Methods and apparatus for serving relevant advertisements

• US 7,716,161 B2
• Filed: 12/06/2002
• Issued: 05/11/2010
• Est. Priority Date: 09/24/2002
• Status: Expired due to Term

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Bucheit, Paul, Dean, Jeffrey A., Harik, Georges R.
• Primary Examiner(s): ALAM, SHAHID AL
• Application Number:
  US10/314,427
• Publication Number:
  US 20040059708A1
• Time in Patent Office: 2,713 Days
• Field of Search: 707/3, 707/5, 707/6, 707/100, 707/104.1, 707/10, 707/101, 707/102, 705/5, 705/14, 705/74, 709/200, 709/206, 709/217, 715/501.1, 715/513, 345/736
• US Class Current: 705/14.49
• CPC Class Codes: G06F 16/35 Clustering; Classification
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating
• CPC Class Codes: Y10S 707/944 Business related

Abstract

The relevance of advertisements to a user'"'"'s interests is improved. In one implementation, the content of a web page is analyzed to determine a list of one or more topics associated with that web page. An advertisement is considered to be relevant to that web page if it is associated with keywords belonging to the list of one or more topics. One or more of these relevant advertisements may be provided for rendering in conjunction with the web page or related web pages.

Claims

1. A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising:

identifying targeting information for the advertisement;

identifying a set of one or more topics of the target document by analyzing the content of the target document;

comparing the targeting information to the set of one or more topics to determine if a match exists;

determining that the advertisement is relevant to the target document if the match exists;

making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and

controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination,

wherein the advertisement belongs to an advertiser,

wherein the targeting information includes a set of one or more topics previously provided from the advertiser,

wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and

wherein the weighted terms are provided in a term vector and are assigned weights based on the frequency with which the terms appear in the text of the target document.

2. A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising:

identifying targeting information for the advertisement;

identifying a set of one or more topics of the target document by analyzing the content of the target document;

comparing the targeting information to the set of one or more topics to determine if a match exists;

determining that the advertisement is relevant to the target document if the match exists;

making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and

controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination,

wherein the advertisement belongs to an advertiser,

wherein the targeting information includes a set of one or more topics previously provided from the advertiser,

wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and

wherein the weighted terms are provided in a term vector and are assigned weights based on the infrequency with which the terms appear across a collection of documents.

3. A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising:

identifying targeting information for the advertisement;

identifying a set of one or more topics of the target document by analyzing the content of the target document;

comparing the targeting information to the set of one or more topics to determine if a match exists;

determining that the advertisement is relevant to the target document if the match exists;

making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and

controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination,

wherein the advertisement belongs to an advertiser,

wherein the targeting information includes a set of one or more topics previously provided from the advertiser,

wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and

wherein the set of one or more topics contains those of the weighted terms whose weight exceeds a defined threshold.

4. The computer implemented method of claim 3, wherein identifying targeting information comprises generating a list of topics by analyzing content of the advertisement.

5. The computer implemented method of claim 3, wherein analyzing the content further comprises identifying a topic based on other portions of a collection of which the target document is a part, wherein the collection is one of (a) documents under a common directory, and (b) Web pages belonging to the same Website.

6. The computer implemented method of claim 3, wherein the act of identifying a set of one or more topics of the target document further comprises:

classifying the target document into a category; and

identifying a list of one or more topics of the target document based on the category.

7. The computer implemented method of claim 6, wherein meta-information associated with the target document is used to classify the target document into a category.

8. The computer implemented method of claim 7, wherein the meta-information includes information from another document that contains a reference to the target document.

9. The computer implemented method of claim 7, wherein the meta-information includes information from another document to which the target document refers.

10. The computer implemented method of claim 8, wherein the information from another document includes meta-information associated with the other document.

11. The computer implemented method of claim 3, wherein comparing the targeting information to the topic comprises comparing the targeting information to the topic or a related topic to determine if a match exists.

12. The computer implemented method of claim 3, wherein the target document is a target web page.

13. The computer implemented method of claim 12, wherein analyzing the content further comprises:

analyzing terms within the target web page and including them in the set of one or more topics if the frequency with which they appear in the target web page exceeds a threshold value.

14. The computer implemented method of claim 13, further comprising:

determining terms that are related to one or more topics in the set; and

supplementing the set to include the related terms.

15. The computer implemented method of claim 12, wherein analyzing the content further comprises analyzing terms within a title of the target web page and including them in the set of one or more topics if the frequency with which they appear in the title exceeds a threshold value.

16. The computer implemented method of claim 12, wherein analyzing the content further comprises:

determining at least one similar web page to the target web page;

revising the content of the target web page by supplementing it with the content of the similar web page; and

analyzing the revised content of the target web page to identify a set of one or more topics.

17. The computer implemented method of claim 16, wherein supplementing includes replacing at least a portion of the target web page content with at least a portion of the similar web page content.

18. The computer implemented method of claim 16, wherein determining at least one similar web page comprises determining that a web page is similar if it contains a link to the target web page.

19. The computer implemented method of claim 16, wherein determining at least one similar web page comprises determining that a web page is similar if the target web page contains a link to the web page.

20. The computer implemented method of claim 16, wherein the web page is contained in a host, and wherein determining at least one similar web page comprises determining that a web page is similar if it is contained within the same host as the target web page.

21. The computer implemented method of claim 16, wherein the web page is contained in a host, and wherein determining at least one similar web page comprises determining that a web page is similar if it is stored within a subdirectory of related pages on the same host as the target web page.

22. The computer implemented method of claim 12, wherein analyzing the content further comprises:

determining anchor text corresponding to the target web page;

revising the content of the target web page by supplementing it with the anchor text; and

analyzing the revised content of the target web page to identify a set of one or more topics.

23. The computer implemented method of claim 22, wherein supplementing includes replacing at least a portion of the target web page content with at least a portion of the anchor text.

24. The computer implemented method of claim 22, wherein supplementing includes replacing the target web page content with at least a portion of the anchor text.

25. The computer implemented method of claim 12, wherein analyzing the content further comprises:

classifying the target web page into a category; and

identifying a list of one or more topics of the target web page based on the category.

26. The computer implemented method of claim 25, wherein meta-information associated with the target web page is used to classify the target web page into a category.

27. The computer implemented method of claim 26, wherein the meta-information includes information from another document that contains a reference to the target web page.

28. The computer implemented method of claim 27, wherein the information from another document includes meta-information associated with the other document.

29. The computer implemented method of claim 26, wherein the meta-information includes anchor text corresponding to the target web page.

30. The computer implemented method of claim 12, wherein identifying targeting information comprises generating a set of one or more topics based on content of the advertisement.

31. The computer implemented method of claim 12, wherein identifying targeting information comprises generating a set of one or more topics for the advertisement based on text of queries on a search engine that yield a result that links to a web page on a web site to which the advertisement links.

32. The computer implemented method of claim 3, wherein the targeting information includes a set of one or more keywords or phrases previously provided from the advertiser through an ad campaign entry and management component.

33. The computer implemented method of claim 32, wherein the set of one or more keywords or phrases previously provided from the advertiser through an ad campaign entry and management component are associated with a separate advertising creative.

34. A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising:

identifying targeting information for the advertisement;

identifying a set of one or more topics of the target document by analyzing the content of the target document;

comparing the targeting information to the set of one or more topics to determine if a match exists;

determining that the advertisement is relevant to the target document if the match exists;

making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and

controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination,

wherein the advertisement belongs to an advertiser,

wherein the targeting information includes a set of one or more topics previously provided from the advertiser,

wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and

wherein the set of one or more topics includes a predefined number of those of the weighted terms with the highest weights among the weighted terms.