RENDERING ADVERTISEMENTS WITH DOCUMENTS HAVING ONE OR MORE TOPICS USING USER TOPIC INTEREST INFORMATION

• US 20120072291A1
• Filed: 11/29/2011
• Published: 03/22/2012
• Est. Priority Date: 06/30/2003
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Bharat, Krishna
• Granted Patent: US 8,296,285 B2
• Time in Patent Office: Days
• US Class Current: 705/14.66
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: H04L 12/1859 adapted to provide push services, e.g. data channels
• CPC Class Codes: H04L 51/52 for supporting social networking services
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching
• CPC Class Codes: Y10S 707/99934 Query formulation, input preparation, or translation
• CPC Class Codes: Y10S 707/99935 Query augmenting and refining, e.g. inexact access
• CPC Class Codes: Y10S 707/99936 Pattern matching access

Abstract

Ambiguities with respect to a user topic interest may be resolved so that useful topic-relevant ads can be presented. Such ambiguities may be resolved by monitoring user behavior, determining a user topic interest (e.g., from a plurality of different candidate topics) based on the monitored behavior, and serving ads relevant to the determined user topic interest.

Claims

1. A computer-implemented method comprising:

a) determining, by a computer system including at least one computer on a network, a topic for each of a plurality of document regions of a document, wherein the plurality of document regions are intrinsic to the document;

b) determining, by the computer system, a topic that a user is interested in, from among the plurality of determined topics, using at least monitored actions of the user with respect to at least one of the regions of the document;

c) adjusting, by the computer system, scores of candidate advertisements using at least the determined topic that the user is interested in, wherein an amount by which the score of a candidate advertisement is adjusted is greater for a first type of monitored action of the user with respect to at least one of the regions of the document than a second type of monitored action of the user with respect to at least one of the regions of the document; and

d) controlling, by the computer system, serving of at least some of the candidate advertisements in association with the document using the adjusted scores of the at least some of the candidate advertisements.

2. A computer-implemented method comprising:

a) monitoring, by a computer system including at least one computer on a network, actions of a user with respect to a document including a plurality of regions associated with a plurality of topics, wherein the plurality of document

b) determining, by the computer system, a region of the document that the user is interested in using at least the monitored actions of the user;

c) determining, by the computer system, the topic associated with the determined region;

d) determining, by the computer system, scores of candidate advertisements using at least the determined topic; and

e) controlling, by the computer system, serving of at least some of the candidate advertisements in association with the document using the adjusted scores of the at least some of the candidate advertisements.

3. Apparatus comprising:

a) one or more processors; and

b) one or more storage devices storing program instructions which, when executed by the one or more processors, cause the one or more processors to perform a method including

1) determining a topic for each of a plurality of document regions of a document, wherein the plurality of document regions are intrinsic to the document,

2) determining a topic that a user is interested in, from among the plurality of determined topics, using at least monitored actions of the user with respect to at least one of the regions of the document,

3) adjusting scores of candidate advertisements using at least the determined topic that the user is interested in, wherein an amount by which the score of a candidate advertisement is adjusted is greater for a first type of monitored action of the user with respect to at least one of the regions of the document than a second type of monitored action of the user with respect to at least one of the regions of the document; and

4) controlling serving of at least some of the candidate advertisements in association with the document using the adjusted scores of the at least some of the candidate advertisements.