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Method and System for Generating Targeted Advertisements based on Subfolders of Internet Websites

IP.com Disclosure Number: IPCOM000197957D
Publication Date: 2010-Jul-23
Document File: 2 page(s) / 31K

Publishing Venue

The IP.com Prior Art Database

Related People

Srinivasan Sriram: INVENTOR

Abstract

A method and system is provided to generate targeted advertisements based on subfolders of internet websites. Relevant keywords are extracted from subfolder tokens in the URLs of internet websites and used for querying a sponsored search for serving relevant ads and web search results.

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This is the abbreviated version, containing approximately 52% of the total text.

Method and System for Generating Targeted Advertisements based on Subfolders of Internet Websites

Abstract

A method and system is provided to generate targeted advertisements based on subfolders of internet websites.  Relevant keywords are extracted from subfolder tokens in the URLs of internet websites and used for querying a sponsored search for serving relevant ads and web search results.

Description

Disclosed is a method and system for generating targeted advertisements based on subfolders of internet websites.

The method and system disclosed herein, generates targeted advertisements to users based on subfolder tokens in the URLs of internet websites.  The method involves extracting relevant keywords from the subfolder tokens and using the relevant keywords for querying a sponsored search for serving relevant ads and web search results.

A preliminary cleaning/filtering of a set of terms in the subfolder tokens, is performed.  The cleaning/filtering removes noise characters such as numbers, ids and other characters such as, "&", "-", "?" etc.  Subsequent to cleaning/filtering, the relevant keywords are extracted using a two pronged approach, including Part of Speech (POS) tagging and Semantic Relations.  The POS tagging step enables removing irrelevant words, including but not limited to, verbs, conjunctions, prepositions, and adverbs.  The input to the POS tagging is the set of terms and the output is the term and the part of speech to which the term belongs.

Thereafter, the relevant keywords are determined based on semantic relationship among the set of terms in the subfolder tokens.  The semantic relationship between the set of terms facilitates in identifying which terms are related and hence relevant.  In order...