SERVING ADVERTISEMENTS BASED ON CONTENT

• US 20100185513A1
• Filed: 03/27/2010
• Published: 07/22/2010
• Est. Priority Date: 09/24/2002
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Cui, Yingwei, Jindal, Deepak, Shivakumar, Narayanan, Dean, Jeffrey A., Buchhcit, Paul, Carobus, Alexander Paul, Anderson, Darrell, Harik, Georges R.
• Granted Patent: US 7,937,405 B2
• Time in Patent Office: Days
• US Class Current: 705/14.490
• CPC Class Codes: G06F 16/24537 of operators
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/9538 Presentation of query results
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: Y10S 707/944 Business related
• CPC Class Codes: Y10S 707/99945 Object-oriented database structure processing
• CPC Class Codes: Y10S 707/99948 Application of database or data structure, e.g. distributed, multimedia, or image

Abstract

Advertisers are permitted to put targeted ads on page on the web (or some other document of any media type). The present invention may do so by (i) obtaining content that includes available spots for ads, (ii) determining ads relevant to content, and/or (iii) combining content with ads determined to be relevant to the content.

Claims

1. A computer-implemented method comprising:

a) accepting a request for content-relevant advertisements for rendering with a document for presentation to a user, the request including a document identifier of the document;

b) responsive to the request and using the document identifier, determining whether or not document information of the document is available locally;

c) when it is determined that the document information of the document is not available locally, performing one of;

(i) using a script to have a content rendering application provide document information of the document,

(ii) retrieving document information of the document immediately, and

(iii) saving the document identifier for later retrieval of document information of the document,

otherwise, when it is determined that the document information of the document is available locally, performing at least one of (i) extracting document relevance information using the document information and (ii) generating document relevance information using the document information; and

d) targeting the serving of content-relevant advertisements to the content of the document, identified by the document identifier, using the document information of the document.

2. The computer-implemented method of claim 1 wherein the document is a Web page and the document identifier is a URL.

3. The computer-implemented method of claim 1 wherein the document information of the document is textual content.

4. The computer-implemented method of claim 1 wherein it is determined that the document information of the document is available locally.

5. The computer-implemented method of claim 1 wherein it is determined that the document information of the document is not available locally and that the document identifier is saved for later retrieval of the document information of the document, the computer-implemented method further comprising,

e) serving at least one of (A) a house advertisement, (B) a blank advertisement, (C) a random advertisement, and (D) a well performing advertisement without regard to its relevance.

6. The computer-implemented method of claim 1, wherein the act of using a script to have a content rendering application provide document information of the document is performed and includes

returning executable instructions for reading document information of the document to the content rendering application;

and

setting, with the content rendering application, a document identifier, to address desired document information of the document.

7. The computer-implemented method of claim 1, wherein the act of using a script to have a content rendering application provide document information of the document is performed and includes

returning a link to executable instructions for reading document information of the document to the content rendering application;

and

setting, with the content rendering application, a document identifier, to address desired document information of the document.

8. The computer-implemented method of claim 1 wherein it is determined that the document information of the document is not available locally.

9. The computer-implemented method of claim 1 wherein it is determined that the document information of the document is not available locally,

wherein it is determined that the document is hard to crawl, and

wherein that act of using a script to have a content rendering application provide document information of the document is performed.

10. The computer-implemented method of claim 1 wherein it is determined that the document information of the document is not available locally,

wherein it is determined that both (1) the document is not hard to crawl and (2) the content-relevant ad server is configured to be non-blocking, and

wherein the act of retrieving the document information of the document immediately is performed.

11. The computer-implemented method of claim 1 wherein it is determined that the document information of the document is not available locally,

wherein it is determined that both (1) the document is not hard to crawl and (2) the content-relevant ad server is configured to be blocking, and

wherein the act of saving the document identifier for later retrieval is performed.

12. Apparatus comprising:

a) an input for accepting a request for content-relevant advertisements for rendering with a document for presentation to a user, the request including a document identifier of the document;

b) at least one processor; and

c) at least one storage device storing processor executable instructions which, when executed by the at least one processor, perform a method comprising,

determining, responsive to the request and using the document identifier, whether or not document information of the document is available locally;

when it is determined that the document information of the document is not available locally, performing one of;

(i) using a script to have a content rendering application provide document information of the document,

(ii) retrieving the document information of the document immediately, and

(iii) saving the document identifier for later retrieval of document relevance information of the document,

otherwise, when it is determined that the document information of the document is available locally, performing at least one of (i) extracting document relevance information using the document information and (ii) generating document relevance information using the document information; and

targeting the serving of content-relevant advertisements to the content of the document, identified by the document identifier, using the document information of the document.

13. The apparatus of claim 12 wherein the document is a Web page and the document identifier is a URL.

14. The apparatus of claim 12 wherein the document information of the document is textual content.

15. The apparatus of claim 12 wherein it is determined that the document information is available locally.

16. The apparatus of claim 12 wherein it is determined that the document information of the document is not available locally and that the document identifier is saved for later retrieval of the document information of the document, and wherein the method further comprises serving at least one of (A) a house advertisement, (B) a blank advertisement, (C) a random advertisement, and (D) a well performing advertisement without regard to its relevance information.

17. The apparatus of claim 12 wherein it is determined that the document information of the document is not available locally.

18. The apparatus of claim 12 wherein it is determined that the document information of the document is not available locally,

wherein it is determined that the document is hard to crawl, and

wherein that act of using a script to have a content rendering application provide document information of the document is performed.

19. The apparatus of claim 12 wherein it is determined that the document information of the document is not available locally,

wherein it is determined that both (1) the document is not hard to crawl and (2) the content-relevant ad server is configured to be non-blocking, and

wherein the act of retrieving the document information of the document immediately is performed.

20. The apparatus of claim 12 wherein it is determined that the document information of the document is not available locally,

wherein it is determined that both (1) the document is not hard to crawl and (2) the content-relevant ad server is configured to be blocking, and

wherein the act of saving the document identifier for later retrieval is performed.