Method For Matching Electronic Advertisements To Surrounding Context Based On Their Advertisement Content
First Claim
1. A method of ranking an online advertisement, the method comprising:
- extracting pairs of words from the online advertisement and a landing web page associated with the online advertisement to create a first grouping of pairs of words from the online advertisement and the landing web page;
extracting pairs of words from content on a target web page associated with the online advertisement to create a second grouping of pairs of words from the content on the target web page;
calculating, using a computer, a content match feature using the first and second grouping of pairs of words, the content match feature comprising correlations between the pairs of words from the first grouping and the pairs of words from the second grouping; and
outputting a relevance score of the online advertisement relative to the content on the target web page by using the content match feature.
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Abstract
A system for selecting electronic advertisements from an advertisement pool to match the surrounding content is disclosed. To select advertisements, the system takes an approach to content match that focuses on capturing subtler linguistic associations between the surrounding content and the content of the advertisement. The system of the present invention implements this goal by means of simple and efficient semantic association measures dealing with lexical collocations such as conventional multi-word expressions like “big brother” or “strong tea”. The semantic association measures are used as features for training a machine learning model. In one embodiment, a ranking SVM (Support Vector Machines) trained to identify advertisements relevant to a particular context. The trained machine learning model can then be used to rank advertisements for a particular context by supplying the machine learning model with the semantic association measures for the advertisements and the surrounding context.
75 Citations
20 Claims
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1. A method of ranking an online advertisement, the method comprising:
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extracting pairs of words from the online advertisement and a landing web page associated with the online advertisement to create a first grouping of pairs of words from the online advertisement and the landing web page; extracting pairs of words from content on a target web page associated with the online advertisement to create a second grouping of pairs of words from the content on the target web page; calculating, using a computer, a content match feature using the first and second grouping of pairs of words, the content match feature comprising correlations between the pairs of words from the first grouping and the pairs of words from the second grouping; and outputting a relevance score of the online advertisement relative to the content on the target web page by using the content match feature. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A system, comprising at least one processor and memory, for ranking an online advertisement, the system comprising:
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a module for extracting pairs of words from the online advertisement and a landing web page associated with the online advertisement to create a first grouping of pairs of words from the online advertisement and the landing web page; a module for extracting pairs of words from content on a target web page associated with the online advertisement to create a second grouping of pairs of words from the content on the target web page; a module for calculating a content match feature using the first and second grouping of pairs of words, the content match feature comprising correlations between the pairs of words from the first grouping and the pairs of words from the second grouping; and a module for outputting a relevance score of the online advertisement relative to the content on the target web page by using the content match feature. - View Dependent Claims (9, 10, 11, 12, 13, 14)
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15. A non-transitory computer readable medium carrying one or more instructions for ranking an online advertisement, wherein the one or more instructions, when executed by one or more processors, causes the one or more processors to perform the steps of:
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extracting pairs of words from the online advertisement and a landing web page associated with the online advertisement to create a first grouping of pairs of words from the online advertisement and the landing web page; extracting pairs of words from content on a target web page associated with the online advertisement to create a second grouping of pairs of words from the content on the target web page; calculating a content match feature using the first and second grouping of pairs of words, the content match feature comprising correlations between the pairs of words from the first grouping and the pairs of words from the second grouping; and outputting a relevance score of the online advertisement relative to the content on the target web page by using the content match feature. - View Dependent Claims (16, 17, 18, 19, 20)
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Specification