CA2499801A1 - Methods and apparatus for serving relevant advertisements - Google Patents

Methods and apparatus for serving relevant advertisements Download PDF

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Publication number
CA2499801A1
CA2499801A1 CA002499801A CA2499801A CA2499801A1 CA 2499801 A1 CA2499801 A1 CA 2499801A1 CA 002499801 A CA002499801 A CA 002499801A CA 2499801 A CA2499801 A CA 2499801A CA 2499801 A1 CA2499801 A1 CA 2499801A1
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Prior art keywords
web page
target
document
topics
content
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French (fr)
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CA2499801C (en
Inventor
Jeffrey A. Dean
Georges R. Harik
Paul Buchheit
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Google LLC
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    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241Advertisements
    • G06Q30/0251Targeted advertisements
    • G06Q30/0255Targeted advertisements based on user history
    • G06Q30/0256User search
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06FELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/30Information retrieval; Database structures therefor; File system structures therefor of unstructured textual data
    • G06F16/35Clustering; Classification
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06FELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/90Details of database functions independent of the retrieved data types
    • G06F16/95Retrieval from the web
    • G06F16/951Indexing; Web crawling techniques
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241Advertisements
    • G06Q30/0242Determining effectiveness of advertisements
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241Advertisements
    • G06Q30/0251Targeted advertisements
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241Advertisements
    • G06Q30/0251Targeted advertisements
    • G06Q30/0263Targeted advertisements based upon Internet or website rating
    • YGENERAL TAGGING OF NEW TECHNOLOGICAL DEVELOPMENTS; GENERAL TAGGING OF CROSS-SECTIONAL TECHNOLOGIES SPANNING OVER SEVERAL SECTIONS OF THE IPC; TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
    • Y10TECHNICAL SUBJECTS COVERED BY FORMER USPC
    • Y10STECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
    • Y10S707/00Data processing: database and file management or data structures
    • Y10S707/912Applications of a database
    • Y10S707/944Business related

Abstract

The relevance of advertisements to a user's interests is improved (Figure 4).
In one implementation, the content of a web page is analyzed to determine a list of one car more topics associated with that web page (420). An advertisement is considered to be relevant (440) 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.

Description

METHQDS AND APPARATUS L=OR ~EF~VIN~ RELEVANT /~DVER,TISEMENT~
RELATED APPLICATIaN
This ~p~licatian claims the benefit of U.~. Provisional ~Applioativn her. No.
60/413,56, filed c~r~ September 24, X002; which is incorporated herein by reference.
I~At~I~Gi~tJUND OF THE INVENTIC3N
A. Field of the Invention The present invention relates generally tQ advertising and, more l0 particularly, to s~rvin~ relevant advertisements by comparing advertisers' targeting criteria to the content of media an which the advertisements are to be published.
Description of Related Ark Advertising using traditional media, such as television, radio, newspapers 1~ and magazines, is well known. Adv~rtiser~ have used these types c~f media to reach a large audience with their advertisements ("ads"). To reach a more r~sp~r~sive audience, advertisers have used demographic studies. Far example, advertisers may use broadcast events s~eh as footbell dames to advertise beer and action movies to a yr~un~er male audience. However, even with ~0 demngr~phic studies and entirely reasonable assumptions about the typical audience of various media outlets, advertisers recognize that much of their ad budget is simply wasted because the target audience is not interested in the ad they are receiving.
Interactive media, such as the Internet, has the potential for better 25 targeting of advertisements. For example, some websites provide an information search functionality that is based on query keywords entered by the user seeking information. This user query can be used as an indicator of the type of information of interest to the user. By comparing the user query to a list of fceywords specified by an advertiser, it is possible to prcwide some form of 3U targeted advertisements to these search service users. An example of such a system is the Adwords system offered by ~oogle, Inc.

While systems such as Adwords have prs~vided advertisers the ability to faetter target ads, their effectiveness is limited to sites where a user enters a search query to indicate their topic of interest. Most web pages, however, da not offer search functionality and far these pages it is difficult for advertisers to target their ads. As a result, often, the ads an non-search pages are Qf lifitle value to the viewer of the page and are therefore viewed more as an annoyance than a source of useful infQrmatic~r~. Not Surprisingly, these ads typically provide the advertiser with a lower return on investment than search-based ads, which are more targeted.
lU It would be useful, therefore, to have methods and apparatus far providing relevant ads far situations where a document is provided tQ an end user, but not in response to an express indication of ~a topic of interest by the end user {e.g., not responsive to the end user submitting a search query).
1S SU~V1MARY (~F THE 1NVENTIUN
systems and methods consistent with the present invention address this and other needs by identifying targeting infarmatic~n fc~r an advertisement, analyzing tike content of a target document to identify a list of one or more topics for the target document, comparing the targeting information to the list of topics ~0 to determine if a match exists, and determining that the advertisement is relevant to the target document if the match exists.
Additional aspects of the present invention are directed to computer systems and to camputermreadable media having features relating to the foregoing aspects.
BRIEF DE~CR1PTI(~N OF THE DRAWiNI~S
Tho accompanying ~rawir~gs, which are incorporated in and constitute a part of this specification, illustrate an embodiment of the invention and, together with the description, explain the invention. In the drawings, Fig. ~ is a diagram illustrating an environment within which the invention may be implemented;

Fig. ~ i$ a diagram functiar~ally illustrating an advertising system consistent with the invention;
Fig. ~ is a diagram illustrating apparatus with which the invention may be implemented;
Fig. 4 is a flaw diagram of an exemplary method far providing relevant advertisements, consistent with the present invention; and Fig. 5~ is a sample target document.
DETAILED DE$~RIPTIc~N
The following detailed description of the invention refers to the accompanying drawings. The detailed description does not limit the invention.
Instead, the scope of the invention is defined by the appended claims and e~uivaler~ts.
The present invention involves methods and apparatus for determining I5 advertisements that are relevant to a given document. In one implementation, the document is a web page and the advertisements are electronic files that are capable of being rendered an that web page. A set, such as a list, of tapirs corresponding to the web page is generated by analyzing the content of the web page. There are a variety of techniques by which this may be performed, one of which is by computing a term vector for the web page and selecting the tap N
terms from that vector. The list of topics is compared to target information associated with the advertisements (e,g., keywords specified far the adverkisernents} to determine which of the advertisements are relevant to the web page. ;some ar all of these relevant advertisements may then be associated ~5 with the web page so that they may be rendered (e.g., displayed) with the web page.
Those skilled in the art will recognize that many other implr~r'r~entations are pos$ible, consistent witi7 the present invention.

A. ~nviranment and Architecture Fig. 1 is a diagram illustrating an environment within which the inverrtian may be implemented. The environment includes an advertiser 110, an advertising system 120, an advertisement consumer 130, and an advertising target 140.
Advertiser 1'10 may be the party that directly sells the goads ar services being advertised (e.g., Am~zar~.~om) or an agent authorized to act an the advertiser'$ behalf. The advertisement desired by advertiser 110 may exist in a variety ef forms ranging from standard print advertisements, online io advertisements, audio advertisements, audiolvisual advertisements, or any other type of ser~si~ry message desired, Advertising system 120 interfaces with bath the advertiser 110 and the .advertisement ~nsumer 130. It may perform a variety of functions, as explained in mare detail below in reference to Fig. 2.This invention may be used with such I5 an advertising system 1 ~0.
Advertisement consumer 130 is the entity that will issue a request fC~r advertisements to advertising system ~ ~fl, obtain the advertisements from advertising system 120, and present the advertisement to the adverti~in0 target 140. Typically, the advertisement consumer is the entity that provides the 20 content with whiai~ the advertisement is to be associated. In one implementation, the advertising consumer 1~0 is a search engine, such as that employed by ~c~ogle, Inc. at www.~,aoole.com.
Advertising target 140 is the individual (er bet of individuals) who ultimately receive the advertisement. In the case of visual adverkisements, for example, the 25 adverkisement target 140 is the person whr~ views the .advertisement.
Fig, ~ is a diagram functionally illustrating art advertising system consistent with the invention. The system includes art ad campaign entry and management camponerrt ~~p, a tools component 220, a billing component X30, one or mare databases 240, an ad consumer interface component 250, an ad 3a selection cc~mpc~ner~t 260, an ad ordering component 270, ark ad serving component 230, and a ~tatis~tics engine component 290. If the present invention is to be used with such an advertising system, it will primarily concern ad selection campartent 2~0. To help understand the invention, other components of the advertising system will be explained below. Furthermore, although Fig.
2 shawl a particular arrangement of components constituting advertisement system 920, thane skilled in the art will recognize that not all components need be arranged as shown, riot all components acre required, and that other components may be added to, or replace, those shown.
Ad entry and management component X10 is the component by which the advertiser etlters information required for an advertising campaign and manages the campaign. An ad campaign contains one or more advertisements that are related in ~orr'~e manner. For example, the Ford Motor Company may have an ad campaign far zero percent financing, which could captain a series of advartis~ments related to that topic. Among the other things that could be provided by an advertiser through ad entry and management component 2~~1 are the following: one or mare advertising creatives {simply referred to as "ads"
or "advertisements"~, one or mare set of keywords ar topics associated with those creative (which may be used as targeting information for the ads), geographic targeting information, a value indication for the advertisement, start date, end date, etc. The data required far, ar obtained by, ad entry and management ~.0 component 21 CI resides in one of the databases 240.
Tools component X20 contains a variety of tools designed to help the advertiser ~ 10 create, monitor, and manage its campaigns. Far example, foals component X20 may contain a foal far helping advertiser "1 ~ t? estimate the number of impressions an ad will receive far a particular keyword or topic.
Similariy, tools component X20 may be used to help advertiser 110 generate a list of keywords ar topics for a given adv~ertisemertt, or to geperate additional keywords or topics based on representative ones supplied by advertiser 1'! 0.
Other possible tools may be provided as well. Depending an the nature of the tool, one or more databases 2~0 may be used to gather ar stare information.
Billing component ~~a helps perform billing-related functions. For example, billing campc~nent ~~U generates invoices far a particular advertiser ~ ~ 0 or ad campaign. In addition, billing component 230 may be used by advertiser '1 ~ D to monitor the amount being expended for its various campaigns. The data required for, or obtained by, billing component 230 resides in a databa$e X40.
patabases X40 cont~ir~ a~ variety of data used by advertising system 1201.
S In addition to the information mentioned above in reference to ad entrar arid management system 210, databases 240 may contain statistical information about what ads have been shown, how afters they have been shown, the number of times they have been selected, who has selected those ads, how often display of the ad has led to consummation of a transaction, ete. Although the databases 240 are shown in Fig, ~ as one ~rnit, Qne of ordinary skill in the art will recognize that multiple databases r~a~y be employed for gathering anc! storing information used in advertising sysfiem 120.
Ad consumer interFace ~5~7 is a component that interfaces with ad consurrier 'f ~0 to obtain or send information, Far example, ad consumer 130 may send a request for one or more advertiserr~ent~ to ad consumer interface X50. The request may include information such as the site requesting the adverkisement, any information available to aid in selecting the advertisement, the number of ads requested, etc. In response, ad consumer interface 2~0 may provide one ar more advertisements to ad consumer 130. In addition, ad ~0 consumer 130 may send information about the performance of the advertisement back to the ad system via the ad consumer interface 250. This may include, fc~r example, the statistical information described abGVe in reference to a database X40. The data required for, or obtained by, ad consumer interface component X50 resides in a database 240.
~5 Ad selection component AGO receives a request fer a specified number of advertisements, coupled with information to help select the appropriate advertisements. This information may include, for example, a search query specified by an end user. Alternatively, or irr addition, as described in mare detail below, this information may include data related to the content of the page for 30 which the advertisements are being requested.

Ad ordering campon~nt 270 receives a list of relevant ads from ad selection component 280 arid determines a preference order in which they should be rendered to an end user. Far example, relevant ads may be ordered based on the value indication associated with each ad. These ordered ads may be prcwided to an ad serving ~mpanent 2801.
Ad serving compenet~t 280 receives an ordered list of ads from ad ordering component ~~'4, and formats that list into a manner suitable ft~r presenting to ad consumer 130. This may involve, for example, rendering the ads into hypertext markup language (HTMh), into a proprietary data format, eta.
iQ Statistics engine 2gi~~ contains information pertaining to the selection and performance of adverti$ements. Far example, statistics engine 2gQ may lag the information provided by ad consumer 130 as park of an ad request, the ads selected for that request by ad selection component ~~tl, the order selected by ad ordering component 2'70, and the presentation ref the ads by ad serving 1~ component 280. In addition, statistics engine 2g0 may It~g information about what happens with the advertisement once it has been provided to ad consumer "130. Tfyis includes infarmatjon such as an what location the ad was provided, what the response was to the advertisement, what the effect was of the advertisement, etc.
20 Fig. ~ is a diagram illustrating an architecture in which the present invention may be implen~'~ented. The architecture includes. multiple client devices 302, a server device 3~ 0, and a network 301, which may be, for example, the Internet. client devices 802: each include a computer readable medium SOg, such as random access mervory, coupled to a processor 308. Processor 3D8 25 executes program instructions stored in memory 309. r:lient devioes ~0~ may alsfl include a number of additional external or internal devices, such as, witha~t limitation, a mouse, a Ci~~RUM, a keyboard, and a display. Thus, as will be appreciated by those skilled in the art, the client devices may be personal computers, personal digital assistances, mobile phones, content players, etc.
30 Through client devices X02, requestors X05 can communicate over network 30'! with each c~thep and with other systems and devices coupled to network 301, such as server device 310. F2eque~tors $~Q~ may, far example, be advertisers 9 ~ 0, advertiset~ent consurrier ~ fig, or advertising target 140.
Sirriilat' to client devices 3Q2, ~enrer device 310 may include a pra~essc~r 311 coupled to a computer readable memory 312. Server device S10 may S additionally include ~ secondary storage element, such as a database ~~1:1.
Client processors 30~ and server processor 311 can be any of a number of well known micro-processors, such as pre~ssars from Intel Corporation, c~f Santa ~lara, California. In general, client device 302 may be any type of computing platfom~ cont~e~cd to a network and that interacts with application XU programs, such as a digital assistant or a °smart" cellular telephone ar pager.
server 310, although depicted as a single computer system, may be implemented as a netwtrrk of computer processors.
Merr7ory ~'1 ~ may contain a number of prar~rams, such as the components described above in reference to Fig. ~.
15 !~, l~peratian Fig. ~. is a flaw diagram of an exemplary method far determining if en advertisement is relevant to a document, consistent with the present invention.
As used herein, tf~e term "document" includes any type of paper or electronic document or ~Ie, including audio, video, image, text, etc. That is, as will be 20 appreciated by one skilled in the art, a "document" as used in the specification is any rrrachine-readable and machine-storable work product. A doour~ent may be a file, a combination ref files, one or more files with embedded links to other files, etc. For the sake of illustration, if may be understood that the process described herein takes place as part of the ad selection component 2~0, although those 25 skilled in the art will recognise that it need not take place in that camponerit alone, The exemplary method is not limited by the order shown in the flow diagram. The process identifies targeting information for an advertisement.
(Sfiage 490). The targeting information may be in the farm of a list of keywords or ~0 phrases associated with the advertisement (e.g., "hands", "honda cars", "cars", eta.), as provided by advertiser 110 through ad campaign entry arid management component 291). Alternatively, or in addition, the targeting information may be determined algorithmically, based an the content of the advertisement, the goods or services being advertised, the targeting of other related advertisements, etc.
For example, if the content of the advertisement includes "Buy hc~nda cars at the lowest prices of fibs year!", the terms "honda" or "honda cars" may be extracted from that content. The targeting information may also include ether demographic information, such as geographic location, affluence, etc. Thus, the targeting information is simply some information from which a topic may be derived.
IVe~ct, the ta~rc~et document (i.e., the document oorrespc~nding to which a lQ relevant advertisement is requested) i~ analysed to identify a topic corresponding to that target document. (Btage 4~g). The target docurr~ent may be stared on a database X40 or may be provided by ad consumer "I~~D via ad consumer interface component 250. There are numerous ways in which the target document may be analyzed to identify this topic, as described below in reference to Fig. ~ and related tent.
~hv targeting information identified in stage 410 is compared to the one or more topics identified in stage 4~0 to determine if a match exists. (stage 43t))_ A "match" need not be an exact r'natch. Instead, a match is an indication of a relatively high degree of similarly, andlor a predetermined (e.g., a~bsoluteJ
degree of similarity. If a match exists, the advertisement is determined to be relevant to the ttarget document (stage ~-40) and may be provided to ad ordering component 27s~, for eventual provision to ad consumer 130 via ad consumer interface car~pc~nent ~~0.
Those sfcilled in the ark will also recognize that the fun4tic~ns described in each stage are illustrative only, and are not intended tc~ be limiting.
tine way to identify a topic corresponding to the target document is by analyzing some or aI) text within the target document, which shall be illustrated in reference to Fig. 5. Fig. 5 shows a sample document, entitled "Travels in Italy", which contains a collection Qf travel-related information pertaining tc~
Italy. 'fha document text contains the term "restaur~ntu (appearing 20 times), "chianti"
(appearing '! 0 times), and "the" (appearing 10th times). it could be determined that one car mare of each term (word or phrase) that appears in the title of the target doGUm~r~t corresponds to a topic of the target document. Can this basis, the tapirs far this dQCUment may be "travels", "in", andlor "italy."
Alternatively, it coup be determined that one or more of each term that ~ appears in the body of the target document corresponds to a topic of the target document. In the simplest ease, eaoh term within the target document would be identified as a topic. A slightly mare ec~mplex approach would be tc~ identify a term as a topic if it appears in the target document more than N times, such as N=2 (and indeed such a threshald,based approach could be used whenever 10 terms within text are being anelyzed), even mare complex enely~is ~~uld be performed, such as by using a term vector far the target document, which assigns weights to each fier~r~r. Far example, terms that appear frequently in the target document may be assigned a relatively higher weight than those that appear less frequently. And so the term "the" would have a higher weight than 1~ "restaurant", which would have a higher weight than "chianti".
In addition, the weighting could be adjusted to give higher weight tc~ terms that appear less frequently in a collection, such as a collection to which the document belongs or the general collection of documents. 1=or example, the terry "chianti" does not appear very commonly across the general collection of .~0 dQCUments and so its wei~)~t ray be boosted. ~c~nversely, the term "the"
appears so frequently across a collection of documents that its weight may be reduced or eliminated altogether.
in any situation where terms within text are assigned weights or scores, thane resulting scares may be used to determine which terms will be identified ass 25 topics for the target document. Far example, it may be determined that ar~ly the top scoring term would constitute a topic far the target document.
Alternatively, or in addition, it may be determined that the top Z terms (ar a subset thereof) will constitute topics for the target document, with ~ being same defined number.
Alternatively, ar in addition, jt may be determined that terms having a scare that ~0 exceeds Y (or a subset thereof} will constitute topics for the target ~iQCUrnent, with Y being same defined number. Thus, as one skilled in the art will appreciate, topics may be determined based an absolute andlar relative criteria.
Alternatively, or in addition to using text or other information within the target document, meta-information associated with the target document may be used. For example, ~ reference tc~ the target document by another document may cant~irt ~ brief description of the target document. Assume a document called "~r~tertainment" that contains a reference to the target document and describes it as "For a description of restaurants and wine in Italy, see 'Travels in Italy'." In the context of a web page, this is afters described as anchor text. tine or mgrs such iarief descriptions rr,ay be used to revise ~fig~rrativ~ly) the target dc~aur~ent by supplementing or replacing some or all of its content with the brief descriptions. So, for example, the topic could be identified from the combination of the target document's title and the brief descriptions of the target document.
Alternatively, or in addition to the brief descriptions from these references, the references themselves may be used. For example, a reference frcr'r~ mother document to the target document may be used as an indication that the two documents are similar. Alternatively, or in addition, a reference from the target document to ~r~c~ther document may be used as an indication that the twc~
documents are similar. So ~ reference between the "Entertainment" document ~0 and tha "Travels in Italy" dapument may indicate that the two are related.
In the context of web pages, these references occur iri the form of links from one web page to another. On this basis, the content {or meta-information) of the other document may be used to revise {figuratively) the target document by supplementing or replacing its content with that of the other docurrterit, The revised target document's content may then be analyzed using the techniques described above to identify cane or more topics.
Alternatively, ar addition to using the content (including perhaps meta-data~ associated with a target documents Qther techniques may be used to identify one or more tapirs fpr the target document. For example, the top N
~0 queries (Qr subset thereof) that result ire a reference to the target document could be determined to constitute p topic far the target document, with N being some defined number. These may be, far example, text queries in a search engine that yield a result that links to the target document ar web page.
Alternatively, or in additon, the cc~rit~r~t of ether similar documents (e.g., in the same collection as the target document, in the same category as the target document, etc.) may be used to revise (figuratively) the content c~f the target document. Any of the techniques described above may then be used to analyze the target document to identify one or more topics. !n the context of web pages, this may be other web pages thafi are stared within a $ubdirectery of related pages an the same halt as the target web page. Alternatively, or in addition, any technique for classifying the target document into a set of one ar more topics ar categories may be used.
even the search query histe~ry of one or more users who visit the target document (or target web page) rnay be used to identify a topic for the target document ar web page, on the theory that a visit to the target document that is temporally proximate to that search query history indicates that the user th~rught 1S the concepts were relafied. For example, if a user searched for "italian winefl and then soon afterwards visiteq the "Travels in Italy" document, the content of that prior search c~auld be used to determine that "italiann andlor "wine" are potential topics for the "Travels in Italy" document.
Using c~n~ or mare of the various techniques described above, or other 2Q techniques, one or more topics may be identified ft~r the target dc~cur~lent. Qnce these topics have been identified, a variety of techniques may be used tc~
determine other topics that are related to those identified topics. For example, a thesaurus could be used to determine other topics (e.g,, synorlyrris) that are closely relafied to the identified topics or that are conceptually similar to the 2S identified tt~pics.
Far the sake of clarity, the foregain~ references to "revising" the target document are a figurative aid in understanding the use of additional informati~an that is not literally within the target document. Those skilled icy the art will reoogriize that the target docurrterit reed not be actually revised to make use of
3~ this additional information.

Conclusion The foregoing description of preferred embodiments of the present invention provides ill~stratic~n end de~~ription, bot is not intended to be exhaustive or to limit the invention to the precise form disclcssd.
Modiiacations ~ and variations are possible in light of the above teachings or may be acquired from practice of the invention.
The scope of the invention is defined by the claims and their equivalents.

Claims (59)

WHAT IS CLAIMED:
1. A method for determining if an advertisement is relevant to a target document, the method comprising:
identifying targeting information for the advertisement;
analyzing the content of the target document to identify a set of one or more topics for the target document;
comparing the targeting information to the set of one or more topics to determine if a match exists; and determining that the advertisement is relevant to the target document if the match exists.
2. The method of claim 1, wherein the advertisement belongs to an advertiser, and wherein identifying targeting information comprises receiving a list of topics from the advertiser.
3. The method of claim 1, wherein identifying targeting information comprises generating a list of topics by analyzing content of the advertisement.
4. The method of claim 1, wherein analyzing the content comprises identifying a set of one or more topics by calculating a term vector for the target document based an text within the target document.
5. The method of claim 4, wherein terms in the term vector are assigned weights based on the frequency with which the terms appear in the text of the target document.
6. The method of Claim 4, wherein terms in the term vector are assigned weights based on the infrequency with which the terms appear across a collection of documents.
7. The method of claim 4, wherein the set of one or more topics contains terms whose weight exceeds a defined threshold.
8. The method of claim 4, wherein the set of one or more topics includes a defined number of terms with the highest weights among the terms of the term vector.
9. The method of claim 1, wherein analyzing the content comprises identifying a topic based on other portions of a collection of which the target document is a part.
10.The method of claim 1, wherein analyzing the content comprises identifying a topic based an one or more queries that yield a reference to the target document.
11.The method of claim 1, wherein analyzing the content comprises:
determining at least one similar document to the target document;
supplementing content of the target document with the content of the similar documents; and analyzing the supplemented content of the target document to identify a topic.
12.The method of claim 11, wherein determining at least one similar document comprises determining that a document is similar if it contains a reference to the target document.
13.The method of claim 11, wherein determining at least one similar document comprises determining that a document is similar if the target document contains a reference to the document.
14.The method of claim 11, wherein supplementing includes replacing at least a portion of the content of the target document with at least a portion of the content of the at least one similar document.
15.The method of claim 1, wherein analyzing the content comprises:
identifying a description of the target document used by another document that references the target document; and analyzing the content of the description to identify a topic for the target document.
16.The method of claim 1, wherein analyzing the content comprises:
identifying a description of the target document used by another document that references the target document;
supplementing the content of the target document with the description; and analyzing the supplemented content of the target document to identify a topic for the target document.
17.The method of claim 1, wherein analyzing the content comprises:
classifying the target document into a category; and identifying a list of one or more topics for the target document based on the category.
18. The method of claim 17, wherein meta-information associated with the target document is used to classify the target document into a category.
19.The method of claim 18, wherein the meta-information includes information from another document that contains a reference to the target document.
20.The method of claim 18, wherein the meta-information includes information from another document to which the target document refers.
21.The method of claim 19, wherein the information from another document includes meta-information associated with the other document.
22.The method of claim 1, 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.
23.The method of claim 14, wherein the related topic is a synonym of the topic.
24.The method of claim 14, wherein the related topic is conceptually similar to the topic.
25. The method of claim 1, wherein the target document is a target web page.
26.The method of claim 25, wherein analyzing the content 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.
27.The method of claim 26, further comprising:
determining terms that are related to one or more topics in the set; and supplementing the set to include the related terms.
28.The method of claim 25, wherein analyzing the content 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.
29.The method of claim 26, wherein analyzing the content comprises:
calculating a term vector for the target web page based an text within the target web page; and identifying a list of one or more topics based on the term vector.
30.The method of claim 29, wherein terms in the term vector are assigned weights based an the frequency with which the terms appear in the target document.
31. The method of claim 29, wherein terms in the term vector are assigned weights based on the infrequency with which the terms appear across a collection of web pages.
32.The method of claim 29, wherein the set of one or more topics includes terms whose weight exceeds a defined value.
33.The method of claim 29, wherein the set of one or more topics includes a defined number of terms with the highest weights among the terms of the term vector.
34.The method of claim 25, wherein analyzing the content 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.
35. The method of claim 34, 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.
36.The method of claim 34, 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.
37.The method of claim 34, 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.
38.The method of claim 34, 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.
39.The method of claim 34, 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.
40.The method of claim 25, wherein analyzing the content 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.
41.The method of claim 40, wherein supplementing includes replacing at least a portion of the target web page content with at least a portion of the anchor text.
42.The method of claim 40, wherein supplementing includes replacing the target web page content with at least a portion of the anchor text.
43.The method of claim 25, wherein analyzing the content comprises:
classifying the target web page into a category; and identifying a list of one or more topics for the target web page based on the category,
44.The method of claim 43, wherein meta-information associated with the target web page is used to classify the target web page into a category.
45.The method of claim 44, wherein the meta-information includes information from another document that contains a reference to the target web page.
46.The method of claim 45, wherein the information from another document includes meta-information associated with the other document.
47.The method of claim 44, wherein the meta-information includes anchor text corresponding to the target web page.
45.The method of claim 25, wherein the advertisement belongs to an advertiser, and wherein identifying targeting information comprises receiving a set of one or more topics from the advertiser.
49.The method of claim 25, wherein identifying targeting information comprises generating a set of one or more topics based on content of the advertisement.
50.The method of claim 25, 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.
51.A method for determining if an advertisement is relevant to a target web page, the method comprising:

identifying targeting information for the advertisement;
generating a set of one or more topics for the target web page based on the text of queries on a search engine that yield a result that links to the target web page;
comparing the targeting information to the set of one or more topics to determine if a match exists; and determining that the advertisement is relevant to the target web page if the match exists.
52.A method for determining if an advertisement is relevant to a target web page, the method comprising:
identifying targeting information for the advertisement;
generating a set of one or more topics for the target web page based on a search query history of one or more users who visit the target web page;
comparing the targeting information to the set of one or more topics to determine if a match exits; and determining that the advertisement is relevant to the target web page if the match exists.
53.The method of claim 52, wherein the search query history is based an users who visited the target web page within a given time period.
54. The method of claim 53, wherein the given time period is the last Y
minutes, wherein Y is a predefined term.
55. A method of serving to a target web page a relevant advertisement, the method comprising:
receiving a request for an advertisement that is relevant to the target web page;
analyzing text of the target web page to identify a set of one or more topics corresponding to the target web page;

determining advertisements that are associated with a topic that appears in the set; and providing at least one of the identified advertisements in response to the request.
56.The method of claim 54, wherein determining advertisements comprises determining advertisements for which keywords have been specified that correspond to a topic that appears in the set.
57.Apparatus for determining if an advertisement is relevant to a target web page, the apparatus comprising:
means for identifying targeting information for the advertisement;
means for analyzing content of the target web page to identify a set of one or more topics for the target web page;
means for comparing the targeting information to the set of one or more topics to determine if a match exists; and means for determining that the advertisement is relevant to the target web page if the match exists.
58.A method for determining if an advertisement is relevant to a target web page, the method comprising:
a step for identifying targeting information for the advertisement;
a step for analyzing the content of the target web page to identify a set of one or more topics for the target web page;
a step for comparing the targeting information to the set of one or more topics to determine if a match exists; and a step for determining that the advertisement is relevant to the target web page if the match exists.
59.Apparatus for determining if an advertisement is relevant to a target web page, comprising:

at least one memory having program instructions, and at least one processor configured to execute the program instructions to perform operations of:
identifying targeting information for the advertisement;
analyzing content of the target web page to identify a set of one or more topics for the target web page;
comparing the targeting information to the set of one or more topics to determine if a match exists; and determining that the advertisement is relevant to the target web page if the match exists.
CA2499801A 2002-09-24 2003-09-24 Methods and apparatus for serving relevant advertisements Expired - Lifetime CA2499801C (en)

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