SELECTION OF KEYWORD PHRASES FOR PROVIDING CONTEXTUALLY RELEVANT CONTENT TO USERS

• US 20120290407A1
• Filed: 05/22/2012
• Published: 11/15/2012
• Est. Priority Date: 01/19/2007
• Status: Active Grant

• Current Assignee: Tamiras Per Pte Ltd LLC (Intellectual Ventures LLC)
• Original Assignee: Rademacher Processing LLC (Intellectual Ventures LLC)
• Inventors: Hubbard, Sid JA., Stevens, Robin
• Granted Patent: US 8,909,639 B2
• Time in Patent Office: Days
• US Class Current: 705/14.72
• CPC Class Codes: G06F 16/24575 using context
• CPC Class Codes: G06F 16/24578 using ranking
• CPC Class Codes: G06F 16/33 Querying
• CPC Class Codes: G06F 16/338 Presentation of query results
• CPC Class Codes: G06F 3/04842 Selection of displayed objects or displayed text elements G06F3/0482 takes precedence
• CPC Class Codes: G06F 3/04847 Interaction techniques to control parameter settings, e.g. interaction with sliders or dials
• CPC Class Codes: G06F 40/134 Hyperlinking
• CPC Class Codes: G06F 40/289 Phrasal analysis, e.g. finite state techniques or chunking
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 50/01 Social networking

Abstract

A process is described for assessing the suitability of particular keyword phrases for use in serving contextually relevant content for display on pages of network-accessible sites. In one embodiment, the process involves scoring the key phrases based in part on collected user behavioral data, such as view counts of associated social media content items. A process is also disclosed in which selected keyword phrases on a page are transformed into links that can be selected by a user to view bundled content that is related to such keyword phrases.

Claims

1-36. -36. (canceled)

37. A computer-implemented method of assessing the suitability of particular key phrases for use in providing contextually-relevant content to users, the method comprising:

identifying a key phrase that appears in electronic content;

generating a score for the key phrase based at least partly on view counts of social media content items associated with the key phrase, said social media content items being accessible to users on one or more social media sites, said score representing a suitability of the key phrase for selecting contextually relevant content to provide to users who access the electronic content, wherein generating the score comprises assessing, based at least partly on the view counts of social media content items associated with the key phrase, a rate of change in a popularity level of the key phrase;

said method performed by a computer system that comprises one or more computers.

38. The method of claim 37, wherein the method comprises generating the score according to a method that scores the key phrase more favorably while a popularity level of the key phrase is increasing.

39. The method of claim 37, further comprising using the score to determine whether to use the key phrase to select contextually-relevant content to provide to users.

40. The method of claim 37, wherein the social media content items include videos that are available for viewing on at least one social media site.

41. The method of claim 37, wherein the score is additionally based on a frequency of occurrence of the key phrase in a set of peer pages associated with the electronic content, said peer pages including pages of a plurality of sites.

42. The method of claim 37, wherein the score is additionally based on a frequency of use of the key phrase as a tag for tagging social media content items on the one or more social media sites.

43. The method of claim 37, further comprising automatically using the score to determine whether to cause an occurrence of the key phrase in said electronic content to be converted into a selectable element for displaying contextually relevant content.

44. The method of claim 37, further comprising, by said computer system, using the score to determine whether to suggest the key phrase for use in an advertising campaign associated with the electronic content.

45. The method of claim 37, further comprising, by said computer system, outputting the key phrase, with a representation of the score, via a user interface that provides functionality for an operator to select or exclude the key phrase for use in an ad campaign associated with the electronic content.

46. A system for assessing the suitability of key phrases for providing contextually relevant content to users, the system comprising:

a computer system comprising one or more computers, said computer system programmed with executable code modules to at least;

identify a key phrase that appears in electronic content; and

generate a score for the key phrase based at least in part on view counts of social media content items associated with the key phrase, said social media content items being accessible to users of one or more social media services, said score representing a suitability of the key phrase for selecting contextually relevant content to present to users, wherein the computer system is configured to generate the score by a process that comprises assessing, based at least partly on the view counts of social media content items associated with the key phrase, a rate of change in a popularity level associated with the key phrase.

47. The system of claim 46, wherein the computer system is configured to generate the score using a method that scores the key phrase more favorably while a popularity level of the key phrase is increasing.

48. The system of claim 46, wherein the computer system is further configured to use the score to determine whether to use the key phrase for selecting contextually relevant content to present to users.

49. The system of claim 46, wherein the social media content items include videos available for viewing on at least one social media site.

50. The system of claim 46, wherein the computer system is configured to generate the score based additionally on a frequency of occurrence of the key phrase in a set of peer pages associated with the electronic content.

51. The system of claim 46, wherein the computer system is configured to generate the score based additionally on a frequency of use of the key phrase by users as a tag for tagging social media content items.

52. The system of claim 46, wherein the computer system is configured to generate the score based additionally on a frequency of occurrence of the key phrase in social media content of the one or more social media services.

53. The system of claim 46, wherein the computer system is further configured to use the score to determine whether to cause an occurrence of the key phrase to be converted into a user-selectable display element for displaying contextually relevant content.

54. The system of claim 46, wherein the computer system is further configured to use the score to determine whether to suggest the key phrase for use in an advertising campaign associated with the electronic content.

55. The system of claim 46, wherein the computer system is further configured to output the key phrase, with a representation of the score, via a user interface that provides functionality for an operator to select or exclude the key phrase for use in an ad campaign.

56. Non-transitory computer storage that stores executable program code that instructs a computer system to at least:

identify a key phrase that appears in electronic content;

generate a score for the key phrase based at least partly on view counts of social media content items associated with the key phrase, said social media content items being accessible to users of one or more social media services; and

determine, based at least partly on the score, whether to use the key phrase to select contextually relevant content to provide to users who access the electronic content.

57. The non-transitory computer storage of claim 56, wherein the executable program code is configured to generate the score based at least partly on a rate of change in a popularity level of the key phrase.

58. The non-transitory computer storage of claim 56, wherein the executable program code instructs the computer system to generate the score using a method that scores the key phrase more favorably while a popularity level of the key phrase is increasing.

59. The non-transitory computer storage of claim 56, wherein the social media content items include videos available for viewing on at least one social media site.

60. A non-transitory computer storage medium having stored thereon executable code that directs a user computing device to perform a process that comprises:

identifying, on an electronic page loaded by the user computing device, an occurrence of a key phase selected for providing contextually relevant content to users, said key phrase selected based at least partly on monitored social media behaviors of users;

transforming the occurrence of the key phrase into a user-selectable display element that is selectable by a user to initiate a display of the contextually relevant content; and

responding to user selection of the display element by displaying the contextually relevant content in a panel on the page, said contextually relevant content including at least an advertisement associated with the key phrase and non-advertisement social media content associated with the key phrase.

61. The computer-readable medium of claim 60, wherein the monitored social media behaviors include views by users of social media content items associated with the key phrase.

62. The computer-readable medium of claim 60, wherein the monitored social media behaviors include tagging events in which the key phrase is used by users to tag social media content items.

63. The computer-readable medium of claim 60, in combination with a system that is configured to select the key phrase based on the monitored social media behaviors of users.

64. The computer-readable medium of claim 60, wherein the executable code comprises a browser-executable component that is configured to be loaded by a browser on the user computing device, said browser-executable component configured to cause the browser to generate the panel on the page.

65. The computer-readable medium of claim 60, wherein the social media content associated with the key phrase includes a thumbnail image of a video provided on a social media site, said thumbnail image being selectable by the user to view the video in the panel.

66. The computer-readable medium of claim 60, wherein the social media content includes a photo posted on a social media site.

67. The computer-readable medium of claim 60, in combination with a computer system configured to generate a score for the key phrase based at least partly on user actions performed on one or more social media sites, and to use the score to determine whether to cause the occurrence of the key phrase to be transformed into a user-selectable display element.

68. The computer-readable medium of claim 60, in combination with a bundle server configured to transmit a content bundle to the user computing device, said content bundle including the advertisement and the non-advertisement social media content.