System and method for automatically targeting web-based advertisements
First Claim
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1. A computer-implemented method for automatically targeting Web-based advertisements, comprising:
- identifying, by a computer system including one or more computers on a network, advertisements relative to a query, wherein identified advertisements describe characteristics relative to at least one of a product and a service;
scoring, by the computer system, the advertisements according to a degree of a match between the query and the characteristics of the identified advertisements;
creating, dynamically by the computer system, an advertising creative, using at least the characteristics of at least one such identified advertisement, to include in the corresponding advertisement, wherein the act of dynamically creating the advertising creative further uses terms from the query to summarize the at least one of a product and a service described by the advertisement in the advertising creative dynamically; and
providing, by the computer system, at least some of the advertisements as Web-based content.
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Abstract
A system and method for automatically targeting Web-based advertisements is described. Advertisements are identified relative to a query, wherein identified advertisements describe characteristics relative to at least one of a product and a service. The advertisements are scored according to match between the query and the characteristics of the identified advertisements. At least some of the advertisements are provided as Web-based content.
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Citations
18 Claims
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1. A computer-implemented method for automatically targeting Web-based advertisements, comprising:
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identifying, by a computer system including one or more computers on a network, advertisements relative to a query, wherein identified advertisements describe characteristics relative to at least one of a product and a service; scoring, by the computer system, the advertisements according to a degree of a match between the query and the characteristics of the identified advertisements; creating, dynamically by the computer system, an advertising creative, using at least the characteristics of at least one such identified advertisement, to include in the corresponding advertisement, wherein the act of dynamically creating the advertising creative further uses terms from the query to summarize the at least one of a product and a service described by the advertisement in the advertising creative dynamically; and providing, by the computer system, at least some of the advertisements as Web-based content. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 18)
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11. A system including one or more computers on a network for automatically targeting Web-based advertisements, the system comprising:
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an indexer to identify advertisements relative to a query, wherein identified advertisements describe characteristics relative to at least one of a product and a service; a scorer to score the advertisements according to match between the query and the characteristics of the identified advertisements; an advertising creative generator to create an advertising creative dynamically using at least the characteristics of at least one such identified advertisement, to include in the corresponding adverstisement, wherein the advertising creative generator further uses terms from the query to summarize the at least one of a product and a service described by the advertisement in the advertising creative dynamically; and a targeting component to provide at least some of the advertisements as Web-based content, wherein a numerical score is assigned to the identified advertisements based on a degree of the match. - View Dependent Claims (12, 13, 14, 15, 17)
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16. An apparatus for automatically targeting Web-based advertisements, comprising:
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a) one or more processors; b) one or more input devices; and d) one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of; (i) identifying advertisements relative to a query, wherein identified advertisements describe characteristics relative to at least one of a product and a service; (ii) scoring the advertisements according to a degree of a match between the query and the characteristics of the identified advertisements; (iii) dynamically creating an advertising creative, using at least the characteristics of at least one such identified advertisement, to include in the corresponding advertisement, wherein the act of dynamically creating the advertising creative further uses terms from the query to summarize that at least one of a product and a service described by the advertisement in the advertising creative dynamically; and (iv) providing at least some of the advertisements as Web-based content.
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Specification