CONCEPT MAP TRANSLATION FOR NETWORK LOCATION PROFILES

1 . A method of delivering targeted content to a user comprising:

maintaining a concept map, wherein the concept map is a graphical model of content on a network including a plurality of concept nodes and relationships between the concept nodes;

maintaining a plurality of network location profiles, wherein each content profile includes a plurality of concepts associated with content available on a network at a network location;

maintaining a plurality of target profiles, each target profile including a plurality of concepts related to targeted content to be delivered to a user;

receiving a bid request provided by a content provider having content being accessed by a user of the network, the bid request including a content identifier associated with the content being accessed;

identifying a network location profile corresponding to the content identifier of the content being accessed by the user;

using the concept map, mapping the identified network location profile to a target profile; and

transmitting the targeted content associated with the mapped target profile for display to the user.

2 . The method of claim 1 , wherein the network location profile includes a network address, a subject of the content, and a plurality of keywords associated with the content.

3 . The method of claim 1 , wherein the target profile includes a subject of the targeted content and a plurality of keywords associated with the targeted content.

4 . The method of claim 3 , wherein the targeted content is an advertisement.

5 . The method of claim 1 , wherein maintaining the network location profiles further comprises identifying concepts related to the network location but which are not expressly found in the content at the network location.

6 . A non transitory computer readable media storing instructions for a computer processor to perform a method of delivering targeted content to a user comprising:

maintaining a concept map, wherein the concept map is a graphical model of content on a network including a plurality of concept nodes and relationships between the concept nodes;

maintaining a plurality of network location profiles, wherein each network location profile includes a plurality of concepts associated with content available on a network at a network location;

maintaining a plurality of target profiles, each target profile including a plurality of concepts related to targeted content to be delivered to a user;

receiving a bid request provided by a content provider having content being accessed by a user of the network, the bid request including a content identifier associated with the content being accessed;

identifying a network location profile corresponding to the content identifier of the content being accessed by the user;

using the concept map, mapping the identified content profile to a target profile; and

transmitting the targeted content associated with the mapped target profile for display to the user.

7 . The non-transitory computer readable media of claim 6 , wherein the network location profile includes a network address, a subject of the content, and a plurality of keywords associated with the content.

8 . The non-transitory computer readable media of claim 6 , wherein the target profile includes a subject of the targeted content and a plurality of keywords associated with the targeted content.

9 . The non-transitory computer readable media of claim 8 , wherein the targeted content is an advertisement.

10 . The non-transitory computer readable media of claim 6 , wherein maintaining the network location profiles further comprises identifying concepts related to the network location but which are not expressly found in the content at the network location.

11 . A network server for delivering targeted content to a user comprising:

a network interface;

first storage for storing a concept map, wherein the concept map is a graphical model of content on a network including a plurality of concept nodes and relationships between the concept nodes;

second storage for storing a plurality of network location profiles, wherein each network location profile includes a plurality of concepts associated with content available on a network at a network location;

third storage for storing a plurality of target profiles, each target profile including a plurality of concepts related to targeted content to be delivered to a user;

a processor coupled to the network interface and first, second and third storage, the processor programmed with instructions to:

receive a bid request provided by a content provider having content being accessed by a user of the network, the bid request including a content identifier associated with the content being accessed;

identify a network location profile corresponding to the content identifier of the content being accessed by the user;

using the concept map, map the identified network location profile to a target profile; and

transmit the targeted content associated with the mapped target profile for display to the user.

12 . The network server of claim 11 , wherein the network location profile includes a network address, a subject of the content, and a plurality of keywords associated with the content.

13 . The network server of claim 11 , wherein the target profile includes a subject of the targeted content and a plurality of keywords associated with the targeted content.

14 . The network server of claim 13 , wherein the targeted content is an advertisement.

15 . The network server of claim 11 , wherein plurality of network location profiles further comprise concepts which are related to the network location but which are not expressly found in the content at the network location.