Content stream analysis

• US 6,044,376 A
• Filed: 04/24/1997
• Issued: 03/28/2000
• Est. Priority Date: 04/24/1997
• Status: Expired due to Fees

• Current Assignee: AdForce, Inc. (Steel Partners Holdings LP)
• Original Assignee: Imgis, Inc.
• Inventors: Kurtzman, Stephen J. II
• Primary Examiner(s): Amsbury, Wayne
• Assistant Examiner(s): Pardo, Thuy
• Application Number:
  US08/847,778
• Time in Patent Office: 1,069 Days
• Field of Search: 707/4, 707/10, 707/100, 707/102, 707/5, 707/6, 707/14, 345/327, 705/10, 395/226, 455/4.2
• US Class Current: 1/1
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: Y10S 707/99943 Generating database or data structure, e.g. via user interface

Abstract

Content stream analysis is a user profiling technique that generates a user profile based on the content files selected and viewed by a user. This user profile can then used to help select an advertisement or other media presentation to be shown to the user.

Claims

1. A method of selecting an advertisement from a file of advertisements having a target consumer, comprising the steps of:

receiving content data representing content having particular characteristics;

receiving advertisement data representing advertisements in the file;

creating a content data structure which indicates features of the content having particular characteristics;

creating an advertisement data structure which indicates features of the advertisements in the file;

determining similarity measures between the content data structure and the advertisement data structure by calculating dot vector products between the content data structure and the advertisement data structure and multiplying the dot vector products by a decay factor;

determining affinity measures between the content data and the advertisement data in response to the similarity measures; and

presenting to the consumer an advertisement from the file in response to the affinity measures.

2. The method of claim 1, wherein content data includes WWW files.

3. The method of claim 1, wherein content data includes television programs.

4. The method of claim 1, wherein creating a content data structure which indicates features of the content having particular characteristics comprises the steps of:

converting the content data into individual words;

applying a stemming procedure to the individual words to obtain words and word-stems;

determining frequencies of particular words and word-stems; and

creating a multi-dimensional vector comprised of the words and word-stems mapped to their respective frequencies.

5. The method of claim 4, further comprising the steps of:

discarding stop words; and

discarding words which occur inside HTML formatting tags, except for those which occur inside a meta keyword tag.

6. The method of claim 1, wherein creating an advertisement data structure which indicates features of the advertisements in the file comprises the steps of:

converting the advertisement data into individual words;

applying a stemming procedure to the individual words to obtain words and word-stems;

determining frequencies of particular words and word-stems; and

creating a multi-dimensional vector comprised of the words and word-stems mapped to their respective frequencies.

7. The method of claim 6, further comprising the steps of:

discarding stop words;

discarding words which occur inside HTML formatting tags, except for those which occur inside a meta keyword tag.

8. The method of claim 6, further comprising the steps of:

determining word frequency statistics for a content available at a site;

modifying the advertisement data structure using an inverse, logarithmic, document-frequency measure derived from the word frequency statistics.

9. The method of claim 8, wherein determining word frequency statistics for the site corpus comprises the steps of:

converting the content available at a site into individual words;

applying a stemming procedure to the individual words to obtain words and word-stems; and

determining frequencies of particular words and word-stems.

10. The method of claim 1, wherein presenting to the user an advertisement from the file in response to the affinity measures comprises the steps of:

retrieving the advertisement;

retrieving a content page;

combining the advertisement and the content page;

transmitting the advertisement and the content page to the user.