System & Method of Delivering Content Based Advertising

• US 20070124425A1
• Filed: 11/30/2006
• Published: 05/31/2007
• Est. Priority Date: 11/30/2005
• Status: Active Grant

• Current Assignee: John Nicholas and Kristin Gross Trust U/A/D April 13 2010
• Original Assignee: John Nicholas and Kristin Gross Trust U/A/D April 13 2010
• Inventors: GROSS, JOHN
• Granted Patent: US 8,924,558 B2
• Time in Patent Office: Days
• US Class Current: 709/217
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A system and method is disclosed for presenting relevant advertising to user search queries. The ads are based on content which is derived from a set of documents/pages from websites forming a collective.

Claims

1. A method of identifying appropriate electronic advertising information for a search engine comprising:

forming a website collective whose members include a plurality of different websites characterized by a common parameter including at least one of a common content topic and/or a common contractual arrangement;

compiling content taken from webpages in the website collective to generate a synthetic document representing aggregated content from said different websites, identifying an advertisement to be associated with said aggregated content by comparing content of said advertisement and said synthetic document.

2. The method of claim 1, further including a step performing a search to identify a candidate set of members associated with said common content topic to include in said website collective.

3. The method of claim 1, further including a step:

causing owners and/or operators of said plurality of different websites to confirm their assent to said contractual arrangement as a precondition for inclusion in said website collective.

4. The method of claim 1 further including a step:

presenting said advertisement within a search interface when any one or more of said plurality of different websites is present within an organic search results listing.

5. The method of claim 4 further including a step:

providing a consideration to said website collective in response to a follow up action taken on said advertisement, including a click-through within a search interface.

6. The method of claim 5 wherein said consideration is shared by said members.

7. The method of claim 6 wherein said consideration is shared by members in accordance with a benchmark which is correlated to a quantity and/or quality of content provided by said members.

8. The method of claim 1 wherein said members include web logs (blogs).

9. The method of claim 1 wherein said members include providers of Really Simple Syndication (RSS) feeds.

10. The method of claim 2, further including a step:

reviewing and accepting new members to said website collective based on evaluating content of their respective websites.

11. The method of claim 1, wherein an index used by a search engine to provide responsive advertisements includes synthetic documents from a plurality of separate website collectives.

12. The method of claim 1, wherein said synthetic document for said website collective is updated in response to content changes at said member websites.

13. The method of claim 1, further including a step:

measuring a performance of said advertisement based at least in part on user interaction with said advertisement.

14. The method of claim 1, further including a step:

measuring a performance of said website collective based at least in part on user interaction with said advertisement.

15. The method of claim 1, wherein a set of advertisements associated with a particular website collective is tested to determine a performance and/or ranking for individual ones of said advertisements.

16. A method of presenting advertising information within an electronic interface comprising:

identifying search results corresponding to a search query;

wherein said search results include references to one or more electronic documents from one or more webpages which are members of a website collective;

using a synthesized page derived from the one or more electronic documents to identify a set of one or more topics associated with an aggregated content of said website collective;

presenting one or more advertisements within an electronic interface which is/are relevant to the set of one or more topics.

17. The method of claim 16, wherein said aggregated content is based on a term vector computed across documents taken from members of said website collective.

18. The method of claim 16, wherein an index used by a search engine to provide responsive advertisements includes synthetic documents from a plurality of separate website collectives.

19. A system for identifying electronic advertising, the system comprising:

one or more software modules executing on a first computing device, said software modules being configured to;

form a website collective whose members include a plurality of different websites characterized by a common parameter including at least one of a common content topic and/or a common contractual arrangement;

compile content taken from webpages in the website collective to generate a synthetic document representing aggregated content from said different websites; and

identify an advertisement to be associated with said aggregated content by comparing content of said advertisement and said synthetic document.

20. A system for presenting advertising information within an electronic interface comprising:

one or more software modules executing on a first computing device, said software modules being configured to;

identify search results corresponding to a search query;

wherein said search results include references to one or more electronic documents from one or more webpages which are members of a website collective;

use a synthesized page derived from the one or more electronic documents to identify a set of one or more topics associated with an aggregated content of said website collective;

present one or more advertisements within an electronic interface which is/are relevant to the set of one or more topics.