Browsing context based advertisement selection

Patent metadata

Field	Value
Publication number	US-2016012485-A1
Application number	US-201414400578-A
Country	US
Kind code	A1
Filing date	Jul 8, 2014
Priority date	Jul 8, 2014
Publication date	Jan 14, 2016
Grant date	—

Abstract

A method for providing an advertisement is disclosed. The method, to be implemented on a machine having at least one processor, storage, and a communication platform connected to a network may include receiving a request for an advertisement to be inserted into a content page to be presented to a user. The method further includes selecting an advertisement relevant to the content page and the user based on a content-advertisement index and a user-advertisement index, constructed based on user browsing context, and transmitting information indicative of the selected advertisement as a response to the request. Further disclosed is a method for generating multi-dimensional index. The method, to be implemented on a machine having at least one processor, storage, and a communication platform connected to a network may include generating a content-advertisement index based on at least one content profile and at least one advertisement profile, and generating a user-advertisement index based on at least one user profile and the at least one advertisement profile. The content-advertisement index and the user-advertisement index are used to select a relevant advertisement to be inserted in a content page that is presented to a user.

First claim

What is claimed is:

1 . A method, implemented on a machine having at least one processor, storage, and a communication platform connected to a network for providing an advertisement, comprising the steps of:
receiving a request for an advertisement to be inserted into a content page to be presented to a user; selecting an advertisement relevant to the content page and the user based on a content-advertisement index and a user-advertisement index, constructed based on user browsing context; and transmitting information indicative of the selected advertisement as a response to the request.

2 . The method of claim 1 , wherein the step of selecting comprises:
identifying a first candidate advertisement set in accordance with the content-advertisement index based on a first identifier associated with the content page; and identifying a second candidate advertisement set in accordance with the user-advertisement index based on a second identifier associated with the user; and determining the selected advertisement based on the first and second candidate advertisement sets.

3 . The method of claim 2 , wherein the selected advertisement is determined based on whether it is present in both the first and second candidate advertisement sets.

4 . The method of claim 1 , wherein
the content-advertisement index includes at least one pair of a content identifier and an advertisement identifier, where each pair is associated with a first score indicative of relevance between a content page corresponding to the content identifier and an advertisement corresponding to the advertisement identifier; and the user-advertisement index includes at least one pair of a user identifier and an advertisement identifier, where each pair is associated with a second score indicative of relevance between a user corresponding to the user identifier and an advertisement corresponding to the advertisement identifier.

5 . A system having at least one processor, storage, and a communication platform connected to a network for providing an advertisement, comprising:
a multi-dimensional index constructor configured for establishing a content-advertisement index and a user-advertisement index based on browsing context associated with users; and an online advertisement selector configured for selecting a relevant advertisement, based on the content-advertisement index and the user-advertisement index, in response to a request related to a content page into which the relevant advertisement is to be inserted and a user to whom the content page is to be presented.

6 . The system of claim 5 , wherein the multi-dimensional index constructor comprises:
a content-ad index generator configured for generating the content-advertisement index which includes at least one pair of a content identifier and an advertisement identifier, where each pair is associated with a first score indicative of relevant between a content page corresponding to a content identifier and an advertisement corresponding to an advertisement identifier in the content-advertisement index; and a user-ad index generator configured for generating the user-advertisement index which includes at least one pair of a user identifier and an advertisement identifier, where each pair is associated with a second score indicative of relevant between a user corresponding to the user identifier and an advertisement corresponding to the advertisement identifier in the user-advertisement index.

7 . The system of claim 5 , wherein the online advertisement selector comprises:
a content-ad based advertisement selector configured for identifying a first candidate advertisement set based on the content-advertisement index in response to the request in accordance with a content identifier associated with the content page; and a user-ad based advertisement selector configured for identifying a second candidate advertisement set based on the user-advertisement index in response to the request in accordance with a user identifier associated with the user, and a relevant advertisement determiner configured for determining the relevant advertisement based on the first and second candidate advertisement sets.

8 . A non-transitory machine-readable medium having information recorded thereon for providing an advertisement, wherein the information, when read by the machine, causes the machine to perform the following:
receiving a request for an advertisement to be inserted into a content page to be presented to a user; selecting an advertisement relevant to the content page and the user based on a content-advertisement index and a user-advertisement index, constructed based on user browsing context; and transmitting information indicative of the selected advertisement as a response to the request.

9 . The medium of claim 8 , wherein the step of selecting comprises:
identifying a first candidate advertisement set based on the content-advertisement index in accordance with a first identifier associated with the content page; identifying a second candidate advertisement set based on the user-advertisement index in accordance with a second identifier associated with the user; and determining the selected advertisement based on the first and second set of candidate advertisement sets.

10 . The medium of claim 9 , wherein
the content-advertisement index includes at least one pair of a content identifier and an advertisement identifier, where each pair is associated with a first score indicative of relevance between a content page corresponding to the content identifier and an advertisement corresponding to the advertisement identifier; and the user-advertisement index includes at least one pair of a user identifier and an advertisement identifier, where each pair of content and user identifiers is associated with a second score indicative of relevance between a user corresponding to the user identifier and an advertisement corresponding to the advertisement identifier.

11 . A method, implemented on a machine having at least one processor, storage, and a communication platform connected to a network for generating multi-dimensional index, comprising the steps of:
generating a content-advertisement index based on at least one content profile and at least one advertisement profile; and generating a user-advertisement index based on at least one user profile and the at least one advertisement profile, wherein the content-advertisement index and the user-advertisement index are used to select a relevant advertisement to be inserted in a content page that is presented to a user.

12 . The method of claim 11 , wherein
the content-advertisement index includes at least one pair of a content identifier and an advertisement identifier, where each pair is associated with a first score indicative of relevance between a content page corresponding to the content identifier and an advertisement corresponding to the advertisement identifier; and the user-advertisement index includes at least one pair of a user identifier and an advertisement identifier, where each pair is associated with a second score indicative of relevance between a user corresponding to the user identifier and an advertisement corresponding to the advertisement identifier.

13 . The method of claim 11 , wherein
a user profile for a particular user is obtained based on information related to browsing context of the particular user; a content profile for a content page is obtained based on information related to the content page; and an advertisement profile for an advertisement is obtained based on information associated with the advertisement.

Assignees

• Yahoo Inc

Inventors

• Dong Huali
• Zhang Weiru
• Yang Guangxin
• Zheng Hao
• Liu Huiting
• Rong Li

Classifications

• G06Q30/0269

  based on user profile or attribute · CPC title

• G06Q30/0263 Primary

  based upon Internet or website rating · CPC title