Patent ID: 9536259
Date: 2017-01-03
CPC Classifications: G06F,G06Q

Claim:
1. A method of selecting third-party content for presentation with search results comprising: maintaining, by a processing circuit, in a database, a plurality of search entities corresponding to named entities in the physical world; associating, by the processing circuit, for each search entity of the plurality of search entities stored in the database, one or more online actions corresponding to the search entity with the search entity in the database; receiving, at the processing circuit, content placement parameters for a content provider, the content placement parameters including an entity-action pair comprising an online action of the one or more online actions and a search entity of the plurality of search entities; receiving, from a client device, a search query having one or more keywords; retrieving search results based on the search query; determining, by the processing circuit, that the one or more keywords of the search query corresponds to the search entity of the entity-action pair and not to the online action of the entity-action pair; generating at least one search entity object including an actionable item that is linked to an information resource of the content provider, the actionable item configured to cause the client device to execute a function corresponding to the online action on the information resource of the content provider responsive to an action performed on the actionable item; and providing to the client device, by the processing circuit, a webpage comprising a search result screen that includes the search results, the search entity, and the generated search entity object including the actionable item presented on the search result screen.