Method and system of bidding for advertisement placement on computing devices

• US 20060242017A1
• Filed: 03/09/2006
• Published: 10/26/2006
• Est. Priority Date: 03/09/2005
• Status: Abandoned Application

• Current Assignee: HERE Global B.V. (Nokia Corporation)
• Original Assignee: Medio Systems, Inc. (Nokia Corporation)
• Inventors: Libes, Michael, Lent, Brian
• Application Number:
  US11/372,904
• Publication Number:
  US 20060242017A1
• Time in Patent Office: Days
• US Class Current: 705/14.540
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/9538 Presentation of query results
• CPC Class Codes: G06Q 10/10 Office automation; Time management
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching

Abstract

A computer system and method for processing a search query directed to a collection of pages includes receiving a search query of a user, identifying one or more result pages from the collection of pages in response to the search query, comparing keywords of the search query and a concept hierarchy of the result pages and user features against a set of bids for keywords, concepts, and user features that are submitted by advertisers to identify matching bids. A winning bid is selected from among the matching bids. The winning bid corresponds to an advertiser who may specify a sponsored link or sponsored page that is offered to the user in response to the search query.

Claims

1. A computer method of processing a search query, the method comprising:

receiving a search query of a user that is directed to a collection of pages;

identifying one or more result pages from the collection of pages in response to the search query;

comparing keywords of the search query and a concept hierarchy of the result pages and user features against a set of bids for keywords, concepts, and user features submitted by advertisers to identify matching bids;

selecting a winning bid from among the matching bids.

2. A computer method as defined claim 1, wherein comparing user features against a set of bids include user features comprising automatic and self-reported user characteristics.

3. A computer method as defined in claim 2, wherein the user features include user profile.

4. A computer method as defined in claim 2, wherein the user features include user geographic location.

5. A computer method as defined in claim 1, wherein the set of bids submitted by advertisers includes logical combinations of the keywords, concepts, and user features.

6. A computer system that processes a search query, the system comprising:

a network interface for communicating with a network through which access to collections of pages is obtained;

a processor that receives the search query of a user for identifying one or more result pages in the collections that are responsive to the search query, compares keywords of the search query and a concept hierarchy of the result pages and user features against a set of bids for keywords, concepts, and user features submitted by advertisers to identify matching bids, and selects a winning bid from among the matching bids.

7. A computer system as defined claim 6, wherein the computer system compares user features against a set of bids include user features comprising automatic and self-reported user characteristics.

8. A computer system as defined in claim 7, wherein the user features include user profile.

9. A computer system as defined in claim 7, wherein the user features include user geographic location.

10. A computer system as defined in claim 6, wherein the set of bids submitted by advertisers includes logical combinations of the keywords, concepts, and user features.

11. A program product for use in a computer system that executes program steps recorded in a computer-readable media to perform a method for processing a search query, the program product comprising:

a recordable media;

a program of computer-readable instructions executable by the computer system to perform operations comprising;

receiving a search query of a user that is directed to a collection of pages;

identifying one or more result pages from the collection of pages in response to the search query;

comparing keywords of the search query and a concept hierarchy of the result pages and user features against a set of bids for keywords, concepts, and user features submitted by advertisers to identify matching bids;

selecting a winning bid from among the matching bids.

12. A program product as defined claim 11, wherein comparing user features against a set of bids include user features comprising automatic and self-reported user characteristics.

13. A program product as defined in claim 12, wherein the user features include user profile.

14. A program product as defined in claim 12, wherein the user features include user geographic location.

15. A program product as defined in claim 11, wherein the set of bids submitted by advertisers includes logical combinations of the keywords, concepts, and user features.