Method For Matching Electronic Advertisements To Surrounding Context Based On Their Advertisement Content

• US 20120109758A1
• Filed: 10/24/2011
• Published: 05/03/2012
• Est. Priority Date: 07/16/2007
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Oath Inc. (Verizon Communications Inc.)
• Inventors: Murdock, Vanessa, Plachouras, Vassilis, Ciaramita, Massimiliano
• Application Number:
  US13/280,111
• Publication Number:
  US 20120109758A1
• Time in Patent Office: Days
• US Class Current: 705/14.72
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0276 Advertisement creation

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.

Claims

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.

2. The method as set forth in claim 1, wherein the landing web page comprises a location where a user will land if the user clicks on the online advertisement.

3. The method as set forth in claim 1, wherein each pair of words comprises a multi-word expression.

4. The method as set forth in claim 1, the method further comprising:

screening the online advertisement from an online advertisement pool comprising a plurality of online advertisements to perform an initial assessment of the online advertisement for being displayed on the target web page.

5. The method as set forth in claim 1, wherein the pairs of words from the online advertisement are extracted from a title of the online advertisement.

6. The method as set forth in claim 1, wherein the pairs of words from the online advertisement are extracted from a description of the online advertisement.

7. The method as set forth in claim 1, wherein the pairs of words from the online advertisement are extracted from keywords of the online advertisement.

8. A system, comprising at least one processor and memory, for ranking an online advertisement, the system comprising:

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.

9. The system as set forth in claim 8, wherein the landing web page comprises a location where a user will land if the user clicks on the online advertisement.

10. The system as set forth in claim 8, wherein each pair of words comprises a multi-word expression.

11. The system as set forth in claim 8, the system further comprising a module for screening the online advertisement from an online advertisement pool comprising a plurality of online advertisements to perform an initial assessment of the online advertisement for being displayed on the target web page.

12. The system as set forth in claim 8, wherein the pairs of words from the online advertisement are extracted from a title of the online advertisement.

13. The system as set forth in claim 8, wherein the pairs of words from the online advertisement are extracted from a description of the online advertisement.

14. The system as set forth in claim 8, wherein the pairs of words from the online advertisement are extracted from keywords of the online advertisement.

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:

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.

16. The non-transitory computer readable medium as set forth in claim 15, wherein the landing web page comprises a location where a user will land if the user clicks on the online advertisement.

17. The non-transitory computer readable medium as set forth in claim 15, wherein each pair of words comprises a multi-word expression.

18. The non-transitory computer readable medium as set forth in claim 15, wherein the steps further comprise:

screening the online advertisement from an online advertisement pool comprising a plurality of online advertisements to perform an initial assessment of the online advertisement for being displayed on the target web page.

19. The non-transitory computer readable medium as set forth in claim 15, wherein the pairs of words from the online advertisement are extracted from a title of the online advertisement.

20. The non-transitory computer readable medium as set forth in claim 15, wherein the pairs of words from the online advertisement are extracted from a description of the online advertisement.