Generating and presenting advertisements based on context...

Details Generating and presenting advertisements based on context... Generating and presenting advertisements based on context...

G - Physics

06

F

G06F 17/30 (2006.01)

Patent

CA 2618567

Context, or user intent, is used for improving targeting of advertisements and for generating competition among advertisers for valuable ad space. Advertisers can bid for placement on search results pages based on combinations of keywords and context categories, or keywords and contexts. Such bids are compared to one another so that appropriate ads can be selected and displayed. By taking context into account, improved ad targeting is accomplished.

Dans le système selon l~invention, le contexte, ou l~intention de l'utilisateur, est utilisé pour améliorer le ciblage de publicités et générer une compétition entre des annonceurs pour des espaces publicitaires de grande valeur. Les annonceurs peuvent faire une offre pour un placement sur des pages de résultats de recherches sur la base de combinaisons de mots-clés et de catégories de contexte, ou de mots-clés et de contextes. De telles offres sont comparées les unes aux autres de sorte que des publicités appropriées peuvent être sélectionnées et affichées. En tenant compte du contexte, un ciblage publicitaire amélioré est réalisé.

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