RESULTS BASED PERSONALIZATION OF ADVERTISEMENTS IN A SEARCH ENGINE

摘要

Personalized advertisements are provided to a user using a search engine to obtain documents relevant to a search query. The advertisements are personalized in response to a search profile that is derived from personalized search results. The search results are personalized based on a user profile of the user providing the query. The user profile describes interests of the user, and can be derived from a variety of sources, including prior search queries, prior search results, expressed interests, demographic, geographic, psychographic, and activity information.