Classifying locations for ad presentation

• US 8,666,802 B2
• Filed: 05/19/2011
• Issued: 03/04/2014
• Est. Priority Date: 05/20/2010
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Zhou, Jian, Kothari, Anshul, Sarkar, Subhadip, Van Belle, Theodore B., Chatterjee, Surojit
• Primary Examiner(s): Lastra, Daniel
• Application Number:
  US13/111,833
• Publication Number:
  US 20110289090A1
• Time in Patent Office: 1,020 Days
• Field of Search: 705/14.1
• US Class Current: 705/14.1
• CPC Class Codes: G06F 16/3349 Reuse of stored results of previous queries
• CPC Class Codes: G06F 16/9537 Spatial or temporal dependent retrieval, e.g. spatiotemporal queries
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0261 based on user location

Abstract

This specification describes technologies relating to content presentation. In general, one aspect of the subject matter described in this specification can be embodied in methods that include the actions of receiving data from a plurality of users within a geographic region associated with a location; analyzing the received data to derive a category for the location; annotating the location with the category; and using the category to boost candidate content items for delivery to users in the location in response to future content item requests.

Claims

1. A method performed by data processing apparatus, the method comprising:

receiving search data from a plurality of users within a geographic region associated with a location;

analyzing the received search data to derive one or more categories for the location, wherein each of the one or more categories are determined to be significant categories for the location;

annotating the location with the one or more categories; and

using the one or more categories to boost candidate content items for delivery to users in the geographic region associated with the location in response to future content item requests.

2. The method of claim 1, where the content items are advertisements.

3. The method of claim 1, where receiving data includes receiving search queries.

4. The method of claim 1, further comprising:

determining a location of each user of the plurality of users based on received location information from the respective users.

5. The method of claim 4, where the received location information is global positioning system coordinates.

6. The method of claim 1, further comprising:

receiving a collection of user search data across locations.

7. The method of claim 6, where analyzing the received data further comprises:

determining a collection of categories;

generating a first distribution of categories associated with received search data from the location;

generating a baseline distribution of categories associated with the collection of user search data across locations; and

comparing the first distribution of categories for the location with the baseline distribution of categories across locations to determine the one or more significant categories for the location.

8. The method of claim 1, where using the one or more categories to boost candidate content items further comprises:

identifying candidate content items in response to a request to serve a content item to a user in the location;

determining whether any content items of the candidate content items are associated with the one or more categories; and

applying a weight to a score for each content items associated with a category of the one or more categories.

9. The method of claim 8, where each content item is associated with one or more categories specified by a creator of the content item.

10. The method of claim 8, where the amount of the applied weight can vary according to category.

11. The method of claim 8, where determining whether the content items are associated with a particular category includes determining whether the content item is associated with all categories except for specifically excluded categories.

12. The method of claim 1, further comprising:

associating the received data with one or more times; and

deriving one or more categories for the location for each of the one or more times.

13. A method performed by data processing apparatus, the method comprising:

receiving a request for a content item to present to a user;

determining one or more candidate content items;

identifying a location associated with the user;

identifying the category associated with the location;

determining whether the category matches the one or more candidate content items;

boosting a score of each candidate content items determined to match the category; and

selecting a content item of the one or more candidate content items to serve to the user using the scores for the candidate content items; and

serving the content item to the user.

14. The method of claim 13, where the content items are advertisements.

15. The method of claim 13, where identifying a location associated with the user includes receiving location information from the user.

16. The method of claim 13, where identifying the category associated with the location includes searching a mapping of location and categories.

17. The method of claim 13, where each candidate ad is associated with one or more categories.

18. The method of claim 17, where the one or more categories are identified using advertiser supplied keywords.

19. The method of claim 13, where selecting an ad of the one or more candidate ads includes selecting the ad having the highest score including any boosting.

20. A system comprising:

one or more processors configured to interact with a computer storage medium in order to perform operations comprising;

receiving search data from a plurality of users within a geographic region associated with a location;

analyzing the received search data to derive one or more categories for the location, wherein each of the one or more categories are determined to be significant categories for the location;

annotating the location with the one or more categories; and

using the one or more categories to boost candidate content items for delivery to users in the geographic region associated with the location in response to future content item requests.

21. The system of claim 20, where the content items are advertisements.

22. The system of claim 20, where receiving data includes receiving search queries.

23. The system of claim 20, further configured to perform operations comprising:

determining a location of each user of the plurality of users based on received location information from the respective users.

24. The system of claim 23, where the received location information is global positioning system coordinates.

25. The system of claim 20, further configured to perform operations comprising:

receiving a collection of user search data across locations.

26. The system of claim 20, where analyzing the received data further comprises:

determining a collection of categories;

generating a first distribution of categories associated with received search data from the location;

generating a baseline distribution of categories associated with the collection of user search data across locations; and

comparing the first distribution of categories for the location with the baseline distribution of categories across locations to determine the one or more significant categories for the location.

27. The system of claim 20, where using the one or more categories to boost candidate content items further comprises:

identifying candidate content items in response to a request to serve a content item to a user in the location;

determining whether any content items of the candidate content items are associated with the one or more categories; and

applying a weight to a score for each content items associated with a category of the one or more categories.

28. The system of claim 27, where each content item is associated with one or more categories specified by a creator of the content item.

29. The system of claim 27, where the amount of the applied weight can vary according to category.

30. The system of claim 27, where determining whether the content items are associated with a particular category includes determining whether the content item is associated with all categories except for specifically excluded categories.

31. The system of claim 20, further configured to perform operations comprising:

associating the received data with one or more times; and

deriving one or more categories for the location for each of the one or more times.

32. A system comprising:

one or more processors configured to interact with a computer storage medium in order to perform operations comprising;

receiving a request for a content item to present to a user;

determining one or more candidate content items;

identifying a location associated with the user;

identifying the category associated with the location;

determining whether the category matches the one or more candidate content items;

boosting a score of each candidate content items determined to match the category; and

selecting a content item of the one or more candidate content items to serve to the user using the scores for the candidate content items; and

serving the content item to the user.

33. The system of claim 32, where the content items are advertisements.

34. The system of claim 32, where identifying a location associated with the user includes receiving location information from the user.

35. The system of claim 32, where identifying the category associated with the location includes searching a mapping of location and categories.

36. The system of claim 32, where each candidate ad is associated with one or more categories.

37. The system of claim 36, where the one or more categories are identified using advertiser supplied keywords.

38. The system of claim 32, where selecting an ad of the one or more candidate ads includes selecting the ad having the highest score including any boosting.

39. A computer storage medium encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations comprising:

receiving search data from a plurality of users within a geographic region associated with a location;

analyzing the received search data to derive one or more categories for the location, wherein each of the one or more categories are determined to be significant categories for the location;

annotating the location with the one or more categories; and

using the one or more categories to boost candidate content items for delivery to users in the geographic region associated with the location in response to future content item requests.

40. A computer storage medium encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations comprising:

receiving a request for a content item to present to a user;

determining one or more candidate content items;

identifying a location associated with the user;

identifying the category associated with the location;

determining whether the category matches the one or more candidate content items;

boosting a score of each candidate content items determined to match the category; and

selecting a content item of the one or more candidate content items to serve to the user using the scores for the candidate content items; and

serving the content item to the user.