Dynamic categorizations for electronic advertising

摘要

An advertiser submitting a sponsored ad to a provider can determine aspects of the ad, such as creative elements and bid price, based on a dynamic categorization of an item and/or landing page associated with the ad. An algorithm can be used that utilizes a browse tree for each item to be displayed to a user following a sponsored link, for example, and attempts to find a node in the browse tree that appears at the lowest level in the tree and with a sufficient appearance frequency. When consensus is reached for a node in the browse tree that meets these criteria, a corresponding categorization is determined, which can be used to determine appropriate aspects to be used for the sponsored ad, at least until enough information is obtained such that aspects can be determined independent of the categorization.

主权项

1. A computer-implemented method of determining an advertising template for a landing page, comprising:
under control of one or more computer systems configured with executable instructions,
receiving a request to select an advertising template for a landing page from among a plurality of advertising templates, the landing page associated with one or more items each corresponding to a respective set of one or more categories of a plurality of categories;determining a hierarchical category browse tree corresponding to the plurality of categories, each category corresponding to one of a plurality of category browse nodes in the hierarchical browse tree, each category browse node associated with one of the plurality of advertising templates;determining a plurality of browse paths through the hierarchical category browse tree, the plurality of browse paths corresponding to the respective set of one or more categories associated with each item of the landing page and determined based at least in part by traversing the hierarchical category browse tree from a highest level until reaching the category browse node corresponding to one category of the respective set of one or more categories associated with each item of the landing page; andfor each level of the hierarchical category browse tree, beginning with a lowest level and until the advertising template for the landing page has been selected,
determining a frequency of appearance for each category browse node at a current level that is included in one of the plurality of browse paths;selecting for the landing page the advertising template associated with the category browse node having a highest frequency of appearance when at least one category browse node at the current level meets a specified frequency threshold; andselecting for the landing page a default advertising template when the current level is the highest level of the hierarchical category browse tree and no category browse node is able to meet the specified frequency threshold.