Semantic Tagged Ads

• US 20130110647A1
• Filed: 11/02/2011
• Published: 05/02/2013
• Est. Priority Date: 11/02/2011
• Status: Active Grant

• Current Assignee: LOT Network Inc.
• Original Assignee: Microsoft Corporation
• Inventors: KARMON, Kfir, SOMECH, Haim, GINDI, Moti
• Granted Patent: US 9,058,623 B2
• Time in Patent Office: Days
• US Class Current: 705/14.73
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]
• CPC Class Codes: G06Q 30/0613 Third-party assisted

Abstract

A scraping mechanism may download a web page from a retailer and extract information for each item being offered for sale. The scraping mechanism may parse the published HTML code to identify items for sale, along with other parameters that may be presented in the web page. From the web page, a data structure may be created that represents the items for sale, and the data structure may be used to generate advertisements for the retailer, add the items to a search engine, or for other uses. In some embodiments, the retailer may include hints, tags, or other annotations in the HTML code to facilitate the data capture. The web page may be a standard public page or may be a private page accessible to the scraping mechanism only.

Claims

1. A method comprising:

detecting a landing page for a retail web page, said landing page comprising a plurality of items for sale;

identifying said plurality of items on said retail web page by detecting a tag for each of said items;

gathering properties relating to each of said items, said properties being identified by said tags;

creating a second web page and displaying a first item from said plurality of items for sale.

2. The method of claim 1, said tags comprising a schema.

3. The method of claim 2 further comprising:

receiving said schema and using said schema to identify said tags.

4. The method of claim 3, said schema being received from a link embedded in said landing page.

5. The method of claim 3, said schema being a predefined schema.

6. The method of claim 1 further comprising:

identifying a third web page, said third web page comprising a first item for sale;

retrieving said third web page; and

retrieving at least one property for said first item from said third web page, said at least one property being displayed on said second web page.

7. The method of claim 1 further comprising:

storing said plurality of items and said properties in a database, said database being used to generate said second web page.

8. The method of claim 1 further comprising:

receiving a request for said second web page and performing said detecting a landing page after said request is received.

9. The method of claim 1, said properties comprising an image for a first item.

10. An advertisement generator comprising:

a crawler that;

crawls a retail web site to identify products for sate, said products being defined by tags embedded in HTML within said retail web site; and

for each item for sale on said web site, gathering properties;

a renderer that;

receives a request for a web page;

formats said properties for a first items for sale; and

displays said first item for sale on said second web page,

11. The advertisement generator of claim 10 further comprising:

a database that stores said products for sale, said database being used by said renderer to respond to said request for said second web page.

12. The advertisement generator of claim 11 that:

determines a first template for displaying a first item, said first template defining how said first item properties are to be displayed on said second web page;

organizing said properties according to said first template; and

displaying said first item according to said first template,

13. The advertisement generator of claim 12 that:

determines a second template for displaying said first item, said second template comprising places for said first item properties;

organizing said properties according to said second template; and

displaying said first item according to said second template in a third web page.

14. The advertisement generator of claim I 1, said crawler that further:

identifies a first web page in said web site, said first page comprising a plurality of items for sale;

identifies each of said plurality of items for sale from said first web page; and

for each of said plurality of items for sale;

identifies a product web page comprising a single product for sale; and

retrieves properties for said single product for sale.

15. The advertisement generator of claim 14, said crawler that further:

identifies a schema, said tags conforming to said schema, and populates said database with said properties according to said schema.

16. A method performed on a computer processor, said method comprising:

detecting a landing page for a retail web page, said landing page comprising a plurality of items for sale, each of said items for sale having a link to a product page displaying a single item for sale;

identifying said plurality of items on said retail web page by detecting a tag for each of said items;

gathering properties relating to each of said items, said properties being identified by said tags, at least one of said properties being generated by retrieving one of said product pages;

receiving a request for an advertisement on a second web page;

determining a template for displaying a first item for sale in said second web page; and

supplying said first item for sale using said template to be displayed as part of said second web page.

17. The method of claim 16 further comprising:

storing said properties relating to each of said items in a database; and

retrieving said first item for sale from said database in response to said request.

18. The method of claim 17 further comprising:

retrieving a schema for said retail web page, said schema defining said tags, said schema further being at least a portion of a schema used by said database.

19. The method of claim 18, said schema being retrieved from a link in said landing page.

20. The method of claim 16, said identifying a plurality of items being performed after said receiving a request for an advertisement.