System and method for purchasing advertisements associated with words and phrases

摘要

Disclosed is a system and method for enhancing value for advertisers by helping them select and initiate the purchase of an advertisement associated with an advertising (ad) words or phrases that have strong semantic relationships to a given context, but which are not necessarily the most popular ad words or phrases with the highest costs. Advertisements associated with ad words or phrases that have strong semantic relationships to a given context, and yet are still cost effective in that their calculated value exceeds the costs of purchasing the ad keywords, are bid for and bought. In an embodiment, the system and method may be adapted to automatically purchase advertisements associated with ad words or phrases when the ad words or phrases fall within a desired price range based on their calculated value. By automatically purchasing such advertisements, the return on investment (ROI) for an advertiser may be improved.

主权项

1. A computer-implemented method for purchasing an advertisement opportunity based on a knowledge representation, the method comprising:
obtaining purchaser-context information associated with at least one purchaser; computing, using at least one processor executing stored program instructions, a value, specific to the at least one purchaser, of an advertisement opportunity associated with at least one advertising word or phrase, the computing comprising:
identifying, in a knowledge representation encoded as a data structure, a first concept representing at least a portion of the purchaser-context information,identifying, in the knowledge representation, a second concept with which the at least one advertising word or phrase shares at least one label,determining a semantic relevance between the first concept and the second concept based at least in part on the first and second concepts' relative positions in a topology of the knowledge representation, andcomputing the value of the advertisement opportunity as a function of the determined semantic relevance between the first and second concepts; comparing the computed value to a purchase price of the advertisement opportunity; and purchasing the advertisement opportunity in response to determining that the computed value exceeds the purchase price.