Automatically generating ads and ad-serving index
First Claim
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1. A computer-implemented method comprising:
- a) accepting, for each of at least one advertiser, by an advertising system including one or more computers, information from at least one advertiser document, wherein the at least one advertiser document defines an inventory of at least one of products and services offered on an online Website of the at least one advertiser;
b) generating ads for the at least one advertiser, by the advertising system, each of the generated ads includingi) a creative, andii) offer information,using the accepted information from the at least one advertiser document;
c) generating, by the advertising system, an index mapping information extracted from the at least one advertiser document to one of (A) advertiser document identifiers for the at least one advertiser document on which the extracted information is found, and (B) ad identifiers for ads generated from the at least one advertiser document on which the extracted information is found;
d) accepting, by the advertising system, additional information, wherein the additional information is one of (A) search query information and (B) document relevance information;
e) determining, by the advertising system, one or more ads relevant to the additional information using the index generated and the additional information; and
f) serving at least one of the determined one or more relevant ads for rendering on a client device,wherein the offer information is expressed procedurally.
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Abstract
Advertiser repository information (e.g., a list of HTML pages) may be used to automatically generate a page-ad and associated ad information for each page using a subset of features of the page. Subsequently, a page-ad index for all pages from different advertisers may be created. After creating a page-ad index, if a client issues a query (e.g., from a search engine), candidate page-ads may be selected using the page-ads index. If necessary (e.g., if there are more candidate page-ads than requested ads), the candidate page-ads may be entered into an arbitration (e.g., auction). Then, the arbitration may determine a set of one or more winning page-ads to be served for rendering.
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Citations
26 Claims
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1. A computer-implemented method comprising:
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a) accepting, for each of at least one advertiser, by an advertising system including one or more computers, information from at least one advertiser document, wherein the at least one advertiser document defines an inventory of at least one of products and services offered on an online Website of the at least one advertiser; b) generating ads for the at least one advertiser, by the advertising system, each of the generated ads including i) a creative, and ii) offer information, using the accepted information from the at least one advertiser document; c) generating, by the advertising system, an index mapping information extracted from the at least one advertiser document to one of (A) advertiser document identifiers for the at least one advertiser document on which the extracted information is found, and (B) ad identifiers for ads generated from the at least one advertiser document on which the extracted information is found; d) accepting, by the advertising system, additional information, wherein the additional information is one of (A) search query information and (B) document relevance information; e) determining, by the advertising system, one or more ads relevant to the additional information using the index generated and the additional information; and f) serving at least one of the determined one or more relevant ads for rendering on a client device, wherein the offer information is expressed procedurally. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24)
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25. Apparatus comprising:
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a) at least one processor; b) an input device; and c) at least one storage device storing a computer executable code which, when executed by the at least one processor, performs a method of 1) accepting, for each of at least one advertiser, information from at least one advertiser document, wherein the at least one advertiser document defines an inventory of at least one of products and services offered on an online Website of the at least one advertiser, 2) generating ads for the at least one advertiser, each of the generated ads including i) a creative, and ii) offer information, using the accepted information from the at least one advertiser document, 3) generating an index mapping information extracted from the at least one advertiser document to one of (A) advertiser document identifiers for the at least one advertiser document on which the extracted information is found, and (B) ad identifiers for ads generated from the at least one advertiser document on which the extracted information is found, 4) accepting additional information, wherein the additional information is one of (A) search query information and (B) document relevance information; 5) determining one or more ads relevant to the additional information using the index generated and the additional information, and 6) serving at least one of the determined one or more relevant ads for rendering on a client device, wherein the offer information is expressed procedurally. - View Dependent Claims (26)
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Specification