online search tool 404. If the percentage of viewing/listening users that use the online search tool 404 subsequent to placement of an advertisement is consistent over time, the metrics tool 406 can estimate the television or radio audience based on the traffic at the online search tool 404.
- Fig. 5 is flow diagram of an example process 500 for measuring effectiveness of television, radio, and/or print advertisements.
- An advertisement is presented to users via a first medium, such as television, radio, and/or print media, where the advertisement identifies a search tool and target concept 502.
- Traffic is received at a second medium, such as the Internet.
- traffic can be received at a search tool for the target concept 504, and metrics are collected, including the number of requests for the target concept subsequent to the presentation of the advertisement are measured 506.
- the measurement of requests can be executed, for instance, by the online search tool 404.
- Other metrics can include, for instance, the time of the requests for the target concept.
- presentation information e.g., the location, time, form, etc. of the presented advertisement
- the metrics can include, for instance, the time of the requests for the target concept.
- presentation information e.g., the location, time, form, etc. of the presented advertisement
- the metrics the position, time, or form of an advertisement may be altered 508. Iterative
- Fig. 6 is a schematic diagram of an example computer system 600 that can be utilized to implement the systems and methods described herein.
- the system 600 includes a processor 610, a memory 620, a storage device 630, and an input/output device 640.
- Each of the components 610, 620, 630, and 640 can, for example, be interconnected using a system bus 650.
- the processor 610 is capable of processing instructions for execution within the system 600.
- the processor 610 is a single-threaded processor.
- the processor 610 is a multi-threaded processor.
- the processor 610 is capable of processing instructions stored in the memory 620 or on the storage device 630.
- the memory 620 stores information within the system 600.
- the memory 620 is a computer-readable medium.
- the memory 620 is a volatile memory unit.
- the memory 620 is a non- volatile memory unit.
- the storage device 630 is capable of providing mass storage for the system
- the storage device 630 is a computer-readable medium.
- the storage device 630 can, for example, include a hard disk device, an optical disk device, or some other large capacity storage device.
- the input/output device 640 provides input/output operations for the system
- the input/output device 640 can include one or more of a network interface devices, e.g., an Ethernet card, a serial communication device, e.g., and RS-232 port, and/or a wireless interface device, e.g., and 802.11 card.
- the input/output device can include driver devices configured to receive input data and send output data to other input/output devices, e.g., keyboard, printer and display devices 660.
- Other implementations, however, can also be used, such as mobile computing devices, mobile communication devices, set-top box television client devices, etc.
Abstract
Description
Claims
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JP2011512547A JP2011522342A (en) | 2008-06-03 | 2009-05-29 | Search tool ads |
AU2009256400A AU2009256400A1 (en) | 2008-06-03 | 2009-05-29 | Search tool advertising |
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US10248960B2 (en) * | 2010-11-16 | 2019-04-02 | Disney Enterprises, Inc. | Data mining to determine online user responses to broadcast messages |
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- 2009-05-29 WO PCT/US2009/045697 patent/WO2009148967A2/en active Application Filing
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- 2009-05-29 AU AU2009256400A patent/AU2009256400A1/en not_active Abandoned
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CA2726180A1 (en) | 2009-12-10 |
US20090299816A1 (en) | 2009-12-03 |
WO2009148967A3 (en) | 2010-03-11 |
JP2011522342A (en) | 2011-07-28 |
AU2009256400A1 (en) | 2009-12-10 |
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