Employment of task framework for advertising
First Claim
1. A task-based advertisement system comprising a computer that comprises a processor that executes computer-executable instructions that cause the computer to implement a task server that:
- selects, based upon the tokens in a query from a user, a task from among a plurality of tasks, each task in the plurality of tasks being an action relevant to users of a search engine, each task in the plurality of tasks specifying multiple slots that define parameters of the task into which tokens in queries can be filled;
after selecting the task, generates a semantic solution that represents a mapping between the slots of the task and tokens in the query that fill the slots of the task,wherein the task server generates the semantic solution at least in part by;
identifying an annotation token among the tokens in the query, the annotation token being a token that indicates a significance of a subject token, the subject token being another one of the tokens in the query; and
determining, based at least in part on the significance of the subject token, whether the subject token should be mapped in a given one of the slots of the task; and
after generating the semantic solution, provides data representing the task, along with the semantic solution, to search engine, wherein the search engine provides the task to an advertiser computer that determines whether to make a bid on the task based at least in part on the semantic solution.
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Abstract
A task-based advertisement system and method are provided. The system employs high-order concepts (e.g., booking a flight, checking stock quotes etc.) embodied in “task(s)” which can then be bid upon by advertisers. The task(s) employed by the system are based upon a semantic solution to a natural-language query. The system includes a search engine that is capable of serving content in response to user query(ies). The system further includes a task server that can include hardware and/or software to retrieve task(s) in response to user query(ies). The task(s) retrieved by the task server can be presented to advertiser(s) who can bid on the task(s).
135 Citations
19 Claims
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1. A task-based advertisement system comprising a computer that comprises a processor that executes computer-executable instructions that cause the computer to implement a task server that:
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selects, based upon the tokens in a query from a user, a task from among a plurality of tasks, each task in the plurality of tasks being an action relevant to users of a search engine, each task in the plurality of tasks specifying multiple slots that define parameters of the task into which tokens in queries can be filled; after selecting the task, generates a semantic solution that represents a mapping between the slots of the task and tokens in the query that fill the slots of the task, wherein the task server generates the semantic solution at least in part by; identifying an annotation token among the tokens in the query, the annotation token being a token that indicates a significance of a subject token, the subject token being another one of the tokens in the query; and determining, based at least in part on the significance of the subject token, whether the subject token should be mapped in a given one of the slots of the task; and after generating the semantic solution, provides data representing the task, along with the semantic solution, to search engine, wherein the search engine provides the task to an advertiser computer that determines whether to make a bid on the task based at least in part on the semantic solution. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. A search engine method comprising:
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receiving, by a computer, a user query from a user of a search engine; providing, by the computer, a task query and contextual information to a task server, the task query and the contextual information based at least in part on the user query; receiving, by the computer, data representing a task from the task server, the task being an action relevant to the user of the search engine, the task including a semantic solution that comprises mappings between slots of the task and tokens in the user query the tokens including at least an annotation token and a subject token, the slots including a given slot, the semantic solution comprising a mapping between the subject token and the given slot when the annotation token indicates that the subject token is likely relevant to the given slot, each of the slots defining a parameter of the task into which one or more tokens in user queries can be filled; providing, by the computer, the task to advertisers; receiving, by the computer, bids on the task from at least some of the advertisers; and providing, by the computer, a page to the user as a response to the user query, the page containing search results and an advertisement, the search results responsive to the user query, the advertisement associated with a successful one of the bids. - View Dependent Claims (15, 16, 17)
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18. An advertiser method comprising:
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receiving, by a computer, an XML packet from a search engine, the XML packet representing a task, the task being an action relevant to a user who submitted a user query to the search engine, the XML packet comprising a title of the task and a description of the task, the task including a semantic solution that represents a mapping between slots of the task and tokens in the user query that fill the slots of the task, each of the slots defining a parameter of the task into which one or more tokens in user queries can be filled, each of the slots having a slot name that identifies the slot and a slot type that identifies a type of value in the slot; based at least in part on the semantic solution, determining, by the computer, whether to make a bid on the task; when a determination is made to make the bid on the task, providing, by the computer, bid information to the search engine, the bid information indicating the bid; dynamically generating, by the computer, an HTML data packet based at least in part on a given token, the HTML data packet representing an advertisement to be displayed to the user, the given token being one of the tokens mapped to the slots of the task; embedding, by the computer, a parameter value in a link to a site, the link contained in the HTML data packet, the parameter value corresponding to the given token; providing, by the computer, the HTML data packet to the search engine; receiving, by the computer, a request for the site from the user, the request including the parameter value; in response to receiving the request for the site; automatically populating, by the computer, a field in the site with the parameter value; and after populating the field, sending, by the computer, the site to the user. - View Dependent Claims (19)
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Specification