System and method for keyword extraction and contextual advertisement generation

• US 8,001,105 B2
• Filed: 12/27/2006
• Issued: 08/16/2011
• Est. Priority Date: 06/09/2006
• Status: Active Grant

• Current Assignee: eBay Inc.
• Original Assignee: eBay Inc.
• Inventors: Sun, Ken, Gupta, Raghav, Reitter, Alec, Bolivar, Alvaro
• Primary Examiner(s): Rones; Charles
• Assistant Examiner(s): Khoshnoodi; Fariborz
• Application Number:
  US11/646,012
• Publication Number:
  US 20070288454A1
• Time in Patent Office: 1,693 Days
• Field of Search: 707/104.1, 707/3, 707/6, 705/51
• US Class Current: 707/709
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A computer-implemented system and method for keyword extraction and contextual advertisement generation are disclosed. The system in an example embodiment includes a keyword extraction service to obtain information related to user activity on a host site and to extract relevant keywords from content of a web page, the information related to user activity on the host site being used to determine relevancy of the extracted keywords, and a contextual advertiser to produce an advertisement placement on an affiliate web page, the produced advertisement placement being relevant to user activity on the host site.

Claims

1. A method comprising:

placing an object in a web page, the web page displayed to a user on a client device with a processor having access to a network, the web page is an affiliate web page, the object is an executable code component configured to execute a network communication when the web page is accessed;

invoking a keyword extraction service at a host site via a network access in response to activation of the object in the web page when the web page is accessed by the user;

obtaining information related to user activity on the client device, the information obtained in response to activation of the object in the web page when the web page is accessed by the user, the information related to user activity on the client device including impressions viewed by the user and user clickthroughs received, wherein the information related to user activity on the client device is based on information selected from the group consisting of;

user behavior on a web site, frequency of user queries, listings availability, post-search user activity, and catalog data;

using the keyword extraction service to extract relevant keywords from content of the web page, the information related to user activity on the client device used to determine relevancy of the extracted keywords;

using the extracted keywords to produce an advertisement placement on the affiliate web page, the produced advertisement placement on the affiliate web page is relevant to the user activity on the client device; and

building a customized landing page customized to the user'"'"'s preferences and displaying the customized landing page when the user clicks on the advertisement placement.

2. The method as claimed in claim 1 wherein the web page is identified using a uniform reference locator (URL).

3. The method as claimed in claim 1 wherein the keyword extraction service extracts relevant keywords from content of the web page using one or more of a plurality of extraction processes, the method further including determining which of a plurality of extraction processes is most efficient for the content of the web page.

4. The method as claimed in claim 1 wherein metadata tags are generated automatically based on the content of the web page.

5. The method as claimed in claim 1 wherein the keyword extraction service further identifies category information on the host site associated with the content of the web page and the associated extracted keywords.

6. The method as claimed in claim 1 wherein the produced advertisement placement includes a rich media element.

7. The method as claimed in claim 1 wherein the produced advertisement placement includes a flash element.

8. The method as claimed in claim 1 further including statistically picking an advertisement slot for display of the produced advertisement placement.

9. The method as claimed in claim 1 further including ranking the extracted keywords.

10. The method as claimed in claim 9 wherein the ranking of the extracted keywords includes using information from the group:

relevancy information, financial information, and user feedback information.

11. An article of manufacture comprising a data storage device having machine executable instructions embedded thereon, which when executed by a machine, cause the machine to:

place an object in a web page, the web page displayed to a user on a client device, the web page is an affiliate web page, the object is an executable code component configured to execute a network communication when the web page is accessed;

invoke a keyword extraction service at a host site via a network access in response to activation of the object in the web page when the web page is accessed by the user;

obtain information related to user activity on the client device, the information obtained in response to activation of the object in the web page when the web page is accessed by the user, the information related to user activity on the client device including impressions viewed by the user and user clickthroughs received, wherein the information related to user activity on the client device is based on information selected from the group consisting of;

user behavior on a web site, frequency of user queries, listings availability, post-search user activity, and catalog data;

use the keyword extraction service to extract relevant keywords from content of the web page, the information related to user activity on the client device determines relevancy of the extracted keywords;

use the extracted keywords to produce an advertisement placement on the affiliate web page, the produced advertisement placement on the affiliate web page is relevant to the user activity on the client device; and

build a customized landing page customized to the user'"'"'s preferences and display the customized landing page when the user clicks on the advertisement placement.

12. The article of manufacture as claimed in claim 11 wherein the web page is identified using a uniform reference locator (URL).

13. The article of manufacture as claimed in claim 11 wherein the keyword extraction service extracts relevant keywords from content of the web page using one or more of a plurality of extraction processes, the article of manufacture to determine which of a plurality of extraction processes is most efficient for the content of the web page.

14. The article of manufacture as claimed in claim 11 to generate metadata tags automatically based on the content of the web page.

15. The article of manufacture as claimed in claim 11 wherein the keyword extraction service to identify category information on the host site associated with the content of the web page and the associated extracted keywords.

16. The article of manufacture as claimed in claim 11 wherein the produced advertisement placement includes a rich media element.

17. The article of manufacture as claimed in claim 11 wherein the produced advertisement placement includes a flash element.

18. The article of manufacture as claimed in claim 11 to statistically pick an advertisement slot for display of the produced advertisement placement.

19. The article of manufacture as claimed in claim 11 to rank the extracted keywords.

20. The article of manufacture as claimed in claim 19 wherein the ranking of the extracted keywords includes using information from the group:

relevancy information, financial information, and user feedback information.

21. A system comprising:

a processor;

a memory coupled to the processor to store information related to keywords;

an object placed in a web page, the web page displayed to a user on a client device, the web page is an affiliate web page, the object is an executable code component configured to execute a network communication when the web page is accessed;

a keyword extraction service, at a host site and accessible via a network access, to obtain information related to user activity on the client device in response to activation of the object in the web page when the web page is accessed by the user, and to extract relevant keywords from content of the web page, the information related to user activity on the client device determines relevancy of the extracted keywords, the keyword extraction service is invoked at the host site via a network access in response to activation of the object in the web page when the web page is accessed by the user, the information related to user activity on the client device including impressions viewed by the user and user clickthroughs received, wherein the information related to user activity on the client device is based on information selected from the group consisting of;

user behavior on a web site, frequency of user queries, listings availability, post-search user activity, and catalog data; and

a contextual advertiser to produce an advertisement placement on the affiliate web page, the produced advertisement placement on the affiliate web page is relevant to the user activity on the client device, the contextual advertiser to build a customized landing page customized to the user'"'"'s preferences and to display the customized landing page when the user clicks on the advertisement placement.

22. The system as claimed in claim 21 wherein the web page is identified using a uniform reference locator (URL).

23. The system as claimed in claim 21 wherein the keyword extraction service extracts relevant keywords from content of the web page using one or more of a plurality of extraction processes, the system to determine which of a plurality of extraction processes is most efficient for the content of the web page.

24. The system as claimed in claim 21 to generate metadata tags automatically based on the content of the web page.

25. The system as claimed in claim 21 wherein the keyword extraction service to identify category information on the host site associated with the content of the web page and the associated extracted keywords.

26. The system as claimed in claim 21 wherein the produced advertisement placement includes a rich media element.

27. The system as claimed in claim 21 wherein the produced advertisement placement includes a flash element.

28. The system as claimed in claim 21 wherein the contextual advertiser to statistically pick an advertisement slot for display of the produced advertisement placement.

29. The system as claimed in claim 21 wherein the keyword extraction service to rank the extracted keywords.

30. The system as claimed in claim 29 wherein the ranking of the extracted keywords includes using information from the group:

relevancy information, financial information, and user feedback information.