Importance

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Abstract

A targeted advertisement placement system allows an advertiser to place an ad in front of an audience based on specific interests of the users in that audience, and based on the advertiser's own specific interests in users who should view the ad. The ad placement system collects information about a population of users and a population of advertisers to create profiles that can include both explicit and implicit criteria defining the user's/advertiser's interest. The explicit criteria can be explicitly provided to the ad placement system, can be extracted from documents provided by the user and/or the advertiser, etc. The implicit criteria include information learned by the system about the interests of both advertisers and users based on preferences implicitly expressed when providing feedback on search results. Using these criteria collected from advertisers and users to build profiles, the system can compare the profiles for matches to determine the best audience before which to place an advertisement.

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First Claim