Behavioral targeting system that generates user profiles for target objectives
First Claim
1. A method comprising:
- receiving, by a processor, a search query from a user;
parsing, by the processor, the search query to obtain one or more query terms;
retrieving, by the processor from a database, a plurality of tokens matching the query terms;
identifying, by the processor, a plurality of categories, each of the plurality of identified categories being associated with a retrieved token;
assigning, by the processor, an ambiguity parameter value to each retrieved token, the ambiguity parameter value being a factor of a conditional probability of an identified category associated with a corresponding token being an overall category for the search query given a presence of the corresponding token within the search query;
selecting, by the processor, a dominant token from the plurality of retrieved tokens based on one or more associated categories in the plurality of identified categories, based on a corresponding assigned ambiguity parameter value, and based on rules designed to rank the plurality of retrieved tokens; and
categorizing, by the processor, the search query based on the one or more categories associated with the dominant token.
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Abstract
A behavioral targeting system determines user profiles from online activity. The system includes a plurality of models that define parameters for determining a user profile score. Event information, which comprises on-line activity of the user, is received at an entity. To generate a user profile score, is model is selected. The model comprises recency, intensity and frequency dimension parameters. The behavioral targeting system generates a user profile score for a target objective, such as brand advertising or direct response advertising. The parameters from the model are applied to generate the user profile score in a category. The behavioral targeting system has application for use in ad serving to on-line users.
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Citations
18 Claims
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1. A method comprising:
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receiving, by a processor, a search query from a user; parsing, by the processor, the search query to obtain one or more query terms; retrieving, by the processor from a database, a plurality of tokens matching the query terms; identifying, by the processor, a plurality of categories, each of the plurality of identified categories being associated with a retrieved token; assigning, by the processor, an ambiguity parameter value to each retrieved token, the ambiguity parameter value being a factor of a conditional probability of an identified category associated with a corresponding token being an overall category for the search query given a presence of the corresponding token within the search query; selecting, by the processor, a dominant token from the plurality of retrieved tokens based on one or more associated categories in the plurality of identified categories, based on a corresponding assigned ambiguity parameter value, and based on rules designed to rank the plurality of retrieved tokens; and categorizing, by the processor, the search query based on the one or more categories associated with the dominant token. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8)
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9. A computing device comprising:
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a hardware processor; a non-transitory computer-readable storage medium for tangibly storing thereon program logic for execution by the hardware processor, the stored program logic comprising; receiving logic, executed by the hardware processor, for receiving a search query from a user; parsing logic, executed by the hardware processor, for parsing the search query to obtain one or more query terms; retrieving logic, executed by the hardware processor, for retrieving, from a database, a plurality of tokens matching the query terms; identifying logic, executed by the hardware processor, for identifying a plurality of categories, each of the plurality of identified categories being associated with a retrieved token; assigning logic, executed by the hardware processor, for assigning an ambiguity parameter value to each retrieved token, the ambiguity parameter value being a factor of a conditional probability of an identified category associated with a corresponding token being an overall category for the search query given a presence of the corresponding token within the search query; selecting logic, executed by the hardware processor, for selecting a dominant token from the plurality of retrieved tokens based on one or more associated categories in the plurality of identified categories, based on a corresponding assigned ambiguity parameter value, and based on rules designed to rank the plurality of retrieved tokens; and categorizing logic, executed by the hardware processor, for categorizing the search query based on the one or more categories associated with the dominant token. - View Dependent Claims (10, 11, 12, 13, 14, 15, 16)
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17. A non-transitory computer readable storage medium tangibly encoded with program code, that when executed by a processor of a computing device, causes the processor to execute instructions to:
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receive, by a processor, a search query from a user; parse, by the processor, the search query to obtain one or more query terms; retrieve, by the processor from a database, a plurality of tokens matching the query terms; identify, by the processor, a plurality of categories, each of the plurality of identified categories being associated with a retrieved token; assign, by the processor, an ambiguity parameter value to each retrieved token, the ambiguity parameter value being a factor of a conditional probability of an identified category associated with a corresponding token being an overall category for the search query given a presence of the corresponding token within the search query; select, by the processor, a dominant token from the plurality of retrieved tokens based on one or more associated categories in the plurality of identified categories, based on a corresponding assigned ambiguity parameter value, and based on rules designed to rank the plurality of retrieved tokens; and categorize, by the processor, the search query based on the one or more categories associated with the dominant token. - View Dependent Claims (18)
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Specification