Suggesting targeting information for ads, such as websites and/or categories of websites for example

23 Pages·2013·2.1 MB·English

US008468048B2
(12) Ulllted States Patent (10) Patent N0.: US 8,468,048 B2
Agarwal et a]. (45) Date of Patent: Jun. 18, 2013
(54) SUGGESTING TARGETING INFORMATION 2 grown 6t 111iI
FOR ADS, SUCH AS WEBSITES AND/OR 6,, 078,, 914 A 6/2000 ReudrtfZemma n,
CATEGORIES OF WEBSITES FOR EXAMPLE 6,144,944 A 11/2000 Kunzman, H et 31'
6,167,382 A l2/2000 Sparks et al.
(75) Inventors: Sumit Agarwal, San Carlos, CA (US); 6,185,558 B1 2/2001 Bowman et a1.
- ' . 6,269,361 B1 7/200l Davis et al.
in??? Sljin Frgnclsco’cci‘ 6,308,202 B1 10/2001 COhIl et a1.
a“ e r “g, “C1110, ( )’ 6,401,075 B1 6/2002 Mason et a1.
Ching Law, Los Angeles, CA (US); C t. d
Andrew Maxwell, Los Angeles, CA ( on mue )
(US); Gokul Raj aram, Mountain View, FOREIGN PATENT DOCUMENTS
CA (Us); Leora Wiseman, Sunnyvale, JP 2001-306608 11/2001
CA (US) JP 2003-248688 9/2003
(73) Assr. gnee: Google Inc., Mounta.1 nV1. ew,CA (US) ( C ont 'l nue d )
OTHER PUBLICATIONS
( ) Nonce' 5:350?loeilgnisgl?inségggi§l?llgitglg PCT International Search Report (PCT/ISNZIO) for International
U.S.C. 154(b) by 1771 days. Ap p l'1 “ t'‘ On N ° . PCT/US05/22275 ( 3 pgs . )( O ° t. 26, 2006 ) .
(Continued)
(21) Appl.No.: 11/112,732
Primary Examiner * Alvin L Brown
(22) Filed: Apr. 22, 2005 (74) Attorney, Agent, or Firm * John C. Pokotylo; Straub &
Pokotylo
(65) Prior Publication Data
US 2006/0242013 A1 Oct. 26, 2006 (57) ABSTRACT _
One or more keywords and/or rnformatron about one or more
(51) Int, Cl, properties may be accepted, and a set of one or more tax
G06Q 30/00 (200601) onomy categories may be determined using at least some of
(52) us C1_ the keyword(s) and/or property information and perhaps terrn
USPC .......................................................... .. 705/14 CO-Occurrence Clusters The determined t9x01101117 Categories
(58) Field of Classi?cation Search may be presented to an advertising user as an ad targeting
USPC .......................................................... .. 705/ 14 Suggestion‘ Each taxonomy Category may have at least one
See application ?le for Complete Search history' associated property (e. g., Web document), that participates in
an advertising network. An advertiser selection of a suggested
(56) References Cited taxonomy category may be accepted, and the serving of an ad
of the advertiser may be targeted to each property associated
U.S. PATENT DOCUMENTS with the selected suggested taxonomy category. Alterna
tively, such properties may be presented to an advertising user
5,724,521 A 3/1998 Dedrick _ _
5,740,549 A 4/1998 Reilly et a1. as an ad Iargenng suggestlon
5,848,397 A 12/1998 Marsh etal.
5,948,061 A 9/1999 Meffiman 28 Claims, 10 Drawing Sheets
INPUT { m DOCUMENT INFORMATION
(e.g., wessns ADDRESS)
305 DOCUMENT-CLUSTER 322
310 ASSOCIATIONS
KEYWORD- CLUSTER 324
SUGGESTION ASSOCIATIONS
32o OPERATIONS
CLUSTER-DOCUMENT 326
ASSOCIATIONS
CLUSTER-CATEGORY 32B
RELEVANT CATEGORIES ASSOCIATIONS
AND/OR DOCUMENTS (6.9-.
33° wm-| TRAFFIC ESTIMATES)
ADVERTISER DOCUMENT DOCUMENT n
36° FEEDBACK SORTINGISCORING FILTERING 5
OPERATIONS OPERATIONS OPERATIONS
340
SELECTlON/DE-SELECTION
FEEDBACK
362
SET OF ONE OR MORE
DOCUMENTSICATEGORIES
WITH ASSOCIATED OFFERS
US 8,468,048 B2
Page 2
US. PATENT DOCUMENTS Request for Reexamination of US. Patent No. 7,240,025 B2, Control
No. 95/001,073.
6,804,659 B1* 10/2004 Graham et al. ............... .. 705/14
6,985,882 B1 1/2006 Del Sesto Request for Reexamination of US. Patent No. 6,446,045 B1, Control
7,039,599 B2 5/2006 Merriman No. 95/001,061.
7,136,875 B2 11/2006 Anderson et al. Request for Reexamination of US. Patent No. 7,249,059 B2, Control
2001/0047354 A1* 11/2001 Davis et al. . .. 707/3 No. 95/001,069.
2007/0078717 A1* 4/2007 Ho et al. ....................... .. 705/14 Request for Reexamination of US. Patent No. 6,829,5 87 B2, Control
FOREIGN PATENT DOCUMENTS No. 95/001,068.
Statement Regarding References in 1449 Form.
JP 2004-38370 2/2004
Communication for European Patent Application No. 05 772 145.8
KR 2000-0012309 3/2000
1238, mailed on Oct. 20, 2008 (5 pgs.).
KR 2000-0074414 12/2000
KR 2003-0063275 7/2003 Examiner’s First Report on Australian Patent Application No.
W0 WO 97/21183 6/1997 2005331031, dated Mar. 31, 2009 (2 pgs.).
W0 WO 2004/095335 11/2004 Notice of Preliminary Rejection for Korean Patent Application No.
10-2007-7027176, mailed Nov. 27, 2009 (7 pgs.) With translation (7
OTHER PUBLICATIONS
PgS~)~
PCT Written Opinion of the International Searching Authority (PCT/ Notice of Reasons for Rejection for Japanese Patent Application No.
ISN237) for International Application No. PCT/U S05/ 22275 (3 2008-507617, mailed Apr. 13, 2010 (4 pgs.) With translation (4 pgs.).
pgs.) (Oct. 26, 2006). Tanaka, Hideki, “Tip for Sales Boost in IT Era-Practical Guide to
US. Appl. No. 95/001,073, Reexamination of Stone et al. Online Advertisingifrom Planning to Post Click Analysis,” 1st Edi
US. Appl. No. 95/ 001,061, Reexamination of Stone et al. tion, PHP Institute Of?ce International, Inc., Apr. 10, 2001, pp.
US. Appl. No. 95/ 001,069, Reexamination of Stone et al. 44-49.
US. Appl. No. 95/ 001,068, Reexamination of Stone et al. Noti?cation of the First Of?ce Action for Chinese Patent Application
Dedrick, R., Interactive Electronic Advertising, IEEE, 1994. No. 200580050147.0, dated May 6, 2010 (4 pgs.) With translation (5
Dedrick, R., A Consumption Model for Targeted Electronic Adver PgS~)~
tising, Intel Architecture Labs, IEEE, 1995. Noti?cation of the Second Of?ce Action for Chinese Patent Appli
BasevieW Products, Inc., ClassManagerPro Administration Manual cation No. 200580050147.0, mailed Apr. 25, 2011 (5 pgs.) With
v. 1.0.5, Feb. 1, 1997. translation (7 pgs.).
Ad-Star.com Website archive from WWW. Archive.org, Apr. 12, 1997 Notice of Preliminary Rejection for Korean Patent Application No.
and Feb. 1, 1997. 10-2011-7002523, mailed May 11, 2011 (7 pgs.) With translation (6
Information Access Technologies, Inc., AaddZZ brochure, “The Best PgS~)~
Way to Buy and Sell Web Advertising Space,” © 1997. Statement of Grounds and Particulars in Support of Opposition With
Information Access Technologies, Inc., AaddZZ.com Website archive respect to Australian Patent Application No. 2005331031, dated Dec.
from WWW. Archive.org, archived on Jan. 30, 1998. 24, 2010 (12 pgs.).
AdKnoWledge Market Match Planner: RevieWer’s Guide, Notice of Reasons for Rejection for Japanese Patent Application No.
AdKnoWledge, May 1998. 2008-507617, mailed Jan. 25, 2011 (5 pgs.) With translation (4 pgs.).
AdKnoWledge Campaign Manager: RevieWer’ s Guide, Examiner’s Report for Canadian Patent Application No. 2,605,536,
AdKnoWledge, Aug. 1998. mailed Feb. 8, 2012 (3 pgs.).
BasevieW Products, Inc., AdManagerPro Administration Manual v. Noti?cation of the Third Of?ce Action for Chinese Patent Applica
2.0, Dec. 1998. tion No. 200580050147.0, mailed Feb. 29, 2012 (4 pgs.) With trans
AdForce, Inc., A Complete Guide to AdForce, Version 2.6, 1998. lation (6 pgs.).
AdForce, Inc., S-1/A SEC Filing, May 6, 1999. Notice of Final Rejection for Korean Patent Application No.
Business Wire, “Global NetWork, Inc. Enters Into Agreement in 10-2007-7027176, mailed Nov. 30, 2010 (4 pgs.) With translation (4
Principle With Maj or Advertising Agency,” Oct. 4, 1999.
Zeff, R. et al., Advertising on the Internet, 2nd Ed., John Wiley &
Sons, 1999. * cited by examiner

US. Patent Jun. 18, 2013 Sheet 3 0f 10 US 8,468,048 B2
CATEGORY/DOCUMENT
SUGGESTIONS FROM KEYWORD(S)
400
ACCEPT KEYWORD(S) “10
(TERMS OR PHRASES)
DETERMINE A SET OF ONE OR 420
MORE (TERM-CO-OCCURRENCE) ’\/
CLUSTERS USING KEYWORDS
430
N
SCORE/SORT/FILTER CLUSTERS
DETERMINE A SET OF ONE OR
440
MORE TAXONOMY CATEGORIES
USING THE CLUSTER(S)
SCORE/SORT/FILTER I 450
TAXONOMY CATEGORIES
1':III:1::
RETURN TAXONOMY
CATEGORIES
DETERMINE A SET OF ONE OR MORE
lllllllllll l DOCUMENTS (WEBSITES) USING THE
TAXONOMY CATEGORY(IES)
SCORE/SORT/FILTER
L DOCUMENTS
I
0
FIGURE 4
US. Patent Jun. 18, 2013 Sheet 4 0f 10 US 8,468,048 B2
CATEGORY/DOCUMENT
SUGGESTIONS FROM DOCUMENT(S)
,
ACCEPT DOCUMENT INFORMATION N505
(DOCUMENT IDENTIFIER(S))
V
DETERMINE A SET OF DETERMINE A SET OF
ONE OR MORE 510 ONE OR MORE (TERM
TAxONOMY CATEGORIES '\J 540 CO-QCCURRENCE)
USING DOCUMENT CLUSTERS USING
INFORMATION DOCUMENT
INFORMATION
v‘
SCORE/SORT/ 515 545 = -------------- 1T- ------------ "I
§F||_TER TAXONOMY f\/ SCORE/SORT/FILTER
5 CATEGORIES a ______ __ CLUSTERS
RETURN TAXONOMY = 520
CATEGORY(|ES) g
.................................. ... V V
DETERMINE A SET
OF ONE OR MORE giTgNRéngg ‘G85;
" TAXONOMY DOCUMENTS USING
= """"""""""""" "' CATEGORIES USING
: DETERMINE A SET 5 CLUSTERS THE CLUSTER(S)
5 OF ONE OR MORE 5
DOCUMENTS N525 l
5 (WEBSITES) USING 5
5 THE TAXONOMY 5 550 555
CATEGORY(IES) 1
1Q "S"C"OR"E"/"S "O"RzT "/"F"I"L"T"E 'R":b 5
5 DOCUMENTS j
, ....... "I!. ....... -.
: RETURN 5
5 DOCUMENT : 535
V
( RETURN I \ I560
US. Patent Jun. 18, 2013 Sheet 5 0f 10 US 8,468,048 B2