Determining advertising placement on preprocessed content

• US 8,392,395 B2
• Filed: 09/03/2010
• Issued: 03/05/2013
• Est. Priority Date: 06/13/2005
• Status: Active Grant

• Current Assignee: RPX Corporation
• Original Assignee: Inform, Inc. (CDC Corporation)
• Inventors: Goldman, Neal, Einhorn, Joseph
• Primary Examiner(s): Nguyen, Cindy
• Application Number:
  US12/875,976
• Publication Number:
  US 20110112903A1
• Time in Patent Office: 914 Days
• Field of Search: 707/706, 707/708, 707/748
• US Class Current: 707/706
• CPC Class Codes: G06F 16/34 Browsing; Visualisation therefor
• CPC Class Codes: G06F 16/954 Navigation, e.g. using categorised browsing
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history

Abstract

Relationships are determined by disambiguation for preprocessing content. A first canonical identifier associated with a first element that can be represented in content in a plurality of forms is defined. A second canonical identifier associated with a second element that can be represented in content in a plurality of forms is defined. A first content available over a network is retrieved. An entity name element associated with the first content is identified. The entity name element being able to represent the first element and the second element. The entity name element is associated with the first element or the second element based on context associated with the first content.

Claims

1. A method of determining advertising placement based on preprocessed content comprising:

retrieving a first content available over a network;

identifying one or more first-type elements associated with the first content using a rule-based algorithm that selects the one or more first-type elements from a plurality of predefined elements associated with a topic, industry, or any combination thereof;

assigning a relevancy score to the one or more first-type elements based on relevancy of the one or more first-type elements to the first content; and

providing a narrower scope of an ad related topic based on the relevancy scores of the one or more first-type elements,

wherein the plurality of predefined elements comprise a plurality of levels of specificity, and the assignment of the relevancy score includes multiplying the relevancy score for the first-type element by a level of specificity for the one or more first-types of elements.

2. The method of claim 1 wherein the plurality of predefined elements are based on a predefined taxonomy.

3. The method of claim 1 wherein providing a narrower scope comprises mapping the one or more first-type elements to one or more ad related topics.

4. The method of claim 3 wherein the one or more ad related topics comprise one or more topics defined by a content provider.

5. The method of claim 1 further comprising providing ad placement related services to a plurality of content providers.

6. The method of claim 5 further comprising generating increased advertising revenues based on access to aggregated page views of the plurality of content providers.

7. The method of claim 6 wherein the plurality of content providers are unrelated organizations.

8. The method of claim 5 further comprising tracking user interests across the plurality of content providers.

9. The method of claim 8 wherein providing a narrower scope of an ad related topic comprises selecting an ad based on tracked user interests.

10. The method of claim 8 further comprising maintaining tracked user interests in a database.

11. The method of claim 8 wherein tracking comprises tracking user interests across the plurality of content providers using a cookie.

12. The method of claim 8 further comprising weighting a first user interest higher if an associated user selects such first user interest when presented with such user interest.

13. The method of claim 1 further comprising saving associations between the first content and the one or more first-type elements in a database table.

14. The method of claim 1 further comprising:

identifying a top scored first-type element from the one or more first-type elements; and

associating the first content with the top scored first-type element.

15. The method of claim 1 wherein the first content comprises an electronic document associated with the content provider'"'"'s web site, a syndicated news feed, an electronic document associated with a third-party web site, an electronic document associated with a weblog, or any combination thereof.

16. A system for determining advertising placement based on preprocessed content comprising one or more computing devices configured to:

retrieve a first content available over a network;

identify one or more first-type elements associated with the first content using a rule-based algorithm that selects the one or more first-type elements from a plurality of predefined elements associated with a topic, industry, or any combination thereof;

assign a relevancy score to the one or more first-type elements based on relevancy of the one or more first-type elements to the first content; and

provide a narrower scope of an ad related topic based on the relevancy scores of the one or more first-type elements,

wherein the plurality of predefined elements comprise a plurality of levels of specificity, and the assignment of the relevancy score includes multiplying the relevancy score for the first-type element by a level of specificity for the one or more first-types of elements.

17. A computer program product, tangibly embodied in a non-transitory data storage medium, the computer program product including instructions being operable to cause a data processing apparatus to:

retrieve a first content available over a network;

identify one or more first-type elements associated with the first content using a rule-based algorithm that selects the one or more first-type elements from a plurality of predefined elements associated with a topic, industry, or any combination thereof;

assign a relevancy score to the one or more first-type elements based on relevancy of the one or more first-type elements to the first content; and

provide a narrower scope of an ad related topic based on the relevancy scores of the one or more first-type elements,

wherein the plurality of predefined elements comprise a plurality of levels of specificity, and the assignment of the relevancy score includes multiplying the relevancy score for the first-type element by a level of specificity for the one or more first-types of elements.