AD RETRIEVAL FOR USER SEARCH ON SOCIAL NETWORK SITES

• US 20090204598A1
• Filed: 02/08/2008
• Published: 08/13/2009
• Est. Priority Date: 02/08/2008
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Lee, Philip, Crane, Andrew S., Shen, Dou
• Granted Patent: US 8,768,922 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06F 16/9536 Search customisation based on social or collaborative filtering
• CPC Class Codes: G06F 16/9538 Presentation of query results
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

In this invention, systems and methods for providing keywords for advertising are provided. After a user searches for another user in a social network, the webpage or blog of the queried user is retrieved, and keywords are extracted from this webpage. The keywords may be extracted from the user'"'"'s profile on the social network (e.g., favorite sports, music artists, etc.), or keywords may be extracted from the text of the webpage (e.g., comments that comprise the blog entries). Once extracted, these keywords may then be used by an advertising system to provide targeted advertisements to the user.

Claims

1. One or more computer storage medium with computer-executable instructions embodied thereon for performing a method for determining keywords used in targeted advertising in a social network, the method comprising:

receiving a search query for a person in a social network, the person having a webpage on the social network associated therewith;

retrieving the webpage of the person on the social network; and

extracting one or more keywords from the webpage.

2. The one or more computer storage medium of claim 1, wherein the search query comprises a name of a user on the social network.

3. The one or more computer storage medium of claim 1, wherein the search query comprises an alias of a user on the social network.

4. The one or more computer storage medium of claim 1, wherein the search query comprises a name of two or more users on the social network.

5. The one or more computer storage medium of claim 4, wherein a first user enters the search query and the first user has a personal social network within the social network, and wherein the queried person is within the personal social network of the first user.

6. The one or more computer storage medium of claim 1, wherein the method further comprises determining a value of the one or more keywords.

7. The one or more computer storage medium of claim 6, wherein the method further comprises providing a presentation of advertisements of advertisers that have bid on the keywords.

8. A computer system for providing targeted advertising in a social network, the computer system comprising:

a search request receiving component configured to receive a search query from a user, wherein the search query includes a person on the social network;

a retrieving component configured to retrieve a webpage associated with the person on the social network; and

a keyword extracting component configured to extract one or more keywords from the webpage associated with the person on the social network.

9. The computer system of claim 8, further comprising an advertising system.

10. The computer system of claim 9, wherein the advertising system comprises a value determining component configured to determine a value for each of the one or more keywords.

11. The computer system of claim 9, further comprising a presenting component configured to provide a presentation of advertisements from the advertising system.

12. The computer system of claim 8, wherein the search request receiving component receives a search request for a name of a person within the social network.

13. The computer system of claim 8, wherein the search request receiving component receives a search request for an alias of a person within the social network.

14. The computer system of claim 12, wherein the search request receiving component receives a search request that corresponds to two or more persons within the social network, and the retrieved webpage is associated with the one of the two or more persons that is more closely connected to the first user.

15. One or more computer storage medium with computer-executable instructions embodied thereon for performing a method for providing targeted advertising on a social network, the method comprising:

receiving a search query, where the search query is associated with a person in a social network, the person having a webpage on the social network associated therewith, and the webpage having information associated therewith;

retrieving the webpage of the person on the social network;

extracting one or more keywords from the information associated with the webpage;

determining a value of the one or more keywords using an advertising system, wherein advertisers bid on the value of the one or more keywords; and

providing for the presentation of advertisements of the advertisers.

16. The one or more computer storage medium of claim 15, wherein the search query is inputted by a first user on the social network.

17. The one or more computer storage medium of claim 16, wherein the search query is associated with two or more persons on the social network, wherein the retrieved webpage is the webpage of the one of the two or more persons that is more closely relating to the first user on the social network.

18. The one or more computer storage medium of claim 15, wherein the search query comprises an alias for the person on the social network.

19. The one or more computer storage medium of claim 15, wherein the information associated with the webpage includes a profile of the person on the social network.

20. The one or more computer storage medium of claim 15, wherein the information associated with the webpage includes the text of the webpage of the person on the social network.