Generating and presenting advertisements based on context data for programmable search engines
First Claim
Patent Images
1. A method of selecting an advertisement to be displayed, comprising:
- receiving at least one bid for advertisement placement, the bid specifying at least one context and at least one query term;
receiving a search query for a user from a host system;
identifying a context associated with at least one of the user or a host system;
based on the identified context, the received query, and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
displaying the selected advertisement.
1 Assignment
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Accused Products
Abstract
Context, or user intent, is used for improving targeting of advertisements and for generating competition among advertisers for valuable ad space. Advertisers can bid for placement on search results pages based on combinations of keywords and context categories, or keywords and contexts. Such bids are compared to one another so that appropriate ads can be selected and displayed. By taking context into account, improved ad targeting is accomplished.
333 Citations
57 Claims
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1. A method of selecting an advertisement to be displayed, comprising:
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receiving at least one bid for advertisement placement, the bid specifying at least one context and at least one query term;
receiving a search query for a user from a host system;
identifying a context associated with at least one of the user or a host system;
based on the identified context, the received query, and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
displaying the selected advertisement. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. A method of selecting an advertisement to be displayed, comprising:
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receiving at least one bid for advertisement placement, the bid specifying at least one context;
receiving a search query for a user from a host system;
identifying a context associated with at least one of the user or a host system;
based on the identified context and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
displaying the selected advertisement. - View Dependent Claims (15)
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16. A method of selecting an advertisement to be displayed, comprising:
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receiving at least one bid for advertisement placement, the bid specifying at least one context and at least one keyword;
receiving a web page to be displayed to a user;
identifying at least one keyword on the page;
identifying a context associated with the user;
based on the identified context, the identified keyword and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
displaying the selected advertisement. - View Dependent Claims (17, 18)
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19. A method of selecting an advertisement to be displayed, comprising:
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receiving at least one bid for advertisement placement, the bid specifying at least one context and at least one query term;
receiving a search query for a user from a host system;
retrieving a previously identified context associated with at least one of the user or a host system;
based on the retrieved context, the received query, and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
displaying the selected advertisement.
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20. A computer program product for selecting an advertisement to be displayed, comprising:
a computer-readable medium; and
computer program code, encoded on the medium, for;
receiving at least one bid for advertisement placement, the bid specifying at least one context and at least one query term;
receiving a search query for a user from a host system;
identifying a context associated with at least one of the user or a host system;
based on the identified context, the received query, and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
displaying the selected advertisement. - View Dependent Claims (21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32)
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33. A computer program product for selecting an advertisement to be displayed, comprising:
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a computer-readable medium; and
computer program code, encoded on the medium, for;
receiving at least one bid for advertisement placement, the bid specifying at least one context;
receiving a search query for a user from a host system;
identifying a context associated with at least one of the user or a host system;
based on the identified context and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
displaying the selected advertisement. - View Dependent Claims (34)
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35. A computer program product of selecting an advertisement to be displayed, comprising:
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a computer-readable medium; and
computer program code, encoded on the medium, for;
receiving at least one bid for advertisement placement, the bid specifying at least one context and at least one keyword;
receiving a web page to be displayed to a user;
identifying at least one keyword on the page;
identifying a context associated with the user;
based on the identified context, the identified keyword and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
displaying the selected advertisement. - View Dependent Claims (36, 37)
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38. A computer program product for selecting an advertisement to be displayed, comprising:
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a computer-readable medium; and
computer program code, encoded on the medium, for;
receiving at least one bid for advertisement placement, the bid specifying at least one context and at least one query term;
receiving a search query for a user from a host system;
retrieving a previously identified context associated with at least one of the user or a host system;
based on the retrieved context, the received query, and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
displaying the selected advertisement.
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39. A system for selecting an advertisement to be displayed, comprising:
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a bidding system, for receiving at least one bid for advertisement placement, the bid specifying at least one context and at least one query term;
an input mechanism, for receiving a search query for a user from a host system;
a search engine interface, coupled to the input mechanism, for identifying a context associated with at least one of the user or a host system;
an advertisement selector, coupled to the bidding system and to the search engine interface, for, based on the identified context, the received query, and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
an output mechanism, coupled to the advertisement selector, for displaying the selected advertisement. - View Dependent Claims (40, 41, 43, 44, 45, 46, 47, 48, 49, 50, 51)
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42. The system of claim 339, wherein the output mechanism displays the selected advertisement concurrently with at least one search result for the received search query.
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52. A system for selecting an advertisement to be displayed, comprising:
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a bidding system, for receiving at least one bid for advertisement placement, the bid specifying at least one context;
an input mechanism, for receiving a search query for a user from a host system;
a search engine interface, coupled to the input mechanism, for identifying a context associated with at least one of the user or a host system;
an advertisement selector, coupled to the bidding system and to the search engine interface, for, based on the identified context and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
an output mechanism, coupled to the advertisement selector, for displaying the selected advertisement. - View Dependent Claims (53)
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54. A system for selecting an advertisement to be displayed, comprising:
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a bidding system, for receiving at least one bid for advertisement placement, the bid specifying at least one context and at least one keyword;
a content server, for providing a web page to be displayed to a user;
a keyword identifier, coupled to the content server, for identifying at least one keyword on the page;
a context identifier, coupled to the content server, for identifying a context associated with the user;
an advertisement selector, coupled to the content identifier and to the keyword identifier, for, based on the identified context, the identified keyword and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
output mechanism, coupled to the advertisement selector, for displaying the selected advertisement. - View Dependent Claims (55, 56)
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57. A system for selecting an advertisement to be displayed, comprising:
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a bidding system, for receiving at least one bid for advertisement placement, the bid specifying at least one context and at least one query term;
an input mechanism, for receiving a search query for a user from a host system;
a context identifier, coupled to the input mechanism, for retrieving a previously identified context associated with at least one of the user or a host system;
an advertisement selector, coupled to the context identifier, for, based on the retrieved context, the received query, and at least one bid amount, selecting an advertisement corresponding to one of the received bids; and
an output mechanism, coupled to the advertisement selector, for displaying the selected advertisement.
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Specification