Method and system for semantic distance measurement

• US 9,262,509 B2
• Filed: 11/11/2009
• Issued: 02/16/2016
• Est. Priority Date: 11/12/2008
• Status: Active Grant

• Current Assignee: Zeta Global Corp. (Zeta Global Holdings Corp.)
• Original Assignee: Collective Brands Incorporated
• Inventors: Harrison, Paul, Oliphant, James, Fulton, Hal, Roehrl, Armin
• Primary Examiner(s): WILLOUGHBY, ALICIA M
• Application Number:
  US12/616,505
• Publication Number:
  US 20100228733A1
• Time in Patent Office: 2,288 Days
• Field of Search: None
• US Class Current: 1/1
• CPC Class Codes: G06F 16/31 Indexing; Data structures therefor; Storage structures
• CPC Class Codes: G06F 16/35 Clustering; Classification
• CPC Class Codes: G06F 16/36 Creation of semantic tools, e.g. ontology or thesauri

Abstract

A system and method for performing classification using semantic distance measurements. Items of electronic content accessed by individuals over a global communications network are identified. A set of content that includes the plurality of identified items of electronic content are stored. The set of content is normalized. Each of the keywords contained the set of content is identified and a semantic distance between each of the identified keywords is measured.

Claims

1. A non-transitory computer readable storage medium having stored thereon computer executable instructions that, when executed on a computer, configure the computer to perform a method comprising:

identifying a plurality of items of electronic content that have been accessed by a plurality of individuals over a global communications network and on which an advertising serving entity has a capability of delivering at least one digital advertisement to each of the plurality of individuals on the global communications network, wherein the plurality of items of electronic content accessed by the plurality of individuals over the global communications network is a subset of items of electronic content that is less than an entire set of items of electronic content that is accessible by the plurality of individuals over the global communications network;

storing a set of content comprising the plurality of identified items of electronic content;

normalizing the set of content;

identifying each of a plurality of keywords contained in the set of content; and

measuring a semantic distance between each of the identified keywords using a total number of content items in the set, a number of at least one of the plurality of keywords in the set and a number of at least one other of the plurality of keywords in the set; and

upon an individual accessing an item of electronic content on the global communications network, selecting one or more digital advertisements to serve to the individual by the advertising serving entity in connection with an advertising campaign based on at least the measured semantic distance and content of the item of electronic content,

wherein measuring the semantic distance is calculated as 1−

τ

wherein

Keyword i is one of the identified keywords;

Keyword j is another one of the identified keywords;

a semantic distance between Keyword i and Keyword j is to be measured;

n is a total number of content items in the set;

n_i is a number of content items in the set that contain a keyword indexed by i;

n_j is a number of content items in the set that contain a keyword indexed by j;

n_ij is a number of the content items containing both keywords indexed by i and j;

m₁₁ is equal to n_ij;

m₁₂ is equal to n_i−

n_ij;

m₂₁ is equal to n_j−

n_ij;

m₂₂ is equal to n−

n_i−

n_j+n_ij;

m₊₁ is equal to n_i;

m₊₂ is equal to m₁₂+m₂₂;

m_i+ is equal to n_i;

m₂₊ is equal to m₂₁+m₂₂; and

2. The computer readable storage medium of claim 1, the method further comprising:

classifying each of the plurality of identified items of electronic content in the set using, at least in part, the measured semantic distance.

3. The computer readable storage medium of claim 1 wherein the normalization is performed using a capture-recapture methodology.

4. A system comprising:

memory operable to store at least one program; and

at least one processor communicatively coupled to the memory, in which the at least one program, when executed by the at least one processor, causes the at least one processor to perform a method comprising the steps of;

identifying a plurality of items of electronic content that have been accessed by a plurality of individuals over a global communications network and on which an advertising serving entity has a capability of delivering at least one digital advertisement to each of the plurality of individuals on the global communications network, wherein the plurality of items of electronic content accessed by the plurality of individuals over the global communications network is a subset of items of electronic content that is less than an entire set of items of electronic content that is accessible by the plurality of individuals over the global communications network;

storing a set of content comprising the plurality of identified items of electronic content;

normalizing the set of content;

identifying each of a plurality of keywords contained in the set of content; and

measuring a semantic distance between each of the identified keywords using a total number of content items in the set, a number of at least one of the plurality of keywords in the set and a number of at least one other of the plurality of keywords in the set; and

upon an individual accessing an item of electronic content on the global communications network, selecting one or more digital advertisements to serve to the individual by the advertising serving entity in connection with an advertising campaign based on at least the measured semantic distance and content of the item of electronic content, wherein measuring the semantic distance is calculated as 1−

τ

wherein

Keyword i is one of the identified keywords;

Keyword j is another one of the identified keywords;

a semantic distance between Keyword i and Keyword j is to be measured;

n is a total number of content items in the set;

n_i is a number of content items in the set that contain a keyword indexed by i;

n_j is a number of content items in the set that contain a keyword indexed by j;

n_ij is a number of the content items containing both keywords indexed by i and j;

m₁₁ is equal to n_ij;

m₁₂ is equal to n_i−

n_ij;

m₂₁ is equal to n_j−

n_ij;

m₂₂ is equal to n−

n_i−

n_j+n_ij;

m₊₁ is equal to n_i;

m₊₂ is equal to m₁₂+m₂₂;

m₁₊ is equal to n_i;

m₂₊ is equal to m₂₁+m₂₂; and

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

classifying each of the plurality of identified items of electronic content in the set using, at least in part, the measured semantic distance.

6. The system of claim 4 wherein the normalization is performed using a capture-recapture methodology.