CUSTOMIZING A COMMON TAXONOMY WITH VIEWS AND APPLYING IT TO BEHAVIORAL TARGETING

• US 20140280171A1
• Filed: 03/12/2013
• Published: 09/18/2014
• Est. Priority Date: 03/12/2013
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Niles, Ian Harcourt
• Granted Patent: US 10,643,027 B2
• Time in Patent Office: Days
• US Class Current: 707/740
• CPC Class Codes: G06F 16/3323 using document space presentation or visualization, e.g. category, hierarchy or range presentation and selection
• CPC Class Codes: G06F 16/90328 using search space presentation or visualization, e.g. category or range presentation and selection
• CPC Class Codes: G06F 16/954 Navigation, e.g. using categorised browsing
• CPC Class Codes: G06F 40/237 Lexical tools
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0241 Advertisements

Abstract

Systems, methods, and computer-readable storage media are provided for generating a taxonomic view from a standard taxonomy and generating audience segments for targeting using a formal grammar. A manually-tagged subset of categories of the standard taxonomy is provided to a server. Each category in the subset of categories is tagged based on an entity'"'"'s own legacy taxonomy. A taxonomy slicer is applied to the subset of manually-tagged categories to determine parent/child relationships for each category in the subset, and to assemble the categories into the taxonomic view. The taxonomic view maintains interoperability with the standard taxonomy, and with other entities using views of the standard taxonomy. Further, a formal grammar is defined for specifying online behaviors for targeting, and is applied to extracted categories of the standard taxonomy and/or taxonomic view. The formal grammar may be programmatically applied during behavioral targeting.

Claims

1. One or more computer-readable storage media storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method for generating a taxonomic view of a standard taxonomy, the method comprising:

receiving a manually-tagged subset of categories of a standard taxonomy, wherein each of a plurality of categories in the subset of categories is tagged based on an entity;

applying a taxonomy slicer to the manually-tagged subset; and

generating a taxonomic view of the standard taxonomy.

2. The one or more computer-readable storage media of claim 1, wherein each of the plurality of categories in the subset of categories is tagged based on a legacy taxonomy of the entity.

3. The one or more computer-readable storage media of claim 2, wherein each of the plurality of categories in the subset of categories is tagged based on each of a plurality of categories in the legacy taxonomy of the entity corresponding to one or more categories in the standard taxonomy.

4. The one or more computer-readable storage media of claim 1, wherein applying the taxonomy slicer to the manually-tagged subset comprises:

determining a relationship for each of the plurality of categories in the subset of categories based on a relationship for each of the categories in the standard taxonomy.

5. The one or more computer-readable storage media of claim 4, wherein determining a relationship for each of the plurality of categories in the subset of categories comprises assigning a parent/child relationship between each of the plurality of categories in the subset of categories and at least one other category in the subset of categories.

6. The one or more computer-readable storage media of claim 5, wherein generating a taxonomic view comprises generating a taxonomic view of the standard taxonomy comprising each of the plurality of categories in the subset of categories, wherein each of the categories in the taxonomic view is assembled in the taxonomic view according to the assigned parent/child relationship.

7. The one or more computer-readable storage media of claim 6, wherein each of the assigned parent/child relationships in the taxonomic view are determined by a parent or ancestor relationship in the standard taxonomy.

8. The one or more computer-readable storage media of claim 1, wherein the method further comprises:

determining a plurality of audience segments based on applying a formal grammar to the taxonomic view.

9. One or more computer-readable storage media storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method for applying a formal grammar to define audience segments, the method comprising:

extracting a plurality of categories from a taxonomy; and

applying a formal grammar to the extracted plurality of categories to determine one or more audience segments, wherein the formal grammar comprises one or more rules for interpreting the combination between two or more categories from the taxonomy.

10. The one or more computer-readable storage media of claim 9, wherein the method further comprises programmatically applying the one or more audience segments during behavioral targeting.

11. The one or more computer-readable storage media of claim 9, wherein the plurality of categories is extracted from a standard taxonomy.

12. The one or more computer-readable storage media of claim 9, wherein the plurality of categories is extracted from a taxonomic view of a standard taxonomy, said taxonomic view based on a subset of categories comprising a plurality of tagged categories from the standard taxonomy.

13. The one or more computer-readable storage media of claim 12, wherein the taxonomic view is generated based on:

receiving a manually-tagged subset of categories of the standard taxonomy, wherein each of a plurality of categories in the subset of categories is tagged by an entity;

applying a taxonomy slicer to the manually-tagged subset; and

generating a taxonomic view of the standard taxonomy.

14. A system comprising:

a server having one or more processors and one or more computer-readable storage media; and

a data store coupled with the server,

wherein the server;

receives a manually-tagged subset of categories of a standard taxonomy, wherein each of a plurality of categories in the subset of categories is tagged by an entity based on each category in a legacy taxonomy of the entity corresponding to one or more categories in the standard taxonomy;

applies a taxonomy slicer to the manually-tagged subset to generate a taxonomic view of the standard taxonomy; and

applies a formal grammar to the taxonomic view.

15. The system of claim 14, wherein applying the taxonomy slicer comprises determining a relationship for each of the plurality of categories in the subset of categories based on assigning a parent/child relationship between each of the plurality of categories in the subset of categories and at least one other category in the subset of categories.

16. The system of claim 14, wherein generating a taxonomic view comprises generating a taxonomic view of the standard taxonomy comprising each of the plurality of categories in the subset of categories, wherein each of the categories in the taxonomic view is assembled in the taxonomic view according to the assigned parent/child relationship.

17. The system of claim 16, wherein each of the assigned parent/child relationships are determined by a parent or ancestor relationship in the standard taxonomy.

18. The system of claim 14, wherein generating a taxonomic view comprises communicating the taxonomic view to the entity.

19. The system of claim 14, wherein applying a formal grammar to the taxonomic view comprises:

receiving a plurality of categories extracted from the taxonomic view; and

applying a formal grammar to the extracted plurality of categories to determine one or more audience segments, wherein the formal grammar comprises one or more rules for interpreting the combination of two or more categories.

20. The system of claim 17, wherein the server programmatically applies the one or more audience segments during behavioral targeting.