CN102096882A - 用于提供相关广告服务的方法和装置 - Google Patents

用于提供相关广告服务的方法和装置 Download PDF

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CN102096882A
CN102096882A CN2011100549763A CN201110054976A CN102096882A CN 102096882 A CN102096882 A CN 102096882A CN 2011100549763 A CN2011100549763 A CN 2011100549763A CN 201110054976 A CN201110054976 A CN 201110054976A CN 102096882 A CN102096882 A CN 102096882A
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杰弗里·A·迪安
乔治斯·R·哈瑞克
保罗·布锲特
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0255—Targeted advertisements based on user history
    • G06Q30/0256—User search
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/30—Information retrieval; Database structures therefor; File system structures therefor of unstructured textual data
    • G06F16/35—Clustering; Classification
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/90—Details of database functions independent of the retrieved data types
    • G06F16/95—Retrieval from the web
    • G06F16/951—Indexing; Web crawling techniques
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0263—Targeted advertisements based upon Internet or website rating
    • Y—GENERAL 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
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    • Y10S—TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
    • Y10S707/00—Data processing: database and file management or data structures
    • Y10S707/912—Applications of a database
    • Y10S707/944—Business related

Abstract

本发明提供了一种用于提供相关广告服务的方法和装置。其改进了广告与用户的兴趣的相关性(图4)。在一个实现中，分析网页的内容，以便确定与所述网页(420)相关联的一个或多个主题的列表。如果广告与属于所述一个或多个主题的列表中的关键字相关联，则该广告可以被认为与所述网页相关(440)。可以提供一个或多个这种相关的广告，以便和所述网页或相关的网页一起呈现出来。

Description

用于提供相关广告服务的方法和装置
本申请是申请号为03822749.5、国际申请日为2003年9月24日(递交日为2005年3月24日)、发明名称为“用于提供相关广告服务的方法和装置”的发明专利申请的分案申请。
相关申请
本申请要求提交于2002年9月24日的美国临时申请序列号60/413,536的权益，该申请在此引入作为参考。
技术领域
本发明一般地涉及广告，并且更具体地，涉及通过将广告商的确定目标标准和所述广告将被刊登在其上的媒体的内容进行比较来提供相关的广告服务。
背景技术
使用传统媒体诸如电视、收音机、报纸和杂志做广告是公知的。广告商使用这些类型的媒体以便使大量的受众接触到他们的广告(“ads”)。为了接触到更容易做出反应的受众，广告商使用了人口统计学研究。例如，广告商可以利用广播事件诸如足球比赛给啤酒做广告，并且使用动作片向较年轻的男性受众做广告。然而，即使使用人口统计学研究和关于各种媒体渠道的典型受众的完全合理的假设，广告商认识到因为目标受众并不对他们接收到的广告感兴趣，所以他们大部分的广告预算都只是被浪费了。
交互式的媒体，诸如因特网，具有更好地为广告确定目标的潜力。例如，某些网站提供基于搜索信息的用户输入的查询关键字的信息搜索功能。这种用户查询可以被用作该用户感兴趣的信息类型的指示符。通过对用户查询和由广告商规定的一列关键字进行比较，可以给这些搜索服务的用户提供某种形式的目标的广告。由Google公司提供的Adwords系统就是这种系统的一个例子。
虽然诸如Adwords的系统已经为广告商提供了更好地为广告确定目标的能力，但是其效力限于这样的网站，即用户在所述网站上输入搜索查询以便指示他们感兴趣的主题。然而，大多数Web页面不提供搜索功能，并且对于这些页面，广告商难以为他们的广告确定目标。结果，不能进行搜索的页面上的广告通常对于该页面的观看者来说没有什么价值，并且因此与有用的信息源相比更多地被看作为是令人厌烦的。毫不奇怪，这些广告通常给广告商带来比更具有目标性的基于搜索的广告更低的投资回报。
因此，具有用于为这样的情况提供相关的广告的方法和装置是有益的，所述的情况是：文档被提供给终端用户，但是不是响应于终端用户感兴趣的主题的明确的指示(例如，不是响应于终端用户提出的搜索查询)。
发明内容
按照本发明的系统和方法通过为广告识别确定目标信息、分析目标文档的内容以便为目标文档识别出一个或多个主题的列表，对所述的确定目标信息和所述的主题列表进行比较以便确定是否存在匹配，并且如果存在匹配，确定广告与目标文档相关，解决了这种需要和其它的需要。
本发明的附加的方面涉及计算机系统，并且涉及具有与上述方面有关的特征的计算机可读媒体。
附图说明
结合于本说明书中，并且构成说明书的一部分的附图说明了本发明的实施例，并且与下面的说明一起解释了本发明，在附图中：
图1是示出了本发明可以被实现在其内的环境的图；
图2是功能性地说明了按照本发明的广告系统的图；
图3是示出本发明可以被以其实施的装置的图；
图4是按照本发明的、用于提供相关广告的示例方法的流程图；和
图5是一个示例的目标文档。
具体实施方式
下面将参考附图详细说明本发明。下面的详细说明不是对本发明的限制。代替地由所附的权利要求和其等同物限定本发明的范围。
本发明涉及用于确定与给定文档相关的广告的方法和装置。在一个实现中，所述文档是网页，并且所述广告是可以被呈现在所述网页上的电子文件。通过分析所述网页的内容，一组，诸如一列，相应于所述网页的主题被产生。存在有多种可以执行这种处理的技术，其中之一是通过为所述的网页计算一个术语向量，并且从所述向量选择顶上的N个术语。主题的列表被与和所述广告相关联的目标信息(例如，由广告规定的关键字)比较，以便确定哪些广告与该网页相关。然后这些相关的广告中的一些或全部可以被与该网页关联在一起，从而它们可以与该网页一起被呈现(例如，显示)出来。
本领域的技术人员将会认识到，按照本发明的许多其它的实现是可能的。
A环境和体系结构
图1是说明本发明可以被实现在其中的环境的图。所述环境包括广告商110、广告系统120、广告消费者130和广告目标140。
广告商110可以是直接销售被广告的货物或服务的一方(例如，Amazon.com)或被授权代表刊登广告者做广告的代理。广告商110所希望的广告可以各种形式存在，其范围涉及标准的打印的广告、在线的广告、音频广告、音频/视频广告或所希望的感官信息的任意其它类型。
广告系统120与广告商110和广告消费者130两者接口。它执行如下面参考图2更详细解释的各种功能。本发明可以被用于这种广告系统120。
广告消费者130是这样的实体，它向广告系统120发出广告请求，从广告系统120获得广告，并且将所述广告呈现给广告目标140。典型地，广告消费者是这样的实体，它提供所述广告将被与之关联在一起的内容。在一个实现中，广告消费者130是搜索引擎，诸如由www.google.com的Google公司使用的搜索引擎。
广告目标140是最终接收所述广告的个人(或一组个人)。例如，在可视广告的情况下，广告目标140是观看所述广告的人。
图2是功能性地说明按照本发明的广告系统的图。所述系统包括广告活动条目和管理组件210、工具组件220、记账组件230、一个或多个数据库240、消费者接口组件250、广告选择组件260、广告排序组件270、广告服务组件280和统计引擎组件290。如果本发明用于这种广告系统，将主要关心广告选择组件260。为了帮助理解本发明，下面将解释所述广告系统的其它组件。此外，虽然图2示出了构成广告系统120的组件的特定的布置，本领域的技术人员将会认识到，并不是所有的组件都需要被如所示出的那样布置，不是所有的组件都是需要的，并且其它的组件可以被增加或替换示出的那些组件。
广告条目和管理组件210是这样的组件，广告商通过它输入广告活动所需的信息并管理所述的活动。广告活动包括一个或多个以某种方式相联系的广告。例如，Ford Motor公司可以具有一个零百分比融资的广告活动，它可以包含一系列有关该主题的广告。尤其是，可以由广告商通过广告条目和管理组件210提供如下内容：一个或多个广告创作(被简单地称为“广告”)，一组或几组与这些创作相关联的关键字或主题(它们可以被用作所述广告的确定目标信息)，地理的确定目标信息，用于所述广告的数值指示，开始日期，结束日期等。广告条目和管理组件210所需的或由广告条目和管理组件210获得的数据存在于数据库240中的一个数据库内。
工具组件220包含被设计为用于帮助广告商110创建、监视和管理其活动的各种工具。例如，工具组件220可以包含这样的工具，其用于帮助广告商110估计对于特定的关键词或主题一个广告将接收到印象的数目。类似地，工具组件220可以被用于帮助广告商110为给定的广告产生关键字或主题列表，或是基于由广告商110提供的有代表性的那些关键字或主题产生附加的关键字或主题。还可以提供其它的可能的工具。取决于所述工具的性质，一个或多个数据库240可以被用于收集或存储信息。
记账组件230有助于执行与记账有关的功能。例如，记账组件230为特定广告商110或广告活动生成发票。此外，记账组件230可以被由广告商110用于监视其各种活动所花费的数目。记账组件230所需的或从记账组件230获得的数据存在于数据库240中。
数据库240包含用于广告系统120的各种数据。除了上面提到的关于广告条目和管理系统210的信息之外，数据库240可以包含关于什么广告已经被显示过了、它们被显示的频次如何、它们被选择的次数、谁选择了这些广告、广告的显示导致交易成交的频次如何等的统计信息。虽然在图2中数据库240被作为一个单元示出，本领域的普通技术人员将会认识到，多个数据库可以被用于收集和存储由广告系统120使用的信息。
广告消费者接口250是这样一个组件，它和广告消费者130连接以便获得或发送信息。例如，广告消费者130可以向广告消费者接口250发送对一个或多个广告的请求。所述请求可以包括这样的信息，诸如请求广告的站点、可用于辅助选择广告的任何信息、被请求广告的号码等。作为响应，广告消费者250可以向广告消费者130提供一个或多个广告。此外，广告消费者130可以通过广告消费者接口250将与所述广告的性能有关的信息发送回广告系统。例如，这可以包括上面说明的关于数据库240的统计信息。广告消费者接口组件250所需的或从广告消费者接口组件250获得的数据存在于数据库240中。
广告选择组件260接收对指定号码的广告的请求，所述请求结合了有助于选择正确的广告的信息。这种信息可以包括，例如，由终端用户指定的搜索查询。可替换地，或是另外，如下面更详细地说明的，这种信息可以包括与为其请求广告的页面的内容有关的数据。
广告排序组件270从广告选择组件260接收相关的广告列表，并且确定广告将被呈现给终端用户的优选的顺序。例如，可以基于与每个广告关联的数值指示对相关广告进行排序。这些排序后的广告可以被提供给广告服务组件280。
广告服务组件280从广告排序组件270接收排序后的广告列表，并且将该列表编排成适合于呈现给广告消费者130的格式。这可能涉及，例如，将广告呈现成超文本标记语言(HTML)、专有数据格式等。
统计引擎290包含关于所述广告的选择和性能的信息。例如，统计引擎290可以记录由广告消费者130作为广告请求的一部分而提供的信息，由广告选择组件260为所述请求选择的广告，由排序组件270选择的顺序，以及由广告提供组件280对所述广告的呈现。此外，统计引擎290可以记录关于广告一旦被提供给广告消费者130，就该广告来说发生了什么的信息。其包括这样的信息，诸如广告在什么位置被提供、对该广告的响应是什么、广告的效果是什么等。
图3是示出了本发明可以被实现在其内的体系结构的图。该体系结构包括多个客户机设备302、服务器设备310和网络301，网络301可以是，例如，因特网。每个客户机设备302包括计算机可读媒体309，诸如连接于处理器308的随机存取存储器。处理器308执行存储在存储器309中的程序指令。客户机设备302还可以包括多个附加的外部或内部设备，诸如，鼠标、CD-ROM、键盘和显示器，但不限于这些。因此，如本领域的技术人员所理解的，客户机设备可以是个人计算机、个人数字助理、移动电话、内容播放器(content player)等。
通过客户机设备302，请求器305可以通过网络301彼此间以及和连接于网络301的其它系统和设备，诸如服务器设备310通信。请求器305可以例如是广告商110、广告消费者130或广告目标140。
与客户机设备302类似，服务器设备310可以包括连接于计算机可读存储器312的处理器311。服务器设备310可以附加地包括辅助存储元件，诸如数据库240。
客户机处理器308和服务器处理器311可以是任意的数目的公知的微处理器，诸如Santa Clara，California的Intel公司的处理器。通常，客户机设备302可以是被连接到网络并且与应用程序交互的任意类型的计算平台，诸如数字助理或“智能的”蜂窝电话或寻呼机。虽然被以单个计算机系统给出，服务器310可以被实现为计算机处理器的网络。
存储器312可以包含多个程序，诸如上面关于图2所说明的组件。
B操作
图4是按照本发明的用于确定广告是否与文档相关的示例方法的流程图。如此处所使用的，术语“文档”包括任意类型的书面或电子文档或文件，包括音频、视频、图像、文本等。即，如本领域的技术人员将会理解的，本说明书中使用的“文档”是任意的机器可读的和机器可存储的作品。文档可以是文件、文件的组合、具有到其它文件的嵌入的链接的一个或多个文件等。应当理解，为了说明起见，此处说明的处理是作为广告选择组件260的一部分而发生的，虽然本领域的技术人员将会认识到，并不必须单独发生在该组件内。
示例的方法不限于该流程图中示出的顺序。该处理为广告识别确定目标信息。(阶段410)确定目标信息当由广告商110通过广告活动条目和管理组件210提供时，可以是与广告相关联的关键字或短语的列表的形式(例如，“本田”、“本田汽车”、“汽车”等)。可替换地，或是另外，可以基于广告的内容、被广告的货物或服务、其它相关广告的目标的确定等以算法确定所述的确定目标信息。例如，如果广告的内容包括“以本年最低的价格购买本田汽车”，术语“本田”或“本田汽车”可以被从该内容中提取出来。确定目标信息还可以包括其它的人口统计学信息，诸如地理位置、财富等。因此，确定目标信息仅是这样的某些信息，从这些信息可以得出主题。
接着，目标文档(即，相应于相关广告被请求的文档)被分析，以便识别出相应于所述目标文档的主题(阶段420)。目标文档可以被存储在数据库240上，或是可以由广告消费者130通过广告消费者接口组件250提供。如下面参考图5和有关的文字所说明的，存在有多种分析目标文档以识别这种主题的方法。
在阶段410识别出的确定目标信息被与阶段420中识别出的一个或多个主题比较，以便确定是否存在匹配(阶段430)。“匹配”并不是精确的匹配。而是，匹配是对相对高的类似程度和/或一个预先确定的类似程度(例如，绝对的)的指示。如果存在匹配，该广告被确定为与该目标文档是相关的(阶段440)，并且可以被提供给广告排序组件270，以便最终通过广告消费者接口组件250提供给广告消费者130。
本领域的技术人员将会认识到，每个阶段中说明的功能仅是示例的，并且不旨在是要进行限制。
一种识别相应于目标文档的主题的方法是通过分析目标文档内的某些或全部文本，这将参考图5进行说明。图5示出了题目为“Travels in Italy”的样本文档，该文档包含关于意大利的与旅游有关的信息的集合。该文档的文本包含术语“restaurant”(出现了20次)、“chianti”(出现了10次)和“the”(出现了100次)。可以确定出现在目标文档的题目中的每个术语中的一个或多个术语(单词或短语)相应于目标文档的主题。以此为基础，这个文档的主题可以是“travels”、“in”和/或“Italy”。
可替换地，可以确定出现在目标文档主题中的每个术语中的一个或多个术语相应于目标文档的主题。在最简单的情况下，目标文档中的每个术语将被识别为一个主题。一种稍微复杂一些的方法将把这样的术语识别为主题，如果它在目标文档中出现了多于N次，诸如N＝2的话(并且的确可以在每次分析文本中的术语时使用这种基于阈值的方法)。可以执行甚至更复杂的分析，诸如通过使用目标文档的术语向量，其对每个术语分配权重。例如，在目标文档中频繁出现的术语被分配有与那些出现的频率较少的术语相比相对高的权重。并且因此，术语“the”比“restaurant”具有更高的权重，而“restaurant”具有比“chianti”更高的权重。
此外，将调整加权，以便给与在一个集合中以很少频率出现的术语较高的权重，所述的集合诸如是该文档所属的集合或文档的一般的集合。例如，术语“chianti”没有在文档的一般的集合中非常普遍地出现，因此它的权重可被提升。相反地，术语“the”在文档的集合中出现得如此频繁，所以可以降低它的权重或是被完全除去。
在给文本中的术语分配权重或分数的任意情况下，这些产生的分数可以被用于确定哪些术语将被识别为目标文档的主题。例如，可以确定仅仅分数最高的术语构成目标文档的主题。可替换地，或是另外，可以确定最高的Z个术语(或一个子集)构成目标文档的主题，Z是某个确定的数目。可替换地，或是另外，可以确定具有超过Y的分数的术语(或子集)构成目标文档的主题，Y是某个确定的数目。因此，如本领域的技术人员将会理解的，可以基于绝对和/或相对准则确定主题。
可替换地，或是除了使用目标文档中的文本或其它信息之外，可以使用与目标文档相关联的元信息。例如，由另一文档对目标文档的引用可以包含对目标文档的简要的说明。假设被称为“Entertainment”的文档包含对目标文档的引用，并且将它描述为“对于意大利的饭店和葡萄酒的说明，见“Travels in Italy””。在网页的环境中，这通常被说明为锚文本。一个或多个这种简要的说明可以被用作通过以所述的简要说明补充或替换目标文档的某些或全部内容来修订(修饰性地)目标文档。因此，例如，可以从目标文档的题目和对目标文档的简要说明的组合中识别主题。
可替换地，或除了来自这些引用的简要说明之外，可以使用这些引用本身。例如，从另一文档到目标文档的引用可以被用作这两个文档相类似的指示。可替换地，或是另外，从目标文档到另一文档的引用可以被用作这两个文档相类似的指示。因此，文档“Entertainment”和文档“Travels in Italy”之间的引用可以指出它们两个是相关的。在网页的环境中，这些引用以从一个网页到另一个网页的链接的形式出现。以此为基础，所述其它文档的内容(或元信息)可以被用于通过以所述其它文档的内容补充或替换目标文档的内容修订(修饰性地)目标文档。然后可以使用上面说明的技术分析修订后的目标文档的内容，以便识别一个或多个主题。
可替换地，或除了使用与目标文档相关联的内容(可能包括元数据)之外，可以使用其它的技术为目标文档识别一个或多个主题。例如，导致对目标文档的引用的最多的N个查询可以被确定为构成目标文档的主题，N是某个确定的数目。这些查询可以是，例如，搜索引擎中的文本查询，它们产生了链接到目标文档或网页的结果。可替换地，或是另外，其它的类似文档的内容(例如，与目标文档在同一个集合中，与目标文档在同一个类别中等)可以被用于修订(修饰性地)目标文档的内容。然后，可以使用上面说明的任意的技术分析目标文档以便识别一个或多个主题。在网页的环境中，这可以是与目标文档存储在同一个主机上的相关页面的子目录内的其它的网页。可替换地，或是另外，可以使用用于将目标文档分类到一个或多个主题或类别的组中的任何技术。基于这样的理论，即，在时间上与所述的搜索查询历史接近的对目标文档的访问指示出用户认为它们的概念是相关的，甚至访问该目标文档(或目标网页)的一个或多个用户的搜索查询历史也可以被用于识别目标文档或网页的主题。例如，如果用户搜索了“Italy wine”，并且不久后观看了文档“Travels in Italy”，则前面的搜索的内容可以被用于确定“Italian”和/或“wine”是文档“Travels in Italy”的潜在的主题。
使用上面说明的各种技术中的一个或多个技术，或其它的技术，可以为目标文档识别一个或多个主题。一旦已经识别出了这些主题，可以使用各种技术确定与这些识别出的主题相关的其它主题。例如，可以使用辞典确定与识别出的主题紧密相关的其它主题(例如，同义词)或是在概念上近似于识别出的主题的其它主题。
为了清楚起见，前面提到的“修订”目标文档是为了帮助理解使用附加信息的一种比喻，所述的附加信息在字面上不存在于目标文档内。本领域的技术人员将会认识到，实际上不需要修订目标文档，以便使用这种附加信息。
C结论
对本发明的优选实施例的上述说明提供了说明和描述，而不是旨在于穷举或将本发明限制为所披露的精确的形式。根据上面的技术可以作出或从本发明的实践可以获得修改和改变。
本发明的范围由权利要求和它们的等同物限定。

Claims (48)

1.一种用于确定能够呈现在网页上的电子文档是否与目标网页1相关的计算机实现方法，该方法包括：
为电子文档识别确定目标信息，其中电子文档包括通过活动条目和管理组件输入的先前提供的创作内容，并且其中确定目标信息包括先前通过活动条目和管理组件输入的一个或多个主题的组；
分析目标网页的内容，以便识别目标网页的一个或多个主题的组，其中基于目标网页中的文本计算目标网页的术语向量，其中所述一个或多个主题的组或者仅仅包含其权重超过确定的阈值的那些术语，或者仅仅包括预定数目的在所述术语向量的术语中具有最高的权重的术语；
对所述确定目标信息和所述一个或多个主题的组进行比较，以便确定是否存在匹配；
如果存在匹配，确定所述电子文档与所述目标网页是相关的；
如果已确定所述电子文档与所述目标网页相关则选择所述电子文档；以及
如果电子文档已被选定，则提供电子文档服务以便经由客户机向请求者呈现。
2.如权利要求1的计算机实现方法，其中识别确定目标信息包括通过分析电子文档的内容产生主题列表。
3.如权利要求1的计算机实现方法，其中基于术语在目标网页的文本内出现的频率，为所述术语向量中的术语分配权重。
4.如权利要求1的计算机实现方法，其中基于术语在网页集合中出现的频率，为所述术语向量中的术语分配权重。
5.如权利要求1的计算机实现方法，其中分析内容包括基于所述目标网页是其一个部分的集合的其它部分识别主题，其中该集合是属于同一网站的网页。
6.如权利要求1的计算机实现方法，其中识别目标网页的一个或多个主题的组的操作包括：
将目标网页分类到一个类别中；和
基于所述类别识别所述目标网页的一个或多个主题的列表。
7.如权利要求6的计算机实现方法，其中与目标网页相关联的元信息被用于将目标网页分类到一个类别中。
8.如权利要求7的计算机实现方法，其中所述元信息包括来自包含对所述目标网页的引用的另一网页的信息。
9.如权利要求7的计算机实现方法，其中所述元信息包括来自目标网页引用的另一网页的信息。
10.如权利要求8的计算机实现方法，其中所述来自另一网页的信息包括与其它网页相关联的元信息。
11.如权利要求1的计算机实现方法，其中将确定目标信息和所述主题进行比较包括：将确定目标信息与所述主题或相关的主题进行比较以确定是否存在匹配。
12.如权利要求1的计算机实现方法，其中分析内容包括：
分析目标网页内的术语，并且仅当术语在目标网页内出现的频率超过一个阈值，则将它们包括在一个或多个主题的组中。
13.如权利要求12的计算机实现方法，还包括：
确定与所述组中的一个或多个主题相关的术语；和
对所述组进行补充以将所述相关的术语包括在内。
14.如权利要求1的计算机实现方法，其中分析内容包括分析目标网页的题目内的术语，并且仅当术语在所述题目内出现的频率超过一个阈值，则将它们包括在一个或多个主题的组中。
15.如权利要求1的计算机实现方法，其中分析内容包括：
基于目标网页内的文本，计算目标网页的术语向量；和
基于所述术语向量识别一个或多个主题的列表。
16.如权利要求15的计算机实现方法，其中所述一个或多个主题的组仅仅包括其权重超过一个限定的值的那些术语。
17.如权利要求15的计算机实现方法，其中所述一个或多个主题的组仅仅包括限定数目的在所述术语向量的术语中具有最高的权重的术语。
18.如权利要求1的计算机实现方法，其中分析内容包括：
确定至少一个与目标网页类似的网页；
通过以所述类似的网页的内容补充目标网页的内容，修订目标网页的内容；和
分析目标网页修订后的内容，以便识别一个或多个主题的组。
19.如权利要求18的计算机实现方法，其中所述补充包括以所述类似的网页的内容的至少一部分替换目标网页的内容的至少一部分。
20.如权利要求18的计算机实现方法，其中确定至少一个类似的网页包括如果网页包含对目标网页的链接，则确定该网页是类似的。
21.如权利要求18的计算机实现方法，其中确定至少一个类似的网页包括如果目标网页包含对该网页的链接，则确定该网页是类似的。
22.如权利要求18的计算机实现方法，其中所述网页被包含在主机内，并且其中确定至少一个类似的网页包括如果网页与目标网页包含在同一个主机内，则确定该网页是类似的。
23.如权利要求18的计算机实现方法，其中所述目标网页被包含在主机内，并且其中确定至少一个类似的网页包括如果网页与目标网页存储在同一个主机上的相关页面的子目录内，则确定该网页是类似的。
24.如权利要求1的计算机实现方法，其中分析内容包括：
确定相应于目标网页的锚文本；
通过以所述锚文本补充目标网页的内容，修订目标网页的内容；和
分析目标网页修订后的内容以便识别一个或多个主题的组。
25.如权利要求24的计算机实现方法，其中所述补充包括以所述锚文本的至少一部分替换目标网页的内容的至少一部分。
26.如权利要求24的计算机实现方法，其中所述补充包括以所述锚文本的至少一部分替换目标网页的内容。
27.如权利要求1的计算机实现方法，其中分析内容包括：
将目标网页分类到一个类别中；和
基于所述类别识别目标网页的一个或多个主题的列表。
28.如权利要求27的计算机实现方法，其中与目标网页相关联的元信息被用于将目标网页分类到一个类别中。
29.如权利要求28的计算机实现方法，其中所述元信息包括来自于包含对目标网页的引用的另一网页的信息。
30.如权利要求29的计算机实现方法，其中所述来自另一网页的信息包括与其它网页相关联的元信息。
31.如权利要求28的计算机实现方法，其中所述元信息包括相应于目标网页的锚文本。
32.如权利要求1的计算机实现方法，其中识别确定目标信息包括基于所述电子文档的内容产生一个或多个主题的组。
33.如权利要求1的计算机实现方法，其中识别确定目标信息包括基于搜索引擎上的查询文本产生所述电子文档的一个或多个主题的组，所述查询产生链接到网站上所述电子文档链接到的网页的结果。
34.如权利要求1的计算机实现方法，其中，确定目标信息包括先前通过活动条目和管理组件输入的一个或多个关键字或短语的组。
35.一种用于确定能够呈现在网页上的电子文档是否与目标网页相关的计算机实现方法，该方法包括：
为电子文档识别确定目标信息；
分析(1)目标网页的内容和(2)产生对所述目标网页的引用的对搜索引擎的一个或多个过去的搜索查询，以便识别目标网页的一个或多个主题的组，其中基于目标网页中的文本计算目标网页的术语向量，其中所述一个或多个主题的组或者仅仅包含其权重超过确定的阈值的那些术语，或者仅仅包括预定数目的在所述术语向量的术语中具有最高的权重的术语；
对所述确定目标信息和所述一个或多个主题的组进行比较，以便确定是否存在匹配；以及
如果存在匹配，确定所述电子文档与所述目标网页是相关的。
36.一种用于确定能够呈现在网页上的电子文档是否与目标网页相关的计算机实现方法，该方法包括：
为电子文档识别确定目标信息；
通过确定至少一个与目标网页类似的网页，以便识别目标网页的一个或多个主题的组；
以所述类似的网页的内容补充目标网页的内容；和
分析补充后的目标网页的内容以便识别主题，其中基于目标网页中的文本计算目标网页的术语向量，其中所述一个或多个主题的组或者仅仅包含其权重超过确定的阈值的那些术语，或者仅仅包括预定数目的在所述术语向量的术语中具有最高的权重的术语；
对所述确定目标信息和所述一个或多个主题的组进行比较，以便确定是否存在匹配；
如果存在匹配，确定所述电子文档与所述目标网页是相关的；
如果已确定所述电子文档与所述目标网页相关则选择所述电子文档；以及
如果电子文档已被选定，则提供电子文档服务以便经由客户机向请求者呈现。
37.如权利要求36的计算机实现方法，其中确定至少一个类似的网页的操作包括如果网页包含对所述目标网页的引用则确定该网页是类似的。
38.如权利要求36的计算机实现方法，其中确定至少一个类似的网页的操作包括如果目标网页包含对该网页的引用，则确定该网页是类似的。
39.如权利要求36的计算机实现方法，其中分析补充后的目标网页的内容的操作包括以所述至少一个类似的网页的至少部分内容替换目标网页的至少部分内容。
40.如权利要求39的计算机实现方法，其中所述相关的主题是所述主题的同义词。
41.如权利要求39的计算机实现方法，其中所述相关的主题在概念上与所述主题类似。
42.如权利要求36的计算机实现方法，其中确定至少一个类似的网页的操作包括如果网页包含到目标网页的超链接则确定该网页是类似的。
43.如权利要求36的计算机实现方法，其中确定至少一个类似的网页的操作包括如果目标网页包含到网页的超链接则确定该网页是类似的。
44.一种用于确定能够呈现在网页上的电子文档是否与目标网页相关的计算机实现方法，该方法包括：
为电子文档识别确定目标信息；
通过(1)分析目标网页的内容，(2)识别引用所述目标网页的另一网页所使用的对目标网页的说明，和(3)分析所述说明的内容以便识别目标网页的主题，以便识别目标网页的一个或多个主题的组，其中基于目标网页中的文本计算目标网页的术语向量，其中所述一个或多个主题的组或者仅仅包含其权重超过确定的阈值的那些术语，或者仅仅包括预定数目的在所述术语向量的术语中具有最高的权重的术语；
对所述确定目标信息和所述一个或多个主题的组进行比较，以便确定是否存在匹配；
如果存在匹配，确定所述电子文档与所述目标网页是相关的；
如果已确定所述电子文档与所述目标网页相关则选择所述电子文档；以及
如果电子文档已被选定，则提供电子文档服务以便经由客户机向请求者呈现。
45.如权利要求44的计算机实现方法，其中，所述说明是从另一网页链接到目标网页的锚文本。
46.一种用于确定能够呈现在网页上的电子文档是否与目标网页相关的计算机实现方法，该方法包括：
为所述电子文档识别确定目标信息；
基于一个或多个访问所述目标网页的用户的搜索查询历史产生目标网页的一个或多个主题的组，其中基于目标网页中的文本计算目标网页的术语向量，其中所述一个或多个主题的组或者仅仅包含其权重超过确定的阈值的那些术语，或者仅仅包括预定数目的在所述术语向量的术语中具有最高的权重的术语；
对所述确定目标信息和所述一个或多个主题的组进行比较，以便确定是否存在匹配；和
如果存在匹配，确定所述电子文档与所述目标网页是相关的。
47.如权利要求46的计算机实现方法，其中所述搜索查询历史基于这样的用户，所述用户在给定的时间段内访问过所述目标网页。
48.如权利要求46的计算机实现方法，其中所述给定的时间段是最后的Y分钟，其中Y是一个预先确定的期间。
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