Methods and systems for establishing a keyword utilizing path navigation information
First Claim
Patent Images
1. One or more computer-readable storage devices comprising program code operable to cause one or more machines to perform operations, the operations comprising:
- identifying an article stored in a computer readable memory at a first server on a data communication network;
determining a path by which a user navigated to the article and displayed the article including an advertisement advertising a product or a service on an output device of a client that is on the data communication network,wherein the path includes at least one ofan item presented to the user over the output device of the client,a second article presented to the user over the output device of the client, andtext received from the user over an input device of the client;
after determining the path by which the user navigated to and displayed the article, determining a term that is associated with the path by which the user navigated to the article; and
after determining that the term is associated with the path, establishing a keyword based on the term, the thus established keyword designating the product or the service advertised by the advertisement based at least in part on the determination that the term is associated with the path.
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Abstract
Systems and methods for determining and utilizing path navigation information. In one aspect, a method includes determining an article containing at least one item, determining a path associated with the article, and identifying at least one term associated with the at least one item based at least in part on the path.
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Citations
23 Claims
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1. One or more computer-readable storage devices comprising program code operable to cause one or more machines to perform operations, the operations comprising:
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identifying an article stored in a computer readable memory at a first server on a data communication network; determining a path by which a user navigated to the article and displayed the article including an advertisement advertising a product or a service on an output device of a client that is on the data communication network, wherein the path includes at least one of an item presented to the user over the output device of the client, a second article presented to the user over the output device of the client, and text received from the user over an input device of the client; after determining the path by which the user navigated to and displayed the article, determining a term that is associated with the path by which the user navigated to the article; and after determining that the term is associated with the path, establishing a keyword based on the term, the thus established keyword designating the product or the service advertised by the advertisement based at least in part on the determination that the term is associated with the path. - View Dependent Claims (2, 3, 4, 5, 6, 16, 17, 18, 20, 21, 22)
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7. One or more computer-readable storage devices comprising program code operable to cause one or more machines to perform operations, the operations comprising:
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identifying a web page that is stored in a computer readable memory at a first server on a data communication network; receiving a description of a path by which a user has navigated to the web page and has displayed the web page including an advertisement advertising a product or a service on an output device of a client on the data communication network, wherein the description of the path characterizes at least one of an item presented to the user over the output device of the client, an article presented to the user over the output device of the client, and text received from the user over an input device of the client; after receiving the description of the path by which a user has navigated to and has displayed the web page, determining a term that is associated with the path by which the user navigated to the web page, wherein the term is determined by a term processor of an application program at a second server on the data communication network; and after determining the term that is associated with the path, establishing a keyword based on the term, the thus established keyword designating the product or the service advertised by the advertisement based at least in part on the determination that the term is associated with the path. - View Dependent Claims (8, 9, 10, 11, 12, 13, 14, 15, 19, 23)
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Specification