Methods and apparatus for serving relevant advertisements
First Claim
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1. A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising:
- identifying targeting information for the advertisement;
identifying a set of one or more topics of the target document by analyzing the content of the target document;
comparing the targeting information to the set of one or more topics to determine if a match exists;
determining that the advertisement is relevant to the target document if the match exists;
making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and
controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination,wherein the advertisement belongs to an advertiser,wherein the targeting information includes a set of one or more topics previously provided from the advertiser,wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, andwherein the weighted terms are provided in a term vector and are assigned weights based on the frequency with which the terms appear in the text of the target document.
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Abstract
The relevance of advertisements to a user'"'"'s interests is improved. In one implementation, the content of a web page is analyzed to determine a list of one or more topics associated with that web page. An advertisement is considered to be relevant to that web page if it is associated with keywords belonging to the list of one or more topics. One or more of these relevant advertisements may be provided for rendering in conjunction with the web page or related web pages.
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Citations
34 Claims
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1. A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising:
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identifying targeting information for the advertisement; identifying a set of one or more topics of the target document by analyzing the content of the target document; comparing the targeting information to the set of one or more topics to determine if a match exists; determining that the advertisement is relevant to the target document if the match exists; making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination, wherein the advertisement belongs to an advertiser, wherein the targeting information includes a set of one or more topics previously provided from the advertiser, wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and wherein the weighted terms are provided in a term vector and are assigned weights based on the frequency with which the terms appear in the text of the target document.
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2. A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising:
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identifying targeting information for the advertisement; identifying a set of one or more topics of the target document by analyzing the content of the target document; comparing the targeting information to the set of one or more topics to determine if a match exists; determining that the advertisement is relevant to the target document if the match exists; making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination, wherein the advertisement belongs to an advertiser, wherein the targeting information includes a set of one or more topics previously provided from the advertiser, wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and wherein the weighted terms are provided in a term vector and are assigned weights based on the infrequency with which the terms appear across a collection of documents.
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3. A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising:
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identifying targeting information for the advertisement; identifying a set of one or more topics of the target document by analyzing the content of the target document; comparing the targeting information to the set of one or more topics to determine if a match exists; determining that the advertisement is relevant to the target document if the match exists; making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination, wherein the advertisement belongs to an advertiser, wherein the targeting information includes a set of one or more topics previously provided from the advertiser, wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and wherein the set of one or more topics contains those of the weighted terms whose weight exceeds a defined threshold. - View Dependent Claims (4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33)
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34. A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising:
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identifying targeting information for the advertisement; identifying a set of one or more topics of the target document by analyzing the content of the target document; comparing the targeting information to the set of one or more topics to determine if a match exists; determining that the advertisement is relevant to the target document if the match exists; making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination, wherein the advertisement belongs to an advertiser, wherein the targeting information includes a set of one or more topics previously provided from the advertiser, wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and wherein the set of one or more topics includes a predefined number of those of the weighted terms with the highest weights among the weighted terms.
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Specification