Method, system and computer code for content based web advertising

• US 20060122884A1
• Filed: 01/06/2006
• Published: 06/08/2006
• Est. Priority Date: 12/22/1997
• Status: Active Grant

• Current Assignee: Ricoh Company Limited
• Original Assignee: Ricoh Company Limited
• Inventors: Lam, Chuck, Graham, Jamey, Stork, David G.
• Granted Patent: US 8,620,747 B2
• Time in Patent Office: Days
• US Class Current: 705/14.530
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

An internet target marketing system, method, and computer program for distributing online advertising to viewers based upon the viewers'"'"' interests is provided. The system, method, and computer program may involve identifying one or more document-related concepts derived from analysis of content of a web document capable of being displayed to the user, identifying one or more advertisement-related concepts relevant to an advertising, comparing the one or more document-related concepts to the one or more advertising-related concepts to determine a relevance, and selecting the advertising based on the relevance.

Claims

1. A method for targeting advertising to a user based upon document content, the method comprising:

identifying one or more document-related concepts derived from analysis of content of a web document capable of being displayed to the user;

identifying one or more advertisement-related concepts corresponding to an advertising;

comparing the one or more document-related concepts to the one or more advertising-related concepts to determine a relevance; and

selecting the advertising based on the relevance.

2. The method of claim 1, wherein the web document is a web page.

3. The method of claim 1 further comprising:

generating data for simultaneously displaying both the web document and the selected advertising to the user.

4. The method of claim 3 wherein the generated data allows the web document to be displayed in a first display area, and the selected advertising to be displayed in a second display area adjacent to the first display area.

5. The method of claim 4 wherein the first display area and second display area are located within a common web browser screen.

6. The method of claim 1 wherein the one or more document-related concepts is identified by analyzing the web document based on one or more user concepts.

7. The method of claim 1 wherein the one or more advertising-related concepts is identified by analyzing the web document based on one or more advertiser concepts.

8. The method of claim 1 wherein the one or more advertising-related concepts is identified by an advertiser.

9. The method of claim 1 wherein the selected advertising corresponds to an advertising most relevant to the user.

10. The method of claim 1 wherein the step of comparing the one or more document-related concepts to the one or more advertising-related concepts further comprises:

measuring a similarity between a first set of terms and a second set of terms;

wherein the first set of terms comprises the one or more document-related concepts and the second set of terms comprises the one or more advertising-related concepts.

11. The method of claim 1 further comprising:

identifying one or more advertisement-related concepts relevant to an additional advertising;

comparing the one or more document-related concepts to the one or more advertising-related concepts relevant to the additional advertising to determine another relevance; and

selecting the additional advertising based on the other relevance.

12. The method of claim 11 further comprising:

generating data for simultaneously displaying the web document, the selected advertising, and the additional selected advertising to the user.

13. The method of claim 12 wherein the generated data allows the web document to be displayed in a first display area, and the selected advertising and the additional selected advertising to be displayed in a second display area adjacent to the first display area.

14. The method of claim 11 wherein the selected advertising and the additional selected advertising correspond to advertisings most relevant to the user.

15. The method of claim 1 wherein both the web document and the selected advertising are located within a common web browser screen.

16. A computer program product for targeting advertising to a user based upon document content, the computer program product comprising:

code for identifying one or more document-related concepts derived from analysis of content of a web document capable of being displayed to the user;

code for identifying one or more advertisement-related concepts relevant to an advertising;

code for comparing the one or more document-related concepts to the one or more advertising-related concepts to determine a relevance;

code for selecting the advertising based on the relevance; and

a computer readable storage medium for holding the codes.

17. The computer program product of claim 16 further comprising:

code for generating data for simultaneously displaying both the web document and the selected advertising to the user.

18. The computer program product of claim 17 wherein the generated data allows the web document to be displayed in a first display area, and the selected advertising to be displayed in a second display area adjacent to the first display area.

19. A system for targeting advertising to a user based upon document content, the method comprising:

means for identifying one or more document-related concepts derived from analysis of content of a web document capable of being displayed to the user;

means for identifying one or more advertisement-related concepts relevant to an advertising;

means for comparing the one or more document-related concepts to the one or more advertising-related concepts to determine a relevance; and

means for selecting the advertising based on the relevance.

20. The system of claim 19 further comprising:

means for generating data for simultaneously displaying both the web document and the selected advertising to the user.

21. The system of claim 20 wherein the generated data allows the web document to be displayed in a first display area, and the selected advertising to be displayed in a second display area adjacent to the first display area.

22. A method for determining if an advertising is relevant to a web document, the method comprising:

identifying one or more advertisement-related concepts corresponding to the advertising;

identifying one or more document-related concepts for the web document based on text of one or more queries on a search engine that yield a result that links to the web document;

comparing the one or more advertisement-related concepts to the one or more document-related concepts to determine if a match exists; and

determining that the advertising is relevant to the web document if the match exists.

23. A method for determining if an advertising is relevant to a web document, the method comprising:

identifying one or more advertisement-related concepts corresponding to the advertising;

identifying one or more document-related concepts for the web document based on a search query history of one or more users who visit the web document;

comparing the one or more advertisement-related concepts to the one or more document-related concepts to determine if a match exists; and

determining that the advertising is relevant to the web document if the match exists.

24. A method of serving to a target web page a relevant advertisement, the method comprising:

receiving a request for an advertising that is relevant to the web document;

analyzing text of the web document to identify one or more document-related concepts corresponding to the web document;

determining advertisings that are associated with at least one of the one or more document-related concepts; and

providing at least one of the associated advertisings in response to the request.

25. An apparatus for determining if an advertising is relevant to a web document, the apparatus comprising:

means for identifying one or more advertisement-related concepts corresponding to the advertising;

means for analyzing content of the web document to identify one or more document-related concepts for the web document;

means for comparing the one or more advertisement-related concepts to the one or more document-related concepts to determine if a match exists; and

means for determining that the advertising is relevant to the web document if the match exists.

26. A method for determining if an advertising is relevant to a web document, the method comprising:

identifying one or more advertisement-related concepts corresponding to the advertising;

analyzing content of the web document to identify one or more document-related concepts for the web document;

comparing the one or more advertisement-related concepts to the one or more document-related concepts to determine if a match exists; and

determining that the advertising is relevant to the web document if the match exists.

27. An apparatus for determining if an advertising is relevant to a web document, the apparatus comprising:

at least one memory having program instructions, and

at least one processor configured to execute the program instructions to perform operations of;

identifying one or more advertisement-related concepts corresponding to the advertising;

analyzing content of the web document to identify one or more document-related concepts for the web document;

comparing the one or more advertisement-related concepts to the one or more document-related concepts to determine if a match exists; and

determining that the advertising is relevant to the web document if the match exists.