Identifying related information given content and/or presenting related information in association with content-related advertisements

• US 9,672,525 B2
• Filed: 02/13/2012
• Issued: 06/06/2017
• Est. Priority Date: 02/28/2003
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Dean, Jeffrey A., Bharat, Krishna, Buchheit, Paul
• Primary Examiner(s): TSUI, WILSON W
• Application Number:
  US13/371,570
• Publication Number:
  US 20120209726A1
• Time in Patent Office: 1,940 Days
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06F 16/9538 Presentation of query results
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

The usefulness of content (target content), such as advertisements, may be increased by determining additional content and providing such additional content in association with the content. The target content may be text, a Web page, a URL, a search query, etc. The additional content might be related suggested queries (e.g. “Try a search for _{——————}”), news articles (or excerpts or summaries thereof), reviews (or excerpts or summaries thereof), advertisements, user group messages, etc.

Claims

1. A computer-implemented method comprising:

receiving, with a computer system including at least one computer on a network, a request for an advertisement to be displayed on a Web page;

receiving, with the computer system, information about the Web page, wherein the information is received from a source other than the Web page, and the information is not included in content of the Web page, the Web page including at least one advertising area for an advertisement;

generating, with the computer system, an advertisement and additional content that is based on a source that differs from a source of the advertisement, the advertisement and the additional content being generated using the information about the Web page, the information received from the source other than the Web page, and information received from the source that differs from the source of the advertisement, wherein generating the additional content includes generating the additional content about a product or a service that is represented in the advertisement or a link to a webpage having content related to the product or the service; and

serving, with the computer system, the generated advertisement in the advertising area or in proximity to the advertising area, to induce display of the generated advertisement and the generated additional content related to the information, received from the source other than the Web page, about the Web page, in association with the Web page, on a user device, wherein serving the generated advertisement in the advertising area or in proximity to the advertising area comprises encapsulating the generated additional content within the generated advertisement.

2. The computer-implemented method of claim 1 wherein the information received from the source other than the Web page are search results.

3. The computer-implemented method of claim 2 wherein the act of receiving the search results includes:

generating a search query from the information received about the Web page;

sending the search query generated to a search engine; and

receiving the search results.

4. The computer-implemented method of claim 1 wherein the information received from the source other than the Web page includes a link to another Web page.

5. An apparatus comprising:

at least one processor; and

at least one storage device storing processor-executable instructions which, when executed by the at least one processor, cause the at least one processor to;

receive a request for an advertisement to be displayed on a Web page;

receive information about the Web page, wherein the information is received from a source other than the Web page, and the information is not included in content of the Web page, the Web page including at least one advertising area for an advertisement;

generate an advertisement and additional content that is based on a source that differs from a source of the advertisement, the advertisement and the additional content being generated using the information about the Web page, the information received from the source other than the Web page, and information received from the source that differs from the source of the advertisement, wherein generating the additional content includes generating the additional content about a product or a service that is represented in the advertisement or a link to a webpage having content related to the product or the service; and

serve the generated advertisement in the advertising area or in proximity to the advertising area, to induce display of the generated advertisement and the generated additional content related to the information, received from the source other than the Web page, about the Web page, in association with the Web page, on a user device, wherein serving the generated advertisement in the advertising area or in proximity to the advertising area comprises encapsulating the generated additional content within the generated advertisement.

6. The apparatus of claim 5 wherein the information received from the source other than the Web page are search results.

7. The apparatus of claim 6 wherein the act of receiving the search results includes:

generating a search query from the information received about the Web page;

sending the search query generated to a search engine; and

receiving the search results.

8. The apparatus of claim 5 wherein the information received from the source other than the Web page include a link to another Web page.

9. A tangible, non-transitory, storage medium storing processor-executable instructions which, when executed by at least one processor, cause the at least one processor to:

receive a request for an advertisement to be displayed on a Web page;

receive information about the Web page, wherein the information is received from a source other than the Web page, and the information is not included in content of the Web page, the Web page including at least one advertising area for an advertisement;

generate an advertisement and additional content that is based on a source that differs from a source of the advertisement, the advertisement and the additional content being generated using the information about the Web page, the information received from the source other than the Web page, and information received from the source that differs from the source of the advertisement, wherein generating the additional content includes generating the additional content about a product or a service that is represented in the advertisement or a link to a webpage having content related to the product or the service; and

serve the generated advertisement in the advertising area or in proximity to the advertising area, to induce display of the generated advertisement and the generated additional content related to the information, received from the source other than the Web page, about the Web page, in association with the Web page, on a user device, wherein serving the generated advertisement in the advertising area or in proximity to the advertising area comprises encapsulating the generated additional content within the generated advertisement.

10. The tangible, non-transitory, storage medium of claim 9 wherein the information received from the source other than the Web page are search results.

11. The tangible, non-transitory, storage medium of claim 10 wherein the act of receiving the search results includes:

generating a search query from the information received about the Web page;

sending the search query generated to a search engine; and

receiving the search results.

12. The tangible, non-transitory, storage medium of claim 9 wherein the information received from the source other than the Web page include a link to another Web page.