WO2010074847A3 - Context transfer in search advertising - Google Patents

Context transfer in search advertising Download PDF

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Publication number
WO2010074847A3
WO2010074847A3 PCT/US2009/064986 US2009064986W WO2010074847A3 WO 2010074847 A3 WO2010074847 A3 WO 2010074847A3 US 2009064986 W US2009064986 W US 2009064986W WO 2010074847 A3 WO2010074847 A3 WO 2010074847A3
Authority
WO
WIPO (PCT)
Prior art keywords
landing page
computer
query
landing
context transfer
Prior art date
Application number
PCT/US2009/064986
Other languages
French (fr)
Other versions
WO2010074847A2 (en
Inventor
Evgeniy Gabrilovich
Andrei Broder
Bo PANG
Vanja Josifovski
Original Assignee
Yahoo! Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Yahoo! Inc. filed Critical Yahoo! Inc.
Publication of WO2010074847A2 publication Critical patent/WO2010074847A2/en
Publication of WO2010074847A3 publication Critical patent/WO2010074847A3/en

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Classifications

    • 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
    • G06F16/36—Creation of semantic tools, e.g. ontology or thesauri
    • 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

Abstract

A computer-implemented method is disclosed for determining a type of landing page to which to transfer web searchers that enter a particular query, the method comprising: classifying a landing page as one of a plurality of landing page classes with a trained classifier of a computer based on textual content of the landing page; determining, by the computer, characteristics of one or more query to be associated with the landing page; and choosing, with the computer, whether to retain or to change classification of the landing page to be associated with the one or more query based on relative average conversion rates of advertisements on a plurality of manually-classified landing pages when associated with the characteristics of the one or more query.
PCT/US2009/064986 2008-12-23 2009-11-18 Context transfer in search advertising WO2010074847A2 (en)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
US12/342,449 US8886636B2 (en) 2008-12-23 2008-12-23 Context transfer in search advertising
US12/342,449 2008-12-23

Publications (2)

Publication Number Publication Date
WO2010074847A2 WO2010074847A2 (en) 2010-07-01
WO2010074847A3 true WO2010074847A3 (en) 2010-08-19

Family

ID=42267561

Family Applications (1)

Application Number Title Priority Date Filing Date
PCT/US2009/064986 WO2010074847A2 (en) 2008-12-23 2009-11-18 Context transfer in search advertising

Country Status (2)

Country Link
US (1) US8886636B2 (en)
WO (1) WO2010074847A2 (en)

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WO2010074847A2 (en) 2010-07-01
US8886636B2 (en) 2014-11-11
US20100161605A1 (en) 2010-06-24

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