JP2009146428A - 関連性のある広告を供給するための方法及び装置 - Google Patents
関連性のある広告を供給するための方法及び装置 Download PDFInfo
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Abstract
【解決手段】広告のユーザの関心に対する関連性が改善される。1つの実施では、ウェブページのコンテンツが、このウェブページに関連付けられた1つ以上の車のトピックの一覧表示を決定するために分析される。広告は、それが1つ以上のトピックの該一覧表示に属するキーワードに関連付けられている場合に、このウェブページに関連性があると見なされる。これらの関連性のある広告の1つ以上は、該ウェブページ又は関連したウェブページと結合するレンダリングのために提供される。
【選択図】図4
Description
図1は、本発明をこの中で実施し得る環境を描く図である。該環境は広告主110、広告システム120、広告消費者130、及び広告対象140を含む。
図4は、本発明に一致して広告が文書に関連しているかどうかを判断するための例示的な方法のフロー図である。ここに使用されるように、単語「文書」は、音声、ビデオ、画像、テキスト等を含む任意の種類の紙の、または電子文書またはファイルを含む。すなわち、当業者により理解されるように、本明細書で使用されるような「文書」は任意の機械読み取り可能及び機械記憶可能な作業性産物である。文書は、1つのファイル、ファイルの組み合わせ、他のファイルへのリンクが埋め込まれた1つ以上のファイル等であってよい。図解の目的で、ここに説明されるプロセスが、当業者はそれがこの構成要素だけで発生する必要がないことを認識するであろうが、広告選択部260の一部として発生することが理解されてよい。
本発明の好適実施形態の前記説明は図解及び説明を提供するが、網羅的である、あるいは開示されている正確な形式に本発明を限定することは意図されない。変型及び変形物は前記教示を鑑みて可能であるか、あるいは本発明の実践から取得されてよい。
Claims (59)
- 広告がターゲット文書に関連しているかどうかを判断するための方法であって、
前記広告のためのターゲット付け情報を特定することと、
前記ターゲット文書のための1つ以上のトピックの集合を特定するために前記ターゲット文書のコンテンツを分析することと、
一致が存在するかどうかを判断するために、1つ以上のトピックの集合と前記ターゲット付け情報を比較することと、
前記一致が存在する場合に、前記広告が前記ターゲット文書に関連していると判断することと
を備える、方法。 - 前記広告は広告主に属し、ターゲット付け情報を特定することが前記広告主からトピックの一覧表示を受け取ることを備える、請求項1に記載の方法。
- ターゲット付け情報を特定することが、前記広告のコンテンツを分析することによりトピックの一覧表示を作成することを備える、請求項1に記載の方法。
- 前記コンテンツを分析することは、前記ターゲット文書の中のテキストに基づいて前記ターゲット文書のための単語ベクトルを計算することによって1つ以上のトピックの集合を特定することを備える、請求項1に記載の方法。
- 前記単語ベクトルの中の単語が、前記単語が前記ターゲット文書のテキスト中に現れる頻度に基づいて重みを割り当てられる、請求項4に記載の方法。
- 前記単語ベクトルの中の単語が、前記単語が文書の集合体全体で現れる頻度に基づいて重みを割り当てられる、請求項4に記載の方法。
- 1つ以上のトピックの前記集合は、この重みが定められた閾値を超える単語を含む、請求項4に記載の方法。
- 1つ以上のトピックの前記集合は、前記単語ベクトルの前記単語の間で最高の重みを付けられた、定められた数の単語を含む、請求項4に記載の方法。
- 前記コンテンツを分析することは、前記ターゲット文書が一部である集合体の他の部分に基づいてトピックを特定することを備える、請求項1に記載の方法。
- 前記コンテンツを分析することは、前記ターゲット文書に対する参照を生じさせる1つ以上のクエリに基づいてトピックを特定することを備える、請求項1に記載の方法。
- 前記コンテンツを分析することは、
前記ターゲット文書に少なくとも1つの類似する文書を決定することと、
前記類似文書の前記コンテンツで前記ターゲット文書のコンテンツを補足することと、
トピックを特定するために前記ターゲット文書の前記補足されたコンテンツを分析することと
を備える、請求項1に記載の方法。 - 少なくとも1つの類似文書を決定することが、文書が、それが前記ターゲット文書に対する参照を含む場合に類似していると判断することを備える、請求項11に記載の方法。
- 少なくとも1つの類似文書を決定することが、文書が、前記ターゲット文書が前記文書に対する参照を含む場合に類似していると判断することを備える、請求項11に記載の方法。
- 補足することが、前記ターゲット文書の前記コンテンツの少なくとも一部を、前記少なくとも1つの類似文書の前記コンテンツの少なくとも一部で置き換えることを含む、請求項11に記載の方法。
- 前記コンテンツを分析することは、
前記ターゲット文書を参照する別の文書により使用される前記ターゲット文書の説明を特定することと、
前記ターゲット文書のトピックを特定するために前記説明の前記コンテンツを分析することと
を備える、請求項1に記載の方法。 - 前記コンテンツを分析することは、
前記ターゲット文書を参照する別の文書により使用される前記ターゲット文書の説明を特定することと、
前記説明で前記ターゲット文書の前記コンテンツを補足することと、
前記ターゲット文書のためのトピックを特定するために、前記ターゲット文書の前記補足されたコンテンツを分析することと
を備える、請求項1に記載の方法。 - 前記コンテンツを分析することは、
前記ターゲット文書をカテゴリに分類することと、
前記カテゴリに基づいて前記ターゲット文書のための1つ以上のトピックの一覧表示を特定することと
を備える、請求項1に記載の方法。 - 前記ターゲット文書と関連付けられるメタ情報が、前記ターゲット文書をカテゴリに分類するために使用される、請求項17に記載の方法。
- 前記メタ情報は、前記ターゲット文書に対する参照を含む別の文書からの情報を含む、請求項18に記載の方法。
- 前記メタ情報は、前記ターゲット文書が参照する別の文書からの情報を含む、請求項18に記載の方法。
- 別の文書からの前記情報は、前記他の文書と関連付けられたメタ情報を含む、請求項19に記載の方法。
- 前記ターゲット付け情報と前記トピックを比較することが、一致が存在するかどうかを判断するために前記トピックまたは関係するトピックと前記ターゲット付け情報を比較することを備える、請求項1に記載の方法。
- 前記関係するトピックは前記トピックの同義語である、請求項14に記載の方法。
- 前記関係するトピックは前記トピックに概念上類似する、請求項14に記載の方法。
- 前記ターゲット文書はターゲットウェブページである、請求項1に記載の方法。
- 前記コンテンツを分析することは、
前記ターゲットウェブページ内の単語を分析することと、前記ターゲットウェブページ内にそれらが現れる頻度が閾値を超える場合に1つ以上のトピックの集合の中にそれらを含めることと
を備える、請求項25に記載の方法。 - 前記集合の中の1つ以上のトピックに関係する単語を決定することと、
前記関係する単語を含むように前記集合を補足することと
をさらに備える、請求項26に記載の方法。 - 前記コンテンツを分析することは、前記ターゲットウェブページの表題の中の単語を分析することと、それらが表題の中に現れる頻度が閾値を超える場合に1つ以上のトピックの集合の中にそれらを含むこととを備える、請求項25に記載の方法。
- 前記コンテンツを分析することは、
前記ターゲットウェブページの中のテキストに基づいて前記ターゲットウェブページのための単語ベクトルを計算することと、
前記単語ベクトルに基づいて1つ以上のトピックの一覧表示を特定することと
を備える、請求項25に記載の方法。 - 前記単語ベクトルの中の単語が、前記単語が前記ターゲット文書に現れる頻度に基づいて重みを割り当てられる、請求項29に記載の方法。
- 前記単語ベクトルの中の単語が、ウェブページの集合体全体で単語が現れる稀有さに基づいて重みを割り当てられる、請求項29に記載の方法。
- 1つ以上のトピックの前記集合は、この重みが定められた値を超える単語を含む、請求項29に記載の方法。
- 1つ以上のトピックの前記集合は、前記単語ベクトルの前記単語の間で前記最高の重みを付けられた、定められた数の単語を含む、請求項29に記載の方法。
- 前記コンテンツを分析することは、
少なくとも1つの前記ターゲットウェブページに類似するウェブページを決定することと、
前記類似ウェブページの前記コンテンツでそれを補足することにより前記ターゲットウェブページの前記コンテンツを改訂することと、
1つ以上のトピックの集合を特定するために前記ターゲットウェブページの前記改訂されたコンテンツを分析することと
を備える、請求項25に記載の方法。 - 補足することが、前記類似するウェブページコンテンツの少なくとも一部で前記ターゲットウェブページコンテンツの少なくとも一部を置き換えることを含む、請求項34に記載の方法。
- 少なくとも1つの類似するウェブページを決定することが、ウェブページが、それが前記ターゲットウェブページへのリンクを含む場合に類似していると判断することを備える、請求項34に記載の方法。
- 少なくとも1つの類似するウェブページを決定することが、ウェブページが、前記ターゲットウェブページが前記ウェブページへのリンクを含む場合に類似していると判断することを備える、請求項34に記載の方法。
- 前記ウェブページはホストに含まれ、少なくとも1つの類似するウェブページを決定することが、ウェブページが、それが前記ターゲットウェブページと同じホスト内に含まれる場合に類似していると判断することを備える、請求項34に記載の方法。
- 前記ウェブページはホストに含まれ、少なくとも1つの類似するウェブページを決定することが、ウェブページが、それが前記ターゲットウェブページと同じホスト上の関係するページのサブディレクトリ内に記憶される場合に類似していると判断することを備える、請求項34に記載の方法。
- 前記コンテンツを分析することは、
前記ターゲットウェブページに一致するアンカーテキストを決定することと、
前記ターゲットウェブページのコンテンツを、それを前記アンカーテキストで補足することにより改訂することと、
1つ以上のトピックの集合を特定するために前記ターゲットウェブページの前記改訂されたコンテンツを分析することと
を備える、請求項25に記載の方法。 - 補足することが、前記ターゲットウェブページコンテンツの少なくとも一部分を前記アンカーテキストの少なくとも一部分で置き換えることを含む、請求項40に記載の方法。
- 補足することが、前記ターゲットウェブページコンテンツを前記アンカーテキストの少なくとも一部分で置き換えることを含む、請求項40に記載の方法。
- 前記コンテンツを分析することは、
前記ターゲットウェブページをカテゴリに分類することと、
前記カテゴリに基づいて前記ターゲットウェブページのための1つ以上のトピックの一覧表示を特定することと
を備える、請求項25に記載の方法。 - 前記ターゲットウェブページと関連付けられるメタ情報が、前記ターゲットウェブページをカテゴリに分類するために使用される、請求項43に記載の方法。
- 前記メタ情報は、前記ターゲットウェブページに対する参照を含む別の文書からの情報を含む、請求項44に記載の方法。
- 別の文書からの前記情報は、前記他の文書と関連付けられるメタ情報を含む、請求項45に記載の方法。
- 前記メタ情報は、前記ターゲットウェブページに一致するアンカーテキストを含む、請求項44に記載の方法。
- 前記広告は広告主に属し、ターゲット付け情報を特定することが前記広告主から1つ以上のトピックの集合を受け取ることを備える、請求項25に記載の方法。
- ターゲット付け情報が、前記広告のコンテンツに基づいて1つ以上のトピックの集合を作成することを備える、請求項25に記載の方法。
- ターゲット付け情報を特定することが、前記広告がリンクするウェブサイト上のウェブページにリンクする結果を生じさせるサーチエンジンでのクエリのテキストに基づいて、前記広告のための1つ以上のトピックの集合を生成することを備える、請求項25に記載の方法。
- 広告がターゲットウェブページに関連しているかどうかを判断するための方法であって、
前記広告のためのターゲット付け情報を特定することと、
前記ターゲットウェブページにリンクする結果を生じさせるサーチエンジンでのクエリの前記テキストに基づいて、前記ターゲットウェブページのための1つ以上のトピックの集合を生成することと、
一致が存在するかどうかを判断するために1つ以上のトピックの前記集合に前記ターゲット付け情報を比較することと、
前記一致が存在する場合に、前記広告が前記ターゲットウェブページに関連しているかどうか判断することと
を備える、方法。 - 広告がターゲットウェブページに関連しているかどうかを判断するための方法であって、
前記広告のためのターゲット付け情報を特定することと、
前記ターゲットウェブページにアクセスする1人以上のユーザの検索クエリ履歴に基づいて前記ターゲットウェブページのための1つ以上のトピックの集合を生成することと、
一致が存在するかどうかを判断するために1つ以上のトピックの前記集合に前記ターゲット付け情報を比較することと、
前記一致が存在する場合に前記広告が前記ターゲットウェブページに関連していると判断することと
を備える、方法。 - 前記検索クエリ履歴は、指定された期間内に前記ターゲットウェブページにアクセスしたユーザに基づいている、請求項52に記載の方法。
- 前記指定された期間は前記最後のY分であり、Yは所定の期間である、請求項53に記載の方法。
- ターゲットウェブページに関連性のある広告を供給する方法であって、
前記ターゲットウェブページに関連している広告に対する要求を受け取ることと、
前記ターゲットウェブページに対応する1つ以上のトピックの集合を特定するために前記ターゲットウェブページのテキストを分析することと、
前記集合の中に現れるトピックと関連付けられている広告を決定することと、
前記要求に応えて前記特定された広告の少なくとも1つを提供することと
を備える、方法。 - 広告を決定することが、前記集合の中に現れるトピックに一致するキーワードが指定される広告を決定することを備える、請求項54に記載の方法。
- 広告がターゲットウェブページに関連しているかどうかを判断するための装置であって、
前記広告のためのターゲット付け情報を特定するための手段と、
前記ターゲットウェブページのための1つ以上のトピックの集合を特定するために前記ターゲットウェブページのコンテンツを分析するための手段と、
一致が存在するかどうかを判断するために、1つ以上のトピックの前記集合に前記ターゲット付け情報を比較するための手段と、
前記一致が存在する場合に前記広告が前記ターゲットウェブページに関連していると判断するための手段と
を備える、装置。 - 広告がターゲットウェブページに関連しているかどうかを判断するための方法であって、
前記広告のためのターゲット付け情報を特定するためのステップと、
前記ターゲットウェブページのための1つ以上のトピックの集合を特定するために前記ターゲットウェブページの前記コンテンツを分析するためのステップと、
一致が存在するかどうかを判断するために1つ以上のトピックの前記集合に前記ターゲット付け情報を比較するためのステップと、
前記一致が存在する場合に前記広告が前記ターゲットウェブページに関連していると判断するためのステップと
を備える、方法。 - 広告がターゲットウェブページに関連しているかどうかを判断するための装置であって、
プログラム命令を有する少なくとも1つのメモリと、
前記広告のためのターゲット付け情報を特定する動作と、
前記ターゲットウェブページのための1つ以上のトピックの集合を特定するために前記ターゲットウェブウページのコンテンツを分析する動作と、
一致が存在するかどうかを判断するために1つ以上のトピックの前記集合に前記ターゲット付け情報を比較する動作と、
前記一致が存在する場合に前記広告が前記ターゲットウェブページに関連していると判断する動作と、
を実行するために前記プログラム命令を実行するように構成された少なくとも1つのプロセッサと
を備える、装置。
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AU2003275251C1 (en) | 2008-09-25 |
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WO2004029758A3 (en) | 2004-05-27 |
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AU2003275251A1 (en) | 2004-04-19 |
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CN102096882A (zh) | 2011-06-15 |
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EP1552360A2 (en) | 2005-07-13 |
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EP1552360A4 (en) | 2005-12-28 |
CA2499801C (en) | 2016-11-08 |
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US10198746B2 (en) | 2019-02-05 |
US20120173334A1 (en) | 2012-07-05 |
JP2006500698A (ja) | 2006-01-05 |
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