Patent ID: 8296285
Filing Date: 2012-10-23
Classification: G06Q,H04L,Y10S

Abstract:
1. A computer-implemented method comprising: a) determining, by a computer system including at least one computer on a network, a topic for each of a plurality of document regions of a document, wherein the plurality of document regions are intrinsic to the document, and wherein the document is a single Web page; b) determining, by the computer system, a topic that a user is interested in, from among the plurality of determined topics, using at least monitored actions of the user with respect to at least one of the regions of the document; c) adjusting, by the computer system, scores of candidate advertisements using at least the determined topic that the user is interested in, wherein an amount by which the score of a candidate advertisement is adjusted is greater for a first type of monitored action of the user with respect to at least one of the regions of the document than a second type of monitored action of the user with respect to at least one of the regions of the document; and d) controlling, by the computer system, serving of at least one of the candidate advertisements in association with the document using the adjusted scores of one or more of the candidate advertisements.