CONTENT IDENTIFICATION EXPANSION

• US 20080183660A1
• Filed: 01/30/2007
• Published: 07/31/2008
• Est. Priority Date: 01/30/2007
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Szulczewski, Piotr
• Granted Patent: US 7,657,514 B2
• Time in Patent Office: Days
• US Class Current: 707/2
• CPC Class Codes: G06F 16/40 of multimedia data, e.g. slideshows comprising image and additional audio data retrieval of still image data G06F16/50; retrieval of audio data G06F16/60; retrieval of video data G06F16/70
• CPC Class Codes: G06F 16/48 Retrieval characterised by using metadata, e.g. metadata not derived from the content or metadata generated manually
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 40/04 Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching

Abstract

Content of a first type, such as web pages, are identified in response to a query. One or more correlated entities are identified based on the content of the first type. Content of a second type, such as advertisements, are identified based on the one or more of the correlated entities.

Claims

1. A method, comprising:

identifying content of a first type responsive to a query;

identifying one or more correlated entities based on the content of the first type; and

identifying content on a second type based on one or more of the correlated entities.

2. The method of claim 1, wherein:

the content of the first type comprises a web document; and

the content of the second type comprises an advertisement.

3. The method of claim 1, wherein:

the correlated entities comprises multi-word expressions.

4. The method of claim 1, wherein:

ranking the correlated entities according to one or more metrics.

5. The method of claim 4, wherein:

ranking the correlated entities according to one or more metrics comprises ranking the correlated entities based on a frequency of occurrence in the content of the first type.

6. The method of claim 4, wherein:

ranking the correlated entities according to one or more metrics comprises ranking the correlated entities based on locations of the correlated entities in the content of the first type.

7. The method of claim 4, wherein:

ranking the correlated entities according to one or more metrics comprises ranking the correlated entities based on a relevance measure between each content of the first type and the query.

8. The method of claim 1, wherein:

p1 identifying content of a second type based on one or more of the correlated entities comprises;

identifying content of the second type responsive to the query; and

filtering the content of the second type based on one or more of the correlated entities.

9. The method of claim 1, wherein:

identifying content of the second type based on the query;

determining if the identified content exceeds a threshold; and

identifying one or more correlated entities based on the content of the first type and identifying content of a second type based on one or more of the correlated entities only if the identified content does not exceed the threshold.

10. The method of claim 1, wherein:

determining a relevance measure between the query and the content of the second type; and

presenting the content of the second type if the relevance measure exceeds a threshold.

11. A method, comprising:

selecting one or more keywords;

generating one or more queries based on the one or more keywords;

identifying content of a first type responsive to the one or more queries;

identifying one or more correlated entities based on the content of the first type; and

associating the one or more keywords with the correlated entities.

12. The method of claim 11, wherein:

identifying content of a second type based on one or more of the correlated entities.

13. The method of claim 12, comprising:

the content of the first type comprises a web document; and

the content of the second type comprises an advertisement.

16. The method of claim 11, wherein:

the correlated entities comprise multi-word expressions.

17. The method of claim 12, comprising:

ranking the correlated entities according to one or more metrics.

18. The method of claim 17, wherein:

ranking the correlated entities according to one or more metrics comprises ranking the correlated entities based on a frequency of occurrence in the content of the first type.

19. The method of claim 17, wherein:

ranking the correlated entities according to one or more metrics comprises ranking the correlated entities based on locations of the correlated entities in the content of the first type.

14. The method 13, comprising:

auctioning the correlated entities as keywords.

15. The method of claim 14, comprising:

offering to sell the correlated entities for use during an exclusive term.

20. A system, comprising:

means for identifying content of a first type responsive to a query;

means for identifying one or more correlated entities based on the content of the first type; and

means for identifying content of a second type based on one or more of the correlated entities.