ESTIMATING USER DEMOGRAPHICS

• US 20130138506A1
• Filed: 10/15/2012
• Published: 05/30/2013
• Est. Priority Date: 11/30/2011
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Zhu, Bogong, Zhuang, QIN, Xu, Cheng, Law, Ching
• Application Number:
  US13/652,198
• Publication Number:
  US 20130138506A1
• Time in Patent Office: Days
• US Class Current: 705/14.53
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

Systems and methods for estimating user demographics may be used to target online advertisements to users of a certain demographic. Known demographics for a set of users are used to train a model by associating characteristics of webpages visited by the users with the known demographics. The model is used to estimate the demographic of another user by matching one or more characteristics of a requested webpage to those in the model. An online advertisement may be selected based in part on the estimated demographic of the user.

Claims

1. A computerized method for estimating a demographic of a user, comprising:

receiving, at a processing circuit, a request for an advertisement to be placed on a webpage requested by a user, the webpage comprising text;

determining, by a processing circuit, one or more webpage word clusters, each webpage word cluster comprising a word in the text of the webpage;

matching the one or more webpage word clusters to one or more word clusters in a demographics model, wherein each word cluster in the demographics model is associated with a probability of a user belonging to a demographic;

estimating a demographic of the user based in part on the one or more probabilities associated with the word clusters in the demographics model that match the one or more webpage word clusters; and

providing the advertisement based in part on the estimated demographic of the user.

2. The method of claim 1, further comprising:

generating the demographics model based in part on received demographics for a set of users and on word clusters of webpages visited by the set of users.

3. The method of claim 2, wherein the demographics for the set of users are based on user profiles for a website.

4. The method of claim 1, wherein the demographics model comprises a logistic regression model.

5. The method of claim 1, wherein the advertisement is selected based on an advertisement auction, a bid by an advertiser in the auction being based in part on the estimated demographic of the user.

6. The method of claim 1, wherein the demographic of the user is estimated without being based on webpages visited by the user prior to requesting the webpage.

7. The method of claim 1, wherein a word cluster comprises words having similar meanings.

8. The method of claim 1, wherein the one or more webpage word clusters are determined by retrieving the webpage and parsing the text of the webpage.

9. The method of claim 1, wherein the requested webpage was not used to train the demographics model.

10. A system for estimating a demographic of a user comprising a processing circuit operative to:

receive a request for an advertisement to be placed on a webpage requested by a user, the webpage comprising text;

determine one or more webpage word clusters, each webpage word cluster comprising a word in the text of the webpage;

match the one or more webpage word clusters to one or more demographics model word clusters, wherein each demographics model word cluster is associated with a demographics probability;

estimate a demographic of the user based in part on the one or more demographics probabilities associated with the demographics model word clusters that match the one or more webpage word clusters; and

provide the advertisement based in part on the estimated demographic of the user.

11. The system of claim 10, wherein the processing circuit is further operative to:

generate the demographics model based in part on received demographics for a set of users and on word clusters of webpages visited by the set of users.

12. The system of claim 11, wherein the demographics for the set of users are based on user profiles for a website.

13. The system of claim 10, wherein the demographics model comprises a logistic regression model.

14. The system of claim 10, wherein the advertisement is selected based on an advertisement auction, a bid by an advertiser in the auction being based in part on the estimated demographic of the user.

15. The system of claim 10, wherein the demographic of the user is estimated without being based on webpages visited by the user prior to requesting the webpage.

16. The system of claim 10, wherein a word cluster comprises words having similar meanings.

17. The system of claim 10, wherein the one or more webpage word clusters are determined by retrieving the webpage and parsing the text of the webpage.

18. The system of claim 10, wherein the requested webpage was not used to train the demographics model.

19. A computer-readable medium having machine instructions stored therein, the instructions being executable by one or more processors to cause the one or more processors to perform operations comprising:

receiving a request for an advertisement to be placed on a webpage requested by a user, the webpage comprising text;

determining one or more webpage word clusters, a webpage word cluster comprising a word in the text of the webpage;

matching the one or more webpage word clusters to one or more word clusters in a demographics model, wherein a word cluster in the demographics model has an associated probability of the user belonging to a demographic;

estimating a demographic of the user based in part on the one or more probabilities associated with the word clusters in the demographics model that match the one or more webpage word clusters; and

providing the advertisement based in part on the estimated demographic of the user.

20. A computerized method for estimating user demographic data, comprising:

receiving, at a processing circuit, demographic data for a set of users;

retrieving, from a memory, browser history data for the set of users;

associating, by the processing circuit, the demographic data with one or more characteristics of webpages in the browser history data;

receiving a request for an advertisement to be placed on a webpage requested by a user;

identifying characteristics of the webpage that match the characteristics of webpages in the browser history data;

retrieving demographic data associated with the identified characteristics of webpages; and

providing the advertisement based in part on the retrieved demographic data.

21. The method of claim 20, wherein the one or more characteristics comprises a word cluster based in part on the text of the one or more websites in the browser history data.

22. The method of claim 20, wherein the demographic data is associated with the one or more characteristics of webpages in the browser history data using a logistic regression model.

23. The method of claim 20, wherein the advertisement is selected based on an advertisement auction, a bid by an advertiser in the auction being based in part on the estimated demographic.

24. A system for estimating user demographics comprising a processing circuit operative to:

receive demographic data for a set of users;

receive browser history data for the set of users;

associate the demographic data with one or more characteristics of webpages in the browser history data;

receive a request for an advertisement to be placed on a webpage requested by a user;

estimate a demographic of the user by matching one or more characteristics of the webpage with the one or more characteristics with which demographic data is associated; and

provide the advertisement based in part on the estimated demographic.

25. The system of claim 24, wherein the one or more characteristics comprise a word cluster based in part on the text of the one or more websites in the browser history data.

26. The system of claim 24, wherein the processing circuit is operative to conduct an advertisement auction to select the advertisement, a bid by an advertiser in the auction being based in part on the estimated demographic.

27. The system of claim 24, wherein the demographic data for the set of users is based on user profiles for a website.

28. The system of claim 25, wherein the demographic data is associated with the one or more characteristics of webpages in the browser history data using a logistic regression model.