Rendering advertisements with documents having one or more topics using user topic interest information
First Claim
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1. A computer-implemented method comprising:
- a) providing, by a computer system having at least one computer in a network, responsive to a received search query, a document with a plurality of search results, wherein the search query has at least two different semantic interpretations corresponding to two different user information needs, the plurality of search results includingi) a first search result associated with a first document having content concerning a first topic related to a first semantic interpretation of the search query, andii) a second search result associated with a second document having content concerning a second topic related to a second semantic interpretation of the search query;
b) determining, by the computer system, which of the first and second semantic interpretations of the search query a user is most interested in based on behavior of the user with respect to one of the first and second search results;
c) selecting, by the computer system, one of a first set of one or more ads relevant to the first topic or a second set of one or more ads relevant to the second topic using, at least, the determination of user topic interest, wherein the first set of one or more ads is different from the second set of one or more ads; and
d) serving, by the computer system, in association with the document, the selected one of the first or second set of one or more ads.
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Abstract
Ambiguities with respect to a user topic interest may be resolved so that useful topic-relevant ads can be presented. Such ambiguities may be resolved by monitoring user behavior, determining a user topic interest (e.g., from a plurality of different candidate topics) based on the monitored behavior, and serving ads relevant to the determined user topic interest.
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Citations
17 Claims
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1. A computer-implemented method comprising:
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a) providing, by a computer system having at least one computer in a network, responsive to a received search query, a document with a plurality of search results, wherein the search query has at least two different semantic interpretations corresponding to two different user information needs, the plurality of search results including i) a first search result associated with a first document having content concerning a first topic related to a first semantic interpretation of the search query, and ii) a second search result associated with a second document having content concerning a second topic related to a second semantic interpretation of the search query; b) determining, by the computer system, which of the first and second semantic interpretations of the search query a user is most interested in based on behavior of the user with respect to one of the first and second search results; c) selecting, by the computer system, one of a first set of one or more ads relevant to the first topic or a second set of one or more ads relevant to the second topic using, at least, the determination of user topic interest, wherein the first set of one or more ads is different from the second set of one or more ads; and d) serving, by the computer system, in association with the document, the selected one of the first or second set of one or more ads. - View Dependent Claims (2, 3, 4, 5, 6)
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7. A computer-implemented method comprising:
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a) providing, by a computer system having at least one computer in a network, a first document, the first document including 1) content concerning a first topic, and 2) a link to a second document including content concerning a second topic; b) serving, by the computer system, the first document in association with ads relevant to the first topic; c) receiving, by the computer system, information indicating that a user selected the link; and d) responsive to the information and further information indicating that the user navigated back to the first document after having navigated to the second document, serving, by the computer system, the first document in association with ads relevant to the second topic, wherein the ads relevant to the first topic are different from the ads relevant to the second topic. - View Dependent Claims (8, 9, 10)
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11. Apparatus comprising:
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a) one or more processors; b) at least one input device; c) at least one output device; and d) one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of 1) providing, responsive to a received search query, a document with a plurality of search results, wherein the search query has at least two different semantic interpretations corresponding to two different user information needs, the plurality of search results including i) a first search result associated with a first document having content concerning a first topic related to a first semantic interpretation of the search query, and ii) a second search result associated with a second document having content concerning a second topic related to a second semantic interpretation of the search query; 2) determining which of the first and second semantic interpretations of the search query a user is most Interested in; 3) selecting one of a first set of one or more ads relevant to the first topic and a second set of one or more ads relevant to the second topic using, at least, the determination of user topic interest, wherein the first set of one or more ads is different from the second set of one or more ads; and 4) serving, in association with the document, the selected one of the first and second set of one or more ads. - View Dependent Claims (12, 13)
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14. Apparatus comprising:
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a) one or more processors; b) at least one input device; c) at least one output device; and d) one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of 1) providing a first document, the first document including i) content concerning a first topic, and ii) a link to a second document including content concerning a second topic; 2) serving, the first document in association with ads relevant to the first topic; 3) receiving information indicating that a user selected the link; and 4) responsive to the information and further information indicating that the user navigated back to the first document after having navigated to the second document, serving, the first document in association with ads relevant to the second topic, wherein the ads relevant to the first topic are different from the ads relevant to the second topic. - View Dependent Claims (15, 16, 17)
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Specification