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Methods and apparatus for serving relevant advertisements

  • US 9,799,052 B2
  • Filed: 08/03/2015
  • Issued: 10/24/2017
  • Est. Priority Date: 09/24/2002
  • Status: Expired due to Term
First Claim
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1. A computer-implemented method comprising:

  • analyzing, by a server system comprising at least one processor on a network, a target document to identify one or more topics corresponding to the target document, the analyzing comprising;

    identifying meta-information associated with the target document, the meta-information comprising a reference to another document;

    based on the reference in the meta-information, supplementing content of the target document using content associated with the other document referenced in the meta-information associated with the target document to obtain a revised target document;

    obtaining a set of rules that specify weights for each term of a plurality of terms extracted from a document, with a weight of a term being a function of a frequency of the term in the document;

    extracting a plurality of terms from the revised target document;

    generating, based on the set of rules, a term vector that represents weights for the plurality of terms that appear within text of the revised target document; and

    determining the one or more topics that correspond to the target document, by determining that one or more terms of the term vector have one or more respective weights that each exceed a defined threshold;

    identifying targeting information for an advertisement;

    determining, by the server system, whether the advertisement is relevant to the target document by comparing the targeting information for the advertisement to the one or more topics corresponding to the target document; and

    serving the advertisement based on determining that the advertisement is relevant to the target document,wherein comparing comprises scoring a similarity between the targeting information for the advertisement and the one or more topics that correspond to the target document and determining that the advertisement is relevant to the target document when the similarity is above a threshold score.

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