WO2011097067A3 - Semantic advertising selection from lateral concepts and topics - Google Patents

Semantic advertising selection from lateral concepts and topics Download PDF

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Publication number
WO2011097067A3
WO2011097067A3 PCT/US2011/021597 US2011021597W WO2011097067A3 WO 2011097067 A3 WO2011097067 A3 WO 2011097067A3 US 2011021597 W US2011021597 W US 2011021597W WO 2011097067 A3 WO2011097067 A3 WO 2011097067A3
Authority
WO
WIPO (PCT)
Prior art keywords
topics
lateral concepts
advertisements
concepts
lateral
Prior art date
Application number
PCT/US2011/021597
Other languages
French (fr)
Other versions
WO2011097067A2 (en
Inventor
Viswanath Vadlamani
Abhinai Srivastava
Tarek Najm
Munirathnam Srikanth
Phani Vaddadi
Arungunram Chandrasekaran Surendran
Rajeev Prasad
Original Assignee
Microsoft Corporation
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 Microsoft Corporation filed Critical Microsoft Corporation
Priority to CN2011800084270A priority Critical patent/CN102763103A/en
Publication of WO2011097067A2 publication Critical patent/WO2011097067A2/en
Publication of WO2011097067A3 publication Critical patent/WO2011097067A3/en

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Classifications

    • 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
    • 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
    • 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
    • G06F16/953—Querying, e.g. by the use of web search engines
    • G06F16/9538—Presentation of query results
    • 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

Advertisements are selected for presentation on search result pages and web pages based on phrases generated from lateral concepts and topics identified for the search result pages and web pages. A search query or an indication of a web page is received for which advertisements are to be provided. Lateral concepts and topics are identified based on the search query or content of the web page. The lateral concepts and topics are used as phrases for selecting advertisements from an advertisement inventory. Selected advertisements are provided for presentation on a search results page in response to a search query or on a web page initially identified.
PCT/US2011/021597 2010-02-05 2011-01-19 Semantic advertising selection from lateral concepts and topics WO2011097067A2 (en)

Priority Applications (1)

Application Number Priority Date Filing Date Title
CN2011800084270A CN102763103A (en) 2010-02-05 2011-01-19 Semantic advertising selection from lateral concepts and topics

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
US12/701,330 US8260664B2 (en) 2010-02-05 2010-02-05 Semantic advertising selection from lateral concepts and topics
US12/701,330 2010-02-05

Publications (2)

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WO2011097067A2 WO2011097067A2 (en) 2011-08-11
WO2011097067A3 true WO2011097067A3 (en) 2011-11-24

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PCT/US2011/021597 WO2011097067A2 (en) 2010-02-05 2011-01-19 Semantic advertising selection from lateral concepts and topics

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US (2) US8260664B2 (en)
CN (1) CN102763103A (en)
WO (1) WO2011097067A2 (en)

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US20110196737A1 (en) 2011-08-11
US20120303444A1 (en) 2012-11-29
CN102763103A (en) 2012-10-31
US8260664B2 (en) 2012-09-04
WO2011097067A2 (en) 2011-08-11

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