Dynamic modification of advertisements displayed in response to a search engine query

• US 8,515,809 B2
• Filed: 12/12/2006
• Issued: 08/20/2013
• Est. Priority Date: 12/12/2006
• Status: Active Grant

• Current Assignee: HCL Technologies Limited
• Original Assignee: International Business Machines Corporation
• Inventors: Jambunathan, Sivakumar, Naick, Indran, Vasudevan, Cheranellore
• Primary Examiner(s): Bekerman, Michael
• Assistant Examiner(s): IOSIF, MARIO CINCINAT
• Application Number:
  US11/609,642
• Publication Number:
  US 20080140521A1
• Time in Patent Office: 2,443 Days
• Field of Search: 705/14, 705/14.4, 705/14.54
• US Class Current: 705/14.4
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A computer implemented method, apparatus, and computer program product for modifying advertisements. A set of keywords is received from a user. A query is performed in a search engine with the set of keywords. A set of websites comprising ranked search results and ranked advertisements is displayed. Responsive to detecting a user input selecting a first website in the set of websites, modifying the ranked advertisements, based on the content of the first website, to form modified advertisements.

Claims

1. A computer implemented method for modifying advertisements, the computer implemented method comprising:

responsive to receiving a set of keywords from a user, performing, by a processing unit, a query in a search engine with the set of keywords;

responsive to performing the query in the search engine, displaying a set of websites comprising a plurality of ranked search results and a plurality of ranked advertisements;

responsive to detecting a user input selecting a first website in the set of websites, determining a content of the first website;

responsive to determining that the set of keywords has more than one possible meaning, determining, by a processing unit associated with the search engine, a meaning of the set of keywords relevant to the user based upon the content of the first website; and

modifying a selection of the plurality of ranked advertisements, based on the meaning of the set of keywords determined, to form a modified selection of advertisements.

2. The computer implemented method of claim 1, further comprising:

responsive to another user input requesting a search results page, displaying the modified selection of advertisements to form displayed advertisements.

3. The computer implemented method of claim 2, further comprising:

responsive to detecting a user input selecting a second website in the set of websites, modifying a selection of the displayed advertisements to form a further modified selection of advertisements and displaying the further modified selection of advertisements.

4. The computer implemented method of claim 2, wherein the step of displaying the modified selection of advertisements comprises:

changing an order of advertisements in the modified selection of advertisements, wherein the order is based on the content of the first website.

5. The computer implemented method of claim 2, wherein the step of displaying the modified selection of advertisements comprises:

adding a new advertisement to the modified selection of advertisements based on the content of the first website.

6. The computer implemented method of claim 2, wherein modifying the selection of the plurality of ranked advertisements comprises:

removing an advertisement from the displayed advertisements based on the content of the first website.

7. A computer program product comprising a non-transitory computer usable medium including computer usable program code for modifying advertisements, the computer program product comprising:

responsive to receiving a set of keywords from a user, computer usable code for performing a query in a search engine with the set of keywords;

responsive to performing the query in the search engine, computer usable code for displaying a set of websites comprising a plurality of ranked search results and a plurality of ranked advertisements;

responsive to detecting a user input selecting a first website in the set of websites, computer usable code for determining a content of the first website;

responsive to determining that the set of keywords has more than one possible meaning, computer usable code for determining a meaning of the set of keywords relevant to the user based upon the content of the first website; and

computer usable code for modifying a selection of the plurality of ranked advertisements, based on the meaning of the set of keywords determined, to form a modified selection of advertisements.

8. The computer program product of claim 7, further comprising:

responsive to another user input requesting a search results page, computer usable code for displaying the modified selection of advertisements to form displayed advertisements.

9. The computer program product of claim 8, further comprising:

responsive to detecting a user input selecting a second website in the set of websites, computer usable code for modifying a selection of the displayed advertisements to form a further modified selection of advertisements and computer usable code for displaying the further modified selection of advertisements.

10. The computer program product of claim 8, wherein computer usable code for displaying the modified selection of advertisements comprises:

computer usable code for changing an order of advertisements in the modified selection of advertisements, wherein the order is based on the content of the first website.

11. The computer program product of claim 8, wherein the computer usable code for displaying the modified selection of advertisements comprises:

computer usable code for adding a new advertisement to the modified selection of advertisements based on the content of the first website.

12. The computer program product of claim 8, wherein the computer usable code for modifying a selection of the plurality of ranked advertisements comprises:

computer usable code for removing an advertisement from the displayed advertisements based on the content of the first website.

13. A data processing system for modifying advertisements, the data processing system comprising:

a bus;

a storage device connected to the bus, wherein the storage device contains computer usable code;

a communications unit connected to the bus; and

a processing unit connected to the bus for executing the computer usable code, wherein responsive to receiving a set of keywords from a user, the processing unit performs a query in a search engine with the set of keywords, displays a set of websites comprising a plurality of ranked search results and a plurality of ranked advertisements, responsive to detecting a user input selecting a first website in the set of websites, determines a content of the first website, responsive to determining that the set of keywords has more than one possible meaning, determines a meaning of the set of keywords relevant to the user based upon the content of the first website, and modifies a selection of the plurality of advertisements, based on the meaning of the set of keywords determined, to form a modified selection of advertisements.

14. The data processing system of claim 13, wherein the processing unit, responsive to another user input requesting a search results page, further executes the computer usable code to display the modified selection of advertisements to form displayed advertisements.

15. The data processing system of claim 14, wherein the processing unit, responsive to detecting a user input selecting a second website in the set of websites, further executes the computer usable code to modify a selection of the displayed advertisements to form a further modified selection of advertisements and display the further modified selection of advertisements.

16. The data processing system of claim 14, wherein the processing unit displays the modified selection of advertisements by changing an order of advertisements in the modified selection of advertisements, wherein the order is based on the content of the first website.

17. The data processing system of claim 14, wherein the processing unit displays the modified selection of advertisements by adding a new advertisement to the modified selection of advertisements based on the content of the first website.

18. The data processing system of claim 14, wherein processing unit modifies a selection of the plurality of ranked advertisements by removing an advertisement from the displayed advertisements based on the content of the first website.