Selecting advertising for a web page

• US 7,949,936 B2
• Filed: 04/27/2007
• Issued: 05/24/2011
• Est. Priority Date: 04/27/2007
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: International Business Machines Corporation
• Inventors: Friedman, Nancy Lynn, Vaughn, Garfield Winston, O'Connell, Brian Marshall, Hamilton, Rick Allen II
• Primary Examiner(s): Queler; Adam M
• Application Number:
  US11/741,179
• Publication Number:
  US 20080270883A1
• Time in Patent Office: 1,488 Days
• Field of Search: 715205-208, 715/234, 715/241, 715/253
• US Class Current: 715/205
• CPC Class Codes: G06Q 10/10 Office automation; Time management
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues

Abstract

A computer implemented method, apparatus, and computer usable program code for identifying advertising for a web page. In response to receiving a universal resource locator containing identification information for selected text in the web page, the web page is retrieved to form a retrieved web page. The selected text in the web page is identified. Advertisements for the web page are identified using the selected text to form identified advertisements. The identified advertisements are placed in the web page.

Claims

1. A computer implemented method for identifying advertising for a web page, the computer implemented method comprising:

responsive to receiving a universal resource locator containing identification information for selected text in the web page, retrieving, by a processing unit, the web page to form a retrieved web page;

identifying, by a processing unit, the selected text in the web page;

identifying, by a processing unit, advertisements for the web page using the selected text to form identified advertisements;

responsive to a determination that a number of the advertisements identified using the selected text does not meet a threshold, identifying, by a processing unit, additional advertisements using additional text in the web page to form the identified advertisements; and

placing, by a processing unit, the identified advertisements in the web page.

2. The computer implemented method of claim 1, wherein the step of identifying the selected text in the web page comprises:

identifying, by a processing unit, each text block within the retrieved web page that matches a checksum in a set of checksums contained in the identification information to form a set of identified text blocks; and

identifying, by a processing unit, selected text within the set of identified text blocks using the identification information.

3. The computer implemented method of claim 1 further comprising:

using, by a processing unit, the selected text to identify the number of advertisements;

determining, by a processing unit, that the number of advertisements meets the threshold;

identifying, by a processing unit, the additional text within the web page if the number of advertisements does not meet the threshold; and

using, by a processing unit, the selected text and the additional text to identify a second number of advertisements to form the identified advertisements.

4. The computer implemented method of claim 1, wherein the step of identifying advertisements for the web page using the selected text to form identified advertisements comprises:

identifying, using a processing unit, advertisements for the web page using the selected text and domain information from the universal resource locator to form the identified advertisements.

5. The computer implemented method of claim 1 further comprising:

presenting, by a processing unit, the web page at a location containing the selected text, wherein the selected text is associated with a graphical indicator.

6. The computer implemented method of claim 5, wherein the step of placing the identified advertisements in the web page comprises:

selecting, by a processing unit, a location for the identified advertisements in the web page, wherein the identified advertisements and the selected text are both visible when the web page is presented.

7. The computer implemented method of claim 1, wherein the computer implemented method is performed by a web service.

8. The computer implemented method of claim 1, wherein the computer implemented method is performed by a plug-in to a browser.

9. A computer program product for identifying advertising for a web page, the computer program product comprising:

a computer readable tangible storage device;

first instructions to responsive to receiving a universal resource locator containing identification information for selected text in the web page, retrieve the web page to form a retrieved web page;

second instructions to identify the selected text in the web page;

third instructions to identify advertisements for the web page using the selected text to form identified advertisements;

fourth instructions to responsive to a determination that a number of the advertisements identified using the selected text does not meet a threshold, identify additional advertisements using additional text in the web page to form the identified advertisements;

fifth instructions to place the identified advertisements in the web page; and

wherein the first, second, third, fourth, and fifth instructions are stored on the computer readable tangible storage device.

10. The computer program product of claim 9, wherein the second instructions comprise:

sixth instructions to identify each text block within the retrieved web page that matches a checksum in a set of checksums contained in the identification information to form a set of identified text blocks;

seventh instructions to identify selected text within the set of identified text blocks using the identification information and

wherein the sixth and seventh instructions are stored on the computer readable tangible storage device.

11. The computer program product of claim 9 further comprising:

eighth instructions to use the selected text to identify the number of advertisements;

ninth instructions to determine that the number of advertisements meets the threshold;

tenth instructions to identify the additional text within the web page if the number of advertisements does not meet the threshold;

eleventh instructions to use the selected text and the additional text to identify a second number of advertisements to form the identified advertisements; and

wherein the eighth, ninth, tenth, and eleventh instructions are stored on the computer readable tangible storage device.

12. The computer program product of claim 9, wherein the third instructions comprise:

twelfth instructions to identify advertisements for the web page using the selected text and domain information from the universal resource locator to form the identified advertisements; and

wherein the twelfth instructions are stored on the computer readable tangible storage device.

13. The computer program product of claim 9 further comprising:

thirteenth instructions to present the web page at a location containing the selected text, wherein the selected text is associated with a graphical indicator; and

wherein the thirteenth instructions are stored on the computer readable tangible storage device.

14. The computer program product of claim 13, wherein the fourth instructions comprise:

fourteenth instructions to select computer usable program code for selecting a location for the identified advertisements in the web page, wherein the identified advertisements and the selected text are both visible when the web page is presented; and

wherein the fourteenth instructions are stored on the computer readable tangible storage device.

15. A data processing system comprising:

a bus;

a computer readable memory connected to the bus;

a computer readable tangible storage device connected to the bus;

a processor unit connected to the bus;

first instructions to retrieve the web page to form a retrieved web page in response to receiving a universal resource locator containing identification information for selected text in the web page;

second instructions to identify the selected text in the web page;

third instructions to identify advertisements for the web page using the selected text form identified advertisements;

fourth instructions to responsive to a determination that a number of the advertisements identified using the selected text does not meet a threshold, identify additional advertisements using additional text in the web page to form the identified advertisements;

fifth instructions to place the identified advertisements in the web page; and

wherein the first, second, third, fourth, and fifth instructions are stored on the computer readable tangible storage device for execution by the processing unit via the computer readable memory.

16. The data processing system of claim 15, wherein the second instructions comprise:

sixth instructions to identify each text block within the retrieved web page that matches a checksum in a set of checksums contained in the identification information to form a set of identified text blocks;

seventh instructions to identify selected text within the set of identified text blocks using the identification information; and

wherein the sixth and seventh instructions are stored on the computer readable tangible storage device for execution by the processing unit via the computer readable memory.

17. The data processing system of claim 15 further comprising:

eighth instructions to use the selected text to identify the number of advertisements;

ninth instructions to determine that the number of advertisements meets the threshold;

tenth instructions to identify additional text within the web page if the number of advertisements does not meet the threshold;

eleventh instructions to use the selected text and the additional text to identify a second number of advertisements to form the identified advertisements; and

wherein the eighth, ninth, tenth, and eleventh instructions are stored on the computer readable tangible storage device for execution by the processing unit via the computer readable memory.

18. The data processing system of claim 15, wherein the third instructions comprise:

twelfth instructions to identify advertisements for the web page using the selected text and domain information from the universal resource locator to form the identified advertisements; and

wherein the twelfth instructions are stored on the computer readable tangible storage device for execution by the processing unit via the computer readable memory.

19. The data processing system of claim 15 further comprising:

thirteenth instructions to present the web page at a location containing the selected text, wherein the selected text is associated with a graphical indicator; and

wherein the thirteenth instructions are stored on the computer readable tangible storage device for execution by the processing unit via the computer readable memory.

20. The data processing system of claim 15, wherein the fourth instructions comprise:

fourteenth instructions to select a location for the identified advertisements in the web page, wherein the identified advertisements and the selected text are both visible when the web page is presented; and

wherein the fourteenth instructions are stored on the computer readable tangible storage device for execution by the processing unit via the computer readable memory.

21. A data processing system comprising:

retrieving means, responsive to receiving a universal resource locator containing identification information for selected text in the web page, for retrieving a web page to form a retrieved web page;

first identifying means for identifying the selected text in the web page;

second identifying means for identifying advertisements for the web page using the selected text to form identified advertisements;

third identifying means for responsive to a determination that a number of the advertisements identified using the selected text does not meet a threshold, identifying additional advertisements using additional text in the web page to form the identified advertisements; and

placing means for placing the identified advertisements in the web page.

22. The data processing system of claim 21, wherein the first identifying means comprises:

first means for identifying each text block within the retrieved web page that matches a checksum in a set of checksums contained in the identification information to form a set of identified text blocks; and

second means for identifying selected text within the set of identified text blocks using the identification information.

23. The data processing system of claim 21 further comprising:

first using means for using the selected text to identify number of advertisements;

determining means for determining that the number of advertisements meets the threshold;

identifying means for identifying additional text within the web page if the number of advertisements does not meet the threshold; and

second using means for using the selected text and the additional text to identify a second number of advertisements to form the identified advertisements.

24. The data processing system of claim 21, wherein the second identifying means comprises:

means for identifying advertisements for the web page using the selected text and domain information from the universal resource locator to form the identified advertisements.

25. The data processing system of claim 21 further comprising:

presenting means for presenting the web page at a location containing the selected text, wherein the selected text is associated with a graphical indicator.

26. The data processing system of claim 25, wherein the placing means comprises:

selecting means for selecting a location for the identified advertisements in the web page, wherein the identified advertisements and the selected text are both visible when the web page is presented.

27. The data processing system of claim 21, wherein the retrieving means, first identifying means, second identifying means, and the placing means are located in a web service.

28. The data processing system of claim 21, wherein the wherein the retrieving means, first identifying means, second identifying means, and the placing means are located in a plug-in to a browser.