Just-In-Time Contextual Advertising Techniques

• US 20090024718A1
• Filed: 07/20/2007
• Published: 01/22/2009
• Est. Priority Date: 07/20/2007
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Oath Inc. (Verizon Communications Inc.)
• Inventors: Anagnostopoulos, Aris, Josifovski, Vanja, Gabrilovich, Evgeniy, Broder, Andrei Z., Riedel, Lance
• Application Number:
  US11/781,184
• Publication Number:
  US 20090024718A1
• Time in Patent Office: Days
• US Class Current: 709/218
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A system and method to facilitate real-time matching of content to advertising information in a network are described. A request for advertising information is received over a network, the advertising information to be displayed for a user entity in association with content information within a web page requested by the user entity, the request containing the content information, a web page identifier, and additional data associated with the web page. The content information is further analyzed in real-time to construct a page summary of the web page. The web page identifier and the additional data are further analyzed in real-time to extract at least one keyword relevant to the content information. Finally, the advertising information is determined in real-time based on the page summary and the extracted keywords.

Claims

1. A method comprising:

receiving a request for advertising information over a network, said advertising information to be displayed for a user entity in association with content information within a web page requested by said user entity, said request containing said content information, a web page identifier, and additional data associated with said web page;

analyzing said content information in real-time to construct a page summary of said web page;

analyzing said web page identifier and said additional data in real-time to extract at least one keyword relevant to said content information; and

determining said advertising information in real-time based on said page summary and said at least one extracted keyword.

2. The method according to claim 1, wherein said receiving further comprises:

receiving said request for advertising information from a user entity over said network.

3. The method according to claim 1, wherein said receiving further comprises:

receiving said request for advertising information from a publisher entity over said network.

4. The method according to claim 1, wherein analyzing said content information further comprises:

extracting selected terms and phrases from said content information; and

constructing said page summary based on said terms and phrases.

5. The method according to claim 1, wherein analyzing said web page identifier and said additional data further comprises:

tokenizing said web page identifier to extract at least one keyword relevant to said web page; and

tokenizing a referrer page identifier within said additional data to extract at least one referrer keyword relevant to said content information.

6. The method according to claim 1, wherein said determining further comprises:

classifying said web page and said associated content information into respective content categories within a content database based on said page summary and said at least one keyword.

7. A system comprising:

at least one web server to receive a request for advertising information over a network, said advertising information to be displayed for a user entity in association with content information within a web page requested by said user entity, said request containing said content information, a web page identifier, and additional data associated with said web page; and

a processing and matching platform coupled to said at least one web server to analyze said content information in real-time to construct a page summary of said web page, to analyze said web page identifier and said additional data in real-time to extract at least one keyword relevant to said content information, and to determine in real-time said advertising information based on said page summary and said at least one extracted keyword.

8. The system according to claim 7, wherein said at least one web server further receives said request for advertising information from a user entity over said network.

9. The system according to claim 7, wherein said at least one web server further receives said request for advertising information from a publisher entity over said network.

10. The system according to claim 7, wherein said platform further comprises a page processor to extract selected terms and phrases from said content information and to construct said page summary based on said terms and phrases.

11. The system according to claim 7, wherein said platform further comprises a page processor to tokenize said web page identifier to extract at least one keyword relevant to said web page and to tokenize a referrer page identifier within said additional data to extract at least one referrer keyword relevant to said content information.

12. The system according to claim 7, wherein said platform further comprises a page classifier to classify said web page and said associated content information into respective content categories within a content database based on said page summary and said at least one keyword.

13. A computer readable medium containing executable instructions, which, when executed in a processing system, cause said system to perform a method comprising:

receiving a request for advertising information over a network, said advertising information to be displayed for a user entity in association with content information within a web page requested by said user entity, said request containing said content information, a web page identifier, and additional data associated with said web page;

analyzing said content information in real-time to construct a page summary of said web page;

analyzing said web page identifier and said additional data in real-time to extract at least one keyword relevant to said content information; and

determining said advertising information in real-time based on said page summary and said at least one extracted keyword.

14. The computer readable medium according to claim 13, wherein said receiving further comprises:

receiving said request for advertising information from a user entity over said network.

15. The computer readable medium according to claim 13, wherein said receiving further comprises:

receiving said request for advertising information from a publisher entity over said network.

16. The computer readable medium according to claim 13, wherein analyzing said content information further comprises:

extracting selected terms and phrases from said content information; and

constructing said page summary based on said terms and phrases.

17. The computer readable medium according to claim 13, wherein analyzing said web page identifier and said additional data further comprises:

tokenizing said web page identifier to extract at least one keyword relevant to said web page; and

tokenizing a referrer page identifier within said additional data to extract at least one referrer keyword relevant to said content information.

18. The computer readable medium according to claim 13, wherein said determining further comprises:

classifying said web page and said associated content information into respective content categories within a content database based on said page summary and said at least one keyword.