Intelligent feature expansion of online text ads
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United States of America Patent
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Jul 22, 2014
Grant Date -
Dec 13, 2012
app pub date -
Mar 4, 2010
filing date -
Mar 4, 2010
priority date (Note) -
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Abstract
Embodiments employ knowledge from network searches to enrich features useable to describe an advertisement. Advertisement content may be segmented to generate key phrases that are rank ordered based on a phrase's pointwise mutual information value with Ad keywords and term frequency-inverse document frequency (TF-IDF) scores. These key phrases are employed to generate a plurality of query searches that are performed to generate a plurality of search result snippets. The snippets are then analyzed and ranked to identify query expansion features having a TF-IDF value over a given threshold. A subset of these ranked phrases are combined with the Ad keywords to be used to rebuild an Ad index for the given advertisement. When content is to be delivered to a client device, content keywords are compared to the Ad index to select an advertisement to be provided with the content to the client device.
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