System and method for improving integrity of internet search
First Claim
1. A computer-implemented method for validating on-line advertising sales, comprising the steps of using a computer system for:
- (a) receiving an on-line order for placement of on-line advertising from a prospective advertiser submitted via the Internet to a web site that sells advertising;
(b) obtaining at least one of a Uniform Resource Locator (URL) and domain name to be advertised;
(c) performing processing on at least one of the URL and domain name to associate a physical business address or business entity with said URL or domain name, comprising;
checking a domain name or domain included as part of said URL against a database of known domains for which integrity ratings are available to eliminate unnecessary reprocessing of domains already evaluated;
if the domain is in the database indicating an integrity rating is already available, bypassing further processing and returning an integrity rating immediately;
if the domain is not already in the database, using name and address extraction to attempt to obtain an entity name and physical address associated with the URL or domain name;
if a reliable entity name and physical address are obtained, collecting business information;
scoring the business information; and
using the scored business information to at least one of compute the integrity rating and to update the integrity ratings in the database of known domains so that future similar queries can be quickly processed;
(d) determining an integrity rating for said URL or domain name;
(e) testing the integrity rating against a threshold of acceptability; and
(f) if the integrity rating is below the threshold of acceptability, rejecting the placement of the on-line advertising;
thereby preventing advertisers of questionable legitimacy from placing advertisements on web sites, improving customer satisfaction, increasing the value of the advertising medium, and making the advertising space more valuable.
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Abstract
A system and method are provided to receive a search query from a user, typically via a web browser, the Internet, and a web server. A search engine obtains a set of potential search results based on the search query. For each Internet domain or web site mentioned in the search results, a set of data sources is accessed to obtain information concerning the legitimacy of the business associated with the Internet domain or web site. The legitimacy information is used to reorder or to change or to augment the appearance or presentation of the search result for the Internet domain or web site. The processed search results are returned to the user.
78 Citations
24 Claims
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1. A computer-implemented method for validating on-line advertising sales, comprising the steps of using a computer system for:
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(a) receiving an on-line order for placement of on-line advertising from a prospective advertiser submitted via the Internet to a web site that sells advertising; (b) obtaining at least one of a Uniform Resource Locator (URL) and domain name to be advertised; (c) performing processing on at least one of the URL and domain name to associate a physical business address or business entity with said URL or domain name, comprising; checking a domain name or domain included as part of said URL against a database of known domains for which integrity ratings are available to eliminate unnecessary reprocessing of domains already evaluated; if the domain is in the database indicating an integrity rating is already available, bypassing further processing and returning an integrity rating immediately; if the domain is not already in the database, using name and address extraction to attempt to obtain an entity name and physical address associated with the URL or domain name; if a reliable entity name and physical address are obtained, collecting business information; scoring the business information; and
using the scored business information to at least one of compute the integrity rating and to update the integrity ratings in the database of known domains so that future similar queries can be quickly processed;(d) determining an integrity rating for said URL or domain name; (e) testing the integrity rating against a threshold of acceptability; and (f) if the integrity rating is below the threshold of acceptability, rejecting the placement of the on-line advertising; thereby preventing advertisers of questionable legitimacy from placing advertisements on web sites, improving customer satisfaction, increasing the value of the advertising medium, and making the advertising space more valuable. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11)
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12. A computer system including a web server and at least one other computer connected to the Internet for executing computer code stored in a computer readable medium to validate on-line advertising sales, comprising:
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first code for receiving an on-line order for placement of on-line advertising from a prospective advertiser submitted via the Internet to a web site that sells advertising; second code for obtaining at least one of a Uniform Resource Locator (URL) and domain name to be advertised; third code for performing processing on at least one of the URL and domain name to associate a physical business address or business entity with said URL or domain name, comprising; code for checking a domain name or domain included as part of said URL against a database of known domains for which integrity ratings are available to eliminate unnecessary reprocessing of domains already evaluated; if the domain is in the database indicating an integrity rating is already available, code for bypassing further processing and returning an integrity rating immediately; if the domain is not already in the database, code for using name and address extraction to attempt to obtain an entity name and physical address associated with said URL or domain name; if a reliable entity name and physical address are obtained, code for collecting business information; code for scoring said business information; and
code for using said scored business information to at least one of compute the integrity rating and to update the integrity ratings in the database of known domains so that future similar queries can be quickly processed;fourth code for determining an integrity rating for said URL or domain name; fifth code for testing the integrity rating against a threshold of acceptability; and if the integrity rating is below the threshold of acceptability, sixth code for rejecting the placement of the on-line advertising; whereby advertisers of questionable legitimacy are prevented from placing advertisements on web sites, customer satisfaction is improved, the value of the advertising medium is increased, and the advertising space is made more valuable. - View Dependent Claims (13, 14, 15, 16, 17, 18, 19, 20, 21, 22)
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23. A computer-implemented method for validating on-line advertising sales, comprising the steps of using a computer system for:
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(a) receiving an on-line order for placement of on-line advertising from a prospective advertiser submitted via the Internet to a web site that sells advertising; (b) obtaining at least one of a Uniform Resource Locator (URL) and domain name to be advertised; (c) performing processing on at least one of the URL and domain name to associate a physical business address or business entity with said URL or domain name, comprising; using name and address extraction to attempt to obtain an entity name and physical address associated with the URL or domain name; if a reliable entity name and physical address are obtained, collecting business information; scoring the business information; and
using the scored business information to compute an integrity rating;(d) determining an integrity rating for said URL or domain name; (e) testing the integrity rating against a threshold of acceptability; (f) if the integrity rating is below the threshold of acceptability, rejecting the placement of the on-line advertising; and (g) accepting the placement of the on-line advertising and replying to the prospective advertiser that the order for placement of on-line advertising is accepted, if the integrity rating meets or exceeds the threshold; thereby preventing advertisers of questionable legitimacy from placing advertisements on web sites, improving customer satisfaction, increasing the value of the advertising medium, and making the advertising space more valuable.
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24. A computer system including a web server and at least one other computer connected to the Internet for executing computer code stored in a computer readable medium to validate on-line advertising sales, comprising:
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first code for receiving an on-line order for placement of on-line advertising from a prospective advertiser submitted via the Internet to a web site that sells advertising; second code for obtaining at least one of a Uniform Resource Locator (URL) and domain name to be advertised; third code for performing processing on at least one of the URL and domain name to associate a physical business address or business entity with said URL or domain name, comprising; code for using name and address extraction to attempt to obtain an entity name and physical address associated with the domain; if a reliable entity name and physical address are obtained, code for collecting business information; code for scoring said business information; and
code for using the scored information to compute the integrity rating;fourth code for determining an integrity rating for said URL or domain name; fifth code for testing the integrity rating against a threshold of acceptability; if the integrity rating is below the threshold of acceptability, sixth code for rejecting the placement of the on\- line advertising; and if the integrity rating meets or exceeds the threshold, seventh code for accepting the placement of the on-line advertising and replying to the prospective advertiser that the placement of the on-line advertising is accepted; whereby advertisers of questionable legitimacy are prevented from placing advertisements on web sites, customer satisfaction is improved, the value of the advertising medium is increased, and the advertising space is made more valuable.
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Specification