System for serving data that matches content related to a search results page

• US 9,396,261 B2
• Filed: 04/25/2007
• Issued: 07/19/2016
• Est. Priority Date: 04/25/2007
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Madhavan, Anand, Kapur, Shyam, Carinio, Matthew
• Primary Examiner(s): Wong, Leslie
• Application Number:
  US11/789,779
• Publication Number:
  US 20080270359A1
• Time in Patent Office: 3,373 Days
• Field of Search: 707 1- 4, 7079991- 4, 707/14.4, 707/14.69, 707/14.73
• US Class Current: 1/1
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/955 using information identifiers, e.g. uniform resource locators [URL]
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A system is described for serving data matching content in a search engine marketing system. The system may include a processor, an interface and a memory. The memory may be operatively connected to the processor and may store a page, a content related to the page, a set of terms and a data. The interface may be operatively connected to the memory and the processor and may be used to communicate with a user. The processor may identify a page and a content, perform a semantic analysis on the content to generate a set of terms, match the set of terms to a data, add the data to the page, and the serve the page to a user via the interface.

Claims

1. A method for serving data that matches content related to a search results page, comprising:

receiving a query from a user through a user interface displayed on a user device;

retrieving a first number of search results related to the query;

retrieving a second number of sponsored advertisements related to the query from a sponsored search server;

determining an amount of available space for additional advertisements on a display screen of the user device using the first number of search results and the second number of sponsored advertisements;

determining a third number of additional advertisements that may be displayed on the user device based on the amount of available space on the display screen;

retrieving the third number of additional advertisements from a content match server based on a contextual analysis of the search results and sponsored advertisements;

consolidating the search results, sponsored advertisements, and additional advertisements to form a consolidated set of results to display on the display screen of the user device; and

displaying the consolidated set of results on the display screen of the user device.

2. The method of claim 1, further comprising processing the content of the search results and sponsored advertisements to generate a set of terms representing a contextual analysis of the search results and sponsored advertisements.

3. The method of claim 1, wherein consolidating the search results, sponsored advertisements, and additional advertisements to form a consolidated set of results further comprises:

ordering the sponsored advertisements and additional advertisements based on within the consolidated set of results based on bid value.

4. The method of claim 2, wherein the processing the content of the search results and sponsored advertisements to generate the set of terms comprises processing the first number of search results and the second number of sponsored advertisements using a semantic analysis to generate representative terms of phrases in the search results and sponsored search results.

5. The method of claim 4, further comprising querying the content match server with the representative terms to retrieve the third number of additional advertisements from the content match server related to the representative terms.

6. The method of claim 1, wherein the sponsored advertisements comprise at least one of:

a sponsored listing, a banner advertisement and a pop up advertisement.

7. The method of claim 1, wherein the user interface is a touch screen.

8. The method of claim 7, wherein the amount of available space on the display screen is based on available space on the touch screen.

9. The method of claim 1, wherein the first number of search results and second number of sponsored search results are not sufficient to fill the entire amount of available space on the display screen of the user device.

10. The method of claim 1, wherein the user device is a mobile device.

11. A method for serving data on a search results page that matches user behavior data, comprising:

identifying a search results page related to a query requested by a user using a user device, the search results page comprising a number of search results related to the query;

determining a first number of search results;

identifying a user behavior data describing a historical behavior of one or more users;

processing the user behavior data using a plurality of sponsored data matching tactics to generate a set of terms representing the user behavior data;

retrieving a set of additional sponsored search results from a sponsored search server related to the set of terms by matching the set of terms to the sponsored search results using the plurality of sponsored data matching tactics;

determining a second number of the additional sponsored search results that may be displayed on a display screen of the user device using the first number of search results;

adding, from the set of additional sponsored search results, the second number of additional sponsored search results to the first number of search results to form a consolidated set of search results;

displaying the consolidated set of search results on the display screen of the user device.

12. The method of claim 11 wherein the user behavior data comprises data describing a historical behavior of a set of users sharing a common behavioral characteristic with the user.

13. The method of claim 11 wherein the additional sponsored search results comprises at least one of:

a sponsored listing, a banner advertisement and a popup advertisement.

14. The method of claim 11 wherein the user device is a mobile device and the second number of the additional sponsored search results is based on an amount of additional results that may be displayed on the mobile device at a single time.

15. The method of claim 11 wherein additional space is remaining on the display screen of the user device when a minimum amount of search results can not be retrieved based on the query.

16. The method of claim 15 wherein an analyzer processes the search results to extract keywords from the search results, and wherein the set of additional sponsored search are further determined using the extracted keywords.