Selection of content items based on internet activity data aggregated from a content provider network

• US 10,460,348 B1
• Filed: 10/22/2015
• Issued: 10/29/2019
• Est. Priority Date: 10/22/2015
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google LLC (Alphabet Inc.)
• Inventors: Peddinti, Raghava Viswa Mani Kiran, Dabbiru, Lakshmi Kumar
• Primary Examiner(s): Coppola, Jacob C.
• Application Number:
  US14/920,389
• Time in Patent Office: 1,468 Days
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Systems and methods of selecting content items for an online ad campaign in a computerized network environment are described herein. The system can receive, from a first content provider, an event call. The event call can include an identifier and an action type. The system can receive, from a client device, a request for content, the client device associated with the identifier. The system can determine a similarity between the action type and a relevance keyword. The relevance keyword can be by a second content provider. The system can generate a bid value factor for a content item of the second content provider and a bid value factor based on the semantic similarity. The system can determine a bid value for the content item of the second content provider based on the bid value factor. The system can select, for transmission to the client computing device, the content item.

Claims

1. A method of selecting content items for an online ad campaign in a computerized network environment, comprising:

receiving, by a data processing system having one or more processors and a database, from a first content provider computing device, an event call comprising an account identifier and an action type, wherein the account identifier includes one or more client device identifiers of client devices that performed the action type;

receiving, by the data processing system and from a client computing device, a request for content comprising a search query, wherein the client computing device is associated with the account identifier;

determining, by the data processing system and based at least on a determination that the client computing device is associated with one of the one or more client device identifiers that performed the action type, one of a subject matter similarity and a semantic similarity between the search query of the request for content and a relevance keyword, wherein the relevance keyword is designated by a second content provider computing device and by a third content provider computing device;

generating, by the data processing system and based at least on a determination that the client computing device is associated with one of the one or more client device identifiers that performed the action type, a first bid value factor for a content item of the second content provider computing device and a second bid value factor for a content item of the third content provider computing device, wherein each of the first bid value factor and the second bid value factor are based at least on the subject matter similarity or the semantic similarity between the search query of the request for content and the relevance keyword, wherein the first bid value factor and the second bid value factor are each represented by a respective data structure and stored in the database;

determining, by the data processing system, a first bid value for the content item of the second content provider computing device based on the first bid value factor retrieved from the database and a second bid value for the content item of the third content provider computing device based on the second bid value factor retrieved from the database; and

selecting, by the data processing system via an online auction, for transmission to the client computing device associated with the account identifier, the content item of the second content provider computing device based on the first bid value and the second bid value.

2. The method of claim 1, comprising:

determining, by the data processing system, one of the subject matter similarity and the semantic similarity between the search query of the request for content and the relevance keyword based on a subject matter network stored on the database, the subject matter network specifying a relatedness distance between the search query of the request for content and the relevance keyword.

3. The method of claim 1, comprising:

generating, by the data processing system, the first bid value factor and the second bid value factor based on bid value factor specifications, the bid value factor specifications specifying the generation of the first bid value factor and the second bid value factor based on a second content provider computing device identifier and a third content provider computing device identifier.

4. The method of claim 1, comprising:

receiving, by the data processing system, from the first content provider computing device, an event call comprising the account identifier, the action type, and a product identifier; and

generating, by the data processing system, the first bid value factor and the second bid value factor for based on bid value factor specifications, the bid value factor specifications specifying the generation of the first bid value factor and the second bid value factor based on the product identifier.

5. The method of claim 1, comprising:

determining, by the data processing system, that the first bid value is greater than the second bid value; and

selecting, by the data processing system, for transmission to the client computing device associated with the account identifier, the content item of the second content provider computing device, responsive to determining that the first bid value is greater than the second bid value.

6. The method of claim 1, comprising:

determining, by the data processing system, that the first bid value is greater than the second bid value by a predetermined threshold; and

selecting, by the data processing system, for transmission to the client computing device associated with the account identifier, the content item of the second content provider computing device, responsive to determining that the first bid value is greater than the second bid value by the predetermined threshold.

7. The method of claim 1, comprising:

restricting, by the data processing system, the content item of the third content provider computing device based on the second bid value.

8. The method of claim 1, comprising:

setting, by the data processing system, a commission value for the first content provider computing device for the event call; and

setting, by the data processing system, a price value for the second content provider computing device for selecting the content item.

9. A system for selecting content items for an online ad campaign in a computerized network environment, comprising:

a database; and

a data processing system, comprising one or more processors, configured to;

receive from a first content provider computing device, an event call comprising an account identifier and an action type, wherein the account identifier includes one or more client device identifiers of client devices that performed the action type;

receive from a client computing device, a request for content comprising a search query, wherein the client computing device is associated with the account identifier;

determine, based at least on a determination that the client computing device is associated with one of the one or more client device identifiers that performed the action type, one of a subject matter similarity and a semantic similarity between the search query of the request for content and a relevance keyword, wherein the relevance keyword is designated by a second content provider computing device and by a third content provider computing device;

generate, based on the determination that the client computing device is associated with the one or more client device identifiers that performed the action type, a first bid value factor for a content item of the second content provider computing device and a second bid value factor for a content item of the third content provider computing device, wherein each of the first bid value factor and the second bid value factor are based at least on the subject matter similarity or the semantic similarity between the search query of the request for content and the relevance keyword, wherein the first bid value factor and the second bid value factor are each represented by a respective data structure and stored in the database;

determine a first bid value for the content item of the second content provider computing device based on the first bid value factor retrieved from the database and a second bid value for the content item of the third content provider computing device based on the second bid value factor retrieved from the database; and

select, via an online auction, for transmission to the client computing device associated with the account identifier, the content item of the second content provider computing device based on the first bid value and the second bid value.

10. The system of claim 9, comprising:

the data processing system configured to determine one of the subject matter similarity and the semantic similarity between the search query of the request for content and the relevance keyword based on a subject matter network stored on the database, the subject matter network specifying a relatedness distance between the search query of the request for content request and the relevance keyword.

11. The system of claim 9,

the data processing system configured to generate the first bid value factor and the second bid value factor based on bid value factor specifications, the bid value factor specifications specifying the generation of the first bid value factor and the second bid value factor based on a second content provider computing device identifier and a third content provider computing device identifier.

12. The system of claim 9, comprising:

the data processing system configured to generate the first bid value factor and the second bid value factor for based on bid value factor specifications, the bid value factor specifications specifying a product identifier; and

wherein an event call comprises the product identifier.

13. The system of claim 9, comprising:

the data processing system configured to;

determine that the first bid value is greater than the second bid value; and

select for transmission to the client computing device associated with the account identifier, the content item of the second content provider computing device, responsive to determining that the first bid value is greater than the second bid value.

14. The system of claim 9, comprising:

the data processing system configured to;

determine that the first bid value is greater than the second bid value by a predetermined threshold; and

select for transmission to the client computing device associated with the account identifier, the content item of the second content provider computing device, responsive to determining that the first bid value is greater than the second bid value by the predetermined threshold.

15. The system of claim 9, comprising:

the data processing system configured to;

restrict the content item of the third content provider computing device based on the second bid value.

16. The system of claim 9, comprising:

the data processing system configured to;

set a commission value for the first content provider computing device for the event call; and

set a price value for the second content provider computing device for selecting the content item.