USING CONCEPTS FOR AD TARGETING
First Claim
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1. A computer-implemented method comprising:
- a) determining, by an ad serving system including at least one computer on a network, at least one candidate concept of an ad accepted from an advertiser, each of the at least one candidate concepts determined having an ad concept score;
b) presenting, by the ad serving system, the determined at least one candidate concept of the ad to the advertiser;
c) accepting, by the ad serving system, feedback from the advertiser to the presented at least one candidate concept;
d) adjusting, by the ad serving system, the ad concept score associated with the at least one candidate concept using the accepted advertiser feedback;
e) storing, by the ad serving system, the adjusted ad concept score in association with the at least one candidate concept and in association with the ad;
f) determining, by the ad serving system, at least one request concept associated with a received user request, each of the at least one request concepts having an associated request concept score;
g) determining, by the ad serving system, a similarity score between the ad and the received user request using, at least, the at least one candidate concept of the ad and its adjusted ad concept score in combination with the at least one request concept and its request concept score; and
h) controlling, by the ad serving system, serving of the ad using at least the determined similarity score.
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Abstract
Concept similarity may be used to help resolve ambiguities with respect to ads served using, at least, keyword targeting. More specifically, concept similarity may be used to help determine ad relevancy and/or ad scores.
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Citations
17 Claims
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1. A computer-implemented method comprising:
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a) determining, by an ad serving system including at least one computer on a network, at least one candidate concept of an ad accepted from an advertiser, each of the at least one candidate concepts determined having an ad concept score; b) presenting, by the ad serving system, the determined at least one candidate concept of the ad to the advertiser; c) accepting, by the ad serving system, feedback from the advertiser to the presented at least one candidate concept; d) adjusting, by the ad serving system, the ad concept score associated with the at least one candidate concept using the accepted advertiser feedback; e) storing, by the ad serving system, the adjusted ad concept score in association with the at least one candidate concept and in association with the ad; f) determining, by the ad serving system, at least one request concept associated with a received user request, each of the at least one request concepts having an associated request concept score; g) determining, by the ad serving system, a similarity score between the ad and the received user request using, at least, the at least one candidate concept of the ad and its adjusted ad concept score in combination with the at least one request concept and its request concept score; and h) controlling, by the ad serving system, serving of the ad using at least the determined similarity score. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. A computer-implemented method comprising.
a) determining, by an ad serving system including at least one computer on a network, at least one targeting concept from targeting criteria information associated with an ad, each of the at least one targeting concepts determined having a associated targeting concept score; -
b) adjusting, by the ad serving system, the targeting concept score associated with the at least one targeting concept using at least information from other ads using the same or similar targeting criteria information; c) storing, by the ad serving system, the adjusted targeting concept score in association with the at least one targeting concept and in association with the ad; d) determining, by the ad serving system, at least one request concept associated with a received user request, each of the at least one request concepts having an associated request concept score; e) determining, by the ad serving system, a similarity score between the ad and the received user request using, at least, the determined at least one targeting concept of the ad and its adjusted targeting concept score in combination with the at least one request concept and its request concept score; and f) controlling, by the ad serving system, serving of the ad using at least the determined similarity score. - View Dependent Claims (15)
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16. Apparatus comprising:
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a) at least one processor; b) at least one communications interface; and c) at least one storage device, the storage device storing program instructions which, when executed by the at least one processor, perform a method including; 1) determining at least one candidate concept of an ad accepted from an advertiser, each of the at least one candidate concepts determined having an ad concept score; 2) presenting the determined at least one candidate concept of the ad to the advertiser; 3) accepting feedback from the advertiser to the presented at least one candidate concept; 4) adjusting the ad concept score associated with the at least one candidate concept using the accepted advertiser feedback; 5) storing the adjusted ad concept score in association with the at least one candidate concept and in association with the ad; 6) determining at least one request concept associated with a received user request, each of the at least one request concepts having an associated request concept score; 7) determining a similarity score between the ad and the received user request using, at least, the at least one candidate concept of the ad and its adjusted ad concept score in combination with the at least one request concept and its request concept score; and 8) controlling serving of the ad using at least the determined similarity score.
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17. Apparatus comprising:
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a) at least one processor; b) at least one communications interface; and c) at least one storage device, the storage device storing program instructions which, when executed by the at least one processor, perform a method including; 1) determining at least one targeting concept from targeting criteria information associated with an ad, each of the at least one targeting concepts determined having a associated targeting concept score; 2) adjusting the targeting concept score associated with the at least one targeting concept using at least information from other ads using the same or similar targeting criteria information; 3) storing the adjusted targeting concept score in association with the at least one targeting concept and in association with the ad; 4) determining at least one request concept associated with a received user request, each of the at least one request concepts having an associated request concept score; 5) determining a similarity score between the ad and the received user request using, at least, the determined at least one targeting concept of the ad and its adjusted targeting concept score in combination with the at least one request concept and its request concept score; and 6) controlling serving of the ad using at least the determined similarity score.
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Specification