US7716161B2
Expired / Lapsed
US
⏱️ 0.0 years remaining
Methods and apparatus for serving relevant advertisements
Assignee: Google LLC
•
Filing: 2002-12-06
•
Granted: 2010-05-11
•
Expires: 2022-12-06
Abstract
Abstract The relevance of advertisements to a user's interests is improved. In one implementation, the content of a web page is analyzed to determine a list of one or more topics associated with that web page. An advertisement is considered to be relevant 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.
Inventors
- 👤 Jeffrey A. Dean
- 👤 Georges R. Harik
- 👤 Paul Bucheit
Bibliographic Details
Application Number
—
Jurisdiction
US
Data Source
google_patents
Last Synchronized
2026-10-29 19:53
CPC Classifications
G; G06; G06Q; G06Q30/00; G06Q30/02; G06Q30/0241; G06Q30/0251; G06Q30/0255; G06Q30/0256; G06F; G06F16/00; G06F16/30; G06F16/35; G06F16/90; G06F16/95; G06F16/951; G06F16/953; G06Q30/0242; G06Q30/0263; Y; Y10; Y10S; Y10S707/00; Y10S707/912; Y10S707/944
Claims Analysis
Total Claims: 38
Claim 1
Independent Claim
197 words
A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising: identifying targeting information for the advertisement; identifying a set of one or more topics of the target document by analyzing the content of the target document; comparing the targeting information to the set of one or more topics to determine if a match exists; determining that the advertisement is relevant to the target document if the match exists; making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination, wherein the advertisement belongs to an advertiser, wherein the targeting information includes a set of one or more topics previously provided from the advertiser, wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and wherein the weighted terms are provided in a term vector and are assigned weights based on the frequency with which the terms appear in the text of the target document.
Claim 2
Dependent Claim
197 words
A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising: identifying targeting information for the advertisement; identifying a set of one or more topics of the target document by analyzing the content of the target document; comparing the targeting information to the set of one or more topics to determine if a match exists; determining that the advertisement is relevant to the target document if the match exists; making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination, wherein the advertisement belongs to an advertiser, wherein the targeting information includes a set of one or more topics previously provided from the advertiser, wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and wherein the weighted terms are provided in a term vector and are assigned weights based on the frequency with which the terms appear in the text of the target document.
Claim 3
Dependent Claim
195 words
A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising: identifying targeting information for the advertisement; identifying a set of one or more topics of the target document by analyzing the content of the target document; comparing the targeting information to the set of one or more topics to determine if a match exists; determining that the advertisement is relevant to the target document if the match exists; making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination, wherein the advertisement belongs to an advertiser, wherein the targeting information includes a set of one or more topics previously provided from the advertiser, wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and wherein the weighted terms are provided in a term vector and are assigned weights based on the infrequency with which the terms appear across a collection of documents.
Claim 4
Dependent Claim
195 words
A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising: identifying targeting information for the advertisement; identifying a set of one or more topics of the target document by analyzing the content of the target document; comparing the targeting information to the set of one or more topics to determine if a match exists; determining that the advertisement is relevant to the target document if the match exists; making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination, wherein the advertisement belongs to an advertiser, wherein the targeting information includes a set of one or more topics previously provided from the advertiser, wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and wherein the weighted terms are provided in a term vector and are assigned weights based on the infrequency with which the terms appear across a collection of documents.
Claim 5
Dependent Claim
187 words
A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising: identifying targeting information for the advertisement; identifying a set of one or more topics of the target document by analyzing the content of the target document; comparing the targeting information to the set of one or more topics to determine if a match exists; determining that the advertisement is relevant to the target document if the match exists; making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination, wherein the advertisement belongs to an advertiser, wherein the targeting information includes a set of one or more topics previously provided from the advertiser, wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and wherein the set of one or more topics contains those of the weighted terms whose weight exceeds a defined threshold.
Claim 6
Dependent Claim
187 words
A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising: identifying targeting information for the advertisement; identifying a set of one or more topics of the target document by analyzing the content of the target document; comparing the targeting information to the set of one or more topics to determine if a match exists; determining that the advertisement is relevant to the target document if the match exists; making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination, wherein the advertisement belongs to an advertiser, wherein the targeting information includes a set of one or more topics previously provided from the advertiser, wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and wherein the set of one or more topics contains those of the weighted terms whose weight exceeds a defined threshold.
Claim 7
Dependent Claim
24 words
The computer implemented method of claim 3 , wherein identifying targeting information comprises generating a list of topics by analyzing content of the advertisement.
Claim 8
Dependent Claim
53 words
The computer implemented method of claim 3 , wherein analyzing the content further comprises identifying a topic based on other portions of a collection of which the target document is a part, wherein the collection is one of (a) documents under a common directory, and (b) Web pages belonging to the same Website.
Claim 9
Dependent Claim
50 words
The computer implemented method of claim 3 , wherein the act of identifying a set of one or more topics of the target document further comprises: classifying the target document into a category; and identifying a list of one or more topics of the target document based on the category.
Claim 10
Dependent Claim
25 words
The computer implemented method of claim 6 , wherein meta-information associated with the target document is used to classify the target document into a category.
Claim 11
Dependent Claim
24 words
The computer implemented method of claim 7 , wherein the meta-information includes information from another document that contains a reference to the target document.
Claim 12
Dependent Claim
22 words
The computer implemented method of claim 7 , wherein the meta-information includes information from another document to which the target document refers.
Claim 13
Dependent Claim
21 words
The computer implemented method of claim 8 , wherein the information from another document includes meta-information associated with the other document.
Claim 14
Dependent Claim
34 words
The computer implemented method of claim 3 , 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.
Claim 15
Dependent Claim
17 words
The computer implemented method of claim 3 , wherein the target document is a target web page.
Claim 16
Dependent Claim
48 words
The computer implemented method of claim 12 , wherein analyzing the content further 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.
Claim 17
Dependent Claim
32 words
The computer implemented method of claim 13 , further comprising: determining terms that are related to one or more topics in the set; and supplementing the set to include the related terms.
Claim 18
Dependent Claim
49 words
The computer implemented method of claim 12 , wherein analyzing the content further 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.
Claim 19
Dependent Claim
64 words
The computer implemented method of claim 12 , wherein analyzing the content further 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.
Claim 20
Dependent Claim
33 words
The computer implemented method of claim 16 , 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.
Claim 21
Dependent Claim
34 words
The computer implemented method of claim 16 , 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.
Claim 22
Dependent Claim
36 words
The computer implemented method of claim 16 , 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.
Claim 23
Dependent Claim
47 words
The computer implemented method of claim 16 , 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 contained within the same host as the target web page.
Claim 24
Dependent Claim
53 words
The computer implemented method of claim 16 , 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.
Claim 25
Dependent Claim
57 words
The computer implemented method of claim 12 , wherein analyzing the content further 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.
Claim 26
Dependent Claim
31 words
The computer implemented method of claim 22 , wherein supplementing includes replacing at least a portion of the target web page content with at least a portion of the anchor text.
Claim 27
Dependent Claim
26 words
The computer implemented method of claim 22 , wherein supplementing includes replacing the target web page content with at least a portion of the anchor text.
Claim 28
Dependent Claim
40 words
The computer implemented method of claim 12 , wherein analyzing the content further comprises: classifying the target web page into a category; and identifying a list of one or more topics of the target web page based on the category.
Claim 29
Dependent Claim
27 words
The computer implemented method of claim 25 , wherein meta-information associated with the target web page is used to classify the target web page into a category.
Claim 30
Dependent Claim
25 words
The computer implemented method of claim 26 , wherein the meta-information includes information from another document that contains a reference to the target web page.
Claim 31
Dependent Claim
21 words
The computer implemented method of claim 27 , wherein the information from another document includes meta-information associated with the other document.
Claim 32
Dependent Claim
20 words
The computer implemented method of claim 26 , wherein the meta-information includes anchor text corresponding to the target web page.
Claim 33
Dependent Claim
27 words
The computer implemented method of claim 12 , wherein identifying targeting information comprises generating a set of one or more topics based on content of the advertisement.
Claim 34
Dependent Claim
52 words
The computer implemented method of claim 12 , 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.
Claim 35
Dependent Claim
35 words
The computer implemented method of claim 3 , wherein the targeting information includes a set of one or more keywords or phrases previously provided from the advertiser through an ad campaign entry and management component.
Claim 36
Dependent Claim
38 words
The computer implemented method of claim 32 , wherein the set of one or more keywords or phrases previously provided from the advertiser through an ad campaign entry and management component are associated with a separate advertising creative.
Claim 37
Dependent Claim
193 words
A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising: identifying targeting information for the advertisement; identifying a set of one or more topics of the target document by analyzing the content of the target document; comparing the targeting information to the set of one or more topics to determine if a match exists; determining that the advertisement is relevant to the target document if the match exists; making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination, wherein the advertisement belongs to an advertiser, wherein the targeting information includes a set of one or more topics previously provided from the advertiser, wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and wherein the set of one or more topics includes a predefined number of those of the weighted terms with the highest weights among the weighted terms.
Claim 38
Dependent Claim
193 words
A computer implemented method for determining if an advertisement is relevant to a target document, the method comprising: identifying targeting information for the advertisement; identifying a set of one or more topics of the target document by analyzing the content of the target document; comparing the targeting information to the set of one or more topics to determine if a match exists; determining that the advertisement is relevant to the target document if the match exists; making a serving determination using the determination of whether or not the advertisement is relevant to the target document; and controlling serving of the advertisement for presentation to a requestor via a client device using the serving determination, wherein the advertisement belongs to an advertiser, wherein the targeting information includes a set of one or more topics previously provided from the advertiser, wherein analyzing the content comprises identifying a set of one or more topics by calculating weighted terms for the target document based on text within the target document, and wherein the set of one or more topics includes a predefined number of those of the weighted terms with the highest weights among the weighted terms.
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