IP Library › Granted Patent US 9,235,849

Granted Patent B2

US 9,235,849 · App. 10/750,363 · Granted Jan 12, 2016

Generating user information for use in targeted advertising

Inventors: Krishna Bharat (Santa Clara, CA); Stephen Lawrence (Mountain View, CA); Mehran Sahami (Redwood City, CA)

Assignee: Google Inc.

G06Q30/0251 G06Q10/00 G06Q30/02 G06Q30/0269

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Quick Facts

Patent No.: US 9,235,849
App. No.: 10/750,363
Granted: Jan 12, 2016
Kind: B2

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Abstract

User profile information for a user may be determined by (a) determining initial user profile information for the user, (b) inferring user profile information for the user, and (c) determining the user profile information for the user using both the initial user profile information and the inferred user profile information. Initial user profile information for the user may be determined using past search queries submitted by the user, and/or past document selections by the user. User profile information for the user may be inferred by (a) defining a node for each of a number of documents and the user, (b) adding edges between nodes if there is an association between the nodes to define a graph, and (c) inferring user profile information for the user using a topology of the graph and user profile information of other documents. Similarly, user profile information for a document may be determined by (a) determining initial user profile information for the document, (b) inferring user profile information for the document, and (c) determining the user profile information for the document using both the initial user profile information and the inferred user profile information. The initial user profile information for the document may be determined using content information from the document, and/or document meta information. User profile information for the document may be inferred by (a) defining a node for each of a number of documents and for each of a number of users, (b) adding edges between nodes if there is an association between the nodes to define a graph, and (c) inferring user profile information for the document using a topology of the graph and user profile information of users and of other documents. Document, user, and/or ad user profile information may be used when serving ads.

Claims (270)

1. A computer-implemented method for determining user profile information for a user, the computer-implemented method comprising:

determining, by a computer system including at least one computer on a network, initial user profile information for the user;

obtaining, by the computer system, inferred user profile information for the user;

determining, by the computer system, user profile information for the user using both the initial user profile information and the inferred user profile information;

serving, by the computer system, an advertisement to the user using the user profile information;

wherein obtaining the inferred user profile information for the user includes:

i) defining a separate node for each of a number of documents and the user, wherein each node represents a particular one of the number of documents or the user;

ii) adding edges between nodes; and

iii) inferring a user profile information for the user using a topology of a graph of the nodes and the edges and using user profile information of other documents;

determining, by the computer system, that at least one document corresponding to a first node was returned in a search results page in response to a search query from the user corresponding to a second node; and

based on determining that the at least one document was returned, adding, by the computer system, an edge between the first node and the second node.

2. A computer-implemented method for determining user profile information for a user, the computer-implemented method comprising:

determining, by a computer system including at least one computer on a network, initial user profile information for the user;

obtaining, by the computer system, inferred user profile information for the user;

determining, by the computer system, user profile information for the user using both the initial user profile information and the inferred user profile information;

serving, by the computer system, an advertisement to the user using the user profile information

wherein obtaining the inferred user profile information for the user includes:

i) defining a separate node for each of a number of documents and the user, wherein each node represents a particular one of the number of documents or the user;

ii) adding edges between nodes; and

iii) inferring a user profile information for the user using a topology of a graph of the nodes and the edges and using user profile information of other documents;

determining, by the computer system, that a document corresponding to a first node was selected by the user corresponding to a second node; and

based on determining that the document was selected, adding, by the computer system, an edge between the first node and the second node.

3. A computer-implemented method for determining user profile information for a user, the computer-implemented method comprising:

determining, by a computer system including at least one computer on a network, initial user profile information for the user;

obtaining, by the computer system, inferred user profile information for the user;

determining, by the computer system, user profile information for the user using both the initial user profile information and the inferred user profile information;

serving, by the computer system, an advertisement to the user using the user profile information

wherein obtaining the inferred user profile information for the user includes:

i) defining a separate node for each of a number of documents and the user, wherein each node represents a particular one of the number of documents or the user;

ii) adding edges between nodes; and

iii) inferring a user profile information for the user using a topology of a graph of the nodes and the edges and using user profile information of other documents;

determining, by the computer system, that a document corresponding to a first node is linked with a document corresponding to a second node; and

based on determining that the document is linked, adding, by the computer system, an edge between the first node and the second node.

4. A computer-implemented method for determining user profile information for a user, the computer-implemented method comprising:

determining, by a computer system including at least one computer on a network, initial user profile information for the user;

obtaining, by the computer system, inferred user profile information for the user;

determining, by the computer system, user profile information for the user using both the initial user profile information and the inferred user profile information;

serving, by the computer system, an advertisement to the user using the user profile information

wherein obtaining the inferred user profile information for the user includes:

i) defining a separate node for each of a number of documents and the user, wherein each node represents a particular one of the number of documents or the user;

ii) adding edges between nodes; and

iii) inferring a user profile information for the user using a topology of a graph of the nodes and the edges and using user profile information of other documents;

determining, by the computer system, that a document corresponding to a first node was visited by a set of users that have visited another document corresponding to a second node; and

based on determining that the document was visited, adding, by the computer system, an edge between the first node and the second node.

5. A computer-implemented method for determining user profile information for a user, the computer-implemented method comprising:

determining, by a computer system including at least one computer on a network, initial user profile information for the user;

obtaining, by the computer system, inferred user profile information for the user;

determining, by the computer system, user profile information for the user using both the initial user profile information and the inferred user profile information;

serving, by the computer system, an advertisement to the user using the user profile information;

wherein obtaining the inferred user profile information for the user includes:

i) defining a separate node for each of a number of documents and the user, wherein each node represents a particular one of the number of documents or the user;

ii) adding edges between nodes; and

iii) inferring a user profile information for the user using a topology of a graph of the nodes and the edges and using user profile information of other documents;

determining, by the computer system, that a user corresponding to a first node visited a set of one or more documents also visited by another user corresponding to a second node; and

based on determining that the user visited the set of one or more documents, adding, by the computer system, an edge between the first node and the second node.

6. A computer-implemented method for determining user profile information for a document, the computer-implemented method comprising:

determining, by a computer system including at least one computer on a network, initial user profile information for the document;

obtaining, by the computer system, inferred user profile information for the document;

determining, by the computer system, user profile information for the document using both the initial user profile information and the inferred user profile information;

associating, by the computer system, with the document, the user profile information for the document;

storing, by the computer system, the association of the document with the user profile information for the document;

serving, by the computer system, an advertisement with the document using the user profile information for the document stored in association with the document;

wherein obtaining the inferred user profile information for the document includes:

i) defining a separate node for each of a number of documents and for each of a number of users, wherein each node represents a particular one of the number of documents or a particular one of the number of users;

ii) adding edges between nodes; and

iii) inferring a user profile information for the document using a topology of a graph of the nodes and the edges and using user profile information of users and of other documents;

based on determining that the at least one document was returned, adding, by the computer system, an edge between the first node and the second node.

7. A computer-implemented method for determining user profile information for a document, the computer-implemented method comprising:

determining, by a computer system including at least one computer on a network, initial user profile information for the document;

obtaining, by the computer system, inferred user profile information for the document;

determining, by the computer system, user profile information for the document using both the initial user profile information and the inferred user profile information;

associating, by the computer system, with the document, the user profile information for the document;

storing, by the computer system, the association of the document with the user profile information for the document;

serving, by the computer system, an advertisement with the document using the user profile information for the document stored in association with the document;

wherein obtaining the inferred user profile information for the document includes:

ii) adding edges between nodes; and

iii) inferring a user profile information for the document using a topology of a graph of the nodes and the edges and using user profile information of users and of other documents;

determining, by the computer system, that at least one document corresponding to a first node was selected by the user corresponding to a second node; and

based on determining that the document was selected, adding, by the computer system, an edge between the first node and the second node.

8. A computer-implemented method for determining user profile information for a document, the computer-implemented method comprising:

determining, by a computer system including at least one computer on a network, initial user profile information for the document;

obtaining, by the computer system, inferred user profile information for the document;

determining, by the computer system, user profile information for the document using both the initial user profile information and the inferred user profile information;

associating, by the computer system, with the document, the user profile information for the document;

storing, by the computer system, the association of the document with the user profile information for the document;

serving, by the computer system, an advertisement with the document using the user profile information for the document stored in association with the document;

wherein obtaining the inferred user profile information for the document includes;

ii) adding edges between nodes; and

iii) inferring a user profile information for the document using a topology of a graph of the nodes and the edges and using user profile information of users and of other documents;

determining, by the computer system, that a document corresponding to a first node is linked with a document corresponding to a second node; and

based on determining that the document is linked, adding, by the computer system, an edge between the first node and the second node.

9. A computer-implemented method for determining user profile information for a document, the computer-implemented method comprising:

determining, by a computer system including at least one computer on a network, initial user profile information for the document;

obtaining, by the computer system, inferred user profile information for the document;

determining, by the computer system, user profile information for the document using both the initial user profile information and the inferred user profile information;

associating, by the computer system, with the document, the user profile information for the document;

storing, by the computer system, the association of the document with the user profile information for the document;

serving, by the computer system, an advertisement with the document using the user profile information for the document stored in association with the document;

wherein obtaining the inferred user profile information for the document includes:

ii) adding edges between nodes; and

iii) inferring a user profile information for the document using a topology of a graph of the nodes and the edges and using user profile information of users and of other documents;

determining, by the computer system, that a document corresponding to a first node was visited by a set of users that have visited another document corresponding to a second node; and

based on determining that the document was visited, adding, by the computer system, an edge between the first node and the second node.

10. A computer-implemented method for determining user profile information for a document, the computer-implemented method comprising:

determining, by a computer system including at least one computer on a network, initial user profile information for the document;

obtaining, by the computer system, inferred user profile information for the document;

determining, by the computer system, user profile information for the document using both the initial user profile information and the inferred user profile information;

associating, by the computer system, with the document, the user profile information for the document;

storing, by the computer system, the association of the document with the user profile information for the document;

serving, by the computer system, an advertisement with the document using the user profile information for the document stored in association with the document;

wherein obtaining the inferred user profile information for the document includes:

ii) adding edges between nodes; and

iii) inferring a user profile information for the document using a topology of a graph of the nodes and the edges and using user profile information of users and of other documents;

determining, by the computer system, that a user corresponding to a first node visited a set of one or more documents also visited by another user corresponding to a second node; and

based on determining that the user visited the set of one or more documents, adding, by the computer system, an edge between the first node and the second node.

11. Apparatus for determining user profile information for a user, the apparatus comprising:

at least one processor;

an input device; and

at least one storage device storing a computer executable code which, when executed by the at least one processor, causes the at least one processor to perform a method of:

determining initial user profile information for the user;

obtaining inferred user profile information for the user;

determining user profile information for the user using both the initial user profile information and the inferred user profile information;

serving an advertisement to the user using the user profile information;

wherein obtaining the inferred user profile information for the user includes:

i) defining a separate node for each of a number of documents and the user, wherein each node represents a particular one of the number of documents or the user;

ii) adding edges between nodes; and

iii) inferring a user profile information for the user using a topology of a graph of the nodes and the edges and using user profile information of other documents;

determining that at least one document corresponding to a first node was returned in a search results page in response to a search query from the user corresponding to a second node; and

based on determining that the at least one document was returned, adding an edge between the first node and the second node.

12. Apparatus for determining user profile information for a user, the apparatus comprising:

at least one processor;

an input device; and

at least one storage device storing a computer executable code which, when executed by the at least one processor, causes the at least one processor to perform a method of:

determining initial user profile information for the user;

obtaining inferred user profile information for the user;

determining user profile information for the user using both the initial user profile information and the inferred user profile information;

serving an advertisement to the user using the user profile information;

wherein obtaining the inferred user profile information for the user includes:

i) defining a separate node for each of a number of documents and the user, wherein each node represents a particular one of the number of documents or the user;

ii) adding edges between nodes; and

iii) inferring a user profile information for the user using a topology of a graph of the nodes and the edges and using user profile information of other documents;

determining that a document corresponding to a first node was selected by the user corresponding to a second node; and

based on determining that the document was selected, adding an edge between the first node and the second node.

13. Apparatus for determining user profile information for a user, the apparatus comprising:

at least one processor;

an input device; and

at least one storage device storing a computer executable code which, when executed by the at least one processor, causes the at least one processor to perform a method of:

determining initial user profile information or the user;

obtaining inferred user profile information for the user;

determining user profile information for the user using both the initial user profile information and the inferred user profile information;

serving an advertisement to the user using the user profile information;

wherein obtaining the inferred user profile information for the user includes:

i) defining a separate node for each of a number of documents and the user, wherein each node represents a particular one of the number of documents or the user;

ii) adding edges between nodes; and

iii) inferring a user profile information for the user using a topology of a graph of the nodes and the edges and using user profile information of other documents;

determining that a document corresponding to a first node is linked with a document corresponding to a second node; and

based on determining that the document is linked, adding an edge between the first node and the second node.

14. Apparatus for determining user profile information for a user, the apparatus comprising:

at least one processor;

an input device; and

at least one storage device storing a computer executable code which, when executed by the at least one processor, causes the at least one processor to perform a method of:

determining initial user profile information for the user;

obtaining inferred user profile information for the user;

determining user profile information for the user using both the initial user profile information and the inferred user profile information;

serving an advertisement to the user using the user profile information;

wherein obtaining the inferred user profile information for the user includes:

i) defining a separate node for each of a number of documents and the user, wherein each node represents a particular one of the number of documents or the user;

ii) adding edges between nodes; and

iii) inferring a user profile information for the user using a topology of a graph of the nodes and the edges and using user profile information of other documents;

determining that a document corresponding to a first node was visited by a set of users that have visited another document corresponding to a second node; and

based on determining that the document was visited, adding an edge between the first node and the second node.

15. Apparatus for determining user profile information for a user, the apparatus comprising:

at least one processor;

an input device; and

at least one storage device storing a computer executable code which, when executed by the at least one processor, causes the at least one processor to perform a method of:

determining initial user profile information for the user;

obtaining inferred user profile information for the user;

determining user profile information for the user using both the initial user profile information and the inferred user profile information;

serving an advertisement to the user using the user profile information;

wherein obtaining the inferred user profile information for the user includes:

i) defining a separate node for each of a number of documents and the user, wherein each node represents a particular one of the number of documents or the user;

ii) adding edges between nodes; and

iii) inferring a user profile information for the user using a topology of a graph of the nodes and the edges and using user profile information of other documents;

determining that a user corresponding to a first node visited a set of one or more documents also visited by another user corresponding to a second node; and

based on determining that the user visited the set of one or more documents, adding an edge between the first node and the second node.

16. Apparatus for determining user profile information for a document, the apparatus comprising:

at least one processor;

an input device; and

at least one storage device storing a computer executable code which, when executed by the at least one processor, causes the at least one processor to perform a method of:

determining initial user profile information for the document;

obtaining inferred user profile information for the document;

determining user profile information for the document using both the initial user profile information and the inferred user profile information;

associating with the document, the user profile information for the document;

storing the association of the document with the user profile information for the document;

serving an advertisement with the document using the user profile information for the document stored in association with the document;

wherein obtaining the inferred user profile information for the document includes:

i) defining a separate node for each of a number of documents and for each of a number of users;

ii) adding edges between nodes; and

iii) inferring a user profile information for the document using a topology of a graph of the nodes and the edges and using user profile information of users and of other documents;

determining that at least one document corresponding to a first node was returned in a search results page in response to a search query from the user corresponding to a second node; and

based on determining that the at least one document was returned, adding an edge between the first node and the second node.

17. Apparatus for determining user profile information for a document, the apparatus comprising: