Altering keyword-based requests for content
First Claim
Patent Images
1. A method comprising:
- by one or more computers;
identifying a base request from an advertisement requester, the base request including a set of one or more search terms;
identifying a first keyword and a second keyword associated with the base request;
associating the first and second keywords with at least two demographic-based criteria bins;
within each demographic-based criteria bin that is associated with the first and second keywords, ranking the first keyword and the second keyword based on a user response history associated with the first keyword and the second keyword;
applying weights to the demographic-based criteria bins; and
based on the weights applied to the demographic-based criteria bins, selecting at least one of the demographic-based criteria bins and selecting, from each selected demographic-based criteria bin, the higher ranked of the first keyword and the second keyword for use in dynamically altering the set of one or more search terms of the base request.
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Abstract
Systems and methods are provided for increasing user response to advertisements. Methods include identifying a base request from an advertisement requester, identifying a first keyword and a second keyword associated with the base request, ranking the first keyword and the second keyword based on a user response history associated with the first keyword and the second keyword, and identifying the higher ranked of the first keyword and the second keyword to be used to dynamically alter the base request.
122 Citations
17 Claims
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1. A method comprising:
by one or more computers; identifying a base request from an advertisement requester, the base request including a set of one or more search terms; identifying a first keyword and a second keyword associated with the base request; associating the first and second keywords with at least two demographic-based criteria bins; within each demographic-based criteria bin that is associated with the first and second keywords, ranking the first keyword and the second keyword based on a user response history associated with the first keyword and the second keyword; applying weights to the demographic-based criteria bins; and based on the weights applied to the demographic-based criteria bins, selecting at least one of the demographic-based criteria bins and selecting, from each selected demographic-based criteria bin, the higher ranked of the first keyword and the second keyword for use in dynamically altering the set of one or more search terms of the base request. - View Dependent Claims (2, 3, 4)
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5. A method comprising:
by one or more computers; identifying a base request from an advertisement requester, the base request including a set of one or more search terms; identifying a first keyword and a second keyword associated with the base request; associating the first and second keywords with at least two demographic-based criteria bins; within each demographic-based criteria bin that is associated with the first and second keywords, ranking the first keyword and the second keyword based on a user response history for each keyword; applying weights to the demographic-based criteria bins; based on the weights applied to the demographic-based criteria bins, selecting at least one of the demographic-based criteria bins and selecting, from each demographic-based selected criteria bin, the higher ranked of the first keyword and the second keyword; dynamically altering the set of one or more search terms of the base request to include the higher ranked of the first keyword and the second keyword from each selected demographic-based criteria bin to form an altered request; sending the altered request to an advertisement supplier; receiving at least one advertisement from the advertisement supplier in response to the altered request; sending the at least one advertisement to the advertisement requester; and tracking user response to the at least one advertisement. - View Dependent Claims (6, 7, 8, 9)
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10. A system comprising:
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one or more servers including an optimization engine configured to; identify a base request from an advertisement requester, the base request including a set of one or more search terms; identify a first keyword and a second keyword associated with the base request; associating the first and second keywords with at least two demographic-based criteria bins; within each demographic-based criteria bin that is associated with the first and second keywords, identify a user response history associated with the first keyword and the second keyword; within each demographic-based criteria bin that is associated with the first and second keywords, rank the first keyword and the second keyword based on the user response history; applying weights to the demographic-based criteria bins; and based on the weights applied to the demographic-based criteria bins, selecting at least one of the demographic-based criteria bins and selecting, from each selected demographic-based criteria bin, the higher ranked of the first keyword and the second keyword; and one or more servers including a routing system communicating with an advertisement requester and an advertisement supplier, the routing system also communicating with the optimization engine, the routing system configured to; dynamically alter the set of one or more search terms of the base request to include the higher ranked of the first keyword and the second keyword from each selected demographic-based criteria bin to form an altered request; and send the altered request to an advertisement supplier. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17)
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Specification