System and method for associating queries and documents with contextual advertisements

• US 7,774,333 B2
• Filed: 08/20/2004
• Issued: 08/10/2010
• Est. Priority Date: 08/21/2003
• Status: Expired due to Fees

• Current Assignee: Idilia, Inc.
• Original Assignee: IDIA Incorporated
• Inventors: Colledge, Matthew, Carrier, Marc
• Primary Examiner(s): Wong; Don
• Assistant Examiner(s): Lie; Angela M
• Application Number:
  US10/921,817
• Publication Number:
  US 20050080775A1
• Time in Patent Office: 2,181 Days
• Field of Search: 707/204, 707/7, 707 1- 5, 707100-102, 707/104.1
• US Class Current: 707/708
• 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 30/0251 Targeted advertisements

Abstract

The invention provides a system and method of associating results from a query from a user directed to a search engine to advertisements associated with the search engine. In the method, there are the steps of: obtaining advertisement keyword senses associated with the advertisements; disambiguating the query to identify query keyword senses associated with the query; expanding the query keyword senses to include relevant semantic synonyms for the query keyword senses to create a list of expanded query keyword senses; using the expanded keyword senses to search the advertisement keyword senses to locate relevant advertisements correlating to the query; and providing the relevant advertisements to the user. The system incorporates modules conducting steps of the method.

Claims

1. A method of associating advertisements with a query from a user directed to a search engine comprising the steps of:

a) (i) obtaining advertisement keyword meanings associated with said advertisements, each of the advertisement keyword meanings comprising a specific intended meaning of a word contained in the respective advertisement;

(ii) indexing the advertisements according to the associated advertisement keyword meanings;

(iii) storing said indexed advertisements in a database;

and

b) (i) receiving a query from a user through a user interface, said query comprising words used in a context;

(ii) disambiguating said query to identify query keyword meanings of words contained in said query, each of said query keyword meanings comprising a specific deduced intended meaning of a respective word in the query, in view of the context of its usage in the query;

(iii) expanding said query keyword meanings using their relevant semantic relations to other word meanings to create a list of expanded query keyword meanings;

(iv) searching said database of indexed advertisements to identify matches between the expanded query keyword meanings and the advertisement keyword meanings;

(v) extracting advertisements indexed to the advertisement keyword meanings matched to the query keyword meanings, said extracted advertisements comprising advertisements relevant to said query; and

,

(vi) providing said relevant advertisements to said user through said user interface.

2. The method of claim 1 wherein steps (a) and (b) are conducted independently of each other.

3. The method of claim 2 wherein said step of expanding said query keyword meanings further comprises paraphrasing said query by parsing the syntactic structure of said query and transforming it into additional semantically equivalent queries using the original query keyword meanings or the expanded query keyword meanings.

4. The method of claim 2 wherein disambiguating said query to identify query keyword meanings comprises attaching probabilities to said query keyword meanings, each of said probabilities being a probability that the query keyword meaning is the intended meaning of the respective word.

5. The method of claim 4, wherein the step of disambiguating the query comprises using a knowledge base of explicit semantic relationships between word meanings.

6. The method of claim 2 wherein the advertisement keyword meanings are supplied by an advertiser or identified by disambiguating words in said advertisements.

7. The method of claim 6 wherein said advertisement keyword meanings are expanded using their relevant semantic relations to other word meanings to create a list of expanded advertisement keyword meanings.

8. The method of claim 2, wherein the step of disambiguating the query comprises using a knowledge base of explicit semantic relationships between word meanings.

9. A system for associating advertisements with a query from a user directed to a search engine, said system comprising one or more tangible computer readable media having stored thereon:

a database associated with said search engine and containing advertisements and associated advertisement keyword meanings, each of the advertisement keyword meanings comprising a specific intended meaning of a word contained in the respective advertisement;

an indexing module for creating a reference index for said advertisements contained in said database, wherein said advertisements are indexed according to the associated advertisement keyword meanings;

a disambiguation module for disambiguating words contained in the query into query keyword meanings, each of said query keyword meanings comprising a specific deduced intended meaning of a respective word in the query, in view of the context of its usage in the query;

a keyword expanding module for expanding said query keyword meanings using their relevant semantic relations to other word meanings to create an expanded list of query keyword meanings;

and,

a query processing module for processing said query and for searching said reference index to find relevant advertisements for said query by matching the expanded query keyword meanings to the advertisement keyword meanings indexed in said database, the advertisements associated with the matched advertisement keyword meanings comprising advertisements relevant to the query; and

provides search results comprising said relevant advertisements to said user.

10. The system of claim 9, wherein said disambiguation module is further operable to assign probabilities to said query keyword meanings, each of said probabilities being a probability that the query keyword meaning is the intended meaning of the respective word.

11. The system of claim 9 wherein, after expanding the query keyword meanings, said query processing module further paraphrases said query by parsing the syntactic structure of said query and transforming it into additional semantically equivalent queries using the original query keyword meanings or the expanded query keyword meanings.

12. The system of claim 9 wherein said disambiguation module is further operable to disambiguate words contained in the advertisements to identify said advertisement keyword meanings.

13. The system of claim 9, further comprising a database accessible by the disambiguation module, said database containing a knowledge base of explicit semantic relationships between word meanings.

14. A method of associating advertisements to an input text comprising the steps of:

a) (i) obtaining advertisement keyword meanings associated with said advertisements, each of the advertisement keyword meanings comprising a specific intended meaning of a word contained in the respective advertisement;

(ii) indexing the advertisements according to the associated advertisement keyword meanings;

(iii) storing said indexed advertisements in a database;

and

b) (i) obtaining a text in electronic form, said text comprising words used in a context;

(ii) disambiguating said text to identify text keyword meanings of words contained in said text, each of said text keyword meanings comprising a specific deduced intended meaning of a respective word in the text, in view of the context of its usage therein;

(iii) expanding at least one of the advertisement keyword meanings or the text keyword meanings, using their relevant semantic relations to other word meanings, to expand the list of advertisement keyword meanings or to expand the list of text keyword meanings

(iv) searching said database of indexed advertisements to identify matches between the text keyword meanings and the advertisement keyword meanings;

(v) extracting advertisements indexed to the advertisement keyword meanings matched to the text keyword meanings, said extracted advertisements comprising advertisements relevant to said text; and

,

(vi) providing results consisting of said relevant advertisements.

15. The method of claim 14 wherein steps (a) and (b) are conducted independently of each other.

16. The method of claim 15 wherein said text comprises a query entered by a user or a displayed web page.

17. The method of claim 16 wherein the advertisement keyword meanings are supplied by an advertiser or identified by disambiguating words in said advertisements.

18. The method of claim 17 wherein the advertisement keyword meanings are expanded using their relevant semantic relations to other word meanings to create a list of expanded advertisement keyword meanings and wherein said advertisements are indexed according to the associated expanded advertisement keyword meanings.

19. The method of claim 17 wherein the text keyword meanings are expanded using their relevant semantic relations to other word meanings to create a list of expanded text or advertisement keyword meanings and wherein said step of expanding said text keyword meanings further comprises paraphrasing said text by parsing the syntactic structure of said text and transforming it into additional semantically equivalent text using the original text keyword meanings or the expanded text keyword meanings.

20. The method of claim 14 wherein disambiguating said text to identify text keyword meanings comprises attaching probabilities to said text keyword meanings, each of said probabilities being a probability that text keyword meaning is the intended meaning of the respective word.

21. The method of claim 14, wherein the step of disambiguating the text comprises using a knowledge base of explicit semantic relationships between word meanings.