System And Method For Providing Topic-Guided Broadening Of Advertising Targets In Social Indexing

• US 20100057577A1
• Filed: 05/05/2009
• Published: 03/04/2010
• Est. Priority Date: 08/28/2008
• Status: Abandoned Application

• Current Assignee: Palo Alto Research Center, Inc. (Xerox Holdings Corp.)
• Original Assignee: Palo Alto Research Center, Inc. (Xerox Holdings Corp.)
• Inventors: Chi, Ed H., Greene, Daniel H., Lee, Lawrence, Stefik, Mark Jeffrey
• Application Number:
  US12/436,060
• Publication Number:
  US 20100057577A1
• Time in Patent Office: Days
• US Class Current: 705/14.730
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]

Abstract

A computer-implemented system and method for providing topic-guided broadening of advertising targets in social indexing is provided. Articles of digital information and one or more social indexes are maintained. Each social index includes topics that each relate to one or more of the articles. A Web page, which includes one or more of the articles, is identified. The one or more topics in at least one of the social indexes related to the one or more articles are determined. A plurality of advertising expressions that are each associated with advertising content for an online advertiser are received. Each of the advertising expressions is successively matched to the one or more topics related to the one or more articles followed by matching words descriptive of the one or more topics.

Claims

1. A computer-implemented system for providing topic-guided broadening of advertising targets in social indexing, comprising:

articles of digital information and one or more social indexes comprising topics that each relate to one or more of the articles; and

a computer comprising a processor and memory within which code for execution by the processor is stored, comprising;

a social indexing module identifying a Web page comprising one or more of the articles and determining the one or more topics in at least one of the social indexes related to the one or more articles; and

an advertisement processing module receiving a plurality of advertising expressions that are each associated with advertising content for an online advertiser, and successively matching each of the advertising expressions to the one or more topics related to the one or more articles followed by matching words descriptive of the one or more topics.

2. A system according to claim 1, wherein the advertising expression is chosen as at least one of the most closely matched advertising expression and the advertising expression that maximize revenue through click-through rate.

3. A system according to claim 2, wherein the topics comprised in the social index are organized in a hierarchy and the click-through rate for the advertising expressions is determined by broadening the scope of the one or more topics through successive levels of the hierarchy.

4. A system according to claim 3, wherein the click-through rate is determined over a plurality of the social indexes and the click-through rate for the advertising expressions is determined by broadening the scope of the one or more topics by aggregating the social indexes, in addition to the successive levels of the hierarchy of each social index.

5. A system according to claim 1, further comprising:

a user interface visually providing the advertising content for the advertising expression chosen on the Web page with the one or more articles.

6. A system according to claim 1, further comprising:

an article selection module selecting each of the articles related to at least one of the one or more topics and related to one or more further topics identified in the social indexes, and adding each word appearing in the articles to the words descriptive for the topic identified.

7. A system according to claim 1, further comprising:

a model builder building a coarse-grained topic model for the topic identified comprising characteristic words comprised in each of the articles related to at least one of the one or more topics and related to one or more further topics identified in the social indexes, and adding each characteristic word to the words descriptive for the topic identified.

8. A system according to claim 7, wherein scores are assigned to the characteristic words and the characteristic words are ranked by their scores, wherein the advertising expression chosen matches the top-ranked characteristic words.

9. A system according to claim 1, further comprising:

a random sampler selecting a random sampling of the articles relating to the topic; and

a scoring module determining frequencies of occurrence of the characteristic words comprised in the articles in the random sampling and in positive training examples, and identifying a ratio of the frequencies of occurrence for the characteristic words comprised in the random sampling and the positive training examples,

wherein the ratios of the characteristic words are included as the scores of the coarse-grained topic models.

10. A system according to claim 9, further comprising:

a monitor monitoring a number of articles comprised in the topics of the social index, and periodically re-determining the frequencies of occurrence of the characteristic words comprised in the articles in the random sampling when the number of articles has changed by a predetermined amount.

11. A system according to claim 9, wherein a sampling of articles matching fine-grained topic models are selected for each topic in lieu of the positive training examples.

12. A system according to claim 1, further comprising:

a bidding module accepting bids for the advertising content, wherein the advertising expression chosen further comprises the top-ranked bid.

13. A system according to claim 12, wherein the bids comprise at least one of cost-per-impression, cost-per-click, and cost-per-conversion, further comprising:

a cost-per-impression module placing the advertising content for each cost-per-impression bid alongside the at least one article;

a cost-per-bid module placing the advertising content for each cost-per-click bid either alongside the at least one article or near the topic identified within the at least one social index; and

a cost-per-conversion module placing the advertising content for each cost-per-conversion bid within view of the at least one article.

14. A computer-implemented method for providing topic-guided broadening of advertising targets in social indexing, comprising:

maintaining articles of digital information and one or more social indexes comprising topics that each relate to one or more of the articles;

identifying a Web page comprising one or more of die articles and determining the one or more topics in at least one of the social indexes related to the one or more articles;

receiving a plurality of advertising expressions that are each associated with advertising content for an online advertiser; and

successively matching each of the advertising expressions to the one or more topics related to the one or more articles followed by matching words descriptive of the one or more topics.

15. A method according to claim 14, further comprising at least one of:

choosing the advertising expression most closely matched; and

choosing the advertising expression that maximize revenue through click-through rate.

16. A method according to claim 15, wherein the topics comprised in the social index are organized in a hierarchy, further comprising at least one of:

determining the click-through rate for the advertising expressions by broadening the scope of the one or more topics through successive levels of the hierarchy.

17. A method according to claim 16, wherein the click-through rate is determined over a plurality of the social indexes, further comprising:

determining the click-through rate for the advertising expressions by broadening the scope of the one or more topics by aggregating the social indexes, in addition to the successive levels of the hierarchy of each social index.

18. A method according to claim 14, further comprising:

providing the advertising content for the advertising expression chosen on the Web page with the one or more articles.

19. A method according to claim 14, further comprising:

selecting each of the articles related to at least one of the one or more topics and related to one or more further topics identified in the social indexes; and

adding each word appearing in the articles to the words descriptive for the topic identified.

20. A method according to claim 14, further comprising:

building a coarse-grained topic model for the topic identified comprising characteristic words comprised in each of the articles related to at least one of the one or more topics and related to one or more further topics identified in the social indexes; and

adding each characteristic word to the words descriptive for the topic identified.

21. A method according to claim 20, further comprising:

assigning scores to the characteristic words and ranking the characteristic words by their scores, wherein the advertising expression chosen matches the top-ranked characteristic words.

22. A method according to claim 14, further comprising:

selecting a random sampling of the articles relating to the topic;

determining frequencies of occurrence of the characteristic words comprised in the articles in the random sampling and in positive training examples;

identifying a ratio of the frequencies of occurrence for the characteristic words comprised in the random sampling and the positive training examples; and

including the ratios of the characteristic words as the scores of the coarse-grained topic models.

23. A method according to claim 22, further comprising:

monitoring a number of articles comprised in the topics of the social index; and

periodically re-determining the frequencies of occurrence of the characteristic words comprised in the articles in the random sampling when the number of articles has changed by a predetermined amount.

24. A method according to claim 22, further comprising:

selecting a sampling of articles matching fine-grained topic models for each topic in lieu of the positive training examples.

25. A method according to claim 14, further comprising:

accepting bids for the advertising content, wherein the advertising expression chosen further comprises the top-ranked bid.

26. A method according to claim 25, wherein the bids comprise at least one of cost-per-impression, cost-per-click, and cost-per-conversion, further comprising:

placing the advertising content for each cost-per-impression bid alongside the at least one article;

placing the advertising content for each cost-per-click bid either alongside the at least one article or near the topic identified within the at least one social index; and

placing the advertising content for each cost-per-conversion bid within view of the at least one article.