System and method for real-time web page context analysis for the real-time insertion of textual markup objects and dynamic content

• US 7,478,089 B2
• Filed: 10/28/2004
• Issued: 01/13/2009
• Est. Priority Date: 10/29/2003
• Status: Expired due to Fees

• Current Assignee: Amobee, Inc. (Nexxen International Ltd.)
• Original Assignee: Kontera Technologies Incorporated (Nexxen International Ltd.)
• Inventors: Vitos, Henit, Brickner, Itai, Friedman, Benny, Henkin, Assaf, Shaham, Yoav
• Primary Examiner(s): Chace; Christian P.
• Assistant Examiner(s): Syed; Farhan M
• Application Number:
  US10/977,352
• Publication Number:
  US 20050149395A1
• Time in Patent Office: 1,538 Days
• Field of Search: 707/1, 707/2, 707/3, 707/4, 707/104.1
• US Class Current: 1/1
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 50/12 Hotels or restaurants
• CPC Class Codes: Y10S 707/99931 Database or file accessing
• CPC Class Codes: Y10S 707/99932 Access augmentation or optimizing
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching
• CPC Class Codes: Y10S 707/99934 Query formulation, input preparation, or translation
• CPC Class Codes: Y10S 707/99935 Query augmenting and refining, e.g. inexact access
• CPC Class Codes: Y10S 707/99942 Manipulating data structure, e.g. compression, compaction, compilation
• CPC Class Codes: Y10S 707/99944 Object-oriented database structure
• CPC Class Codes: Y10S 707/99945 Object-oriented database structure processing

Abstract

A technique is described for delivering contextual information to end users of a data network which includes at least one client system associated with an end user. According to a specific embodiment, the technique of the present invention provides a contextual-based platform for delivering to an end user in real-time proactive, personalized, contextual information relating to web page content currently being displayed to the user. A portion of web page content relating to a web page intended for display on the client system is received. According to a specific embodiment, the web page corresponds to a URL associated with a content provider. The portion of web page content is analyzed for keyword information. A portion of keyword information associated with the portion of web page content is identified. According to a specific embodiment, the portion of keyword information includes at least one keyword. Contextual information to be delivered to the end user is selected using the portion of keyword information. According to a specific implementation, the contextual information corresponds to ad information which is provided by a campaign provider server system. A set of web page modification instructions is generated using the contextual information. According to a specific embodiment, the set of web page modification instructions includes instructions for modifying the web page content to include the selected contextual information. The set of web page modification instructions is provided to the client system to thereby cause the portion of contextual information to be delivered to the user. According to a specific embodiment, when the client system implements the web page modification instructions, the web page content is caused to be modified in a manner which results in a display of contextual information on the client system.

Claims

1. A method for delivering contextually relevant advertising information to end users of a data network, the data network including a first client system associated with an end user, the method comprising:

identifying a first portion of document content relating to a first document intended for display on the client system, the first document being associated with a first URL associated with a first content provider;

performing a keyword search analysis on the first portion of document content, wherein the keyword search analysis includes analyzing the first portion of document content for a keyword information, the keyword information including one or more keywords provided by an entity other than an end user of the client system;

identifying a first portion of text of the first portion of document content which is contextually related to a first portion of the keyword information;

performing a concept search analysis on the first portion of document content, wherein the concept search analysis includes grouping or linking selected keywords into one or more concepts, and includes analyzing the first portion of document content for at least a portion of said concepts;

selecting, using the first portion of concepts, a first portion of contextually relevant advertising information to be displayed at the client system, the first portion of contextually relevant advertising information being provided by a first campaign provider;

analyzing the first portion of document content for a dynamic keyword information based on language and grammar rules;

dynamically generating keywords relating to the first portion of document content based upon the dynamic keyword information analysis;

selecting, using the first portion of keyword information, a first portion of contextually relevant advertising information to be displayed at the client system, the first portion of contextually relevant advertising information being provided by a first campaign provider;

generating, using the first portion of contextually relevant advertising information, a first set of markup instructions for performing markup operations on at least a portion of the first portion of text to thereby generate a first portion of marked up text to be displayed to the user, wherein the first set of markup instructions includes instructions for displaying the first portion of contextually relevant advertising information in a manner which conveys an association with the first portion of marked up text; and

providing the first set of markup instructions to the client system to thereby cause the first portion of contextually relevant advertising information to be displayed at the client system.

2. The method of claim 1 further comprising:

analyzing the first portion of document content based on language and grammar rules;

generating a first noun list based upon the analysis of the first portion of document content, wherein the first noun list includes noun entries selected from the group consisting of;

nouns, proper nouns and noun phrases which have been identified in the first portion of document content; and

modifying the keyword information to include at least one additional new keyword corresponding to at least one noun entry from the first noun list.

3. The method of claim 1 wherein the first set of markup instructions includes instructions for displaying the first portion of contextually relevant advertising information upon the detection of a first event or condition at the client system;

wherein the first event or condition corresponds to a user clicking on the first portion of marked up text.

4. The method of claim 1 wherein the first set of markup instructions includes instructions for displaying the first portion of contextually relevant advertising information upon the detection of a first event or condition at the client system;

wherein the first event or condition corresponds to a user hovering a mouse pointer over a portion of the first portion of marked up text.

5. The method of claim 1 wherein the first set of markup instructions includes instructions for displaying a pop-up layer which includes the first portion of contextually relevant advertising information.

6. The method of claim 1 wherein the first set of markup instructions includes instructions for transforming existing text of the first portion of document content into at least one hyperlink configured or designed to cause the first portion of contextually relevant advertising information to be displayed in response to a user interaction with the at least one hyperlink.

7. The method of claim 1 further comprising:

performing alias topic search analysis on the first portion of document content, wherein the alias topic search analysis includes identifying one or more aliases for topics associated with the first document, and includes analyzing the first portion of document content for at least a portion of said topic aliases;

identifying a second portion of text of the first portion of document content which is contextually related to a first topic alias; and

selecting, using the first topic alias, a second portion of contextually relevant advertising information to be displayed at the client system.

8. A method for delivering contextually relevant advertising information to end users of a data network, the data network including at a first client system associated with an end user, the method comprising:

identifying a first portion of document content relating to a first document intended for display on the client system, the first portion of document content including a first string of text, the first document being associated with a first URL, the first URL being associated with a first content provider;

performing a concept search analysis on the first portion of document content, wherein the concept search analysis includes grouping or linking selected keywords into one or more concepts, and includes analyzing the first portion of document content for at least a portion of said concepts;

selecting, using the first portion of concepts, a first portion of contextually relevant advertising information to be displayed at the client system, the first portion of contextually relevant advertising information being provided by a first campaign provider;

analyzing the first string of text to dynamically identify nouns, proper nouns, and/or noun phrases;

dynamically identifying a first plurality of potential keywords selected from a group consisting of;

nouns identified in the first string of text, identified proper nouns identified in the first string of text, and identified noun phrases identified in the first string of text;

automatically selecting, using at least one first criteria, a first plurality of selected keywords from the first plurality of potential keywords;

identifying a first portion of text of the first portion of document content which is contextually related to at least one keyword of the first portion of selected keywords;

selecting, using information relating to the at least one keyword, a first portion of contextually relevant advertising information to be displayed at the client system, the first portion of contextually relevant advertising information;

generating, using the first portion of contextually relevant advertising information, a first set of markup instructions for performing markup operations on at least a portion of the first portion of text to thereby generate a first portion of marked up text to be displayed to the user, wherein the first set of markup instructions includes instructions for displaying the first portion of contextually relevant advertising information in a manner which conveys an association with the first portion of marked up text; and

providing the first set of markup instructions to the client system for causing the first portion of contextually relevant advertising information to be displayed at the client system.

9. The method of claim 8 wherein the at least one first criteria is relates to criteria provided by an entity other than an end user of the client system.

10. The method of claim 8 further comprising:

identifying a first concept which is contextually related to at least one of the first plurality of selected keywords.

11. The method of claim 8 further comprising:

analyzing, using language and/or grammar rules, the first portion of document content to dynamically identify the first plurality of potential keywords.

12. The method of claim 8 further comprising:

performing part-of-speech processing on the first string of text to dynamically identify the first plurality of potential keywords.

13. The method of claim 8 further comprising:

generating a list of potential keywords which includes selected nouns, proper nouns, and/or noun phrases identified in the first string of text.

14. The method of claim 8 further comprising:

ranking a portion of the identified potential keywords according to frequency of occurrence.

15. The method of claim 8 further comprising:

ranking a portion the identified potential keywords according to length of word.

16. The method of claim 8 further comprising:

identifying a first plurality of taxonomy keywords from a taxonomy keyword database, the first plurality of taxonomy keywords corresponding to predetermined words and/or predetermined phrases which have been provided by an entity other than an end user of the client system;

wherein the selected keywords include at least one dynamically identified keyword which does not correspond to any taxonomy keyword associated with the taxonomy keyword database.

17. The method of claim 8:

wherein the first criteria relates to potential keywords which match one or more predetermined taxonomy keywords associated with a keyword taxonomy database.

18. The method of claim 8:

wherein the first criteria relates to potential keywords which are contextually related to a first topic associated with the first document.

19. The method of claim 8 further comprising:

grouping, using at least one second criteria, the first plurality of potential keywords into a first plurality of different keyword groups;

selecting, using at least one third criteria, at least one selected keyword group from the first plurality of different keyword groups;

identifying a first portion of text of the first portion of document content which is contextually related to at least one keyword group; and

selecting, using information relating to the at least one keyword group, a first portion of contextually relevant advertising information to be displayed at the client system, the first portion of contextually relevant advertising information.

20. A system for delivering contextually relevant advertising information to end users of a data network, the data network including a first client system associated with an end user, the system comprising:

at least one processor;

at least one interface operable to provide a communication link to at least one network device;

and memory;

the system being operable to;

identify a first portion of document content relating to a first document intended for display on the client system, the first document being associated with a first URL associated with a first content provider;

perform a keyword search analysis on the first portion of document content, wherein the keyword search analysis includes analyzing the first portion of document content for a keyword information, the keyword information including one or more keywords provided by an entity other than an end user of the client system;

identify a first portion of text of the first portion of document content which is contextually related to a first portion of the keyword information;

perform a concept search analysis on the first portion of document content, wherein the concept search analysis includes grouping or linking selected keywords into one or more concepts, and includes analyzing the first portion of document content for at least a portion of said concepts;

select, using the first portion of concepts, a first portion of contextually relevant advertising information to be displayed at the client system, the first portion of contextually relevant advertising information being provided by a first campaign provider;

analyze the first portion of document content for a dynamic keyword information based on language and grammar rules;

dynamically generate keywords relating to the first portion of document content based upon the dynamic keyword information analysis;

select, using the first portion of keyword information, a first portion of contextually relevant advertising information to be displayed at the client system, the first portion of contextually relevant advertising information being provided by a first campaign provider;

generate, using the first portion of contextually relevant advertising information, a first set of markup instructions for performing markup operations on at least a portion of the first portion of text to thereby generate a first portion of marked up text to be displayed to the user, wherein the first set of markup instructions includes instructions for displaying the first portion of contextually relevant advertising information in a manner which conveys an association with the first portion of marked up text; and

provide the first set of markup instructions to the client system to thereby cause the first portion of contextually relevant advertising information to be displayed at the client system.

21. The system of claim 20 being further operable to:

analyze the first portion of document content based on language and grammar rules;

generate a first noun list based upon the analysis of the first portion of document content, wherein the first noun list includes noun entries selected from the group consisting of;

nouns, proper nouns and noun phrases which have been identified in the first portion of document content; and

modify the keyword information to include at least one additional new keyword corresponding to at least one noun entry from the first noun list.

22. The system of claim 20 wherein the first set of markup instructions includes instructions for displaying the first portion of contextually relevant advertising information upon the detection of a first event or condition at the client system;

wherein the first event or condition corresponds to a user clicking on the first portion of marked up text.

23. The system of claim 20 wherein the first set of markup instructions includes instructions for displaying the first portion of contextually relevant advertising information upon the detection of a first event or condition at the client system;

wherein the first event or condition corresponds to a user hovering a mouse pointer over a portion of the first portion of marked up text.

24. The system of claim 20 wherein the first set of markup instructions includes instructions for displaying a pop-up layer which includes the first portion of contextually relevant advertising information.

25. The system of claim 20 wherein the first set of markup instructions includes instructions for transforming existing text of the first portion of document content into at least one hyperlink configured or designed to cause the first portion of contextually relevant advertising information to be displayed in response to a user interaction with the at least one hyperlink.

26. The system of claim 20 being further operable to:

perform alias topic search analysis on the first portion of document content, wherein the alias topic search analysis includes identifying one or more aliases for topics associated with the first document, and includes analyzing the first portion of document content for at least a portion of said topic aliases;

identify a second portion of text of the first portion of document content which is contextually related to a first topic alias; and

select, using the first topic alias, a second portion of contextually relevant advertising information to be displayed at the client system.

27. A system for delivering contextually relevant advertising information to end users of a data network, the data network including a first client system associated with an end user, the system comprising:

at least one processor;

at least one interface operable to provide a communication link to at least one network device; and

memory;

the system being operable to;

identify a first portion of document content relating to a first document intended for display on the client system, the first portion of document content including a first string of text, the first document being associated with a first URL, the first URL being associated with a first content provider;

identify a first plurality of taxonomy keywords from a taxonomy keyword database, the first plurality of taxonomy keywords corresponding to predetermined words and/or predetermined phrases which have been provided by an entity other than an end user of the client system;

wherein the selected keywords include at least one dynamically identified keyword which does not correspond to any taxonomy keyword associated with the taxonomy keyword database;

analyze the first string of text to dynamically identify nouns, proper nouns, and/or noun phrases;

dynamically identify a first plurality of potential keywords selected from a group consisting of;

nouns identified in the first string of text, identified proper nouns identified in the first string of text, and identified noun phrases identified in the first string of text;

automatically select, using at least one first criteria, a first plurality of selected keywords from the first plurality of potential keywords;

identify a first portion of text of the first portion of document content which is contextually related to at least one keyword of the first portion of selected keywords;

select, using information relating to the at least one keyword, a first portion of contextually relevant advertising information to be displayed at the client system, the first portion of contextually relevant advertising information;

generate, using the first portion of contextually relevant advertising information, a first set of markup instructions for performing markup operations on at least a portion of the first portion of text to thereby generate a first portion of marked up text to be displayed to the user, wherein the first set of markup instructions includes instructions for displaying the first portion of contextually relevant advertising information in a manner which conveys an association with the first portion of marked up text; and

provide the first set of markup instructions to the client system for causing the first portion of contextually relevant advertising information to be displayed at the client system.

28. The system of claim 27 wherein the at least one first criteria is relates to criteria provided by an entity other than an end user of the client system.

29. The system of claim 27 being further operable to:

identify a first concept which is contextually related to at least one of the first plurality of selected keywords.

30. The system of claim 27 being further operable to:

analyze, using language and/or grammar rules, the first portion of document content to dynamically identify the first plurality of potential keywords.

31. The system of claim 27 being further operable to:

perform part-of-speech processing on the first string of text to dynamically identify the first plurality of potential keywords.

32. The system of claim 27 being further operable to:

generate a list of potential keywords which includes selected nouns, proper nouns, and/or noun phrases identified in the first string of text.

33. The system of claim 27 being further operable to:

rank a portion of the identified potential keywords according to frequency of occurrence.

34. The system of claim 27 being further operable to:

rank a portion the identified potential keywords according to length of word.

35. The system of claim 27:

wherein the first criteria relates to potential keywords which match one or more predetermined taxonomy keywords associated with a keyword taxonomy database.

36. The system of claim 27:

wherein the first criteria relates to potential keywords which are contextually related to a first topic associated with the first document.

37. The system of claim 27 being further operable to:

group, using at least one second criteria, the first plurality of potential keywords into a first plurality of different keyword groups;

select, using at least one third criteria, at least one selected keyword group from the first plurality of different keyword groups;

identify a first portion of text of the first portion of document content which is contextually related to at least one keyword group; and

select, using information relating to the at least one keyword group, a first portion of contextually relevant advertising information to be displayed at the client system, the first portion of contextually relevant advertising information.

38. A system for delivering contextually relevant advertising information to end users of a data network, the data network including a first client system associated with an end user, the system comprising:

at least one processor;

at least one interface operable to provide a communication link to at least one other network device in the data network; and

memory;

means for identifying a first portion of document content relating to a first document intended for display on the client system, the first portion of document content including a first string of text, the first document being associated with a first URL, the first URL being associated with a first content provider;

means for performing a concept search analysis on the first portion of document content, wherein the concept search analysis includes grouping or linking selected keywords into one or more concepts, and includes analyzing the first portion of document content for at least a portion of said concepts;

means for selecting, using the first portion of concepts, a first portion of contextually relevant advertising information to be displayed at the client system, the first portion of contextually relevant advertising information being provided by a first campaign provider;

means for analyzing the first string of text to dynamically identify nouns, proper nouns, and/or noun phrases;

means for dynamically identifying a first plurality of potential keywords selected from a group consisting of;

nouns identified in the first string of text, identified proper nouns identified in the first string of text, and identified noun phrases identified in the first string of text;

means for automatically selecting, using at least one first criteria, a first plurality of selected keywords from the first plurality of potential keywords;

means for identifying a first portion of text of the first portion of document content which is contextually related to at least one keyword of the first portion of selected keywords;

means for selecting, using information relating to the at least one keyword, a first portion of contextually relevant advertising information to be displayed at the client system, the first portion of contextually relevant advertising information;

means for generating, using the first portion of contextually relevant advertising information, a first set of markup instructions for performing markup operations on at least a portion of the first portion of text to thereby generate a first portion of marked up text to be displayed to the user, wherein the first set of markup instructions includes instructions for displaying the first portion of contextually relevant advertising information in a manner which conveys an association with the first portion of marked up text; and

providing the first set of markup instructions to the client system for causing the first portion of contextually relevant advertising information to be displayed at the client system.

39. The system of claim 38 further comprising:

means for performing part-of-speech processing on the first string of text to dynamically identify the first plurality of potential keywords.