Dynamic Modification Of Advertisements Displayed In Response To A Search Engine Query

• US 20080140521A1
• Filed: 12/12/2006
• Published: 06/12/2008
• Est. Priority Date: 12/12/2006
• Status: Active Grant

• Current Assignee: HCL Technologies Limited
• Original Assignee: International Business Machines Corporation
• Inventors: Naick, Indran, Vasudevan, Cheranellore, Jambunathan, Sivakumar
• Granted Patent: US 8,515,809 B2
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A computer implemented method, apparatus, and computer program product for modifying advertisements. A set of keywords is received from a user. A query is performed in a search engine with the set of keywords. A set of websites comprising ranked search results and ranked advertisements is displayed. Responsive to detecting a user input selecting a first website in the set of websites, modifying the ranked advertisements, based on the content of the first website, to form modified advertisements.

Claims

1. A computer implemented method for modifying advertisements, the computer implemented method comprising:

responsive to receiving a set of keywords from a user, performing a query in a search engine with the set of keywords;

responsive to performing the query in the search engine, displaying a set of websites comprising ranked search results and ranked advertisements;

responsive to detecting a user input selecting a first website in the set of websites, modifying the ranked advertisements, based on a content of the first website, to form modified advertisements.

2. The computer implemented method of claim 1, further comprising:

responsive to another user input requesting a search results page, displaying the modified advertisements to form displayed advertisements.

3. The computer implemented method of claim 2, further comprising:

responsive to detecting a user input selecting a second website in the set of websites, modifying the displayed advertisements to form further modified advertisements and displaying the further modified advertisements.

4. The computer implemented method of claim 2, wherein the step of displaying the modified advertisements comprises:

changing an order of the advertisements in the modified advertisements, wherein the order is based on the content of the first website.

5. The computer implemented method of claim 2, wherein the step of displaying the modified advertisements comprises:

adding a new advertisement to the modified advertisements based on the content of the first website.

6. The computer implemented method of claim 2, wherein modifying the advertisements comprises:

removing an advertisement from the displayed advertisements based on the content of the first website.

7. A computer program product comprising a computer usable medium including computer usable program code for modifying advertisements, the computer program product comprising:

responsive to receiving a set of keywords from a user, computer usable code for performing a query in a search engine with the set of keywords;

responsive to performing the query in the search engine, computer usable code for displaying a set of websites comprising ranked search results and ranked advertisements;

responsive to detecting a user input selecting a first website in the set of websites, computer usable code for modifying the ranked advertisements, based on a content of the first website, to form modified advertisements.

8. The computer program product of claim 7, further comprising:

responsive to another user input requesting a search results page, computer usable code for displaying the modified advertisements to form displayed advertisements.

9. The computer program product of claim 8, further comprising:

responsive to detecting a user input selecting a second website in the set of websites, computer usable code for modifying the displayed advertisements to form further modified advertisements and computer usable code for displaying the further modified advertisements.

10. The computer program product of claim 8, wherein computer usable code for displaying the modified advertisements comprises:

computer usable code for changing an order of the advertisements in the modified advertisements, wherein the order is based on the content of the first website.

11. The computer program product of claim 8, wherein the computer usable code for displaying the modified advertisements comprises:

computer usable code for adding a new advertisement to the modified advertisements based on the content of the first website.

12. The computer program product of claim 8, wherein the computer usable code for modifying the advertisements comprises:

computer usable code for removing an advertisement from the displayed advertisements based on the content of the first website.

13. A data processing system for modifying advertisements, the data processing system comprising:

a bus;

a storage device connected to the bus, wherein the storage device contains computer usable code;

a communications unit connected to the bus; and

a processing unit connected to the bus for executing the computer usable code, wherein responsive to receiving a set of keywords from a user, the processing unit performs a query in a search engine with the set of keywords, displays a set of websites comprising ranked search results and ranked advertisements, and responsive to detecting a user input selecting a first website in the set of websites, modifies the ranked advertisements, based on a content of the first website, to form modified advertisements.

14. The data processing system of claim 13 wherein the processing unit, responsive to another user input requesting a search results page, further executes the computer usable code to display the modified advertisements to form displayed advertisements.

15. The data processing system of claim 14 wherein the processing unit, responsive to detecting a user input selecting a second website in the set of websites, further executes the computer usable code to modify the displayed advertisements to form further modified advertisements and displays the further modified advertisements.

16. The data processing system of claim 14 wherein the processing unit displays the modified advertisements by changing an order of the advertisements in the modified advertisements, wherein the order is based on the content of the first website.

17. The data processing system of claim 14, wherein the processing unit displays the modified advertisements by adding a new advertisement to the modified advertisements based on the content of the first website.

18. The data processing system of claim 14, wherein processing unit modifies the advertisements by removing an advertisement from the displayed advertisements based on the content of the first website.