Patent ID: 8260664
Filing Date: 2012-09-04
Classification: G06F,G06Q

Abstract:
1. One or more computer-readable media storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method comprising: receiving a search query or an indication of a web page; identifying one or more lateral concepts based on content identified as being relevant to the search query or content of the web page, wherein each lateral concept is identified as a candidate phrase for advertisement selection purposes; identifying one or more topics based on the search query or the content of the web page, wherein each topic is identified as a candidate phrase for advertisement selection purposes in accordance with the following: determining if an ontology mapping exists for the search query, wherein the ontology mapping includes a query similar to the search query and a first set of topics that were previously identified as relevant; if an ontology mapping exists for the search query, retrieving the first set of topics based on the ontology mapping and adding the first set of topics to a list of topics; if an ontology mapping does not exist for the search query, performing a search using the search query to obtain a plurality of search results, each search result corresponding with a document snippet; receiving at least a portion of the document snippets as a document set for further analysis; comparing each document snippet in the document set to an ontology of topics; for each document snippet in which positive topic identification is determined based on the comparison between the document snippet and the ontology of topics, assigning the document snippet to one or more corresponding topics from the ontology of topics having positive topic identification with the document snippet, removing the document snippet from the document set, and adding at least one or more of the corresponding topics identified from the ontology of topics to the list of topics; comparing each document snippet remaining in the document set to an ontology of partial topics, wherein the document set does not include each document snippet having positive topic identification with the ontology of topics; for each remaining document snippet in which positive partial topic identification is determined based on the comparison between the document snippet and the ontology of partial topics, assigning the document snippet to one or more corresponding partial topics, removing the document snippet from the document set, naming at least one or more corresponding partial topics having one or more assigned document snippets; and adding at least one or more named partial topics to the list of topics; computing independent key-phrases from document snippets remaining in the document set, wherein the document set does not include each document snippet having positive topic identification with the ontology of topics and each document snippet having positive partial topic identification with the ontology of partial topics, assigning documents to independent key-phrases, identifying at least one key-phrase topic, and adding the at least one key-phrase topic to the list of topics; selecting one or more phrases from the identified candidate phrases; querying an advertisement inventory using the one or more selected phrases to select one or more advertisements; and providing the one or more advertisements for presentation to a user.