Rendering advertisements with documents having one or more topics using user topic interest information

• US 8,090,706 B2
• Filed: 12/21/2007
• Issued: 01/03/2012
• Est. Priority Date: 06/30/2003
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Bharat, Krishna
• Primary Examiner(s): Trujillo, James
• Assistant Examiner(s): Casanova, Jorge A
• Application Number:
  US11/962,846
• Publication Number:
  US 20080097833A1
• Time in Patent Office: 1,474 Days
• Field of Search: 707 3- 6, 707/709, 707/999.003, 707/999.004, 707/999.005, 707/999.006, 705/14.54
• US Class Current: 707/709
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: H04L 12/1859 adapted to provide push services, e.g. data channels
• CPC Class Codes: H04L 51/52 for supporting social networking services
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching
• CPC Class Codes: Y10S 707/99934 Query formulation, input preparation, or translation
• CPC Class Codes: Y10S 707/99935 Query augmenting and refining, e.g. inexact access
• CPC Class Codes: Y10S 707/99936 Pattern matching access

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.

Claims

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 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.

2. The computer-implemented method of claim 1 wherein if the user selects one of the first and second search results, then determining that the user is interested in a corresponding one of the first and second topics.

3. The computer-implemented method of claim 1 wherein the act of determining which of the first topic and the second topic a user is most interested in further includes monitoring at least one of (a) cursor positioning with respect to at least one of the first and second search results, (b) cursor dwell time with respect to at least one of the first and second search results, (c) user eye direction with respect to at least one of the first and second search results, (d) user facial expressions with respect to at least one of the first and second search results, (e) user expressions with respect to at least one of the first and second search results, or (f) express user topic interest input with respect to at least one of the first and second search results.

4. The computer-implemented method of claim 1 wherein the act of 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 includes adjusting scores of 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.

5. The computer-implemented method of claim 4 wherein the act of determining user topic interest includes monitoring behavior of the user with respect to the document.

6. The computer-implemented method of claim 4 wherein the act of determining which of the first topic and the second topic a user is most interested in further includes monitoring at least one of (a) cursor positioning with respect to at least one of the first and second search results, (b) cursor dwell time with respect to at least one of the first and second search results, (c) user eye direction with respect to at least one of the first and second search results, (d) user facial expressions with respect to at least one of the first and second search results, (e) user expressions with respect to at least one of the first and second search results, or (f) express user topic interest input with respect to at least one of the first and second search results.

7. A computer-implemented method comprising:

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.

8. The computer-implemented method of claim 7 wherein the first document is a first Web page, the second document is a second Web page, and the link is a hypertext link.

9. The computer implemented method of claim 7, wherein the act of serving the first document in association with ads relevant to the second topic includes increasing a score of ads relevant to the second topic in response to the receipt of the information, and serving the ads relevant to the second topic based on their scores.

10. The computer implemented method of claim 7, wherein the act of serving the first document in association with ads relevant to the second topic includes scoring ads relevant to the second topic in response to the receipt of the information, and serving the ads relevant to the second topic based on their scores.

11. Apparatus comprising:

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.

12. The apparatus of claim 11 wherein determining which of the first topic and the second topic a user is most interested in further includes monitoring at least one of (a) cursor positioning with respect to at least one of the first and second search results, (b) cursor dwell time with respect to at least one of the first and second search results, (c) user eye direction with respect to at least one of the first and second search results, (d) user facial expressions with respect to at least one of the first and second search results, (e) user expressions with respect to at least one of the first and second search results, or (f) express user topic interest input with respect to at least one of the first and second search results.

13. The apparatus of claim 11 wherein 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 includes adjusting scores of 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.

14. Apparatus comprising:

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.

15. The apparatus of claim 14 wherein the first document is a first Web page, the second document is a second Web page, and the link is a hypertext link.

16. The apparatus of claim 14, wherein the act of serving the first document in association with ads relevant to the second topic includes increasing a score of ads relevant to the second topic in response to the receipt of the information, and serving the ads relevant to the second topic based on their scores.

17. The apparatus of claim 14, wherein the act of serving the first document in association with ads relevant to the second topic includes scoring ads relevant to the second topic in response to the receipt of the information, and serving the ads relevant to the second topic based on their scores.