SEMANTIC ADVERTISING SELECTION FROM LATERAL CONCEPTS AND TOPICS
First Claim
1. One or more computer-readable media storing computer-usable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method comprising:
- receiving a search query or an indication of a web page;
identifying one or more lateral concepts based on content identified as being relevant to the search query or content of the web page, wherein each lateral concept is identified as a candidate phrase for advertisement selection purposes;
identifying one or more topics based on the search query or the content of the web page, wherein each topic is identified as a candidate phrase for advertisement selection purposes;
selecting one or more phrases from the identified candidate phrases;
querying an advertisement inventory using the one or more selected phrases to select one or more advertisements; and
providing the one or more advertisements for presentation to a user.
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Accused Products
Abstract
Advertisements are selected for presentation on search result pages and web pages based on phrases generated from lateral concepts and topics identified for the search result pages and web pages. A search query or an indication of a web page is received for which advertisements are to be provided. Lateral concepts and topics are identified based on the search query or content of the web page. The lateral concepts and topics are used as phrases for selecting advertisements from an advertisement inventory. Selected advertisements are provided for presentation on a search results page in response to a search query or on a web page initially identified.
114 Citations
20 Claims
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1. One or more computer-readable media storing computer-usable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method comprising:
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receiving a search query or an indication of a web page; identifying one or more lateral concepts based on content identified as being relevant to the search query or content of the web page, wherein each lateral concept is identified as a candidate phrase for advertisement selection purposes; identifying one or more topics based on the search query or the content of the web page, wherein each topic is identified as a candidate phrase for advertisement selection purposes; selecting one or more phrases from the identified candidate phrases; querying an advertisement inventory using the one or more selected phrases to select one or more advertisements; and providing the one or more advertisements for presentation to a user. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. A computer system including one or more processors and one or more computer-readable media configured to select and deliver advertisements, the computer system including:
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a phrase generator to generate candidate phrases based on a search query or identified web page, wherein the phrase generator includes a lateral concept generator and a semantic topic engine, wherein the lateral concept generator is configured to select lateral concepts from categories associated with content in storage based on similarity scores for the stored content, wherein the semantic topic engine is configured to identify topics by analyzing the search query or web page with an ontology of topics and with an ontology of partial topics and by generating key-phrase topics, and wherein the lateral concepts and topics are identified as candidate phrases; a phrase selection component configured to select one or more phrases from the candidate phrases; and an advertising delivery system including an advertisement selection component and an advertisement delivery engine, wherein the advertisement selection component is configured to query an advertisement inventory using the one or more phrases to select one or more advertisements, and wherein the advertisement delivery engine is configured to deliver the one or more advertisements for presentation to a user. - View Dependent Claims (15)
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16. One or more computer-readable media storing computer-usable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method comprising:
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receiving a search query; performing a search using the search query to identify content from storage that corresponds with the search query; identifying a plurality of categories associated with the obtained content; selecting a subset of the plurality of identified categories as lateral concepts, wherein the lateral concepts are identified as candidate phrases for advertisement selection; receiving a plurality of documents snippets from the search; identifying a first set of one or more candidate topics by comparing one or more document snippets to an ontology of topics; identifying a second set of one or more candidate topics by comparing one or more document snippets to an ontology of partial topics; identifying a third set of one or more candidate topics by generating key-phrase topics from one or more document snippets; selecting topics from the first, second, and third set of candidate topics as candidate phrases for advertisement selection; selecting one or more phrases from the identified candidate phrases; querying an advertisement inventory using the one or more selected phrases to select one or more advertisements; and providing the one or more advertisements for presentation to a user. - View Dependent Claims (17, 18, 19, 20)
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Specification