Methods and apparatus for serving relevant advertisements
First Claim
Patent Images
1. A computer implemented method comprising:
- obtaining a set of rules that specify weights for each term of a plurality of terms extracted from a resource, with a weight of a term being a function of a frequency of the term in the resource;
extracting a plurality of terms from a target resource;
generating, based on the set of rules, a term vector that represents weights for the plurality of terms that appear within the target resource;
determining that one or more terms of the term vector each have one or more respective weights that exceed a defined threshold;
identifying targeting data for a content item that is available for presentation with various different resources;
determining that the content item is relevant to the target resource, the determining including;
comparing the identified targeting data for the content item to the determined one or more terms of the term vector for the target resource; and
determining, based on the comparison, that the identified targeting data for the content item and the determined one or more terms of the term vector have a degree of similarity that is greater than a similarity threshold; and
serving the content item based on determining that the identified targeting data for the content item has the degree of similarity to the determined one or more terms of the term vector for the target resource.
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Abstract
The relevance of advertisements to a user'"'"'s interests is improved. In one implementation, the content of a web page is analyzed to determine a list of one or more topics associated with that web page. An advertisement is considered to be relevant to that web page if it is associated with keywords belonging to the list of one or more topics. One or more of these relevant advertisements may be provided for rendering in conjunction with the web page or related web pages.
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Citations
20 Claims
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1. A computer implemented method comprising:
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obtaining a set of rules that specify weights for each term of a plurality of terms extracted from a resource, with a weight of a term being a function of a frequency of the term in the resource; extracting a plurality of terms from a target resource; generating, based on the set of rules, a term vector that represents weights for the plurality of terms that appear within the target resource; determining that one or more terms of the term vector each have one or more respective weights that exceed a defined threshold; identifying targeting data for a content item that is available for presentation with various different resources; determining that the content item is relevant to the target resource, the determining including; comparing the identified targeting data for the content item to the determined one or more terms of the term vector for the target resource; and determining, based on the comparison, that the identified targeting data for the content item and the determined one or more terms of the term vector have a degree of similarity that is greater than a similarity threshold; and serving the content item based on determining that the identified targeting data for the content item has the degree of similarity to the determined one or more terms of the term vector for the target resource. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A non-transitory computer readable medium storing instructions that are executable by one or more processors to perform operations comprising:
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obtaining a set of rules that specify weights for each term of a plurality of terms extracted from a resource, with a weight of a term being a function of a frequency of the term in the resource; extracting a plurality of terms from a target resource; generating, based on the set of rules, a term vector that represents weights for the plurality of terms that appear within the target resource; determining that one or more terms of the term vector each have one or more respective weights that exceed a defined threshold; identifying targeting data for a content item that is available for presentation with various different resources; determining that the content item is relevant to the target resource, the determining including; comparing the identified targeting data for the content item to the determined one or more terms of the term vector for the target resource; and determining, based on the comparison, that the identified targeting data for the content item and the determined one or more terms of the term vector have a degree of similarity that is greater than a similarity threshold; and serving the content item based on determining that the identified targeting data for the content item has the degree of similarity to the determined one or more terms of the term vector for the target resource. - View Dependent Claims (9, 10, 11, 12, 13, 14)
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15. A computer implemented method comprising:
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obtaining a set of rules that specify weights for each term of a plurality of terms extracted from a resource, with a weight of a term being a function of a frequency of the term in the resource; extracting a plurality of terms from a target resource; generating, based on the set of rules, a term vector that represents weights for the plurality of terms that appear within text of the target resource, wherein the weights are based on at least one of (A) whether the term appears in the text of the target resource more frequently, relative to one or more other terms that each appear less frequently, and (B) whether the term appears less frequently, relative to one or more other terms that each appear more frequently, across a collection of resources to which the target resource belongs; identifying targeting data for a content item that is available for presentation with various different resources; determining that the content item is relevant to the target resource, the determining including; comparing the identified targeting data for the content item to the determined one or more terms of the term vector for the target resource; and determining, based on the comparison, that the identified targeting data for the content item and the determined one or more terms of the term vector have a degree of similarity that is greater than a similarity threshold; and serving the content item based on determining that the identified targeting data for the content item has the degree of similarity to the determined one or more terms of the term vector for the target resource. - View Dependent Claims (16, 17, 18)
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19. A system comprising:
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one or more processing devices; and at least one non transitory computer readable medium storing instructions operable to cause the one or more processing devices to perform operations comprising; obtaining a set of rules that specify weights for each term of a plurality of terms extracted from a resource, with a weight of a term being a function of a frequency of the term in the resource; extracting a plurality of terms from a target resource; generating, based on the set of rules, a term vector that represents weights for the plurality of terms that appear within the target resource; determining that one or more terms of the term vector each have one or more respective weights that exceed a defined threshold; identifying targeting data for a content item that is available for presentation with various different resources; determining that the content item is relevant to the target resource, the determining including; comparing the identified targeting data for the content item to the determined one or more terms of the term vector for the target resource; and determining, based on the comparison, that the identified targeting data for the content item and the determined one or more terms of the term vector have a degree of similarity that is greater than a similarity threshold; and serving the content item based on determining that the identified targeting data for the content item has the degree of similarity to the determined one or more terms of the term vector for the target resource. - View Dependent Claims (20)
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Specification