Serving advertisements based on keywords related to a webpage determined using external metadata
First Claim
1. A system for selecting one or more advertisements to serve to a user requesting a primary webpage, the primary webpage having one or more external neighboring webpages that hyperlink directly or indirectly to the primary webpage, the system comprising:
- a keyword module configured for;
selecting a set of primary webpage keywords representing the primary webpage based, at least in part, on external information from one or more neighboring webpages; and
an advertisement selection module configured for;
selecting one or more advertisements to serve to the user based on the set of primary webpage keywords.
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Abstract
Methods and apparatus for selecting advertisements to display to a user requesting a primary webpage is provided. Keywords related to the primary webpage are determined using internal information of the primary webpage and/or external information provided in neighboring webpages. The external information may include anchor text metadata of hyperlinks on neighboring webpages that link to the primary webpage or include the number of such hyperlinks having a same particular anchor text. Other internal and/or external information may be used to determine a list of keywords related to the primary webpage. One or more of keywords on the list are selected to represent the primary webpage according to one or more objectives. One or more advertisements are selected to be served to the user using the selected keywords. Machine learning techniques may be used to develop a model that automatedly determines keywords representing a webpage.
77 Citations
22 Claims
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1. A system for selecting one or more advertisements to serve to a user requesting a primary webpage, the primary webpage having one or more external neighboring webpages that hyperlink directly or indirectly to the primary webpage, the system comprising:
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a keyword module configured for; selecting a set of primary webpage keywords representing the primary webpage based, at least in part, on external information from one or more neighboring webpages; and an advertisement selection module configured for; selecting one or more advertisements to serve to the user based on the set of primary webpage keywords. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12)
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13. A computer-implemented method for selecting one or more advertisements to serve to a client system requesting a primary webpage through a network, the primary webpage having one or more external neighboring webpages that hyperlink directly or indirectly to the primary webpage, the method comprising:
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selecting a set of primary webpage keywords representing the primary webpage based, at least in part, on external information from one or more neighboring webpages; selecting one or more advertisements to serve to the client system based on the set of primary webpage keywords; and sending the primary webpage and the one or more advertisements to the client system through the network. - View Dependent Claims (14, 15, 16, 17, 18, 19, 20, 21, 22)
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Specification