Suggesting and/or Providing Ad Serving Constraint Information

Patent metadata

Field	Value
Publication number	US-2017206556-A1
Application number	US-201715478767-A
Country	US
Kind code	A1
Filing date	Apr 4, 2017
Priority date	Sep 24, 2002
Publication date	Jul 20, 2017
Grant date	—

Abstract

Targeting information (also referred to as ad “serving constraints”) or candidate targeting information for an advertisement is identified. Targeting information may be identified by extracting topics or concepts from, and/or generating topics or concepts based on, ad information, such as information from a Web page to which an ad is linked (or some other Web page of interest to the ad or advertiser). The topics or concepts may be relevant queries associated with the Web page of interest, clusters, etc.

First claim

1 . (canceled)

2 . A method comprising:
identifying, by one or more processing devices, a target document based on information provided by a content provider through a user interface displayed on a computing device, the content provider being a purveyor of electronically distributed content; identifying, by the one or more processing devices, first information presented by the target document; identifying, by the one or more processing devices, second information presented by a separate document that references the target document; supplementing or replacing at least some of the first information identified from the target document with at least some of the second information identified from the separate document to create revised information without revising the first information presented by the target document, the at least some of the second information from the separate document including terms representing a different set of concepts than concepts represented by the first information; generating, by the one or more processing devices, a set of potential serving constraints to limit distribution of the electronically distributed content provided by the content provider; storing, in computer memory and by the one or more processing devices, the generated set of potential serving constraints; and distributing the electronically distributed content for inclusion in an additional document other than the target document in response to the additional document satisfying at least one serving constraint in the set of potential constraints.

3 . The method of claim 2 , wherein generating the set of potential serving constraints comprises determining that the concepts represented by the first information appear in the target document are greater than a predetermined number of times.

4 . The method of claim 2 , wherein generating the set of potential serving constraints comprises determining that the concepts represented by the first information correspond to at least one term that is weighted based on a frequency of appearance in the target document.

5 . The method of claim 2 , wherein generating the set of potential serving constraints comprises determining that the concepts represented by the first information comprise at least one concept that appears more than a threshold number of times.

6 . The method of claim 2 , wherein generating the set of potential serving constraints comprises identifying the concepts represented by the first information based on metadata of the target document.

7 . The method of claim 2 , wherein generating the set of potential serving constraints comprises generating the set of potential serving constraints based on information in search queries that result in a reference to the target document.

8 . The method of claim 2 , wherein generating the set of potential serving constraints comprises identifying a predetermined number of queries that result in a reference to the target document and that reference the target document more than one or more other queries that reference the target document.

9 . The method of claim 2 , comprising:
identifying additional concepts based on the concepts in the target document, the additional concepts being related to the concepts represented by the first information in the target document; wherein the set of potential constraints are generated based on the additional concepts.

10 . The method of claim 2 , the separate document comprises one or more Web pages that have at least some subject matter in common with the target document.

11 . The method of claim 2 , wherein the first information comprises a hyperlink in the target document provided through the user interface.

12 . One or more machine-readable storage media storing instructions that are executable by one or more processing devices to perform operations comprising:
identifying a target document based on information provided by a content provider through a user interface displayed on a computing device, the content provider being a purveyor of electronically distributed content; identifying first information presented by the target document; identifying second information presented by a separate document that references the target document; supplementing or replacing at least some of the first information identified from the target document with at least some of the second information identified from the separate document to create revised information without revising the first information presented by the target document, the at least some of the second information from the separate document including terms representing a different set of concepts than concepts represented by the first information; generating a set of potential serving constraints to limit distribution of the electronically distributed content provided by the content provider; storing, in computer memory, the generated set of potential serving constraints; and distributing the electronically distributed content for inclusion in an additional document other than the target document in response to the additional document satisfying at least one serving constraint in the set of potential constraints.

13 . The system of claim 12 , wherein generating the set of potential serving constraints comprises determining that the concepts represented by the first information appear in the target document are greater than a predetermined number of times.

14 . The system of claim 12 , wherein generating the set of potential serving constraints comprises determining that the concepts represented by the first information correspond to at least one term that is weighted based on a frequency of appearance in the target document.

15 . The system of claim 12 , wherein generating the set of potential serving constraints comprises determining that the concepts represented by the first information comprise at least one concept that appears more than a threshold number of times.

16 . The system of claim 12 , wherein generating the set of potential serving constraints comprises identifying the concepts represented by the first information based on metadata of the target document.

17 . The system of claim 12 , wherein generating the set of potential serving constraints comprises generating the set of potential serving constraints based on information in search queries that result in a reference to the target document.

18 . The system of claim 12 , wherein generating the set of potential serving constraints comprises identifying a predetermined number of queries that result in a reference to the target document and that reference the target document more than one or more other queries that reference the target document.

19 . The system of claim 12 , the operations comprising:
identifying additional concepts based on the concepts in the target document, the additional concepts being related to the concepts represented by the first information in the target document; wherein the set of potential constraints are generated based on the additional concepts.

20 . The system of claim 12 , wherein the separate document comprises one or more Web pages that have at least some subject matter in common with the target document.

21 . The system of claim 12 , wherein the first information comprises a hyperlink in the target document provided through the user interface.

Assignees

• Google Inc

Inventors

• Dean Jeffrey Adgate
• Harik Georges
• Buchheit Paul

Classifications

• G06Q30/02 Primary

  Marketing; Price estimation or determination; Fundraising · CPC title

• G06Q30/0269

  based on user profile or attribute · CPC title

• G06Q30/0277

  Online advertisement · CPC title

• G06Q30/0256 Primary

  User search · CPC title

• G06Q30/0254

  based on statistics · CPC title