Determining proximity to topics of advertisements
First Claim
Patent Images
1. A system, comprising:
- one or more data processing apparatuses; and
a data storage apparatus encoded with instructions that when executed by the one or more data processing apparatuses cause the one or more data processing apparatuses to perform operations comprising;
accessing ad keyword data specifying an ad keyword associated with an advertisement;
identifying at least one keyword cluster specifying terms related to a topic of the advertisement;
determining a first conditional probability that the ad keyword occurs in the at least one keyword cluster;
identifying one or more search keywords to which the advertisement is responsive;
determining a second conditional probability that the one or more search keywords occur in the at least one keyword cluster; and
determining a relevance of the one or more search keywords to the advertisement based at least in part on a comparison of the first conditional probability and the second conditional probability.
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Abstract
The present disclosure includes a system and method for determining proximity to topics of content items (e.g., an advertisement or “ad”). In some implementations, a method includes identifying search criteria associated with keywords of a content item. The keywords used in determining whether or not to embed the content item in Web pages including search results. Numerical scores for the search criteria is determined based, at least in part, on a topic of the content item, the numerical score indicative of proximity to the topic of the content item.
87 Citations
20 Claims
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1. A system, comprising:
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one or more data processing apparatuses; and a data storage apparatus encoded with instructions that when executed by the one or more data processing apparatuses cause the one or more data processing apparatuses to perform operations comprising; accessing ad keyword data specifying an ad keyword associated with an advertisement; identifying at least one keyword cluster specifying terms related to a topic of the advertisement; determining a first conditional probability that the ad keyword occurs in the at least one keyword cluster; identifying one or more search keywords to which the advertisement is responsive; determining a second conditional probability that the one or more search keywords occur in the at least one keyword cluster; and determining a relevance of the one or more search keywords to the advertisement based at least in part on a comparison of the first conditional probability and the second conditional probability. - View Dependent Claims (2, 3, 4)
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5. A computer-implemented method comprising:
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identifying one or more topic terms relevant to a topic of a content item; identifying a search query having one or more query terms associated with keywords of the content item; determining one or more proximity metrics for the search query based, at least in part, on a comparison of the one or more query terms to the one or more topic terms, wherein the one or more proximity metrics indicate a proximity of the one or more query terms to the topic of the content item; and determining that the search query is relevant to the topic of the content item based on a comparison of the one or more proximity metrics to a proximity threshold, the search query being relevant to the topic when the one or more query terms are proximate to the topic. - View Dependent Claims (6, 7, 8, 9, 10)
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11. A computer-implemented method comprising:
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accessing ad keyword data specifying ad keywords associated with an advertisement; identifying, by one or more processors, a keyword cluster specifying terms related to a topic of the advertisement; determining a first conditional probability that the ad keywords occur in the keyword cluster; identifying one or more search keywords to which the advertisement is responsive; determining a second conditional probability that the one or more search keywords occur in the keyword cluster; and determining a topical proximity between the one or more search keywords and the topic of the advertisement based on a comparison of the first conditional probability and the second conditional probability. - View Dependent Claims (12, 13, 14, 15)
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16. A system, comprising:
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one or more data processing apparatuses; and a data storage apparatus encoded with instructions that when executed by the one or more data processing apparatuses cause the one or more data processing apparatuses to perform operations comprising; accessing ad keyword data specifying ad keywords associated with an advertisement; identifying at least one keyword cluster specifying terms related to a topic of the advertisement; determining a first conditional probability that the ad keywords occur in the at least one keyword cluster; identifying one or more search keywords to which the advertisement is responsive; determining a second conditional probability that the one or more search keywords occur in the at least one keyword cluster; and determining a topical proximity between the one or more search keywords and the advertisement based on a comparison of the first conditional probability and the second conditional probability. - View Dependent Claims (17, 18, 19)
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20. Software stored in a computer memory device accessible by one or more data processing apparatuses that upon such execution cause the one or more data processing apparatuses to perform operations comprising:
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accessing ad keyword data specifying ad keywords associated with an advertisement; identifying a keyword cluster specifying terms related to a topic of the advertisement; determining a first conditional probability that the ad keywords occur in the keyword cluster; identifying one or more search keywords to which the advertisement is responsive; determining a second conditional probability that the one or more search keywords occur in the keyword cluster; and determining a relevance of the one or more search keywords to the topic of the advertisement based at least in part on a comparison of the first conditional probability and the second conditional probability.
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Specification