Rich entity for contextually relevant advertisements

• US 8,719,713 B2
• Filed: 06/17/2009
• Issued: 05/06/2014
• Est. Priority Date: 06/17/2009
• Status: Expired due to Fees

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Esposito, Mario, Yeh, Ehr-Chun
• Primary Examiner(s): ITURRALDE, ENRIQUE W
• Application Number:
  US12/471,017
• Publication Number:
  US 20100325542A1
• Time in Patent Office: 1,784 Days
• Field of Search: 715205-209, 715230-233, 715/253, 715/256, 715269-270, 715/273, 715/277, 715/705, 715/708, 715/711, 715/714, 715/715, 715/760, 715/790, 715/808, 715/809, 715/825, 705/14.4, 705 1449- 1454, 705 1466- 1467
• US Class Current: 715/760
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Described herein is an in-text advertising display that presents web advertisements contextually related to retrieved web content about text on a web page. The text of a web page is analyzed to determine whether terms or phrases are associated with particular contextual definitions called entities. Portions of text associated with an entity are emphasized to the user. Detection of a user trigger event initiates retrieval of additional web content about the emphasized text and the retrieved additional content is displayed in a display window, within a pop-up advertisement, or within a quickbar window. An adjacent seamless window displaying web advertisements related to the additional web content is also presented to the user.

Claims

1. A method for displaying a user-interactive collection of content associated with text on a web page, the method comprising:

accessing an entity database storing a plurality of entity definitions associated with a plurality of text phrases, wherein each entity definition specifies a contextual category associated with a corresponding text phrase;

parsing text on a web page;

identifying entities in the entity database related to the parsed text;

utilizing a geographic location to classify a meaning of text on the web page;

filtering the entities based on the meaning of the text;

providing an indication to visually identify the text on the web page;

receiving an indication of a trigger event from a user;

requesting and receiving web content related to the text;

displaying the web content in a window rendered as an overlay on top of the web page, wherein the window displays options for interacting with the web information; and

adjacent to the UI window, displaying an advertisement window with a web advertisement contextually related to a portion of the web information.

2. The method of claim 1, further comprising using tracking data associated with the user to select the web advertisement for display in the advertisement window.

3. The method of claim 1, wherein the contextual category is related to an entity definition specified by an administrator.

4. The method of claim 1, wherein the text phrase indicates that the text identifies a celebrity.

5. The method of claim 1, wherein the trigger event includes at least one member of a group comprising a mouse selection of the text or a mouse hover over the text.

6. The method of claim 1, wherein the options comprise at least one member of a group comprising:

audio related to the text;

video related to the text;

news highlights related to the text;

a timeline of events associated with the text;

images associated with the text; and

a product associated with the text.

7. The method of claim 6, further comprising:

receiving a user selection of one of the options;

storing a representation of the user and the one of the options selected by the user; and

using the representation to select the web advertisement for display in the advertisement window.

8. The method of claim 1, wherein the UI window displays a toolbar indicating the options.

9. The method of claim 7, wherein the web advertisement is also related to the entity definition corresponding to the text phrase in the entity database related to the text.

10. One or more computer storage media excluding signals per se embodied with computer-executable instructions that, when executed by a processor, perform a method for displaying an advertisement on a screen, the method comprising:

receiving, from a server, based on a geographic location, an indication that text within a web page refers to an entity definition;

identifying entities in an entity database related to the text;

utilizing a geographic location to classify a meaning of text on the web page;

filtering the entities based on the meaning of the text;

displaying the web page;

based on the indication, visually marking the text to emphasize the text;

receiving a trigger event from a user;

based on the trigger event, displaying additional content about the text, and related to the entity definition, in an overlay UI window presented over a portion of the web page; and

displaying a web advertisement in an advertisement UI window positioned adjacent to the overlay UI window, wherein the web advertisement is contextually relevant to the additional content in the overlay UI window.

11. The media of claim 10, further comprising:

displaying a plurality of options viewing different categories of the additional content in the overlay UI window;

receiving a user selection of one of the options; and

storing the user selection of the one of the options.

12. The media of claim 11, further comprising:

batching a plurality of option selections initiated by the user;

transmitting the plurality of option selections to a server for tracking viewing preferences of the user; and

using the plurality of option selections to filter the additional content according to the viewing preferences of the user.

13. The media of claim 10, further comprising:

receiving a user selection of one of the options;

storing a representation of the user and the one of the options selected by the user; and

using the representation to select the web advertisement for display in the advertisement window.

14. The media of claim 10, wherein the entity definition indicates the text refers to a celebrity.

15. The media of claim 10, wherein the options comprise at least one member of a group comprising:

audio related to the text;

video related to the text;

news highlights related to the text;

a timeline of events associated with the text;

images associated with the text; and

a product associated with the text.

16. One or more computer storage media excluding signals per se embodied with computer-executable instructions that, when executed by a processor, perform a method for displaying a web advertisement, comprising:

presenting a web page with a portion of text emphasized to indicate the portion of text relates, based on a geographic location, to an entity;

identifying entities in an entity database related to the portion of text;

utilizing the geographic location to classify a meaning of the portion of text;

filtering the entities based on the meaning of the portion of text;

presenting a first UI display populated with additional content about the portion of text and options for viewing the additional information; and

presenting a second UI display populated with the web advertisement, the web advertisement being contextually relevant to a portion of the additional information, wherein the second UI display visually connects to the first UI display in a seamless manner.

17. The media of claim 16, wherein the seamless manner comprises a notebook type advertisement where the second UI display is animated to slide out of the first UI display.

18. The media of claim 16, wherein the seamless manner comprises a color scheme bordering the first and second UI displays.

19. The media of claim 16, further comprising replacing the web advertisement in the second UI display with a second web advertisement after a user selects an option for viewing the additional information.

20. The media of claim 19, wherein the option comprises selecting an icon for at least one member of a group comprising:

audio related to the portion of text and the entity; and

video related to the portion of text and the entity.