Dynamic categorizations for electronic advertising
First Claim
1. A method of dynamically determining a categorization for an item, comprising:
- receiving a request to categorize a display page including additional items;
determining a hierarchical category browse tree associated with each additional item; and
selecting a categorization for the display page according to the category associated with a category browse node for any of the items included in the display page that at least meets the specified frequency threshold at the current level;
wherein selecting the categorization further comprises;
determining a plurality of categories corresponding to an item, each category corresponding to a category browse node in a hierarchical category browse tree that is able to be located by traversing at least one browse path in the hierarchical category browse tree from at least one parent category browse node;
determining each browse path through the hierarchical category browse tree corresponding to one of the determined categories, each browse path configured to include a plurality of category browse nodes each at a different level in the hierarchical category browse tree; and
starting at a lowest level in the hierarchical category browse tree;
(a) determining an appearance frequency for each category browse node at a current level in the hierarchical category browse tree that is included in one of the browse paths;
(b) if the category browse node at the current level with the highest determined appearance frequency at least meets a specified frequency threshold, selecting a categorization for the item according to the category associated with that category browse node; and
(c) if no category browse node at the current level has a determined appearance frequency that at least meets the specified frequency threshold, moving to a next highest level and repeating steps (a)-(c);
(d) if no levels have a category browse node able to meet the specified frequency threshold, selecting a default category.
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Accused Products
Abstract
An advertiser submitting a sponsored ad to a provider can determine aspects of the ad, such as creative elements and bid price, based on a dynamic categorization of an item and/or landing page associated with the ad. An algorithm can be used that utilizes a browse tree for each item to be displayed to a user following a sponsored link, for example, and attempts to find a node in the browse tree that appears at the lowest level in the tree and with a sufficient appearance frequency. When consensus is reached for a node in the browse tree that meets these criteria, a corresponding categorization is determined, which can be used to determine appropriate aspects to be used for the sponsored ad, at least until enough information is obtained such that aspects can be determined independent of the categorization.
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Citations
21 Claims
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1. A method of dynamically determining a categorization for an item, comprising:
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receiving a request to categorize a display page including additional items; determining a hierarchical category browse tree associated with each additional item; and selecting a categorization for the display page according to the category associated with a category browse node for any of the items included in the display page that at least meets the specified frequency threshold at the current level; wherein selecting the categorization further comprises; determining a plurality of categories corresponding to an item, each category corresponding to a category browse node in a hierarchical category browse tree that is able to be located by traversing at least one browse path in the hierarchical category browse tree from at least one parent category browse node; determining each browse path through the hierarchical category browse tree corresponding to one of the determined categories, each browse path configured to include a plurality of category browse nodes each at a different level in the hierarchical category browse tree; and starting at a lowest level in the hierarchical category browse tree; (a) determining an appearance frequency for each category browse node at a current level in the hierarchical category browse tree that is included in one of the browse paths; (b) if the category browse node at the current level with the highest determined appearance frequency at least meets a specified frequency threshold, selecting a categorization for the item according to the category associated with that category browse node; and (c) if no category browse node at the current level has a determined appearance frequency that at least meets the specified frequency threshold, moving to a next highest level and repeating steps (a)-(c); (d) if no levels have a category browse node able to meet the specified frequency threshold, selecting a default category. - View Dependent Claims (2)
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3. A method of dynamically determining a categorization for an item, comprising:
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receiving a request to categorize a landing page including additional items; determining a hierarchical category browse tree associated with each additional item; and determining the selected category browse node from the hierarchical browse tree to use in categorizing the landing page, the selected category browse node corresponding to any item to be included in the landing page; wherein determining the determining the selected category browse node from the hierarchical browse tree further comprises; determining a hierarchical category browse tree associated with an item, the hierarchical category browse tree including a plurality of category browse nodes at a plurality of levels, each category browse node corresponding to one of a category and a sub-category and further being able to be located by traversing at least one browse path in the hierarchical category browse tree from at least one parent category browse node; determining each browse path through the hierarchical category browse tree navigating from the at least one parent category browse node to a category browse node corresponding to one of a category and a sub-category related to the item; and determining a selected category browse node from the hierarchical category browse tree to use in categorizing the item, the selected category browse node appearing with an appearance frequency that at least meets a specified appearance threshold and further appearing at a lower level in the hierarchical category browse tree than any other category browse node appearing with an appearance frequency that at least meets a specified appearance threshold, wherein a default category browse node is selected when no category browse node at least meets the specified appearance threshold, and wherein a category corresponding to the selected category browse node is used for categorization of the item. - View Dependent Claims (4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15)
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16. A system for dynamically determining a categorization for an item, comprising:
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a processor; and a non-transitory memory device including instructions that, when executed by the processor, cause the processor to; receive a request to categorize a landing page including additional items; determine a hierarchical category browse tree associated with each additional item; and determine the selected category browse node from the hierarchical category browse tree to use in categorizing the landing page, the selected node corresponding to any item to be included in the landing page; wherein to determine the selected category browse node from the hierarchical category browse tree further comprises; determine a hierarchical category browse tree associated with an item, the hierarchical category browse tree including a plurality of category browse nodes at a plurality of levels, each category browse node corresponding to one of a category and a sub-category and further being able to be located by traversing at least one browse path in the hierarchical category browse tree from at least one parent category browse node; determine each browse path through the hierarchical category browse tree navigating front the at least one parent category browse node to a category browse node corresponding to one of a category and a sub-category related to the item; and determine a selected category browse node from the hierarchical category browse tree to use in categorizing the item, the selected node appearing with an appearance frequency that at least meets a specified appearance threshold and further appearing at a lower level in the hierarchical category browse tree than any other node appearing with an appearance frequency that at least meets a specified appearance threshold, wherein a default category browse node is the selected category browse node when no category browse node at least meets the specified appearance threshold, and wherein a category corresponding to the selected category browse node is used for categorization of the item. - View Dependent Claims (17)
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18. A system for dynamically determining a categorization for an item, comprising:
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a processor; and a non-transitory memory device including instructions that, when executed by the processor, cause the processor to; receive a request to categorize a display page including additional items; determine a hierarchical category browse tree associated with each additional item; and select a categorization for the display page according to the category associated with a category browse node for any of the items included in the display page that at least meets the specified frequency threshold at the current level; wherein to select a categorization further comprises the memory including instructions that, when executed by the processor, cause the processor to; determine a plurality of categories corresponding to an item, wherein each category corresponds to a hierarchical category browse node in a hierarchical category browse tree that is able to be located by traversing at least one browse path in the hierarchical category browse tree from at least one parent category browse node; determine each browse path through the hierarchical category browse tree corresponding to one of the determined categories, each browse path configured to include a plurality of category browse nodes each at a different level in the hierarchical category browse tree; and starting at a lowest level in the hierarchical category browse tree; (a) determine an appearance frequency for each category browse node at a current level in the hierarchical category browse tree that is included in one of the browse paths; (b) if the category browse node at the current level with the highest determined appearance frequency at least meets a specified frequency threshold, select a categorization for the item according to the category associated with that category browse node; and (c) if no category browse node at the current level has a determined appearance frequency that at least meets the specified frequency threshold, move to a next highest level and repeating steps (a)-(c); (d) if no levels have category browse nodes that are able to meet the specified frequency threshold, selecting a default category. - View Dependent Claims (19)
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20. A computer program product embedded in a computer readable non-transitory storage medium for dynamically determining a categorization for an item, comprising:
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program code for receiving a request to categorize a landing page including additional items; program code for determining a hierarchical category browse tree associated with each additional item; program code for determining the selected node from the hierarchical category browse tree to use in categorizing the landing page, the selected node corresponding to any item to be included in the landing page; wherein program code for determining the selected node from the hierarchical category browse tree further comprises; program code for determining a hierarchical category browse tree associated with an item, the hierarchical category browse tree including a plurality of category browse nodes at a plurality of levels, each category browse node corresponding to one of a category and a sub-category and further being able to be located by traversing at least one browse path in the hierarchical category browse tree from at least one parent category browse node; program code for determining each browse path through the hierarchical category browse tree navigating from the at least one parent category browse node to a category browse node corresponding to one of a category and a sub-category related to the item; and program code for determining a selected category browse node from the hierarchical category browse tree to use in categorizing the item, the selected category browse node appearing with an appearance frequency that at least meets a specified appearance threshold and further appearing at a lower level in the hierarchical category browse tree than any other category browse node appearing with an appearance frequency that at least meets a specified appearance threshold, wherein a default category browse node is the selected category browse node when no node at least meets the specified appearance threshold, and wherein a category corresponding to the selected category browse node is used for categorization of the item. - View Dependent Claims (21)
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Specification