AUTOMATIC ABSTRACTED CREATIVE GENERATION FROM A WEB SITE

• US 20120030015A1
• Filed: 07/29/2010
• Published: 02/02/2012
• Est. Priority Date: 07/29/2010
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Brunsman, Lawrence J., Rajaraman, Sriram, Deshwal, Priyendra, Wytock, Matthew D., Kates, Sheridan
• Application Number:
  US12/846,540
• Publication Number:
  US 20120030015A1
• Time in Patent Office: Days
• US Class Current: 705/14.49
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

Methods, systems, and apparatus, including computer programs encoded on computer storage media, that are operable to identify a web page that is to be a basis for an advertisement creative; extract content associated with the web page to create an advertisement for serving in response to a request, extracting including abstracting content extracted so that the advertisement is not specifically descriptive of the web page; create a title for the advertisement; combine a body with the title; and combine with the body a uniform resource locator (URL) for a landing page that is to be associated with the advertisement creative.

Claims

1. A method comprising:

identifying a web page that is to be a basis for an advertisement creative;

extracting content associated with the web page to create an advertisement for serving in response to a request, extracting including abstracting content extracted so that the advertisement is not specifically descriptive of the web page;

creating a title for the advertisement;

combining a body with the title; and

combining with the body a uniform resource locator (URL) for a landing page that is to be associated with the advertisement creative.

2. The method of claim 1 where the advertisement is a category advertisement that describes a category of goods or services of which the web page includes at least one specific example.

3. The method of claim 2 where the URL is for a page associated with the category.

4. The method of claim 1 where the advertisement is a parent advertisement that describes a parent page that is at least one level higher in a hierarchy above the web page in a web site hierarchy that includes the web page.

5. The method of claim 4 where the URL is for the parent page.

6. The method of claim 1 where the URL is for the web page.

7. The method of claim 1 where abstracting content extracted includes determining extracted content selected from the group of at least one of a title associated with the web page, a header associated with the web page or emphasized content associated with the web page.

8. The method of claim 7 further comprising abstracting the extracted content.

9. The method of claim 8 wherein abstracting the extracted content further comprises determining a category associated with a specific product or service described by the web page.

10. The method of claim 9 further comprising using the category in determining the title of the advertisement.

11. The method of claim 9 further comprising determining a category page associated with the category and extracting content from the category page for use in creating the advertisement.

12. The method of claim 11 further comprising using content extracted from the category page in creating the title.

13. The method of claim 8 wherein abstracting extracted content further comprises determining a parent associated with the web page.

14. The method of claim 13 further comprising using the parent in determining the title of the advertisement.

15. The method of claim 14 further comprising determining a parent page associated with the parent and extracting content from the parent page for use in creating the advertisement.

16. The method of claim 15 further comprising using content extracted from the parent page in creating the title.

17. The method of claim 1 wherein the request is a query.

18. The method of claim 1 wherein the request is a request for one or more advertisements to be published along with other content on a serving page.

19. The method of claim 1 wherein the body includes two lines and is based on content on the web page.

20. The method of claim 1 wherein the body includes two lines and is generic and not specifically related to the web page.

21. The method of claim 1 wherein extracting includes identifying text that is in a larger font than other text in the web page.

22. The method of claim 1 wherein extracting includes identifying anchors associated with the web page.

23. The method of claim 1 wherein extracting includes identifying bi-grams and/or other n-grams in the extracted content.

24. The method of claim 1 wherein extracting includes:

identifying a title of the web page;

identifying and stripping non-essential material from within the title to create a stripped title;

segmenting the stripped title into known compounds to create an extracted title; and

wherein creating the title for the advertisement creative includes

computing the intersection between the request and the extracted title.

25. The method of claim 24 wherein creating the title for the advertisement further includes:

generating all possible title snippets using a number of algorithmic rules;

scoring the title snippets; and

selecting a best snippet from the scored snippets for use as the advertisement creative title.

26. The method of claim 25 wherein combining a body further includes combining a best title with generic text.

27. The method of claim 26 wherein combining a URL further includes combining a URL for an advertiser associated with the web page and link to a specific page to the body.

28. A method comprising:

identifying a content item from a content source that is to be a basis for an advertisement creative;

extracting content associated with the content item to create an advertisement for serving in response to a request, extracting including abstracting content extracted so that the advertisement is not specifically descriptive of the content item;

creating an advertisement creative title for the advertisement creative based on the request and the extracted content;

combining a body with the advertising creative title; and

combining with the body a uniform resource locator (URL) for a landing page that is to be associated with the advertisement creative.

29. The method of claim 28 where the advertisement is a category advertisement that describes a category of goods or services of which the content item includes at least one specific example.

30. The method of claim 29 where the URL is for a page associated with the category.

31. The method of claim 28 where the advertisement is a parent advertisement that describes a parent content item that is at least one level higher in a hierarchy above the content item in a hierarchy that includes the content item.

32. The method of claim 31 where the URL is for the parent content item.

33. The method of claim 28 where the URL is for the content item.

34. The method of claim 28 where abstracting content extracted includes determining extracted content selected from the group of at least one of a title associated with the content item, a header associated with the content item or emphasized content associated with the content item.

35. The method of claim 34 further comprising abstracting the extracted content.

36. The method of claim 35 wherein abstracting the extracted content further comprises determining a category associated with a specific product or service described by the content item.

37. The method of claim 36 further comprising using the category in determining the title of the advertisement.

38. The method of claim 36 further comprising determining a category page associated with the category and extracting content from the category page for use in creating the advertisement.

39. The method of claim 38 further comprising using content extracted from the category page in creating the title.

40. The method of claim 35 wherein abstracting the extracted content further comprises determining a parent associated with the content item.

41. The method of claim 40 further comprising using the parent in determining the title of the advertisement.

42. The method of claim 41 further comprising determining a parent content item associated with the parent and extracting content from the parent content item for use in creating the advertisement.

43. The method of claim 42 further comprising using content extracted from the parent content item in creating the title.

44. The method of claim 28 wherein the request is a query.

45. The method of claim 28 wherein the request is a request for one or more advertisements to be published along with other content on a serving page.

46. The method of claim 28 wherein the body includes two lines and is based on content included in the content item.

47. The method of claim 28 wherein the body includes two lines and is generic and not specifically related to the content item.

48. The method of claim 28 wherein extracting includes identifying text that is in a larger font than other text in the content item.

49. The method of claim 28 wherein extracting includes identifying anchors associated with the content item.

50. The method of claim 28 wherein extracting includes identifying bi-grams and/or other n-grams in the extracted content.

51. The method of claim 28 wherein extracting includes:

identifying a title of the content item;

identifying and stripping non-essential material from within the title to create a stripped title;

segmenting the stripped title into known compounds to create an extracted title; and

wherein creating the title for the advertisement creative includes

computing the intersection between the request and the extracted title.

52. The method of claim 51 wherein creating the title for the advertisement creative further includes:

generating all possible title snippets using a number of algorithmic rules;

scoring the title snippets; and

selecting a best snippet from the scored snippets for use as the advertisement creative title.

53. The method of claim 52 wherein combining a body further includes combining a best title with generic text.

54. The method of claim 53 wherein combining a URL further includes combining a URL for an advertiser associated with the content item and link to a specific page to the body.