Event-based content distribution

1. A method comprising:

receiving, from a content provider and by one or more data processing apparatus, event distribution data specifying content to be distributed during a live event that will occur in the future;

determining an interest period for the live event based on changes in query volume for search queries referencing the live event, wherein the interest period includes an interest start time, a peak interest time, and an interest end time;

identifying, by the one or more data processing apparatus and after receiving the event data, an opportunity to provide the content to a user at a user device based on data submitted to the one or more data processing apparatus by the user device;

determining, by the one or more data processing apparatus, that a time of the opportunity is between the interest start time and the interest end time for the live event;

determining, by the one or more data processing apparatus, that the user device is located in a same geographic region as the live event based on geographical data provided by the user device and that the user is interested in the live event based, at least in part, on attributes of the user matching attributes of users that were identified as interested in the live event, and

providing, by the one or more data processing apparatus and to the user device, computer executable instructions that initiate presentation of the content on a display of the user device in response to determining that the time of the opportunity is between the interest start time and the interest end time, the user device is located in the same geographic region, and the user is interested in the live event.

2. The method of claim 1 , further comprising providing data that present, at a device of the content provider, a user interface specifying a list of live events, wherein receiving event data comprises receiving, through the user interface, a selection of one or more of the live events.

3. The method of claim 1 , wherein determining the interest period comprises:

determining the interest start time of the live event when search query volume for queries related to the live event increases by a specified amount;

determining the peak interest time comprises determining when, during the interest period, the search query volume for the queries related to the live event will reach a highest level; and

determining the interest end time comprises determining when the search query volume for the queries related to the live event will decrease by a specified amount from the highest level.

4. The method of claim 1 , further comprising:

identifying a future event having characteristics matching distribution criteria associated with content provided by the content provider; and

providing, based on the identification, computer executable instructions that initiate presentation of the future event as a live event for the content provider to select as the live event to use for purposes of distributing content provided by the content provider.

5. The method of claim 1 , further comprising:

identifying a set of distribution criteria that will cause the content to be distributed to users interested in the live event, the set of distribution criteria including a time period for the event and a geographic region in which the live event occurs;

in response to receiving the event data, associating, within a computer memory, the set of distribution criteria with the content, wherein:

determining that the time of the opportunity is between the start time and the end time for the live event comprises determining that the time of the opportunity is within the time period for the event; and

determining that the user is in the same geographic region comprises determining that a match exists between the geographical data and the geographic region in which the live event occurs.

6. A non-transitory computer storage medium encoded with a computer program, the program comprising instructions that when executed by one or more data processing apparatus cause the one or more data processing apparatus to perform operations comprising:

storing event distribution data received from a content provider, the event distribution data specifying content to be distributed during a live event that will occur in the future;

determining an interest period for the live event based on changes in query volume for search queries referencing the live event, wherein the interest period includes an interest start time, a peak interest time, and an interest end time;

identifying, after storing the event data, an opportunity to provide the content to a user at a user device based on data submitted to the one or more data processing apparatus by the user device;

determining that a time of the opportunity is between the interest start time and the interest end time for the live event;

determining that the user device is located in a same geographic region as the live event based on geographical data provided by the user device and that the user is interested in the live event based, at least in part, on attributes of the user matching attributes of users that were identified as interested in the live event, and

providing, to the user device, computer executable instructions that initiate presentation of the content on a display of the user device in response to determining that the time of the opportunity is between the interest start time and the interest end time, the user device is located in the same geographic region, and the user is interested in the live event.

7. The computer storage medium of claim 6 , wherein the instructions cause the one or more data processing apparatus to perform operations further comprising providing data that present, at a device of the content provider, a user interface specifying a list of live events, wherein the event data comprises event data that are received, through the user interface, based on a selection of one or more of the live events.

8. The computer readable medium of claim 6 , wherein determining the interest period comprises:

determining the interest start time of the live event when search query volume for queries related to the live event increases by a specified amount;

determining the peak interest time comprises determining when, during the interest period, the search query volume for the queries related to the live event will reach a highest level; and

determining the interest end time comprises determining when the search query volume for the queries related to the live event will decrease by a specified amount from the highest level.

9. The computer readable medium of claim 6 , wherein the instructions cause the one or more data processing apparatus to perform operations further comprising:

identifying a future event having characteristics matching distribution criteria associated with content provided by the content provider; and

providing, based on the identification, computer executable instructions that initiate presentation of the future event as a live event for the content provider to select as the live event to use for purposes of distributing content provided by the content provider.

10. The computer readable medium of claim 6 , wherein the instructions cause the one or more data processing apparatus to perform operations further comprising:

identifying a set of distribution criteria that will cause the content to be distributed to users interested in the live event, the set of distribution criteria including a time period for the event and a geographic region in which the live event occurs;

in response to receiving the event data, associating, within a computer memory, the set of distribution criteria with the content, wherein:

determining that the time of the opportunity is between the start time and the end time for the live event comprises determining that the time of the opportunity is within the time period for the event; and

determining that the user is in the same geographic region comprises determining that a match exists between the geographical data and the geographic region in which the live event occurs.

11. A system comprising:

a data store storing search query data for online search queries;

one or more data processing apparatus that interact with the data store and execute instructions that cause the one or more data processing apparatus to perform operations including:

storing event distribution data received from a content provider, the event distribution data specifying content to be distributed during a live event that will occur in the future;

determining an interest period for the live event based on changes in query volume for search queries referencing the live event, wherein the interest period includes an interest start time, a peak interest time, and an interest end time;

identifying, after storing the event data, an opportunity to provide the content to a user at a user device based on data submitted to the one or more data processing apparatus by the user device;

determining that a time of the opportunity is between a start time and an end time for the live event;

determining that the user device is located in a same geographic region as the live event based on geographical data provided by the user device and that the user is interested in the live event based, at least in part, on attributes of the user matching attributes of users that were identified as interested in the live event, and

providing, to the user device, computer executable instructions that initiate presentation of the content on a display of the user device in response to determining that the time of the opportunity is between the start time and the end time, the user device is located in the same geographic region, and the user interested in the live event.

12. The system of claim 11 , wherein the instructions cause the one or more data processing apparatus to perform operations further comprising providing data that present, at a device of the content provider, a user interface specifying a list of live events, wherein the event data comprises event data that are received, through the user interface, based on a selection of one or more of the live events.

13. The system of claim 11 , wherein determining the interest period comprises:

determining the interest start time of the live event when search query volume for queries related to the live event increases by a specified amount;

determining the peak interest time comprises determining when, during the interest period, the search query volume for the queries related to the live event will reach a highest level; and

determining the interest end time comprises determining when the search query volume for the queries related to the live event will decrease by a specified amount from the highest level.

14. The system of claim 11 , wherein the instructions cause the one or more data processing apparatus to perform operations further comprising:

identifying a future event having characteristics matching distribution criteria associated with content provided by the content provider; and

providing, based on the identification, computer executable instructions that initiate presentation of the future event as a live event for the content provider to select as the live event to use for purposes of distributing content provided by the content provider.