Source: http://www.google.de/patents/US20040093327
Timestamp: 2017-11-21 21:23:28
Document Index: 492545891

Matched Legal Cases: ['§ 119', '§ 120', '§ 112', '§ 4', '§ 4', '§ 4', '§ 4']

Patent US20040093327 - Serving advertisements based on content - Google Patentsuche
Advertisers are permitted to put targeted ads on page on the web (or some other document of any media type). The present invention may do so by (i) obtaining content that includes available spots for ads, (ii) determining ads relevant to content, and/or (iii) combining content with ads determined to...http://www.google.de/patents/US20040093327?utm_source=gb-gplus-sharePatent US20040093327 - Serving advertisements based on content
Veröffentlichungsnummer US20040093327 A1
Anmeldenummer US 10/375,900
Eingetragen 26. Febr. 2003
Auch veröffentlicht unter CA2499669A1, CA2499669C, EP1552436A2, EP1552436A4, EP2315128A2, EP2315128A3, US7136875, US7734624, US7937405, US8504551, US9152718, US20060259455, US20100185513, US20110191309, US20140040027, WO2004028234A2, WO2004028234A3
Veröffentlichungsnummer 10375900, 375900, US 2004/0093327 A1, US 2004/093327 A1, US 20040093327 A1, US 20040093327A1, US 2004093327 A1, US 2004093327A1, US-A1-20040093327, US-A1-2004093327, US2004/0093327A1, US2004/093327A1, US20040093327 A1, US20040093327A1, US2004093327 A1, US2004093327A1
Ursprünglich Bevollmächtigter Darrell Anderson, Paul Buchheit, Carobus Alexander Paul, Yingwei Cui, Dean Jeffrey A., Harik Georges R., Deepak Jindal, Narayanan Shivakumar
Patentzitate (16), Referenziert von (553), Klassifizierungen (15), Juristische Ereignisse (4)
US 20040093327 A1
2. The method of claim 1 wherein the document is a Web page and the document identifier is a URL.
3. The method of claim 1 wherein the document information is textual content.
4. The method of claim 1 further comprising, if it is determined that the document information is available locally, performing at least one of (A) extracting document relevance information using the document information and (B) generating document relevance information using the document information.
5. The method of claim 1 wherein if the document information is not available locally and if the document identifier is saved for later retrieval, further
(d) serving at least one of (A) a house advertisement, (B) a blank advertisement,
(C) a random advertisement, and (D) a well performing advertisement without regard to its relevance.
6. A method for retrieving document information comprising:
7. The method of claim 6 wherein the documents are Web pages, the document identifiers are URLs, and the act of retrieving includes crawling the Web pages identified by the URLs.
8. A method for obtaining document information for use in serving a content-relevant ad request, sourced by one of (A) a content provider serving content to a content rendering application and (B) a content rendering application, the method comprising:
9. The method of claim 8 wherein the executable instructions are Javascript and wherein the content rendering application is a browser.
10. The method of claim 8 wherein a document identifier is set to address desired document information by determining whether or not the executable instructions were returned to a frame embedded in a main document, or a main document, wherein the main document includes the document information.
11. The method of claim 10 wherein whether or not the executable instruction is returned to a frame or a main document is determined by:
(i) attempting to compare a location to which the executable instructions were returned with a main document location,
(ii) if the comparison indicates that they are the same page, setting the document identifier to the location to which the executable instructions were sent, and
(iii) if the comparison indicates either a mismatch or a security violation, setting the document identifier to a document referrer to the location to which the executable instructions were sent.
12. A method for obtaining document information for use in serving a content relevant ad request, sourced by one of (A) a content provider serving content to a content rendering application and (B) a content rendering application the method comprising:
13. The method of claim 12 wherein the executable instructions are Javascript and where in the content rendering application is a browser.
14. The method of claim 12 wherein a document identifier is set to address desired document information by determining whether or not the link to the executable instructions were returned to a frame embedded in a document or a main document including the document information.
15. The method of claim 14 wherein whether or not the executable instruction is returned to a frame or a main document is determined by:
(i) attempting to compare a location to which the link to the executable instructions was returned with a main document location,
(ii) if the comparison indicates that they are the same page, setting the document identifier to the location to which the link to the executable instructions was sent, and
(iii) if the comparison indicates either a mismatch or a security violation, setting the document identifier to a document referrer to the location to which the link to the executable instructions was sent.
20. The apparatus of claim 19 wherein the document is a Web page and the document identifier is a URL.
Benefit is claimed, under 35 U.S.C. § 119(e)(1) and 35 U.S.C. § 120, to the filing dates of: (i) U.S. Provisional Application Serial No. 60/413,536, entitled “METHODS AND APPARATUS FOR SERVING RELEVANT ADVERTISEMENTS”, filed on Sep. 24, 2002 and listing Jeffrey A. Dean, Georges R. Harik and Paul Buchheit as inventors; and (ii) U.S. patent application Ser. No. 10/314,427, entitled “METHODS AND APPARATUS FOR SERVING RELEVANT ADVERTISEMENTS”, filed on Dec. 6, 2002 and listing Jeffrey A. Dean, Georges R. Harik and Paul Buchheit as inventors, for any inventions disclosed in the manner provided by 35 U.S.C. § 112, ¶ 1. The provisional application and utility application are expressly incorporated herein by reference.
[0017]FIG. 3 illustrates an environment in which advertisers can target their ads on search results pages generated by a search engine and/or documents served by content servers.
[0018]FIG. 4 is a bubble chart of exemplary content-relevant ad serving operations and information used or generated by such operations; consistent with the present invention.
[0019]FIG. 5 is a bubble chart of exemplary content-relevant ad serving operations, document information gathering operations, and information used or generated by such operations, consistent with the present invention.
[0020]FIG. 6 is a flow diagram of an exemplary method that may be used to get document information as a part of content-relevant ad serving operations in a manner consistent with principles of the invention.
[0021]FIG. 7 is a flow diagram of an exemplary method that may be used to effect targeted document information retrieval in a manner consistent with principles of the invention.
[0022]FIG. 8 is a flow diagram of an exemplary method that may be used to effect real-time document information retrieval in a manner consistent with principles of the invention.
[0024]FIG. 10 is a flow diagram of an exemplary method that may be used to determine root document location in a manner consistent with principles of the present invention.
[0025]FIG. 11 is a high-level block diagram of apparatus that may be used to effect at least some of the various operations that may be performed and store at least some of the information that may be used and/or generated consistent with principles of the present invention.
[0026]FIGS. 12 and 13 are messaging diagrams illustrating alternative ways to combine content-relevant ads with a document.
[0030]FIG. 1 is a high level diagram of an advertising environment. The environment may include an ad entry, maintenance and delivery system 120. Advertisers 110 may directly, or indirectly, enter, maintain, and track ad information in the system 120. The ads may be in the form of graphical ads such as so-called banner ads, text only ads, image ads, audio ads, video ads, ads combining one of more of any of such components, etc. The ads may also include embedded information, such as a link, meta information, and/or machine executable instructions. Ad consumers 130 may submit requests for ads to, accept ads responsive to their request from, and provide usage information to, the system 120. Although not shown, other entities may provide usage information (e.g., whether or not a conversion or click-through related to the ad occurred) to the system 120. This usage information may include measured or observed user behavior related to ads that have been served.
[0039]FIG. 2 illustrates an exemplary ad system 120′, consistent with principles of the present invention. The exemplary ad system 120′ may include an inventory system 210 and may store ad information 205 and usage information 245. The exemplary system 120′ may support ad information entry and management operations 215, campaign (e.g., targeting) assistance operations 220, accounting and billing operations 225, ad serving operations 230, relevancy determination operations 235, optimization operations 240, relative presentation attribute assignment (e.g., position ordering) operations 250, fraud detection operations 255, and result interface operations 260.
[0052]FIG. 4 is a bubble diagram of operations that may be performed and information that may be used or generated, in a manner consistent with the principles of the present invention. Content-relevant ad serving operations 410 may include relevance information extraction/generation operations 412, ad-document relevance information comparison operations 414 and ad(s)-document association operations 416. Responsive to a request 420, or some other trigger event or condition, the content-relevant ad serving operations 410 can extract and/or generate document relevance information 434 and ad relevance information 444. (See operations 412.) Alternatively, such relevance information may have been extracted and/or generated, or otherwise provided before receipt of the request 420. That is, as indicated by the dotted arrows in FIG. 4, ad information and/or document information may be preprocessed to determined ad relevance information 444 and/or document relevance information 434. Exemplary techniques for extracting and/or generating document relevance information 434 and ad relevance information 444 are described in § 4.2.2 below. Then, the content-relevant ad serving operations 410 can compare document relevance information 434 for a given document (e.g., a document identified in request 420) 432 to ad relevance information 444 for one or more ads 442. (See operations 414.) Exemplary techniques for determining the relevance of ads to a document are described in § 4.2.3 below. As a result of such comparisons, the content-relevant ad serving operations 410 can generate associations of a document (e.g., via a document identifier or a request identifier associated with a document) with one or more ads (e.g., via the ad itself or an ad identifier). (See operations 416.) One such association 450 is shown. Exemplary techniques for associating one or more ads with a document are described in § 4.2.3 below.
[0058]FIG. 5 is a bubble diagram of an exemplary embodiment 500 of operations that may be performed and information that may be used or generated when obtaining documents for increasing ad inventory, in a manner consistent with the principles of the present invention. Content-relevant ad serving operations 510 serve requests for document information (or ad information) and may include document information request distribution and reply combination operations 515. (Note that ad information, or ad relevance information, as well as operations such as relevance information extraction/generation operations 412, ad-document relevance information comparison operations 414 and ad(s)-document association operations 416 are not shown in FIG. 5 to simplify the Figure.) These operations 515 may be used if multiple sources of available (pre-fetched) document information 520 (or ad information) are to be considered. Sources of document information may include one or more of cached document information 530, a larger set of “untargeted” document information 540, and a smaller set of “targeted” document information 550. Generally, a crawl (or some other manner of retrieval) of targeted documents will be “deeper” (e.g., crawl further down into the hierarchical Web pages of a Website) than an untargeted crawl, which may only perform a shallow crawl of a given Web site. As indicated by the arrows at the left margin of FIG. 5, requests for document (or ad) information are advanced down the double arrow lines in the Figure, and replies responsive to such requests are advanced up the double arrow lines in the Figure.
The larger set of “untargeted” document information 540 may have been built, and may be updated, using a search engine crawler 560. An exemplary search engine crawler 560 is described in U.S. Pat. No. 6,285,999, which is incorporated herein by reference. Although information about a large set of documents is available, information about a particular document needed might not be available. In this case, in a so-called non-blocking implementation of the present invention (where the content-relevant ad request serving operations do not wait to get document information if it has not been previously obtained and presently stored), a request for ads for a document without available document information might be provided with so-called “house ads” (ads for the ad server itself, ads shown for free, or some other ads that don't generate revenue), or with random ads or generally well performing ads if ad revenue is based on a user action (e.g., a click-through or a conversion). (Note-that if random ads or generally well performing ads are served in such an untargeted way, their performance statistics, if any, should not be affected. Alternatively, it may be desirable that, when a request for ads for a document without normally available document information is received, a “best guess” is made to estimate document information. Such an estimate might be made by, for example, examining the document's location within a directory structure and using information from the directory (categories) or from other documents in the same, similar, or higher (broader) or lower (narrower) classification. One could also examine a log of search queries that generated search results including or traffic to the document, and from the search queries discern alternative documents related to the document in question. It is further possible that, in such a situation, the Web site host of the document is contacted and provides the information.
[0083]FIG. 6 is a flow diagram of an exemplary method 600 that may be used to get document information as a part of content-relevant ad serving operations in a manner consistent with principles of the invention. The document identifier (e.g., URL) is accepted. (Block 610) It is then determined if the document relevance information is available. (Decision block 620) If the document relevance is available (referred to as a “hit”), the ad serving processing continues using the document relevance information. If, on the other hand, the document relevance information is not available, it is determined whether document information is available (e.g., in the cache 530, the main repository 540, and/or the CRAS repository 550). (Block 630) If so, document relevance information is extracted and/or generated using the document information (Block 640) and the ad serving processing continues. If not (referred to below as a “miss”), it may be determined whether or not the content provider (e.g., a partner) has documents that can be easily retrieved (e.g., crawled) or not. (Block 640) In the context of Web sites, a Web site may be considered to be difficult to crawl if (a) the content is dynamically assembled, (b) the content frequently changes or is frequently refreshed (e.g., news or stocks), and/or (c) the Web site has many alternatives (e.g., people finders). If the content provider is harder to crawl, and it has properly embedded script or links in their content, executable instructions (e.g., Javascript) may be used to get document information (Block 645) before the method 600 continues at block 640. If the content provider is easier to crawl, is is determined whether the content-relevant ad server is configured to use blocking or non-blocking ad serving. (Decision block 650) If the type is blocking, the document information is retrieved immediately (Block 660) and the method 600 either continues at block 640. If, on the other hand, the type is non-blocking, the document identifier (e.g., URL) is stored (e.g., to a log of unfilled requests 570) for later retrieval. (Block 670) Alternative ad serving may then be performed. (Block 675). Note that, if the document relevance information is not available, a “best guess” may also be used, as disclosed previously.
[0085]FIG. 7 is a flow diagram of an exemplary method 700 that may be used to effect targeted document information retrieval in a manner consistent with principles of the invention. In response to some trigger event 710, the document identifiers are accepted. (Block 730) For each document identifier (Loop 730-750), document information for the identified document is retrieved. (Block 740)
[0104]FIG. 8 is a flow diagram of an exemplary method 800 that may be used to effect real-time document information retrieval in a manner consistent with principles of the invention. Both the two-phase and three-phase methods are shown. In response to a received request for an executable (e.g., Javascript) (Block 810), it is determined whether or not the document information is already available (e.g., at cache 530, or cache 530, main repository 540, or CRAS repository 550). (Decision block 820) If the document information is already available, an empty executable (e.g., empty script) is returned to the content rendering application (e.g., browser) that requested the executable (Block 850) before the method 800 is left (Node 860). If, on the other hand, the document information is not available, an executable for reading document information (e.g., Javascript) is returned (two-phase model), or a link to the executable for reading document information is returned (three-phase model), to the content rendering application (e.g., browser) that requested the executable (Block 830) and the document identifier is set to address the proper document information (e.g., ads iframe URL is reset to include page content) (Block 840) before the method 800 is left (Node 860).
[0111]FIG. 10 is a flow diagram of an exemplary method 1000 for determining which of the two root document determination methods to use, in a manner consistent with the principles of the present invention. This method 1000 leverages the iframe security model and Javascript exception handling. Comparing the ad location (“document.location”) with the main page (“window.top.location”) is attempted. (Block 1010) If they are the same, the “document.location” method is used to determine the root document. (Blocks 1020 and 1030) If they are not the same, the comparison either fails (if the main page and iframe are in the same domain), or generates a security violation exception (an iframe may not examine values outside of itself). In the event of a mismatch or exception, the “document.referrer” method is used to identify the root document (main page) location. (Blocks 1020 and 1040) This use of exception handling with iframe security models provides a powerful and novel way to determine the main page URLMP.
Referring back to FIG. 4, recall that content-relevant ad serving operations 410 may include relevance information extraction and/or generation operations 412. Various way of extracting and/or generating relevance information are described in U.S. Provisional Application Serial No. 60/413,536, entitled “METHODS AND APPARATUS FOR SERVING RELEVANT ADVERTISEMENTS”, filed on Sep. 24, 2002 and listing Jeffrey A. Dean, Georges R. Harik and Paul Bucheit as inventors, and in U.S. patent application Ser. No. 10/314,427, entitled “METHODS AND APPARATUS FOR SERVING RELEVANT ADVERTISEMENTS”, filed on Dec. 6, 2002 and listing Jeffrey A. Dean, Georges R. Harik and Paul Bucheit as inventors. Both of these applications are incorporated herein by reference. These applications are referred to collectively as “the relevant ad server applications”) Relevance information may be considered as a topic or cluster to which an ad or document belongs. U.S. Provisional Application Serial No. 60/416,144, entitled “Methods and Apparatus for Probabilistic Hierarchical Inferential Learner” filed on Oct. 3, 2002 (incorporated herein by reference) describes exemplary ways to determine one or more concepts or topics (referred to as “phil clusters”) of information that may be used consistent with the principles of the present invention.
In one exemplary embodiment of-the present invention, a document may be associated with one or more ads by mapping a document identifier (e.g., a URL) to one or more ads. For example, the document information may have been processed to generate relevance information, such as a cluster (e.g., a phil cluster), a topic, etc. The matching clusters may then be used as query terms in a large OR query to an index that maps topics (e.g., a phil cluster identifiers) to a set of matching ad groups, such as one determined as described in § 4.2.2. The results of this query may then be used as first cut set of candidate targeting criteria. The candidate ad groups may then be sent to the relevance information extraction and/or generation operations (e.g., a phil server) again to determine an actual information retrieval (IR) score for each ad group summarizing how well the criteria information plus the ad text itself matches the document relevance information. Estimated or known performance parameters (e.g., click-through rates, conversion rates, etc.) for the ad group may be considered in helping determine the best scoring ad group.
[0158]FIG. 11 is high-level block diagram of a machine 100 that may effect one or more of the operations discussed above. The machine 1100 basically includes one or more processors 1110, one or more input/output interface units 1130, one or more storage devices 1120, and one or more system buses and/or networks 1140 for facilitating the communication of information among the coupled elements. One or more input devices 1132 and one or more output devices 1134 may be coupled with the one or more input/output interfaces 1130.
[0165]FIG. 12 illustrates a scheme in which a content provider requests ads, is provided with ads and inserts the ads into one of their Web pages. More specifically, responsive to a content request 1240 from a user 1210, a content provider 1220 submits an ad request 1250 to a content-relevant ad server 1230. The content-relevant ad server 1230 serves this request 1250, as described above for example, and returns content-relevant ads 1270 to the content provider 1220. The content provider then returns the requested content with one or more of the content-relevant ads inserted 1260 to the user 1210.
[0166]FIG. 13 illustrates a scheme in which a content provider returns content containing links to a content-relevant ad server, and an ad request is made by the end user's browser as it renders the page. More specifically, responsive to a content request 1340 from a user 1310, a content provider 1320 returns the requested content with embedded ad commands 1350. The user's browser 1310 effects the embedded ad commands 1350 to effectively submit an ad request 1360 to a content-relevant ad server 1330. Responsive to this ad request 1360, the content-relevant ad server 1330 servers this request 1360, as described above for example, and returns content-relevant ads 1370 to the user's browser 1310 for insertion onto the content. In one embodiment, the content-relevant ads 1370 could include gif-based image ads, text-based ads using iframes, etc.
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Unternehmensklassifikation G06F17/30864, G06F17/30454, Y10S707/944, Y10S707/99945, Y10S707/99948, G06Q30/0251, G06Q30/02