METHOD AND SYSTEM FOR CREATING ADVERTISEMENT-LIST BY VALUE DISTRIBUTION

• US 20070244755A1
• Filed: 03/27/2007
• Published: 10/18/2007
• Est. Priority Date: 03/28/2006
• Status: Abandoned Application

• Current Assignee: Naver Corporation
• Original Assignee: NHN Corporation
• Inventors: Do, Gwan-Pyo
• Application Number:
  US11/691,563
• Publication Number:
  US 20070244755A1
• Time in Patent Office: Days
• US Class Current: 705/14.540
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A method and system for creating an advertising system according to a value distribution, which can determine a degree of relatedness between advertising information and a content page by utilizing various types of point values, and create an advertising list by utilizing more related advertising information, is provided. According to the present invention, there is provided a method and system for creating an advertising list according to a value distribution, which can extract advertising information for contextual advertising and determine a location of each of the extracted advertising information in the advertising list by considering various types of point values, and thereby can retrieve advertising information, which is optimal for a content of a content page, and create the advertising list including the retrieved optimal advertising information.

Claims

1. A method of creating an advertising list according to a value distribution, the method comprising the steps of:

identifying at least one text-in-keyword from a content page;

searching a database for advertising information corresponding to the identified text-in-keyword;

retrieving the searched advertising information;

assigning a first value to each of the retrieved advertising information;

extracting a predetermined number of advertising information from the database by referring to the assigned first value;

assigning a second value to each of the extracted advertising information; and

creating an advertising list where the predetermined number of advertising information is sorted according to a combined value of the first value and the second value.

2. The method of claim 1, wherein the first value corresponds to an advertising point value which is determined by applying a predetermined weight when a keyword stored in the database corresponding to the retrieved advertising information is substantially identical to the text-in-keyword.

3. The method of claim 2, wherein the step of assigning the first value comprises the steps of:

determining whether the keyword stored in the database corresponding to the retrieved advertising information is substantially identical to a keyword selected by an advertiser is less than or equal to a predetermined frequency; and

applying the predetermined weight to increase the advertising point value by referring to the predetermined frequency when the keyword stored in the database corresponding to the retrieved advertising information is substantially identical to the keyword selected by the advertiser is less than or equal to the predetermined frequency.

4. The method of claim 2, wherein the step of assigning the first value comprises the steps of:

determining whether the keyword stored in the database corresponding to the retrieved advertising information has a length greater than or equal to a predetermined length; and

applying the predetermined weight to increase the advertising point value by referring to the predetermined length when the keyword stored in the database corresponding to the retrieved advertising information has a length greater than or equal to the predetermined length.

5. The method of claim 2, wherein the step of assigning the first value comprises the steps of:

counting a number of times that the keyword stored in the database corresponding to the retrieved advertising information is included in the content page; and

applying the predetermined weight to increase the advertising point value in proportion to the counted number of times.

6. The method of claim 2, wherein the step of assigning the first value comprises the steps of:

determining whether the keyword stored in the database corresponding to the retrieved advertising information is included in description information of the advertising information; and

applying the predetermined weight to increase the advertising point value when the keyword stored in the database corresponding to the retrieved advertising information is included in the description information of the advertising information.

7. The method of claim 1, further comprising the step of:

creating reliability information about a keyword group, the reliability information being determined by degree of matching between the identified text-in-keyword and a keyword of the keyword group,

wherein the first value corresponds to a seed point value which determines a point value in proportion to the reliability information.

8. The method of claim 1, wherein the second value corresponds to a description point value which is determined by applying a predetermined weight when the identified text-in-keyword is included in description information of the extracted advertising information.

9. The method of claim 1, further comprising the step of:

counting a frequency of appearance with respect to each of the keywords included in description information of the extracted predetermined number of advertising information,

wherein the second value corresponds to a feedback point value which determines a point value by referring to the counted frequency of appearance.

10. The method of claim 1, wherein the identification process 1) creates the content page in response to a search request from a user, and 2) identifies a keyword, as the text-in-keyword, from keywords included in the created content page, the keyword matching the same keyword stored in the database.

11. The method of claim 10, further comprising the step of:

displaying the created advertising list and the content page for the user.

12. A computer-readable recording medium storing a program for implementing the method recited in claim 1.

13. A system for creating an advertising list according to a value distribution, the system comprising:

an information search component configured for identifying a text-in-keyword from a content page and for searching a database for advertising information corresponding to the identified text-in-keyword;

a candidate target extractor configured for extracting a predetermined number of advertising information from the database by referring to a first value, the first value being assigned to each of the retrieved advertising information by a point assignment component; and

a list creator configured for creating the advertising list where the predetermined number of advertising information is sorted according to a combined value of the first value and a second value, the second value being assigned to each of the extracted predetermined number of advertising information by the point assignment component.

14. The system of claim 13, wherein the point assignment component assigns an advertising point value, as the first value, which is determined by applying a predetermined weight when a keyword stored in the database corresponding to the retrieved advertising information is substantially identical to the text-in-keyword.

15. The system of claim 14, wherein the point assignment component applies the predetermined weight to increase the advertising point value by referring to a predetermined frequency when the keyword stored in the database corresponding to the retrieved advertising information is identical to the keyword selected by the advertiser less than or equal to the predetermined frequency.

16. The system of claim 14, wherein the point assignment component applies the predetermined weight to increase the advertising point value by referring to a predetermined length when the keyword stored in the database corresponding to the retrieved advertising information has the length greater than or equal to the predetermined length.

17. The system of claim 14, wherein the point assignment component counts a number of times that the keyword stored in the database corresponding to the retrieved advertising information is included in the content page, and applies the predetermined weight to increase the advertising point value in proportion to the counted number of times.

18. The system of claim 13, further comprising:

a seed determination component creating reliability information about a keyword group, the reliability information being determined by degree of matching between the identified text-in-keyword and a keyword of the keyword group,

wherein the point assignment component assigns a seed point value as the first value, the seed point value determining the point value in proportion to the reliability information.

19. The system of claim 13, wherein the point assignment component assigns a description point value, as the second value, which is determined by applying a predetermined weight when the identified text-in-keyword is included in description information of the extracted advertising information.

20. The system of claim 13, further comprising:

a frequency counter configured for counting a frequency of appearance with respect to each of keywords included in description information of the extracted predetermined number of advertising information,

wherein the point assignment component assigns a feedback point value as the second value, the feedback point value determining the size of a point by referring to the counted frequency of appearance.