Selecting ads for a web page based on keywords located on the web page

• US 20050091106A1
• Filed: 10/27/2003
• Published: 04/28/2005
• Est. Priority Date: 10/27/2003
• Status: Abandoned Application

• Current Assignee: HERE Global B.V. (HERE Holding Corporation)
• Original Assignee: HERE Global B.V. (HERE Holding Corporation)
• Inventors: Reller, William McLain, Nolan, Sean Patrick
• Application Number:
  US10/694,643
• Publication Number:
  US 20050091106A1
• Time in Patent Office: Days
• US Class Current: 705/14.54
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0256 User search

Abstract

A system for use on computer servers on a network serving client computers for selecting an advertisement to be presented among a plurality of possible advertisement candidates based on key words. When a client computer requests a document from a server on the network, the system considers words contained within the document and compares them to a set of key words for each possible advertisement of a plurality of possible advertisements. The system selects an advertisement to be presented with the information where a key word associated with the advertisement matches one or more words in the document. If more than one advertisement qualifies, the system considers a price value of each advertisement and a relevance score for each word, which is a function of proximity to the start of the document, to determine which advertisement will be presented.

Claims

1. A method for selecting advertisements for presentation to client computers on a computer network, comprising:

(a) having on a server computer a plurality of possible advertisements that may be presented to a client computer and having at least one key word associated with each advertisement;

(b) receiving from a client computer a request for delivery from a server of a document containing words;

(c) selecting from the plurality of advertisements a first selected advertisement and a second selected advertisement for which an associated key word matches a word in the requested document;

(d) comparing a value associated with the first selected advertisement and a value associated with the second selected advertisement and further selecting the advertisement with the higher value; and

(d) delivering to the client computer the further selected advertisement along with the requested document.

2. The method of claim 1 further comprising giving greater weight to matching words that are close to a beginning of the document than matching words that are farther from the beginning of the document.

3. The method of claim 1 further comprising:

tracking keywords entered by a user into a search engine to find the document and then delivering still more targeted ads for that particular user based on the keywords entered by the user to find the document.

4. The method of claim 1 further comprising:

using words entered by a user in prior searches to determine the advertisement to be presented to the user when subsequently viewing other pages regardless of the content on the page.